Core Insights - Ibotta has launched a new tool called LiveLift aimed at improving the measurement of return on investment (ROI) for promotions in the consumer packaged goods (CPG) sector, addressing the challenge of measuring in-store purchases which account for about 80% of sales [1][2] Group 1: Tool Overview - LiveLift is an in-flight campaign measurement and optimization tool that analyzes billions of transactions from over 80 leading retailers, including Walmart, Instacart, and Doordash, to determine baseline sales and sales lift generated by promotions [2] - The tool has been piloted by major CPG brands such as Kimberly-Clark and Hain Celestial, with Liquid Death reporting a 19% sales lift and a 23% increase in daily units sold during the test [3] Group 2: Industry Impact - Ibotta plans to expand LiveLift with additional features for increased measurement frequency and optimization capabilities, aiming to enhance performance marketing for CPG brands [4] - The CEO of Ibotta, Bryan Leach, emphasized that LiveLift allows brands to reinvent their national promotion strategies, enabling them to drive incremental volume at scale with better control and efficiency [5] Group 3: Challenges and Solutions - The challenge of controlling the audience for promotions is highlighted, as ineffective targeting can lead to high costs if promotions reach consumers who would have purchased anyway [6]