Modeled credit, automated. Or causal truth, from your GA4 export.
Choose Billy Grace when you want an all-in-one modeled-attribution + automated-budget-allocation cockpit, you can absorb a monthly 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, next to last-click, not modeled credit.
€99 once, excl. VAT. Keep Billy Grace; use us as the causal second opinion.
Same question, different answer. Often the opposite answer.
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.
Compatible with Causality Engine: Yes. It installs nothing on your site; the one condition is GA4.
- Billy Grace answers
- What does the model assign?Deep-learning MTA + MMM + autopilot
- Causality Engine answers
- What spend was incremental, and how far to trust it?Causal inference + a data-health score on every channel
| Compared on | Causality Engine | Billy Grace |
|---|---|---|
| Method | Causal inference on a GA4 export | Deep-learning MTA + UMM (modeled) |
| Install | None (CSV upload) | Own first-party pixel |
| Price | €99 per read · €299/mo ProExcl. VAT | €499 to €3,250/mo on its site, demo-gated; $100/mo launching offer on the Shopify App Storebillygrace.com/pricing, read |
| ICP floor | Any GA4 ecommerce brand | €15k+/mo spend, 300+ conv/mo |
| EU / GDPR | Yes (Dutch, EU data residency) | Yes (Dutch) |
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.
Every fact, sourced. And why you can keep Billy Grace.
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.
| Compared on | Causality EngineThe layer on top | Billy GraceTracking, attribution, analytics and optimisation platform |
|---|---|---|
| Compatible with Causality Engine | It is the layerReads your GA4 export | YesKeep Billy Grace, add the read |
| Pay once, no subscription | Yes€99 per read; Pro at €299 a month is optional | Subscription€499/mo |
| Price stays flat as you grow | Yes€99 a read, whatever your revenue or ad spend | NoPriced on your ad spend |
| Money back if it does not help | YesFull refund within 30 days, no questions asked | Fees are non-refundable1 |
| Method | Causal inference on your GA4 export | First-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 month | Six 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 |
| Setup | Upload a GA4 export; results in 1 to 2 minutes | Install the Billy Pixel (Google Tag Manager, or Shopify-specific install) and connect channel and backend integrations |
| Best for | Ecommerce brands on GA4 spending on two or more channels | Companies with €15k+ monthly ad spend and 300+ conversions |
| How it gets your data | ||
| Needs its own pixel, tag or SDK | NoNothing to install | Yes2 |
| Works with Google Analytics 4 | YesA GA4 export is the input | Not stated |
| Native store integrations | Any store that runs GA4Shopify, WooCommerce, Shopware, Magento or a custom build | Shopify, WooCommerce, BigCommerce, Magento / Adobe Commerce, Salesforce Commerce Cloud3 |
| Server-side tracking or conversion APIs | NoIt reads data you already collect | Yes4 |
| What it measures | ||
| Multi-touch attribution | NoCausal attribution: what each channel caused | Yes5 |
| Marketing mix modelling | No | Yes6 |
| Incrementality or holdout tests | NoNo test to run | Yes7 |
| Post-purchase surveys | No | Not stated |
| How you buy it | ||
| Self-serve sign-up | YesUpload at /start | No8 |
| Free trial or free plan | First finding freeThe €99 read is refundable within 30 days | Demo only8 |
| Billing terms | None for the readPro is billed monthly, cancel any time | Annual (12-month minimum, auto-renews)9 |
| Who makes it | ||
| Headquarters | Utrecht, Netherlands | Amsterdam, Netherlands10 |
| Founded | 2023 | 202210 |
| States EU data hosting | YesPrimary infrastructure in the EU, per our privacy policy | Yes11 |
| What reviewers say | ||
| G2 | Not listed yet | Not stated |
| Capterra | Not listed yet | Not stated |
| Shopify App Store | No appNothing to install | Not 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. 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. 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. billygrace.com/integrations: “E-commerce Salesforce Commerce Cloud … E-commerce Magento2 (Adobe Commerce) … E-commerce BigCommerce … E-commerce WooCommerce … E-commerce Shopify”
- 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. billygrace.com/attribution: “Our MTA model employs advanced deep learning to accurately assign value to each click interaction along the customer journey”
- 6. billygrace.com/attribution: “With UMM, we integrate Multi-Touch Attribution (MTA) with Marketing Mix Modeling (MMM) on a granular level.”
- 7. billygrace.com/incrementality-testing: “A geo holdout test reveals what's really driving your revenue, so your decisions are backed by proof.”
- 8. billygrace.com/pricing: “Launch €499 /month Ad spend p/m: €25.000 Pageviews p/m: Custom events: 3 Book a demo”
- 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. billygrace.com/about: “We are a fast-growing AI start-up based in Amsterdam that was founded in 2022 by three online marketers”
- 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.”
The short version. What each one is for.
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 with a meaningful paid budget and steady conversion volume, 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 by monthly ad spend, demo-gated, €99 integration add-ons), and their Shopify App Store listing offers a launching price of $100 a month for the first 250 clients, with a 30-day free trial. Either way it is a monthly subscription.
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 a monthly 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, next to last-click, not modeled credit. You want it on your existing GA4 history without installing another pixel. And you want it at €99 a read, once, refundable within 30 days. Also the right call for sub-€15k/mo brands Billy Grace isn't built for.
Take it to your CFO.
Before a monthly subscription and another pixel on the storefront, spend €99 to see whether a causal read, set next to last-click, 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 what each channel caused, next to last-click, 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 export, no pixel of any kind. You can keep whatever tracking you already have.We're a smaller brand. Are you a better fit?
Yes for the causal question on its own. The read needs enough GA4 history to work with, and it grades itself: every channel gets a data-health score from 0 to 100, and a channel under 1% on both methods is called too small to act on, not guessed at. Two of our beta engagements are on /case-studies as honest examples.
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.
The free finding runs in your browser. Your file never leaves it. The full read is €99, refundable within 30 days, no questions asked. Prices exclude VAT.