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Overview Outcomes Features Incrementality MMM Attribution AI Insights Integrations Security Process Pricing FAQ
Measurement

Illuminate™ — See what's real.

Prove lift. Reallocate budget. Compound growth with confidence.

Included with Full-Stack Growth Partner. Available standalone.

Book an Illuminate Demo See the Feature Set
Attribution + Incrementality + MMM Built for Shopify + DTC stacks No black box reporting
Overview

Turn noise into signal.

Illuminate™ unifies your marketing data and ties it to outcomes you can defend. It combines attribution with incrementality testing and modeling so you can fund what actually drives revenue, then repeat what works.

Attribution

Understand the journey. See which channels and touchpoints drive real conversions.

Incrementality

Prove what caused lift. Geo experiments and holdouts that separate signal from noise.

Media Mix Modeling

Plan the next dollar with privacy resilience. Forecast marginal returns at a channel level.

Outcomes

Decisions that move faster than your market.

Cut waste by identifying non-incremental spend.

Reallocate budget based on marginal returns.

Increase learning velocity with a test-and-scale loop.

Align stakeholders with one source of truth.

Before

Fragmented dashboards, conflicting metrics, no confidence in what's working.

After

One dashboard + one weekly memo + one reallocation plan.

Features

Everything you need to manage the next dollar.

Multi-touch attribution

Compare models and see which channels contribute to conversions across the full funnel.

Path-to-purchase insights

Visualize the customer journey from first touch to purchase with time-to-convert analysis.

Creative intelligence

Cluster creative by hooks, angles, and formats to understand what resonates and why.

Incrementality testing

Geo and cell split tests with holdouts that prove true lift, not claimed conversions.

Always-on lift monitoring

Continuous measurement that catches performance shifts before they become problems.

MMM scenario planning

Model budget shifts before you make them. See projected returns by channel and spend level.

Budget simulator

Marginal ROI curves that show exactly where your next dollar should go.

Weekly performance memo

Automated insight summaries and reallocation recommendations delivered to your inbox.

Incrementality

Measure lift, not clicks.

Incrementality answers the only question that matters: "Did this spend create new revenue, or just claim it?" Illuminate™ designs and reads geo/cell split tests and holdouts, then turns the results into a simple budget decision.

  • Geo experiments and holdouts
  • iROAS and lift readouts
  • "Scale / Hold / Cut" recommendations
Deliverable: Incrementality Readout (PDF)
Control
Test
Lift
Media Mix Modeling

Plan budgets when tracking gets messy.

MMM helps you forecast marginal returns at a channel level, even in privacy-restricted environments. Use it for quarterly planning, media mix shifts, and executive-level clarity.

  • Scenario modeling
  • Marginal ROI curves
  • Seasonality controls
Meta
$4.2 ROAS
Google
$3.4 ROAS
TikTok
$2.6 ROAS
Email
$6.1 ROAS
Attribution

Understand the journey without worshiping last-click.

Illuminate™ supports multiple attribution views so teams can compare narratives and align on a working model. The goal isn't a perfect model. It's faster, better decisions.

  • Last-click vs multi-touch comparison
  • Assisted conversions and time-to-convert
  • Channel and creative contribution views
First Touch
Multi-Touch
Last Click
AI Insights

AI where it actually matters.

We use AI to shorten the loop between idea, test, and insight. Illuminate™ surfaces patterns, flags anomalies, and helps generate the next round of experiments.

Creative variant clustering

Group creatives by hooks and angles to see what messaging resonates across audiences.

Auto-generated hypotheses

Get testing ideas based on performance patterns, seasonal trends, and competitor signals.

Anomaly detection

Get alerted when metrics break pattern, before small issues become big problems.

Weekly insights memo

Summarized performance highlights and recommended next actions, delivered automatically.

Integrations

Plug into your existing stack.

Connect your store, ads, and analytics. Keep your tools. Own your data.

Warehouse-first compatible (BigQuery / Snowflake) for advanced teams.

Data & Privacy

Your data stays yours.

Read-only access where possible

Data portability (exportable)

Consent-aware tracking guidance

Role-based access

"We build dashboards for decisions, not surveillance."

Process

From setup to signal in weeks.

1

Connect

Data sources + taxonomy. We plug into your existing stack and map every signal.

2

Validate

Tracking integrity and baseline. We audit your data before trusting any of it.

3

Measure

Attribution + incrementality plan. Experiments designed, tests running, lift measured.

4

Act

Weekly memo + budget reallocation cadence. Signal becomes action becomes growth.

Deliverables: Dashboard + Memo + 90-day testing roadmap

Pricing

Measurement that actually changes decisions.

Three tiers. One goal: know which dollars are actually working.

Most brands are optimizing against numbers platforms invented. Illuminate™ replaces platform-reported attribution with independent measurement — starting with a clean dashboard, graduating to modeled incrementality signals, and proving causality with geo-holdout experiments. Pick the tier that matches where your media program is today.

Core

Illuminate™ Core

One dashboard. Every channel. No more tab switching.

$149/mo

For brands spending $5K–$30K/month

  • Shopify real-time sync
  • Meta, Google & TikTok ingestion
  • Blended MER dashboard
  • First / last / linear attribution
  • Spend & revenue alerts
  • Weekly performance memo
Book a Demo

No contracts. Cancel anytime. Setup takes under 30 minutes.

Spending over $15K/month? Lumen adds modeled iROAS estimates and a budget simulator.

Most Popular

Illuminate™ Lumen

Modeled incrementality signals. No experiments required.

