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Switch from Billy Grace to Causality Engine

Billy Grace uses first-party pixel and MTA combined with MMM. Causality Engine uses causal inference on your GA4 export. There is nothing to migrate: the first read takes 1 to 2 minutes, and you can run both side by side.

Get your first finding freeOr book a 30-min call.

€99 once, excl. VAT. Keep Billy Grace running while you compare.

Billy Grace and Causality Engine, side by side.

Short answer: Keep Billy Grace. Causality Engine is not a replacement for it: it installs nothing and reads the GA4 export you already have, so it adds a read of what each channel caused on top of Billy Grace's first-party pixel and MTA combined with MMM, for €99.

Scroll the table sideways for every column.

Causality Engine compared with Billy Grace: data, measurement, buying, company and reviews. Vendor facts read 12 October 2026, each with its source below the table.
Compared onCausality EngineThe layer on topBilly GraceTracking, attribution, analytics and optimisation platform
Compatible with Causality EngineIt is the layerReads your GA4 exportYesKeep Billy Grace, add the read
Pay once, no subscriptionYes€99 per read; Pro at €299 a month is optionalSubscription€499/mo
Price stays flat as you growYes€99 a read, whatever your revenue or ad spendNoPriced on your ad spend
Money back if it does not helpYesFull refund within 30 days, no questions askedFees are non-refundable1
MethodCausal inference on your GA4 exportFirst-party pixel and MTA combined with MMM
Starting price€99 once, excl. VAT€499/mobillygrace.com/pricing, read
Pricing model€99 per read, or Pro at €299 a monthSix tiers priced by monthly ad spend (Launch €499/mo up to €25,000 ad spend, through Professional €3,250/mo; Enterprise custom), every tier via 'Book a demo', with €99 add-ons
SetupUpload a GA4 export; results in 1 to 2 minutesInstall the Billy Pixel (Google Tag Manager, or Shopify-specific install) and connect channel and backend integrations
Best forEcommerce brands on GA4 spending on two or more channelsCompanies with €15k+ monthly ad spend and 300+ conversions
How it gets your data
Needs its own pixel, tag or SDKNoNothing to installYes2
Works with Google Analytics 4YesA GA4 export is the inputNot stated
Native store integrationsAny store that runs GA4Shopify, WooCommerce, Shopware, Magento or a custom buildShopify, WooCommerce, BigCommerce, Magento / Adobe Commerce, Salesforce Commerce Cloud3
Server-side tracking or conversion APIsNoIt reads data you already collectYes4
What it measures
Multi-touch attributionNoCausal attribution: what each channel causedYes5
Marketing mix modellingNoYes6
Incrementality or holdout testsNoNo test to runYes7
Post-purchase surveysNoNot stated
How you buy it
Self-serve sign-upYesUpload at /startNo8
Free trial or free planFirst finding freeThe €99 read is refundable within 30 daysDemo only8
Billing termsNone for the readPro is billed monthly, cancel any timeAnnual (12-month minimum, auto-renews)9
Who makes it
HeadquartersUtrecht, NetherlandsAmsterdam, Netherlands10
Founded2023202210
States EU data hostingYesPrimary infrastructure in the EU, per our privacy policyYes11
What reviewers say
G2Not listed yetNot stated
CapterraNot listed yetNot stated
Shopify App StoreNo appNothing to installNot stated

Causality Engine installs nothing on your site. It reads the GA4 export you already have, so it runs on top of any tool here without touching its setup. The one condition: GA4 runs on your store too. “Not stated” means we could not find it on the vendor's own pages or listings on 12 October 2026; it does not mean the feature is missing.

Sources, read 12 October 2026

  1. 1. billygrace.com/terms-conditions: “Pre-paid amounts are non-refundable, except in cases where the Customer terminates due to an uncured breach by Billy Grace.”
  2. 2. billygrace.com/feature-overview: “By using first-party data and machine learning models for session stitching, our pixel is prepared for the cookieless future”
  3. 3. billygrace.com/integrations: “E-commerce Salesforce Commerce Cloud … E-commerce Magento2 (Adobe Commerce) … E-commerce BigCommerce … E-commerce WooCommerce … E-commerce Shopify”
  4. 4. help.billygrace.com/en/articles/11383084-server-side-tagging-sst: “Server-side tagging sends Billy Pixel data from your server instead of directly from the browser.”
  5. 5. billygrace.com/attribution: “Our MTA model employs advanced deep learning to accurately assign value to each click interaction along the customer journey”
  6. 6. billygrace.com/attribution: “With UMM, we integrate Multi-Touch Attribution (MTA) with Marketing Mix Modeling (MMM) on a granular level.”
  7. 7. billygrace.com/incrementality-testing: “A geo holdout test reveals what's really driving your revenue, so your decisions are backed by proof.”
  8. 8. billygrace.com/pricing: “Launch €499 /month Ad spend p/m: €25.000 Pageviews p/m: Custom events: 3 Book a demo”
  9. 9. billygrace.com/terms-conditions: “The Agreement is entered into for an initial term of at least twelve (12) months and will be automatically renewed”
  10. 10. billygrace.com/about: “We are a fast-growing AI start-up based in Amsterdam that was founded in 2022 by three online marketers”
  11. 11. billygrace.com/terms-conditions: “The servers where Billy Grace stores its data are located in Ireland. This applies to both Billy Grace's data centre and their servers.”

Every tool we track, on every fact · The same facts as JSON

Competitor pricing is each vendor's publicly listed pricing as read on the date shown, and it changes without notice: verify on the vendor's own site before relying on it. Vendors without a public price are marked as such. Comparisons set Causality Engine's one-time €99 analysis against subscription models.

How to switch, in five steps.

  1. No cancellation required yet

    Keep Billy Grace running. Causality Engine reads your GA4 CSV export, so nothing conflicts and no data moves between the two.

  2. Upload your GA4 CSV (no integration required)

    Export 12 months or more of GA4 data and upload it. Longer reads better. No OAuth, no pixel, no code, no DNS changes. Shopify native is on the roadmap.

  3. Run your first analysis

    What each channel caused, next to last-click, with a data-health score on each, 1 to 2 minutes after the upload. Compare it with what Billy Grace was telling you.

  4. Evaluate side by side

    Run both for a month and compare them channel by channel. Where they disagree is where a budget decision is at stake.

  5. Cancel Billy Grace when ready

    Only if the side-by-side says you should. Nothing in Causality Engine depends on Billy Grace being gone.

Keep reading

Four named Dutch brands and our own store, with the figures they let us publish: the case studies.

GA4 export uploadNo pixel1–2 minutes to a first read30-day refund, no questions asked

Your platforms guess.
We run the math.

Upload a GA4 export and see what each channel caused, next to last-click, in 1–2 minutes. The read is yours to keep.

Get your first finding free

Free, in your browser: your file is not uploaded. The full read is €99, refundable within 30 days. Prices exclude VAT.
Or book a 30-min call.