Independent comparison · 2025

BooleanMaths vs. EasyInsights

A fair, feature-by-feature breakdown of how both platforms handle attribution, profitability, data tracking, CAPI, AI, and pricing — so you can choose the right tool for your stack.

Best for D2C / Shopify

BooleanMaths

MCP-powered

Deep order-level analytics with live P&L, cross-browser session stitching, 3P checkout recovery, native post-purchase surveys, and an MCP agent you can query from Claude — all from a single Shopify-native platform.

Best for multi-platform / enterprise

EasyInsights

Broad platform coverage beyond Shopify — strong for lead-gen brands and agencies. Excels at BI/data warehouse integrations, enterprise CRM sync, and ML-driven attribution. Higher entry-level pricing.

Attribution

Attribution models

Advanced multi-touch attribution with flexible models, campaign-level insights, and accurate cross-channel measurement.

Capability

BooleanMaths

EasyInsights

Models

10+ models

First, last, linear, U-shape, time-decay, any-touch.

7+ models

First-click, last-click, last non-direct, linear, time-decay, ML data-driven.

MCP agent access

MCP

Query attribution via Claude - Ask "what's my first-touch ROAS for Meta this week?

Not available

Attribution Agent runs inside EasyInsights UI; no external MCP/agent API.

Cross-platform

Shopify-native

App, POS, offline events stitched into one journey graph.

Platform-agnostic

Unifies web, app, CRM, ads across Shopify and non-Shopify stacks.

Real-time sync

10-minute sync

Live campaign/adset/ad ROAS refresh.

Real-time

Updates across web, app, ads, and CRM as leads engage.

Capability

BooleanMaths

EasyInsights

Models

First, last, linear, U-shape, time-decay, any-touch.

Compare models per campaign/ad/adset.

First-click, last-click, last non-direct, linear, time-decay, ML data-driven.

MCP agent

access

Query attribution via Claude - Ask Claude for

live attribution insights with dynamic model switching.

Attribution Agent runs inside EasyInsights UI; no external MCP/agent API.

Cross-

platform

App, POS, offline events stitched into one journey graph.

Unifies web, app, CRM, ads across Shopify and non-Shopify stacks.

Real-time sync

Live campaign/adset/ad ROAS refresh.

Updates across web, app, ads, and CRM as leads engage.

Profitability

Profitability integrations

Advanced multi-touch attribution with flexible models, campaign-level insights, and accurate cross-channel measurement.

Capability

BooleanMaths

EasyInsights

Live P&L

Native

CM1, CM2, CM3, net profit — COGS, logistics, discounts, taxes in one view.

CM1, CM2, CM3, net profit — COGS, logistics, discounts.

Not native

ROAS/POAS focus. Profitability inferred from revenue vs. spend.

Profitability inferred from revenue vs. spend.

COGS sync

MCP agent

access

MCP

Pulls product cost from Shopify; variant/SKU-level margin breakdowns.

Pulls product cost from Shopify; variant/SKU-level margin.

Not documented

Cost modelling depends on external BI tools.

Shipping cost in P&L

Cross-

platform

Shipping

cost in P&L

Shopify-native

Logistics integrations feed live shipping cost into profit metrics per order.

Logistics integrations feed live shipping cost into profit.r.

Shipping cost not natively part of profitability view.

RTO/returns handling

RTO/returns

handling

10-minute sync

RTO, cancelled & delivered orders each tracked separately; excludable from revenue.

RTO, cancelled & delivered orders each tracked separately.

Partial

RTO data activatable into ad campaigns to exclude bad-quality orders.

RTO data activatable into ad campaigns.

Data tracking

Data tracking capability

Advanced multi-touch attribution with flexible models, campaign-level insights, and accurate cross-channel measurement.

Capability

BooleanMaths

EasyInsights

First-party pixel

First-party

pixel

First-party

pixel

Pulse Super Pixel

Fingerprinting-based session-level identity graph; cookieless by design.

CM1, CM2, CM3, net profit — COGS, logistics, discounts.

Server-side pixel

Own-domain data collection; cookieless; privacy-compliant.

Profitability inferred from revenue vs. spend.

Offline / App / POS

MCP agent

access

Offline /

App / POS

Yes

Offline conversions, app events, POS all stitched into the same journey graph.

Pulls product cost from Shopify; variant/SKU-level margin.

Yes

Offline store conversion data, WhatsApp events, and CRM events pushed to ad channels.

Data warehouse /

BI push

Cross-

platform

Shipping

cost in P&L

Superset dashboards

Built-in dashboards + CSV downloads; no dedicated DWH connector.

Logistics integrations feed live shipping cost into profit.r.

Dedicated DWH

Push to Looker, Tableau, Domo, GA4. Single source of truth for entire marketing team.

CRM integrations

CRM integration

RTO/returns

handling

Core tools

GA4, Klaviyo, Mailchimp, Omnisend, Bitespeed — focused on retention stack.

RTO, cancelled & delivered orders each tracked separately.

Enterprise CRMs

Salesforce, HubSpot, Zoho + 50+ platforms. Strong for lead-gen and B2B.

RTO data activatable into ad campaigns.

Checkout enrichment

Cross-browser & 3P checkout enrichment

Advanced multi-touch attribution with flexible models, campaign-level insights, and accurate cross-channel measurement.

Capability

BooleanMaths

EasyInsights

Cross-browser

stitching

First-party

pixel

First-party

pixel

Probabilistic

Standard tracking shows <1% Meta–Google overlap; stitching reveals 10%+ a 90%.

