Passive-feed view-through, scored by the network selling the inventory.
TikTok's default attribution is 7-day click + 1-day view. On a passive infinite-scroll feed, view-through credit inflates aggressively: a one-second autoplay impression on a phone in someone's pocket counts. TikTok is a self-attributing network with an ad budget to defend, and it doesn't deduplicate against Meta or Google.
Causality Engine has no ad budget. We measure incremental contribution across every channel, deduplicate overlapping credit, and report confidence intervals.
// TikTok Ads Manager answers what did TikTok-mediated touches contribute? → 7-day click + 1-day view on a passive feed // Causality Engine answers what was incremental across all channels? → causal inference + confidence intervals
Same question, different answer. Often the opposite answer.
| Causality Engine | TikTok Ads Manager | |
|---|---|---|
| Whose touches? | All channels in your GA4 | TikTok-mediated only |
| View-through credit? | Modeled causally | Counted on a passive scroll feed |
| Conflict of interest? | None | Yes (TikTok sells the inventory) |
| Deduplicates cross-platform credit? | Yes | No |
| 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 TikTok's attribution when
you're optimizing TikTok creative inside Ads Manager. In-platform signal for in-platform decisions is a fair use of the tool.
Choose Causality Engine when
the question is whether TikTok's reported lift is incrementally real, especially given how aggressively view-through inflates credit on a passive feed. An independent causal read removes the would-have-happened-anyway revenue.
TikTok's attribution costs nothing because it's the seller scoring its own bids. A €99 independent causal read tells you what fraction of the platform-reported lift survives.
The questions buyers ask about us vs TikTok Ads Manager.
- Does Causality Engine replace TikTok attribution?
- No. Use TikTok for in-platform creative iteration. Use our causal read to validate the platform's incremental revenue claim across your full channel mix.
- Why does my TikTok causal ROAS look so much lower?
- Because passive-feed view-through over-credits, and the platform's reported number includes sales that would have happened through other touches anyway.
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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