Modeled credit, automated. Or causal truth, with intervals.
Billy Grace is an Amsterdam-based marketing OS: deep-learning multi-touch attribution stacked with Unified Marketing Measurement (modeled MTA plus MMM, crediting impressions, seasonality, even weather) on their own first-party pixel, plus a daily automated budget autopilot. For a European B2C brand spending €15k+ a month with 300+ monthly conversions, it's a polished all-in-one allocation engine.
It's also modeled, not causal: the deep-learning credit assignment infers what each touchpoint contributed without confidence intervals or experimental identification. Some reviewers flag that multi-store views drive the bill up and the dashboard is dense. Pricing is published on their site (€499 / €999 / €1,499 / €1,999 / €3,250 + Enterprise tiers, demo-gated, €99 integration add-ons), so the entry floor is a four-figure-per-month subscription.
// Billy Grace answers what does the model assign? → deep-learning MTA + MMM + autopilot // Causality Engine answers what spend was incremental, with uncertainty? → causal inference + confidence intervals
Same question, different answer. Often the opposite answer.
| Causality Engine | Billy Grace | |
|---|---|---|
| Method | Causal inference on GA4 + Shopify | Deep-learning MTA + UMM (modeled) |
| Confidence intervals? | Yes, native to every read | Not reported |
| Install | None (CSV upload) | Own first-party pixel |
| Price | €99 per read · €299/mo Pro | €499–3,250/mo, demo-gated |
| ICP floor | Any GA4 ecommerce brand | €15k+/mo spend, 300+ conv/mo |
| EU / GDPR | Yes (Dutch, EU data residency) | Yes (Dutch) |
Which one is the right call for your situation.
Choose Billy Grace when
you want an all-in-one modeled-attribution + automated-budget-allocation cockpit, you can absorb the four-figure-per-month subscription and the pixel install, and your spend and conversion volume comfortably clear their €15k/mo and 300-conversion floor.
Choose Causality Engine when
you want the causal answer with stated uncertainty, not modeled credit with no error bars. You want it on your existing GA4 history without installing another pixel. And you want it at €99 a read, refundable, with no four-figure floor. Also the right call for sub-€15k/mo brands Billy Grace isn't built for.
Before a €6,000–€39,000-a-year subscription and another pixel on the storefront, spend €99 to see whether a causal read with intervals moves a single budget decision. Both are Dutch, both EU-resident; the difference is method, install, and price.
The questions buyers ask about us vs Billy Grace.
- Is Causality Engine a Billy Grace alternative?
- For incrementality with confidence intervals, yes. For Billy Grace's full modeled-attribution-plus-autopilot dashboard with daily automated budget shifting, they're a different category. Many brands run Causality Engine alongside their existing dashboard as the independent causal check.
- Do I need their first-party pixel installed?
- No. We run on your GA4 and Shopify export, no pixel of any kind. You can keep whatever tracking you already have.
- We're under €15k/mo paid spend. Are you a better fit?
- Yes for the causal question on its own. We publish our own fit floor at roughly €5K+/month paid spend with a meaningful GA4 history; below that, your existing analytics already do most of the job. Two of our beta engagements are on /case-studies as honest examples.
Every causal vs MTA tool in one row each.
They track clicks. We measure cause. Four of these five tools are pixel or multi-touch-attribution dashboards on an annual contract; they reassign credit for conversions that already happened, and they need a script installed and maintained. Causality Engine measures incrementality, the sales a channel actually caused, from your existing GA4 and Shopify export, no pixel, with confidence intervals, for €99 a read. Different question, different bill, different install.
