CHICAGO—Circana has been officially named a badged Measurement Partner in TikTok’s Marketing Partner Program, explicitly recognized for its strength in sales lift analysis. The designation acknowledges Circana’s Household Lift™ solution, which enables consumer packaged goods (CPG) brands and retailers to accurately measure how TikTok advertising impacts offline sales.
This partnership gives TikTok advertisers advanced capabilities to assess whether their campaigns drive incremental purchases, bring in new customers, or increase spend from existing households. The collaboration enhances the connection between creative digital campaigns and tangible, real-world business results.
“TikTok is continuously evolving its measurement capabilities to help advertisers better understand the full impact of their campaigns on driving both online and offline outcomes,” said Casey Hamlyn, Head of Marketing Science, North America at TikTok. “Measurement partners are a key part of that effort, bringing trusted and differentiated insights that enable brands to uncover the incremental lift in performance resulting from their investment on TikTok.”
Dave Slowik, Executive Vice President of Global Media for Circana, said, “At Circana, our mission is to help advertisers leverage data-driven insights to achieve measurable growth. Our partnership with TikTok exemplifies this by delivering cutting-edge measurement solutions that connect advertising performance to real-world outcomes. Together, we are enabling brands to make more informed decisions and unlock new opportunities for success.”
As advertisers continue to invest in TikTok's high-engagement platform, Circana’s data-driven measurement solutions provide a critical layer of accountability and intelligence, helping brands maximize return on ad spend and refine media strategies with confidence.