CM1, CM2, CM3, net profit — COGS, logistics, discounts.

Partial

Server-side tracking covers iOS/Safari gaps; no explicit cross-browser stitching engine.

Profitability inferred from revenue vs. spend.

3P checkout

recovery

MCP agent

access

Offline /

App / POS

Native module

Shopflo, Razorpay, GoKwik, and other 3P checkouts stitched back into the user journey.

Pulls product cost from Shopify; variant/SKU-level margin.

Partial

Captures missing events from offsite flows via CAPI; no dedicated 3P checkout stitching.

Captures missing events from offsite flows via CAPI.

CAPI

CAPI & audiences framework

Advanced multi-touch attribution with flexible models, campaign-level insights, and accurate cross-channel measurement.

Capability

BooleanMaths

EasyInsights

Meta CAPI

First-party

pixel

First-party

pixel

Self-serve, no-code

Advanced params (fbc, fbp, em, ph); 10-min sync; automatic deduplication via event_id.

Advanced params (fbc, fbp, em, ph); 10-min sync.

Server-to-server

Auto-passes all required identifiers; deduplication via event_id. 10–40% match rate.

Profitability inferred from revenue vs. spend.

Google Enhanced

Conversions

MCP agent

access

Offline /

App / POS

Yes

GCLID upload + Enhanced Conversions; offline and app conversion support.

GCLID upload + Enhanced Conversions.

Yes

GCLID seamless upload; Google Measurement Protocol.

Audience sync

Cross-

platform

Shipping

cost in P&L

Behavioural + SKU-affinity

High-intent segments → Meta / Google / Klaviyo. Suppression lists, lookalikes.

High-intent segments → Meta / Google / Klaviyo.

Yes

Exclude low-intent; retargeting suppression; lookalike seeding.

Exclude low-intent; retargeting suppression.

Event match quality

(EMQ)

CRM integration

RTO/returns

handling

Core metric

EMQ explicitly optimised as a primary product KPI. MCP agent can surface current EMQ

EMQ explicitly optimised as a primary product KPI.

Yes

Higher match rate on Meta is a stated goal; match improvement cited as 10–40%.

Higher match rate on Meta is a stated goal.

PPS

Post-purchase surveys

Advanced multi-touch attribution with flexible models, campaign-level insights, and accurate cross-channel measurement.

Capability

BooleanMaths

EasyInsights

Native survey

module

First-party

pixel

First-party

pixel

Built-in

Post-purchase surveys are a named product feature — no third-party tool needed.

Post-purchase surveys are a named product feature.

Not native

No PPS module. Relies on third-party integrations; responses not connected to attribution.

No PPS module.

Survey → attribution

MCP agent

access

Offline /

App / POS

Connected

Survey responses directly enrich attribution models and audience segments.

Survey responses directly enrich attribution models.

Not connected

Survey responses not fed into attribution workflow.

AI features

Advanced multi-touch attribution with flexible models, campaign-level insights, and accurate cross-channel measurement.

Capability

BooleanMaths

EasyInsights

MCP agent

First-party

pixel

First-party

pixel

MCP

Connect BooleanMaths to Claude and ask questions "Why did ROAS drop last week?"

Connect BooleanMaths to Claude and ask questions.

No MCP

Attribution Agent runs inside EasyInsights UI only. No external agent or MCP integration.

Attribution Agent runs inside EasyInsights UI only.

recommendations

MCP agent

access

Offline /

App / POS

Confidence-scored

Actionable insights for campaigns, adsets, ads & creatives each with a confidence score.

Actionable insights for campaigns, adsets, ads & creatives

Alerts only

CPC spike, ROAS drop, broken tag alerts. No ad-level creative scoring.

CPC spike, ROAS drop, broken tag alerts.

Ad fatigue

detection

Cross-

platform

Shipping

cost in P&L

Yes

Pre-computed fatigue root-cause cases at ad and creative level.

Pre-computed fatigue root-cause cases at ad level.

Not documented

Audience

automation

CRM integration

RTO/returns

handling

Yes

Automated retargeting, exclusion, and high-intent audience push to ad platforms.

Automated retargeting, exclusion, & high-intent audience.

Yes

AI-driven product feed enhancement; catalogue optimisation for catalogue ads.

AI-driven product feed enhancement.

Pricing

Startup plan

₹5.7K

/per month

Up to 3,000 orders/month

Get Started

Startup $60/mo · 3K orders

Pro $140/mo · 7.5K orders

Business $300/mo · 18K orders

Enterprise $540/mo · 36K orders

AdSync Starter

₹28K

/per month

Best for solo founders, freelancers & growing teams.

Get Started

Starter (AdSync) ₹28K/mo · 5K leads

Growth ₹45K/mo · 20K leads

Scale ₹85K/mo · 1L leads

Enterprise Custom

Summary

BooleanMaths

Built for Shopify D2C brands that need live P&L, cross-browser stitching, 3P checkout recovery, native post-purchase surveys, and AI they can interact with directly in Claude via MCP. Pricing is order-based and significantly more accessible for early-stage brands. Full MCP agent available from the Business plan.

EasyInsights

Strong choice for agencies, lead-gen brands, and businesses with complex multi-platform stacks beyond Shopify. Excels at BI/data warehouse push, enterprise CRM integrations (Salesforce, HubSpot, Zoho), and ML-driven attribution. Higher entry price; no MCP or live P&L.

Get Started

Live MCP Query Demo

See BooleanMaths in action — including live MCP queries from Claude

Get started with BooleanMaths