The release, which is now open for beta testing, expands Lucid Measurement by bringing brand lift and sales lift into the reporting experience.

Users can see how brand and sales key performance indicators are influenced by campaign exposure and identify which media tactics are driving attitudes and actions. 

The tool uses exposed/control methodology and behavioural transaction data from Cint’s data partner, Affinity Solutions.

Kevin Evers, managing director, measurement at Cint, said: “The future of measurement is not about giving advertisers more disconnected reports; it is about helping them understand which parts of a campaign are influencing perception, action, or both.”

Laura Manning, senior vice-president of measurement at Cint, said: “Outcomes has become one of the most important conversations in advertising, but the term can mean many different things depending on the marketer, platform, or campaign.

“The bigger challenge is that brand lift and sales lift have historically been measured in separate workflows, often after a campaign is already over. By bringing those signals together in Lucid Measurement while media is still in flight, we are helping advertisers understand not only whether a campaign changed perception, but whether it influenced action.”