A Guide to Attention Metrics for CPG Marketers

Fragmented reach and shrinking attribution are making it harder for CPG marketers to know which media is driving value. Regulators, consumers, and platforms are limiting the identity data that connects ad exposure to outcomes, just as digital formats continue to multiply. Traditional measurement can also miss meaningful differences in media quality across placements.

Attention metrics offer a precise, privacy-friendly way to assess media quality across channels. Adelaide AU predicts a placement’s likelihood of capturing attention and driving impact, helping CPG marketers identify higher-value media opportunities and connect quality to outcomes across the funnel. Four case studies demonstrate that relationship across recall, consideration, ROI, and in-store sales, with data from IRI, Kantar, Nielsen, and Reppublika.

Inside the Guide:

• Why legacy metrics fall short as reach fragments and attribution weakens
• How AU creates a consistent quality signal across channels
• A 5-step framework for applying attention metrics across the campaign lifecycle
• How attention metrics can strengthen MMM and attentive reach
• Four CPG case studies connecting higher AU to stronger brand lift and sales