Circana

What is Circana?

Circana is a global market research, technology, and analytics company for consumer packaged goods (CPG) manufacturers, durables makers, and retailers. Formed from the 2022 merger of IRI and The NPD Group and rebranded as Circana in 2023, it is headquartered in Chicago and provides point-of-sale tracking, consumer panel data, and predictive analytics across the consumer brand and retail market. Its Household Lift solution measures the real-world sales impact of advertising campaigns.

How Circana works with TikTok

As a badged TikTok Measurement Partner specializing in sales lift, Circana connects TikTok advertising activity to actual offline purchase behavior. Its Household Lift solution lets advertisers see whether TikTok campaigns are driving incremental in-store purchases, attracting entirely new customer households, or encouraging existing customers to spend more. This gives CPG brands and retailers an accurate view of how TikTok ad spend translates into offline sales and ROI.

Key features

• Household Lift measurement of incremental offline sales from TikTok campaigns
• Identifies new-household acquisition versus existing-customer spend
• Point-of-sale and consumer panel data across the consumer brand and retail market
• Marketing effectiveness and ROI insights for CPG advertisers

Pricing

Not publicly listed. Circana works with brands and retailers on a custom, enterprise basis; contact their sales team for pricing.

Best for

CPG manufacturers and retailers running TikTok campaigns who need to prove and optimize the impact of their ad spend on offline, in-store sales.