Cint Lets Agencies Set Purchase-Attribution Windows in Self-Service Lift Studies

Cint said on September 28 that agencies, media owners and ad-tech platforms can launch combined brand- and sales-lift studies through Lucid Measurement’s Study Creator and choose how long after ad exposure a purchase can count. The self-service launch gives teams assessing campaign outcomes control over a measurement choice that can affect which purchases appear in their results.

Shortening the attribution window limits the period in which purchases qualify; extending it allows later purchases to be counted. For an agency weighing its next media allocation, the window is part of what a sales-lift figure means. Two studies using different windows may capture different portions of the purchasing period.

What changed in Study Creator

Study Creator already supported self-service brand-lift studies, according to Cint’s product FAQ. Cint also announced U.S. open beta testing of combined in-flight brand and sales outcomes measurement on June 17. The September launch adds self-service setup for that combination and lets customers adjust the purchase-attribution period.

Cint also announced sales-lift benchmarks for retail, telecom and technology, and quick-service restaurants. It described linear-TV outcomes measurement as being in beta. Those additions expand the settings and reference points available to buyers reviewing a study; they do not change the need to read its measures accurately.

A named route for campaign buyers

Cint identified Magnite as the first platform to enable access for clients running ClearLine or streaming campaigns. That gives those buyers a named route to the measurement offering within an existing campaign workflow, according to Cint’s announcement.

Results require attention to their units as well as their attribution window. Cint’s August 31 release notes say that, effective September 1, brand lift is presented in percentage points and sales lift in percent. Agencies can now choose the purchase window when setting up a combined study, then assess each reported outcome on its own terms.