Some people use BSA/albumin as conditioned media (CM) usually contains a variation of serum. However, this controls the amount of CM loaded, not the number of cells in each condition. Obviously these probes also fail if you're in serum-free media.
In my opinion, total protein load would work i.e. SYPRO, coomassie, ponceau, etc. If you want to go further, snap-freeze the CM, run a housekeeping protein from the lysate and standardize your CM loading volumes against that. Not sure if I've ever seen this done, though. In general, if you have more cells in a well they should secrete more proteins vs a lower-confluent well.