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Incrementality-adjusted attribution
Give performance teams granular channel and campaign context informed by the broader measurement system, so daily work stays connected to business impact.
Incrementality-adjusted attribution
The approach
Keep the campaign detail your team uses every day. See the real sales impact behind it, not just platform credit.
Reported vs incremental
Platforms count the conversions they take credit for. See them next to the sales your marketing actually added, and spot the gaps.
Channel evidence → finer estimates
Incrementality is measured for each channel, then applied to its campaigns and ad sets. You get sharper daily numbers without testing every campaign.
Proactive investigation
When a campaign’s numbers shift, agents flag it and gather the evidence. Your team starts the review with the facts ready.
Operational decisions
Numbers update daily, with recommendations for your weekly review. Use them for campaign moves. Use MMM and experiments for bigger budget calls.
How it works
Which campaign needs a closer look?
Each step ties campaign numbers back to channel results.
Align the inputs
Bring campaign reporting and outcome definitions into a consistent frame.
Anchor to channel evidence
Use the wider measurement system for channel-level incrementality context.
Estimate finer performance
Adjust campaign and ad-set numbers using channel results.
Use the signal thoughtfully
Investigate changes and review the recommendation before the next move.
People + agents
Agents help surface campaign questions and prepare a review using available channel evidence. Media and measurement owners assess the finer estimates, assumptions and next action.
Built around your business
Work with Lifesight experts to establish your measurement program and put agents to work. Every engagement is scoped individually, with agreed responsibilities and ongoing support.
A few useful answers
No. Attribution provides operational granularity. Experiments estimate the effect of a specific change, while MMM supports broader investment decisions.
No. Incrementality is estimated from aggregate evidence and assumptions. The product does not observe an individual’s counterfactual purchase.
Compare periods, definitions and calibration context consistently. A reported conversion and an incremental outcome answer different questions.
Channel-level evidence informs the adjustment, while finer estimates use the channel’s shared saturation or response context. They remain informed approximations; they are not separate causal experiments on every ad set.
Incrementality-adjusted attribution updates daily and supports weekly recommendations. Its operational cadence differs from the weekly MMM refresh and the timing of completed experiments.
Connect causal marketing mix modeling, incrementality testing and adjusted attribution. Understand the impact of your investment, test what matters and bring stronger evidence into your next move.
Use incremental evidence to investigate performance, compare budget choices and prepare changes your team can review and act on.
