October 1, 2025
Bryan Leach
Author
Earlier today, we announced an exciting strategic partnership with Circana. For the first time in Ibotta's history, third-party lift studies will be available to measure the incremental sales that Ibotta delivers. By applying Circana’s unmatched consumer intelligence and analytical rigor to Ibotta’s industry-leading digital promotions network, CPG brands can have more confidence than ever before in their ability to achieve profitable revenue growth at scale.
For more than a decade, Ibotta has been a pioneer in performance marketing. We were the first digital promotions company to offer fee per redemption billing. Unlike our competitors, who charge on a fee per clip or fee per click basis, we get paid when a sale happens. Now, we are taking that to a new level by introducing new tools that allow our brand partners to set up front targets, measure performance on a rolling basis, and use AI to optimize their campaigns while in flight. The result is a promotions platform that’s transparent, scalable, and tied to outcomes.
Circana brings gold-standard, third-party measurement. Its Household Lift methodology looks at statistically matched audiences and compares purchase behavior by consumers who have been exposed to an Ibotta offer to the purchase behavior of those who weren’t, leveraging Circana's proprietary frequent shopper data. Brands won’t just be able to measure the benefits of their promotion while it's live, but also the incremental sales that occur shortly after the campaign ends.
Circana’s initial lift studies show strong lift that significantly outpaces benchmarks for other digital media investments. That kind of validation is eye-opening, and it's causing senior executives at leading CPG companies to reevaluate the conventional wisdom about promotions. The data are clear: promotions can deliver profitable revenue at scale. In fact, they may be the most cost efficient means of doing so.
CPG brands
Clear, credible measurement from a third party means you can invest with confidence, optimize quickly, and demonstrate profitable revenue growth to the satisfaction of your CFO.
Retailers and publishers on the Ibotta Performance Network
More demand for promotions that measurably influence where and how people shop across our network.
Shoppers
More rewards, translating into more savings opportunities at a time when value is a key driver of purchase decisions.
Our mission is to give CPGs a full-service performance marketing platform for promotions—precision targeting at scale, pay-per-sale economics, and now independent lift measurement that travels with the campaign. Pairing Ibotta’s real-time ability to drive purchase behavior with Circana’s analytics and Household Lift studies is a big step toward that vision.
If you want promotions you can trust, measure, and scale, now’s the time to take a fresh look at Ibotta and Circana.
Bryan Leach is the Founder and CEO of Ibotta (NYSE:IBTA), a leading performance marketing platform that allows CPG brands to deliver digital promotions to over 200 million consumers through a network of publishers called the Ibotta Performance Network (IPN). Under his leadership, Ibotta pioneered a pay-per-sale model that allows brand marketers to gain market share cost effectively, only paying when their campaigns lead directly to sales.
Bryan Leach
Author