January 20, 2026
CPG brands have long lacked trusted and timely measurement tools to understand the true impact of their promotions.
That’s why we’ve teamed up with ABCS Insights, a leader in ad effectiveness analytics. This partnership empowers CPG brands to independently measure the impact of their promotions with the same level of transparency that they have come to expect from their media campaigns.
ABCS evaluated the effectiveness of an Ibotta campaign for a leading salty snacks brand. The results reinforce the power of the Ibotta Performance Network to help brands increase household penetration by driving incremental sales at scale. Read on for the full results.
Bringing gold standard media measurement to promotions
ABCS utilizes a best-in-class test-versus-control methodology for media and promotions measurement. This approach isolates the true effect of exposure to the Ibotta campaign by comparing households that were exposed to the offer against those that were not.
The methodology works by matching and balancing pre-period buying behavior and demographics (e.g., age, gender, income). This ensures both groups of households are statistically similar, giving the brand confidence that the only variable is the exposure to the Ibotta offer. By using this method, ABCS can accurately demonstrate the incremental sales generated above the sales of the unexposed households.
To power this analysis, ABCS uses a nationally representative receipt panel of 23 million monthly active users across all major retail outlets, including food, drug, mass, pet, and others
The results: Ibotta promotions significantly exceed category benchmarks for all forms of media
ABCS’ sales effect study found that exposure to the Ibotta campaign resulted in a 9.5% incremental lift in dollar sales per household for the promoted items. This figure is 2.2X higher than ABCS's salty snacks category benchmark of 4.3%—a norm based on other category studies across all forms of media.
The most significant takeaway from the study is the impact on household penetration. The brand saw a 7.2% increase during the campaign period, which is double ABCS's category benchmark. This demonstrates Ibotta’s effectiveness in bringing new households to a brand while maintaining current buying households.
The halo effect: Powering portfolio-wide sales growth
Ibotta drives portfolio-wide sales growth for the brand, extending far beyond the promoted products. Results show that the campaign successfully motivated buyers to purchase non-promoted items from the brand, leading to significant incremental sales across the entire portfolio. Crucially, this effect also contributed to a significant increase in additional household penetration.
Making every promotional dollar accountable
Ibotta is committed to bringing CPG marketing into the Outcomes Era through breakthrough performance marketing solutions, such as LiveLift™, and by partnering with industry leaders to provide trusted third-party validation. The results of the ABCS sales effect study reinforce our progress in helping CPGs confidently invest in promotions that drive profitable revenue growth.