‍

CPG advertising has entered its proof era.

Audience sophistication alone is no longer enough. Brands are expected to demonstrate incremental growth, not impressions, not modeled conversions, but verified business impact.

That shift is exactly why Becausal launched its Always-On Sales Lift Measurement Module, powered by ABCS Insights, seamlessly connecting CPG audience intelligence to real, incremental outcomes.

‍

 From Targeting to Proof

Over the past decade, audience strategies have become increasingly advanced. But measurement hasn’t kept pace. Too often, performance reporting relies on correlation, clicks, views, and modeled lift, rather than isolating true incremental impact.

Becausal was built to answer a harder question: What actually drives purchase?

By integrating ABCS Insights’ incremental sales measurement directly into the Becausal CPG Data Store, brands can now:

• Continuously measure incremental and total sales lift.
• Analyze impact at the product, brand, retailer, and audience level.
• Quantify competitive-share shifts.
• Connect audience intent directly to business performance.

This isn’t post-campaign reporting. It’s always-on accountability.

A Fused Audience + Measurement System

Becausal delivers transparent, product-level purchase audiences across more than 800,000 products and 8,000 brands. But audience innovation without validation leaves a critical gap.

ABCS Insights closes that gap.

Leveraging a proprietary panel of 40 million households, including 23 million in the U.S., ABCS measures full-funnel incremental and total sales impact across CPG categories.

Together, the integration creates a continuous feedback loop in which stronger audience design improves measurement clarity, sharper measurement informs smarter optimization, and smarter optimization drives greater incremental growth.

Measurement doesn’t sit beside activation. It lives inside it.

Why This Moment Matters

Retail media has raised the bar. Verified sales lift is now the expectation, not the exception. Boards and CFOs want proof of incremental growth, not proxy metrics.

Yet much of the broader media ecosystem remains disconnected from purchase truth.

By embedding incrementality directly into activation, Becausal and ABCS eliminate fragmentation and give marketers a unified system to plan, execute, optimize, and prove performance.

Built on Transparency

In the outcomes era, methodology matters.

Becausal is committed to strict data provenance and privacy-first design, ensuring that measurement is transparent, auditable, and grounded in real purchase behavior, not black-box modeling.

The future of CPG growth won’t be defined by who you target.

It will be defined by what you can prove.

‍