Measured is a methodology. Consequential is a platform. If you need scientific proof of ad-driven lift, run Measured. If you need to run your business off the same data, run Consequential.
Eleven layers of the D2C growth stack. Full, partial, or none — sourced from public product pages, docs, and third-party analyses.
| Layer | Consequential | Measured |
|---|---|---|
01 One Number, Every Morning Consolidated daily P&L across every channel | Full All channels, one AI-generated daily brief. Persona-aware: CMO gets strategy, media buyer gets tactical levers. Not a dashboard you read — a brief that reads itself to you. | None No daily dashboard. Incrementality reports only. |
02 One Truth, Not Five Dashboards Unified data model across 160+ sources | Full 160+ connectors. Unified schema spans all 8 layers, not just marketing metrics. Same model that powers your daily brief also feeds creative scoring, RCA, site health, and agentic execution. | None Focused on media experiment data, not full BI. |
03 Open MCP for AI Agents Any agent, any platform, reading your data in natural language | Full Production MCP server. Claude, ChatGPT, or any agent can query your unified data — attribution, creative, site health, P&L — in natural language. Spans 160+ connectors and all 8 layers. | None No open MCP surface. |
04 Creative Intelligence Fatigue scoring · placement-level performance | Full Every creative scored and ranked. Fatigue detection before performance craters. Broken down by audience, placement, format with specific recommendations. | None No creative intelligence. |
05 Pixel CDP · Signal Recovery EdgeTag + Meta CAPI+ · identity resolution | Full Server-side pixel with EdgeTag on 1,600+ Cloudflare edges (<3ms). Meta CAPI+ ~25% higher event match quality than native Shopify CAPI. Feeds recovered signals to Klaviyo — making existing Klaviyo investment work 30–40% harder. | None No pixel or CDP. |
MTA Multi-Touch Attribution Deterministic touchpoint-level attribution Measurement | Full Deterministic MTA built on the Pixel CDP identity graph. Attribution anomalies trigger RCA automatically. | None No MTA. Incrementality-only methodology. |
MMM Media Mix Modeling Statistical channel contribution Measurement | Partial Causal modeling underlies Consequential's RCA — Prophet counterfactual, Granger causality, DiD. Not a standalone MMM. For dedicated MMM, Northbeam or Lifesight are purpose-built complements. | Partial Partial. Focused primarily on geo-lift experiments. |
INC Incrementality Testing Holdout experiments · true incremental lift Measurement | Partial DiD testing built into Consequential's RCA engine. Not a standalone geo-lift product. For dedicated experiments, Measured or Northbeam are purpose-built complements. | Full The gold standard for dedicated incrementality. Holdout experiments across all media. Trusted by brands that need scientific proof of ad-driven lift. |
06 Root Cause Analysis on Revenue Deterministic RCA across 62 causal dimensions Add-on | Full When ROAS drops, Consequential diagnoses it — landing page load time spiked 2.3s after your Shopify app update — not 'the algorithm'. Automated, instant, deterministic. | None No RCA. Incrementality-only. |
07 Site Observability · Pulse Pixel monitoring · JS errors · checkout detection Add-on | Full Monitors the entire site: pixels, checkout flow, JS errors, page load, broken assets, deauthed tokens. Every issue tagged with estimated $ revenue impact. Alerts via Slack, email, webhook. | None Not a site monitoring platform. |
08 Agentic Execution Agents that take action across your stack | Full Agents that act, not just query: pause campaigns when ROAS drops, swap creative when fatigue crosses threshold, alert dev when a pixel breaks. Open MCP means any agent — Claude, ChatGPT, custom — can read and write across your stack. | None No agentic execution. |
All channels, one AI-generated daily brief. Persona-aware: CMO gets strategy, media buyer gets tactical levers. Not a dashboard you read — a brief that reads itself to you.
No daily dashboard. Incrementality reports only.
160+ connectors. Unified schema spans all 8 layers, not just marketing metrics. Same model that powers your daily brief also feeds creative scoring, RCA, site health, and agentic execution.
Focused on media experiment data, not full BI.
Production MCP server. Claude, ChatGPT, or any agent can query your unified data — attribution, creative, site health, P&L — in natural language. Spans 160+ connectors and all 8 layers.
No open MCP surface.
Every creative scored and ranked. Fatigue detection before performance craters. Broken down by audience, placement, format with specific recommendations.
No creative intelligence.
Server-side pixel with EdgeTag on 1,600+ Cloudflare edges (<3ms). Meta CAPI+ ~25% higher event match quality than native Shopify CAPI. Feeds recovered signals to Klaviyo — making existing Klaviyo investment work 30–40% harder.
No pixel or CDP.
Deterministic MTA built on the Pixel CDP identity graph. Attribution anomalies trigger RCA automatically.
No MTA. Incrementality-only methodology.
Causal modeling underlies Consequential's RCA — Prophet counterfactual, Granger causality, DiD. Not a standalone MMM. For dedicated MMM, Northbeam or Lifesight are purpose-built complements.
Partial. Focused primarily on geo-lift experiments.
DiD testing built into Consequential's RCA engine. Not a standalone geo-lift product. For dedicated experiments, Measured or Northbeam are purpose-built complements.
The gold standard for dedicated incrementality. Holdout experiments across all media. Trusted by brands that need scientific proof of ad-driven lift.
When ROAS drops, Consequential diagnoses it — landing page load time spiked 2.3s after your Shopify app update — not 'the algorithm'. Automated, instant, deterministic.
No RCA. Incrementality-only.
Monitors the entire site: pixels, checkout flow, JS errors, page load, broken assets, deauthed tokens. Every issue tagged with estimated $ revenue impact. Alerts via Slack, email, webhook.
Not a site monitoring platform.
Agents that act, not just query: pause campaigns when ROAS drops, swap creative when fatigue crosses threshold, alert dev when a pixel breaks. Open MCP means any agent — Claude, ChatGPT, custom — can read and write across your stack.
No agentic execution.
The gold standard for incrementality testing. If your core question is 'would these conversions have happened without this ad?' Measured answers it with scientific rigor — holdout experiments, geo-lift tests, always-on incrementality across all media. Trusted by sophisticated brands that need proof, not proxies. The trade-off: incrementality only. No dashboards, no creative scoring, no CDP, no RCA, no MCP. A measurement methodology, not a platform.
30-minute walkthrough on your account. No slides. We plug in and show you what your current stack cannot see.
The most complete Shopify-first analytics platform.
Read comparisonThe strongest BI play in the category — dedicated Snowflake per customer.
Read comparisonThe measurement specialist. MTA + MMM + incrementality in one platform.
Read comparisonIndia's Meta execution engine — powered by 200M+ verified D2C shopper signals.
Read comparisonAdvertiser's CDP + managed strategy team — cross-industry, programmatic-heavy.
Read comparisonCoverage and pricing sourced from public product pages, docs, and third-party analyses including Conjura 2025 (Triple Whale pricing at $6M GMV), Improvado 2026 (iOS signal loss, CAPI recovery, Meta placement waste), Meta advertiser study (Northbeam Apex), eMarketer (MMM investment intent, incrementality trust), G2 and Capterra reviews, and each vendor's own product and pricing pages. Estimates are conservative and represent recoverable waste, not guaranteed savings.