Google Analytics vs. Roadway: When to use each
While Google Analytics is great for tracking web traffic, Roadway is purpose-built to help growth marketers discover what works, cut what doesn't, and drive more return on digital marketing spend.
Trusted by the best growth marketing teams
When should I use GA? When should I use Roadway?
Modern growth teams need both visibility into website traffic and clarity on how that traffic turns into revenue. Google Analytics excels at the first part—tracking visits, clicks, and on-site behavior so marketers can understand where visitors come from and how they interact. What it doesn’t provide is multi-touch attribution or revenue impact tied to campaigns. That leaves teams exporting data, stitching spreadsheets, and guessing where to reallocate spend.
Roadway fills that gap. It connects directly to your warehouse, applies AI-driven attribution across every channel and campaign, and automates the analysis into clear, actionable insights—so marketers know which programs are driving growth and which aren’t.
Use Roadway with Google Analytics when…
Traffic reports don’t explain revenue performance
GA shows how many people visit and where they came from; Roadway shows which campaigns and channels actually close deals and drive ARR.
Your team is stuck stitching exports and spreadsheets
Attribution from GA requires manual joins and fragile pipelines. Roadway computes it natively in your warehouse—no CSVs, no rework, just answers.
Conversions spike, but no one knows why
GA highlights sign-ups and goals, but not the upstream drivers. Roadway’s AI pinpoints the exact campaigns, creatives, or cohorts responsible.
We’ll build it for you—in a scalable and flexible workspace
Flexible and fast integration options
One-click connectors
Warehouse-native
Bring your full-funnel metrics into one place
Marketing metrics
- Visits
- Unique visitors
- New visitors
- Sign up conversion rate
- Sign ups
- Account creation conversion rate
- Accounts created
Sales metrics
- Leads
- Lead to opportunity conversion rate
- Opportunities
- MQL conversion rate
- Marketing qualified leads (MQLs)
- SQL conversion rate
- Sales qualified leads (SQLs)
- Closed won conversion rate
- Closed won
- Closed lost
Revenue metrics
- New customer conversion rate
- New customers
- Total revenue
- New customer revenue
- Expanded customers
- Expansion customer revenue
- Reactivated customers
- Reactivated customer revenue
- Contracted customers
- Contraction revenue
- Churned customers
- Customer churn rate
- Churned revenue
- Revenue churn rate
- Average revenue per user
- Average revenue per customer
Marketing spend metrics
- Marketing spend
- CAC
- Payback period
"Roadway is what we had hoped every other solution we evaluated or implemented would have been."
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