They move your data. We conclude what was incremental.
Funnel.io is a data-integration platform, not really an attribution tool. 590+ managed connectors moving marketing data into your warehouse, BI tools, and conversion APIs, with consumption-based flexpoint pricing. For a mid-market or enterprise team with an analyst, it's solid plumbing.
Their causal capability sits in a separate Funnel Measure add-on (MMM, MTA, incrementality), which is quote-only and aimed at brands spending $500k+ a month (reported ~$2,250/mo at that scale). The base $300/mo Starter and $600/mo Business plans are pipelines, not analyses. Some reviewers flag flexpoint bills as unpredictable and the platform as ETL-only at the base tier.
// Funnel.io answers where does the data live and flow? → 590+ connectors → warehouse / BI / CAPIs // Causality Engine answers what spend was actually causal? → causal inference + confidence intervals on your data
Same question, different answer. Often the opposite answer.
| Causality Engine | Funnel.io | |
|---|---|---|
| Category | Causal attribution engine | Data integration / ETL platform |
| Causal incrementality? | Yes, default | Add-on at quote-only top tier |
| Confidence intervals? | Yes | Not at the base tier |
| Install | None (CSV upload) | Connectors + warehouse / BI setup |
| Price | €99 per read · €299/mo Pro | $300/mo Starter / $600/mo Business; Measure ≥$500k spend |
Which one is the right call for your situation.
Choose Funnel.io when
your problem is moving marketing data reliably out of dozens of sources into a warehouse, BI tool, or conversion API. That's its core job and it's good at it.
Stack Causality Engine on top when
you want a causal conclusion on the data Funnel is moving. We run on a GA4 export (which Funnel can produce), output incremental ROAS with confidence intervals, and don't depend on hitting Funnel's $500k+ ad-spend floor to access causal methodology. Use Funnel for the plumbing, run us on the result.
Not a Funnel replacement. The pipeline still has a job; the causal-conclusion layer is what's missing at the base tier. A €99 read sits cleanly on top.
The questions buyers ask about us vs Funnel.io.
- Is Causality Engine a Funnel.io alternative?
- Not really. Funnel is a data pipeline; we're a causal attribution engine. We can run on data Funnel produces. They're complementary, not competitive.
- Do I need Funnel to use Causality Engine?
- No. We accept a direct GA4 CSV export. Funnel just makes producing that export at scale easier for big teams.
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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