$799/mo

For brands spending $15K–$75K/month

  • Everything in Core, plus:
  • Data-driven MTA model
  • Passive iROAS estimation
  • Halo effect modeling
  • Budget scenario simulator
  • Executive summary view
Book a Demo

Most brands upgrade from Core within 60–90 days of hitting $15K/month in ad spend.

Ready to prove it? Pro adds geo-holdout testing that calibrates everything you see here.

Pro

Illuminate™ Pro

Experimental proof. Every budget decision backed by causal data.

$1,999/mo

For brands spending $50K–$300K/month

  • Everything in Lumen, plus:
  • Geo-holdout testing engine
  • Test orchestration & automation
  • Calibration feedback loop
  • Creative intelligence suite
  • iMMM scenario planning
  • White-label reporting
  • Priority support + Slack channel
Book a Demo

Comparative incrementality platforms start at $2,500+/month — and none include a creative intelligence layer.

Included

Full-Stack Growth Partner

Illuminate™ comes standard with all Growth Partner retainers.

Attribution, incrementality, and weekly memos included. No separate measurement cost when you partner with us on media.

Book a Growth Audit

Compare Features

Feature Core $149 Lumen $799 Pro $1,999
Data & Connections
Shopify real-time sync✓✓✓
Meta / Google / TikTok ingestion✓✓✓
UTM tracking layer✓✓✓
13-month historical data window✓✓✓
Geographic order tagging✓✓✓
Dashboard & Reporting
Blended MER dashboard✓✓✓
Channel-level spend vs. revenue trending✓✓✓
New vs. returning customer split✓✓✓
Spend / revenue / ROAS alerts✓✓✓
Weekly performance memo✓✓✓
Executive summary view—✓✓
Shareable client report snapshots—✓✓
White-label reporting——✓
Attribution
First / last / linear click attribution✓✓✓
Platform vs. Illuminate™ ROAS comparison✓✓✓
Data-driven MTA model (Shopify-calibrated)—✓✓
View-through vs. click-through weighting—✓✓
Halo effect / cross-channel influence—✓✓
Incrementality
Passive iROAS estimates (modeled)—✓✓
Natural experiment detection—✓✓
Confidence bands per channel estimate—✓✓
"Test recommended" channel flags—✓✓
Geo-pair recommendation engine——✓
Power analysis calculator——✓
2-cell and 3-cell test design——✓
Meta geo-exclusion API automation——✓
Google geo-exclusion API automation——✓
Manual DMA setup guides (TikTok, YouTube)——✓
Live test monitoring dashboard——✓
Post-test iROAS + incrementality factor——✓
Calibration feedback loop——✓
Budget Intelligence
Diminishing returns curves—✓✓
Budget scenario simulator—✓✓
Marginal ROAS by channel—✓✓
iMMM scenario planning (experiment-calibrated)——✓
Forward-looking budget allocation by marginal ROI——✓
Creative Intelligence
Hook rate / hold rate / thumbstop rate——✓
Creative fatigue detection——✓
Spend-weighted creative iCPA——✓
AI creative tagging (no manual labeling)——✓
Creative-to-test correlation——✓
Support
Standard support✓✓✓
Priority support——✓
Dedicated Slack channel——✓
No fluff. Just clarity.

Illuminate FAQs

Yes. Illuminate™ is included with all Full-Stack Growth Partner retainers. You get attribution dashboards, incrementality testing, and weekly performance memos as part of the engagement.

Yes. Illuminate™ is available as a standalone product in Core and Pro tiers for brands managing media in-house or with another agency. You still get full access to dashboards, memos, and testing frameworks.

We design geo or cell-based split tests where one group sees your ads and another doesn't. By comparing the conversion rates between groups, we measure true incremental lift, not just what the ad platform claims credit for.

Attribution tracks individual user journeys. MMM looks at aggregate channel-level performance using statistical modeling. It's especially useful in privacy-restricted environments and for budget planning, since it doesn't depend on cookies or pixels.

Read-only access to your ad platforms, analytics, and Shopify store. We request the minimum permissions needed and never make changes to your live accounts without explicit approval.

Yes. All data is yours. Dashboards, reports, and raw exports are fully portable. If you ever leave, you take everything with you. No lock-in, no data hostage situations.

Attribution dashboards are live within 2 weeks of onboarding. Incrementality tests typically need 4-6 weeks to reach statistical significance. MMM models require 12+ months of historical data to calibrate.

Absolutely. Illuminate™ is additive, not a replacement. It plugs into your existing stack (Shopify, GA4, Meta, Google, Klaviyo, etc.) and provides a unified layer on top. Keep your tools. Own your data. We make it talk.

Triple Whale is attribution. Illuminate™ measures whether your attribution is true. We layer modeled incrementality estimates and geo-holdout experiments on top of attribution data so you know which numbers to trust — and which to question.

No. The geo-holdout engine handles the experimental design. You just tell it what to test. Illuminate™ recommends geo pairs, calculates power, and monitors contamination — no stats background required.

Core is live in under 30 minutes. Lumen activates automatically after 60 days of data accumulation. Pro experiments can be designed and launched within one week of onboarding.

Yes. Your historical data carries forward — which means your Lumen iROAS estimates and Pro calibration models only get more accurate over time. No data lost, no starting over.

You keep access until the end of your billing period. All dashboards, reports, and raw exports are fully portable. No data held hostage.

Stop guessing. Start reallocating.

If you're spending meaningful budget, Illuminate™ will show what's real and where to push next.

Book an Illuminate Demo Start with Signal Scan