The referee with a team in the game.
Google Ads ships data-driven attribution natively. The catch is structural: Google is a self-attributing network. It only sees and scores touchpoints it mediated, inside the conversion windows it picked, and it has an ad budget to defend. When Meta, TikTok, and Google all claim the same sale, none of them deduplicate.
Causality Engine has no ad budget. We're the independent causal referee. We measure incremental contribution across every channel in your GA4 history, deduplicate the overlapping credit, and report confidence intervals.
// Google Ads answers what did Google-mediated touches contribute? → data-driven attribution, Google's window, Google's data // Causality Engine answers what was incremental across all channels? → causal inference + confidence intervals, no platform conflict
Same question, different answer. Often the opposite answer.
| Causality Engine | Google Ads | |
|---|---|---|
| Whose touches? | All channels in your GA4 | Google-mediated only |
| Conflict of interest? | None (no ad budget) | Yes (Google sells the inventory) |
| Deduplicates cross-platform credit? | Yes | No (each network counts independently) |
| Confidence intervals? | Yes | Not surfaced |
| Price | €99 per read · €299/mo Pro | Free (folded into ad spend) |
Which one is the right call for your situation.
Choose Google's attribution when
you want in-platform optimization signal: 'which Google campaign should I scale inside Google Ads?' That's a fair question for an in-platform tool to answer.
Choose Causality Engine when
the question is cross-channel: how much of the revenue Google is claiming was actually incremental, and how much would have happened anyway. The platforms can't answer that; an independent causal read can.
Google's attribution costs nothing because it's folded into the spend, and that's exactly the problem. A €99 independent causal read tells you whether the platform's numbers are real before you scale them.
The questions buyers ask about us vs Google Ads.
- Does Causality Engine replace Google Ads attribution?
- No. Use Google's attribution for in-platform optimization. Use our causal read to validate that the platform-reported revenue is incrementally real before you make a budget decision.
- Do I need Google Ads to use you?
- No. We run on your GA4 export, which already has Google Ads data in it (if you advertise on Google).
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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