Connect spend to pipeline—without the guesswork
Looking for a more scalable attribution solution? 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
What is digital marketing attribution?
Digital marketing attribution is the foundation of a predictable growth engine. It maps the path from marketing activity to business outcomes, showing which campaigns, channels, and traffic sources actually drive revenue.
Marketing attribution is not a nice-to-have. Any growth team serious about scaling spend efficiently needs clear, campaign-level visibility across all key growth metrics. Without it, budget is wasted, resources are misallocated, and teams fly blind.
Done right, attribution answers:
Which campaigns are generating pipeline and revenue?
Connect ad clicks to closed-won deals across the full funnel
What channels bring in the highest quality customers?
Identify which sources drive users with the highest LTV or retention
Where should we scale up—or pull back—spend?
Surface underperforming campaigns to reallocate budget efficiently
When you can answer those questions with confidence, growth becomes less reactive and more repeatable. Attribution turns your marketing from a black box into a controllable system.
Take control of your growth goals with better attribution
Say goodbye to the black-box that is partial attribution. See the power of attribution built right—traffic sources, channels, and campaigns mapped to programs, platforms, and growth levers—as breakdowns on all your metrics.
Full-funnel, warehouse-native view
Roadway delivers true end-to-end attribution, pulling spend, pipeline, and revenue straight from your warehouse to illuminate every step.
AI-powered insights
24/7 monitoring highlights wasted spend and fresh opportunities as they emerge.
Self-serve, adaptive models
Custom windows, weighting, and funnel logic that match how your growth engine actually works
The result is attribution that stays current, actionable, and firmly in the hands of growth teams.
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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AI that scales revenue from growth campaigns
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The foundation of your growth stack
$50k
saved annually on maintenance
20%
cut in wasted marketing spend
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Frequently asked questions
How does Roadway help with paid media optimization?
Roadway ties ad spend to real downstream outcomes like pipeline, SQLs, and revenue—not just clicks or form fills. It gives you campaign-level visibility across platforms like Google, Meta, and LinkedIn, then flags opportunities to shift budget, pause underperformers, or double down on what’s working. It’s how growth teams cut CAC and scale high-ROI campaigns.
How flexible is Roadway when it comes to attribution models?
Roadway supports both standard models (like first-touch, last-touch, linear, and U-shaped) and fully custom logic. You can define custom time windows, event weighting, and conversion logic to fit how your buyers actually move through your funnel. Whether you’re B2B, B2C, or hybrid, Roadway adapts to your growth motion.
Does Roadway require a data team to set up and maintain?
No. Roadway is designed to be marketer-friendly from day one. Once connected to your warehouse, Roadway comes with prebuilt models and AI-powered onboarding that make it easy to go live without heavy involvement from engineering or analytics. Your team gets fast, accurate attribution—without waiting for the backlog to clear.
Is Roadway only suitable for early-stage startups, or can larger companies benefit too?
Roadway is designed to provide value across all stages of growth, from Seed to Late Stage companies. For Seed and Series A companies, Roadway offers fast setup and out-of-the-box insights to prove early success. For Series B and C organizations, Roadway delivers real multi-touch visibility and granular performance metrics needed to find the next 10% lift and optimize cross-channel ROI. Even for larger, late-stage companies, Roadway helps bridge the gap between complex models, de-risk decision-making, and reveal under-attributed sources, ensuring budgets are justified and growth opportunities identified.
How fast can I see results with Roadway?
Roadway delivers value the same day you connect it: its warehouse-native architecture and pre-configured attribution models ingest your data, auto-map channels, and spin up dashboards within hours. You get immediate visibility into pipeline, spend efficiency, CAC payback, and ROI—without tagging, custom SQL, or weeks of implementation cycles.