Northbeam answers 'how should I allocate budget across channels' beautifully. Consequential answers 'why did revenue drop and how do I prevent it from happening again' — the question measurement cannot answer.
Eleven layers of the D2C growth stack. Full, partial, or none — sourced from public product pages, docs, and third-party analyses.
| Layer | Consequential | Northbeam |
|---|---|---|
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. | Partial Measurement-first. Daily brief is not the primary surface. |
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. | Partial Marketing data unified for measurement workflows only. |
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. | Partial Creative-level attribution, not creative scoring or fatigue. |
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. | Partial Apex feeds first-party data back to ad platforms. Not a general 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. | Full MTA + MMM + incrementality + Apex. G2 4.7/5, SOC 2 Type 2. The premium MTA choice for brands spending $50K+/mo. 34% conversion rate improvement via Apex in Meta study of 25 advertisers. |
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. | Full MMM+ weekly retraining ML model. Ingests native MTA data. Models CTV, podcast, direct mail, retail. Daily budget adjustment. |
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 Incrementality via MMM+ with weekly retraining. Bundled with MTA. |
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. Measurement-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. | Partial Apex writes back to ad platforms. Narrow surface, not open agentic. |
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.
Measurement-first. Daily brief is not the primary surface.
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.
Marketing data unified for measurement workflows only.
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.
Creative-level attribution, not creative scoring or fatigue.
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.
Apex feeds first-party data back to ad platforms. Not a general CDP.
Deterministic MTA built on the Pixel CDP identity graph. Attribution anomalies trigger RCA automatically.
MTA + MMM + incrementality + Apex. G2 4.7/5, SOC 2 Type 2. The premium MTA choice for brands spending $50K+/mo. 34% conversion rate improvement via Apex in Meta study of 25 advertisers.
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.
MMM+ weekly retraining ML model. Ingests native MTA data. Models CTV, podcast, direct mail, retail. Daily budget adjustment.
DiD testing built into Consequential's RCA engine. Not a standalone geo-lift product. For dedicated experiments, Measured or Northbeam are purpose-built complements.
Incrementality via MMM+ with weekly retraining. Bundled with MTA.
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. Measurement-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.
Apex writes back to ad platforms. Narrow surface, not open agentic.
The measurement specialist. MTA + MMM + incrementality in one platform, with Apex feeding first-party data back to ad platforms (34% conversion rate improvement in their Meta study of 25 advertisers). G2 4.7/5, SOC 2 Type 2. Starts at $1,500/mo — built for brands spending $50K+/mo on paid media with sophisticated in-house teams. The trade-off: measurement only. No daily BI, no creative scoring/fatigue, no CDP/CAPI, no RCA, no site monitoring, no MCP. If your problem is 'how should I allocate budget across channels' Northbeam is best-in-class. If your problem is 'why did revenue drop and how do I prevent it from happening again,' Northbeam can't answer that.
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 gold standard for dedicated incrementality testing.
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.