Lift reports the full-funnel lift in outcomes from a brand campaign. The upper and mid-funnel outcomes are incremental lift in attitudes towards the brand such as awareness, consideration, and favorability, while the lower-funnel outcome is incremental lift in customer acquisition.
Unlike many attribution methodologies that are non-causal, and show what tactics are most correlated with outcomes, Incremental Lift measures the causal impact of a campaign and its tactics. It's like running an incrementality study across your entire campaign. That way, you can be sure that reported outcomes are not reflective of a "water cooler effect" - as occurs when consumers exposed to an over-performing tactic would have converted anyway - and reflect the causal impact of a campaign and its tactics.