Lifesight provides causal marketing attribution to measure which marketing efforts generate incremental revenue. Users can set target metrics such as incremental return on ad spend (iROAS) or marginal return on ad spend (mROAS) to receive budget recommendations for each channel and campaign. Define the desired value for the target metric to align campaigns with revenue objectives. Configure the attribution window and select an attribution model. Lifesight’s causal attribution can be compared side by side with other attribution models to demonstrate the impact of incrementality measurement. The platform displays incremental performance metrics including incremental revenue (iRevenue), iROAS, and predicted metrics measured against actual spend, with baseline revenue excluded from calculations. Users can compare channels, campaigns, and ads to analyze how incremental revenue correlates with spend. Benchmark any metric against different time periods, attribution models, or attribution windows. Adjust the attribution period to observe how each channel’s incremental contribution changes over time. Performance and spend data can be broken down by channel, campaign, ad group, or individual ad. The system provides scale-up and scale-back recommendations to reallocate budget toward media with higher incremental efficiency. Goal tracking functionality enables users to set, monitor, and optimize marketing goals using real-time insights. The platform supports analysis using a company’s own marketing data.