As consumer packaged goods brands push for stronger proof of advertising performance, the Becausal Always On Sales Lift Measurement launch introduces a new approach designed to connect audience targeting directly to measurable business outcomes.
Becausal announced the release of its Always On Sales Lift Measurement Module, powered by ABCS Insights. The new capability enables continuous measurement of incremental sales impact tied to Becausal powered audiences, helping marketers understand how advertising exposure translates into real revenue growth. The Becausal Always On Sales Lift Measurement solution aims to close a long standing gap between audience activation and outcome based accountability in CPG advertising.
The platform focuses on incrementality measurement, which isolates the true causal impact of media exposure rather than relying on correlation based reporting. By identifying which campaigns genuinely drive purchases, brands can better evaluate return on ad spend and optimize budget allocation across channels and audience segments.
Through the partnership, ABCS Insights provides full funnel measurement across CPG categories, allowing marketers to assess both incremental and total sales impact at product, brand, retailer, and audience levels. This approach gives advertisers deeper visibility into which audiences generate meaningful business results rather than simply measuring reach or engagement.
“By pairing transparent, product-level purchase data with ABCS Insights’ rigorous incremental measurement, we’re giving brands clarity on not just who they reached, but an understanding of the campaign levers that drove sales performance,” said Chuck Ennis, Chief Commercial Officer of Becausal. “We selected ABCS as our first CPG measurement partner to set a new benchmark for accountability so that marketers can invest with confidence.”
“Great audience strategy only matters if you can prove it drove real outcomes,” said Andy Haversack, Vice President of Client Partnerships and Business Development at ABCS Insights. “By pairing Becausal’s advanced audiences with our incremental sales measurement, brands can finally connect audience intent to business impact and ensure their campaigns are driving incremental impact, in the age of the outcomes era.”
The measurement capability is available through the Becausal CPG Data Store, a self serve platform that enables brands, agencies, and retailers to activate purchase data spanning more than 800,000 products and 8,000 brands. ABCS Insights analyzes sales lift using a proprietary panel representing 40 million households, including 23 million households in the United States, enabling detailed analysis across buyer segments and retail environments while also tracking competitive share shifts.
Within the Becausal ecosystem, audiences can be activated across major advertising platforms including LiveRamp, The Trade Desk, Meta, and Google Ads, creating a unified workflow from targeting through measurement.
The Becausal Always On Sales Lift Measurement launch reflects a broader shift toward outcomes driven advertising, where marketers demand continuous proof of effectiveness rather than post campaign analysis. By integrating audience intelligence with causal measurement, the platform provides brands with a more unified framework to plan, optimize, and validate performance in an increasingly accountability focused marketing landscape.
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