Unlimitail Unlocks In-Store Attribution at the Heart of its Onsite Platform

Unlimitail now enables retailers and advertisers to automatically measure the impact of digital media investments on in-store sales.

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Following a study of nearly 3,000 campaigns, digital retail media investments generated +32% additional conversions in-store, with an even more significant effect on non-food verticals.

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Paris, January 2026 - Unlimitail today announces a major technological breakthrough by natively integrating in-store sales attribution within its Epsilon Retail Media platform. This innovation allows brands to measure in an automated, 100% deterministic, and self-service manner, the real impact of their digital Onsite campaigns on sales made physically in-store.

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Unlimitail thus becomes the only player in Europe to offer measurement of this precision natively integrated, confirming its pioneering role for the entire market.

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Omnichannel Strategy: At the Heart of Retailer and Brand Challenges

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In a retail market where nearly 80% of sales still occur in-store and up to 95% in certain verticals like grocery, the ability to link digital advertising exposure to the act of purchase on the shelf is the "Holy Grail" of Retail Media. By leveraging the wealth of transactional data from its retail partners, starting with Carrefour and its 14 million households in France, and the technological power of Epsilon, Unlimitail "Closes the Loop" and offers advertisers an end-to-end vision of performance and the shopper journey.

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Thanks to a proprietary data infrastructure capable of processing massive real-time receipt flows, the platform becomes the only one to reconcile Onsite engagement with the physical reality of the point of sale in a fully automated way.

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Precision, Transparency, and Performance

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The reliability of this solution is based on attribution performed in a 100% deterministic manner via the loyalty card. This advancement is made possible by a unique measurable data volume: for example, 67% of total sales across the Carrefour network are currently made by loyalty cardholders, allowing for a reconciliation of unprecedented precision.

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To guarantee absolute transparency, Unlimitail now offers a dual performance reading. Historical e-commerce ROAS remains available and is enriched by a complementary indicator: Omnichannel ROAS (e-commerce + store). This approach is available for direct measurement (for products highlighted in the campaign) but also for “Brand Halo ROAS,” the indicator that measures a campaign's impact across a brand’s entire product range. This methodology allows for the valuation of advertising’s real effectiveness across the entire physical network without losing digital performance granularity.

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“Thanks to the power of our platforms and the strength of our data, we are moving ahead of the Retail Media market by offering brands the possibility of having a complete view of their campaign performance: online and in-store. This innovation automates the link between digital campaigns and in-store sales, in a 100% deterministic way and with self-service access. The impact is massive: nearly a third of additional conversions attributable to a digital campaign are realized in-store. This is a crucial step in positioning retail media at the heart of the customer journey, and linking all the signals that influence purchasing behavior,” states Thibault Hennion, COO of Unlimitail.

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A Major Advance in Measuring Omnichannel Performance

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The analysis of over 2,700 onsite campaigns in November (post-view model, 14-day attribution window) confirms an immediate impact: the addition of in-store transactions generates an average increase of +32% in ROAS compared to the digital scope alone. The leverage effect is even more spectacular on “Brand Halo ROAS,” which more than doubles once in-store attribution is taken into account.

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While the impact is massive across all categories, it becomes exponential for sectors where the ROPO (Research Online, Purchase Offline) effect is predominant. Non-food segments are recording spectacular Brand Halo ROAS progressions compared to the digital scope alone: x11 for Toys & Games, x3 for Home & Decor, or x8 for Smartphones and connected objects. Grocery is not to be outdone; across all combined food categories, it sees an average increase of over 25% in direct attribution and nearly a doubling of Halo ROAS, confirming that digital exposure is now a universal sales driver, regardless of the final aisle.

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“This innovation is a game-changer for the market. By reconciling e-commerce and the physical basket, we offer brands a compass to steer their activity with an unprecedented and highly valued omnichannel vision, for both food and non-food brands,” adds Mathieu Saudemont, Managing Director France and Global Client lead of Unlimitail.

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Operational from early February for campaigns activated on Carrefour.fr, this new measurement standard will be natively accessible for all Onsite campaigns, guaranteeing consistent measurement for all advertisers, regardless of their campaign scale or Retail Media maturity. Its deployment will gradually expand to other Carrefour Group geographies as well as to retail partners in the Unlimitail network with physical points of sale.