1. A computer-implemented method for evaluating an advertising campaign event, comprising the steps of: receiving data indicative of customer activity occurring after the advertising campaign event, said customer activity data including actual data values associated with preselected business metrics; for at least one of the business metrics, determining a time lag between the advertising campaign event and the customer activity that generated the business metric; based upon the determined time lag, calculating different time lag amounts that seek to achieve different desired levels for the business metric; and generating a goal seeking report that displays the calculated different lag amounts with the desired levels for the business metric.