Take control of attribution—without reinventing the wheel
Learn the trade-offs between building a custom attribution solution and buying one built for growth marketers. Save time, reduce costs, and get attribution that actually helps you grow.
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Why building attribution is harder than it looks
Attribution seems simple—connect marketing spend to revenue. But under the hood, it’s one of the hardest data problems growth teams face. Most teams underestimate what it takes to build reliable attribution. It’s not just about tracking clicks or stitching UTMs. True attribution spans multiple systems, buyer journeys, and touchpoints—each with its own data format, delay, and nuance.
Here’s why it’s harder than it looks:
Fragmented data
Your conversions happen in Salesforce. Your spend lives in Google Ads, LinkedIn, and Meta. Your product usage is in Mixpanel or Amplitude. Stitching all of this together in a unified timeline is non-trivial.
Attribution requires identity resolution
Without accurate identity stitching across anonymous, lead, and customer states, even the best model fails. Cookie loss, ad blockers, and CRM inconsistencies break your signal.
Channels don’t play nice
Each channel wants to take credit. Facebook over-attributes. Google hides queries. Affiliates flood your funnel. Without a neutral system, your reports are biased by design.
Data changes constantly
UTM structures evolve. CRM schemas update. Product events get renamed. Without constant maintenance, your models degrade silently over time.
Speed matters
The point of attribution is to act faster: reallocate spend, double down on winners, kill losers. But if your in-house pipeline takes 3 weeks to process data, it’s already too late
Attribution isn’t just a data problem—it’s an execution risk. That’s why so many teams start building and end up buying.
Why growth teams replace internal builds with Roadway
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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The foundation of your growth stack
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cut in wasted marketing spend
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Frequently Asked Questions
Is building attribution in-house really that complex?
Yes—especially if you want campaign-level insights across channels and funnel stages. It requires data engineering, identity stitching, model logic, and constant upkeep. Most teams underestimate the time and resourcing required.
What makes Roadway better than a custom-built attribution model?
Roadway handles data stitching, model configuration, and reporting out of the box. It’s warehouse-native, requires no engineering to maintain, and includes AI to surface insights your team might miss.
Can’t we just use Looker or Tableau for attribution?
Not effectively. Those tools can visualize data, but they don’t handle attribution logic, identity resolution, or real-time funnel tracking. You’d still need to build the whole attribution system underneath.
Will Roadway work with our existing data stack?
Yes. Roadway connects directly to your Snowflake, BigQuery, or Redshift warehouse and integrates with major ad platforms and CRMs.
How long does it take to get value from Roadway?
Most teams see CAC and campaign ROI insights within days of setup. You don’t need to wait weeks or build out complex data models—Roadway delivers fast time to value.