Incrementality-Adjusted Attribution

Attribution Reports Your Finance Team Can Trust

Granular causal attribution down to tactics and ads – calibrated by incrementality. So you know exactly what to scale, stop, maintain, or reduce to hit your mROAS target.

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Attribution Reports Your Finance Team Can Trust
New Balance - Lifesight
Subway - Lifesight
Dyson - Lifesight
Costa Coffee - Lifesight
Ray Ban - Lifesight
KFC - Lifesight
San Miguel - Lifesight
Decathlon - Lifesight
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Shopback - Lifesight
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Segugio - Lifesight
Mavriq - Lifesight
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Euromaster 1 - Lifesight
Nurture Life
Much Better Adventures - Lifesight
British American Tobacco
KTM - Lifesight
Mango 1 - Lifesight
Mango - Lifesight
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IKEA - Lifesight
Scorewarrior - Lifesight
Bath Body Works - Lifesight
BetterBrand - Lifesight
- Lifesight

Fix your attribution that’s killing your growth

Checkout how Incrementality-Calibrated Attribution fixes it.

Touch-based attribution

  • Inaccurate crediting based on clicks & impressions

  • Broken due to privacy technologies & regulations

  • Doesn’t account for marginal impact & saturations

  • Double-count conversions & miss TOF influence

Lifesight’s iAttribution model

  • Grounded in incrementality from geo tests & MMM

  • Precise & 100% privacy safe measurement

  • Prevents over-investment on saturated tactics

  • Deduplicates the self-attributed platform metrics

Always-on Attribution, Powered By Incrementality

See through inflated ROAS, recover signal loss, and align spend with true incremental impact – making your marketing dollars work harder.

Uncover Hidden Lift at a Granular Level

Incrementality calibration reveals the conversions and revenue impact that platforms usually miss – uncovering growth opportunities masked by last-click or retargeting bias.

Uncover Hidden Lift at a Granular Level
Worry-Free Automated Budget Protection

Worry-Free Automated Budget Protection

Detect when campaigns hit saturation and creative fatigue sets in. iAttribution protects your budget from diminishing returns before wasted spend creeps in.

Automated Cross-channel Halo Effects Adjustments

Leverage holistic incrementality insights that automatically takes cross channel effects into account when calibrating your granular reports.

Automated Cross channel Halo Effects Adjustments - Lifesight
Optimize-Your-Creatives-With-Causal-Insights

Optimize Your Creatives With Causal Insights

Understand which creatives are truly working with fresh causal insights and get instant recommendations for optimization.

How iAttribution fixes major marketing blind spots?

Eliminate Double Counting & Inflated ROAS

Use lift data to fine-tune attribution insights and bring platform-reported numbers back in line with reality.

Power confident investment decisions & optimization

Attribution weights refresh using fresh causal inputs, creating a live decision layer that aligns tactics with strategies.

Keep Spend Aligned With Profit

Move beyond raw ROAS to incremental ROAS and marginal ROAS, so optimization is tied to profit, not just clicks.

Incrementality Adjusted Attribution

Incrementality Adjusted Attribution in Lifesight’s UMM Framework

Causal Attribution (iAttribution) acts as the operational lens of the Unified Marketing Measurement Framework by connecting granular platform data with incrementality from MMM & experiments – closing the loop between execution and strategy.

  • 1-click granular optimization

  • Always-on updates & learning

  • Automated hypotheses generation

  • Compatible with all other anchor attributions

Getting started with incrementality adjusted attribution

Connect data sources

Start by syncing granular, real-time campaign report data from ad platforms.

Causal Calibration

Automatically overlay and adjust campaign, ad set and ads insights with incrementality factor

Start optimizing

Act on budget optimization recommendations to scale, maintain, reduce or stop campaigns

Frequently asked questions

We apply causal weights (from MMM + experiments) to platform paths so reported ROAS/CAC reflect true incremental value—not just clicks that would happen anyway.

No-it calibrates it. Use iAttribution to rank channels/campaigns/creatives daily, but with weights aligned to causal truth.

Weights refresh monthly (or after material test reads); a daily/weekly re-score applies those weights so bidding and pacing stay honest.

The adjustment works at aggregate levels (channel/vendor/segment). We don’t require user-level tracking to correct directionally.

Channels that harvest existing demand get down-weighted unless lift is proven; creation channels get credit when geo/MMM shows net-new impact.

Performance uses lift-aware targets (iROAS multipliers) for bidding. Finance sees a dual view (Click vs Causal) during transition to build trust.

In the Optimizer (guardrailed mix changes), the Scorecard (iROAS / Profit Δ), and the Decision Log (who moved budget and why), all tied back to the same calibrated definitions.