| Tool | Core method | Causal? | Pixel / SDK? | Time to value | Pricing model | Yr-1 fully loaded | Contract |
|---|---|---|---|---|---|---|---|
| Causality Engine | Causal inference (Bayesian) on GA4 + Shopify | Yes, native | None | 5–10 min | €99 per read · €299/mo Pro | €99 one-time · €3,588/yr Pro | Credit card, cancel anytime |
| Triple Whale | Pixel + MTA (Clicks & Deterministic Views) | No | Yes (Triple Pixel) | Days (after pixel install and data) | Subscription, GMV tiers | €600–1,500/mo loaded | 12-month minimum |
| Northbeam | ML MTA + MMM + incrementality (2026 add-on) | Partial (newer layer) | Yes (script + UTMs) | Weeks (onboarding) | Subscription, mostly quote | €1,500–2,500/mo | 12-month minimum |
| Rockerbox | MTA + MMM + incrementality (enterprise) | Yes (native) | Yes (integration) | Weeks (config + experiments) | Quote only | €2,000–4,000/mo + onboarding | 12-month minimum |
| Hyros | Server-side click tracking + MTA | No | Yes (watcher scripts, heavy) | 2–12 weeks (setup) | Subscription, demo-gated | €500–5,000/mo by spend | Annual standard |
| Wicked Reports | First-party click MTA (LTV focus) | No | Yes (pixel + CRM/UTM) | Days to weeks | Subscription, by contacts | €550–1,200/mo + integration | Annual standard |
| Cometly | MTA pixel + server-side + CAPI | No | Yes (Comet Pixel + CAPI) | Days (post pixel install) | Quote-only, usage-based | Reported from ~$150/seat/mo | Annual or quote |
| Billy Grace | Deep-learning MTA + Unified Marketing Measurement | Modeled, no CIs | Yes (own first-party pixel) | Demo-gated onboarding | Subscription, by ad spend | €499–3,250/mo + €99 integrations | Demo-gated |
| EYKData | Server-side MTA on owned BigQuery (correlation-based) | Quote-only top tier | Yes (GTM + BigQuery + Stape) | Weeks (stack stand-up) | Subscription, by sales | €399–€529+/mo (Advanced = quote) | Subscription |
| Funnel.io | Data integration / ETL platform | Add-on at quote-only top tier | Connectors / warehouse | Weeks (pipeline build) | Flexpoint consumption | $300–600+/mo (Measure tier ≥$500k spend) | Annual |
| Supermetrics | Marketing data pipeline / connectors | No (claims unverified) | Connectors | Hours per source | Per-source subscription | Reported ~$49–299/mo | Annual |
| Elevar | Shopify server-side conversion tracking + data layer | No (not attribution) | Yes (data layer install) | 1–2 weeks (setup) | Subscription, by orders | $225–3,000+/mo + $1k–4.5k install | Monthly |
| Fairing | Post-purchase survey (zero-party) | No (self-reported) | Survey widget | Minutes (install) | Subscription, by orders | Free–$199/mo (reported) | Monthly |
| Google Ads | Self-attributing network, data-driven attribution | No (window-bound, self-mediated) | Native | Built in | Native to ad platform | Free (with the spend) | Native, no contract |
| Meta Ads Manager | Self-attributing, 7-day click + 1-day view default | No (view-through inflates) | Native + Meta Pixel/CAPI | Built in | Native to ad platform | Free (with the spend) | Native, no contract |
| TikTok Ads Manager | Self-attributing, 7-day click + 1-day view | No (passive-feed view-through) | Native + TikTok Pixel | Built in | Native to ad platform | Free (with the spend) | Native, no contract |
| Shopify Marketing Reports | Last-click (last non-direct), rules-based | No (erases assists) | Native | Built in | Included with Shopify | Free (with the plan) | Native, no contract |
| GA4 | Data-driven attribution, click/visit-based | No (ignores impressions, no control group) | Native GA4 tag | Built in | Free | Free | Native, no contract |
Prices reflect publicly-published tiers or industry-standard fully-loaded estimates as of 2026-06. Not vendor quotes.
Run the side-by-side. Upload your GA4 export, get incremental ROAS with confidence intervals in 5–10 minutes, €99. Refundable if the first read doesn't pay for itself in one reallocation decision. Keep your current tool; use us as the independent causal second opinion.
We're the only one in this table without an ad budget, or a dashboard subscription, to protect.
The math behind your marketing.
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