Google Ads attribution, 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
Why growth marketers need better Google Ads attribution
On the surface, Google Ads attribution looks simple—set a conversion action, pick an attribution model, and review the reports. But anyone who’s tried to scale Google Ads knows the reality is messier. Google’s defaults are built to optimize for clicks inside its platform, not to reflect your full customer journey. Branded search tends to be over-credited in last-click models, while Google’s data-driven model is often a black box. And because native reports rarely connect to pipeline or revenue, marketers are left making budget decisions without confidence.
The result? Campaigns get overfunded or cut too early, spend gets wasted, and performance reports can’t be tied back to what leadership actually cares about—revenue growth.
Done right, Google Ads attribution should give you confidence in three areas:
Which keywords, ads, and campaigns generate real revenue?
Go beyond click-throughs and form fills. Connect search terms, ad groups, and campaigns all the way to pipeline and revenue.
How should I allocate budget across queries and audiences?
See which keywords bring in your best customers with the highest lifetime value, not just the cheapest conversions.
Where should I cut wasted spend and reinvest?
Spot underperforming keywords and campaigns early, then double down on the ones that consistently fuel growth.
Without the right visibility, your Google Ads budget risks being wasted on the wrong campaigns.
Turn Google Ads into a predictable growth channel with Roadway
Google’s attribution tells only part of the story, and it usually stops at clicks and conversions. What you really need is a way to connect Google Ads spend directly to pipeline and revenue—so you can see which keywords, ads, and campaigns are working, justify your budgets, and scale with confidence.
Roadway helps you take control of Google Ads attribution in three critical ways:
Capture revenue impact, not just conversions
Roadway maps every keyword, ad, and campaign directly to opportunities and revenue, giving you visibility into the true business impact of your spend—not just surface-level metrics.
Use AI to optimize spend
More than dashboards, Roadway delivers intelligence. It uncovers waste, spotlights the campaigns delivering real revenue, and recommends actions that grow revenue faster—ensuring every dollar compounds instead of slipping away.
Shape attribution around how you actually grow
Instead of being locked into Google’s defaults, Roadway gives you flexibility. Choose custom windows, apply your own weighting, and set campaign-level rules that reflect how your business actually grows.
The result is dependable attribution—transparent revenue impact, optimized budget allocation, and the confidence to turn Google Ads into a consistent growth engine.
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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Frequently asked questions
How does Google Ads attribution work?
Google Ads attribution measures how search interactions—keywords, queries, impressions, and clicks—contribute to conversions and revenue. While Google Ads provides attribution windows and models, they often oversimplify or favor conversions that happen quickly. This makes it easy to over-credit branded keywords or Smart Bidding campaigns while underestimating non-brand queries that generate demand earlier in the funnel. Roadway connects Google Ads data directly to your CRM or warehouse, mapping performance from keyword to closed-won revenue, so you can see the full business impact of every search dollar.
Which Google Ads attribution model should I use?
That depends on your buying cycle and funnel dynamics. Last-click attribution gives all credit to the final keyword before conversion, while first-click credits the query that kicked off the journey. Position-based models split credit between the start and end of the funnel, while data-driven attribution distributes it algorithmically across multiple touchpoints. The issue is that Google’s defaults don’t always reflect how your actual buyers convert. With Roadway, you’re not limited—you can define custom attribution windows, apply your own weighting, and test models until you find the one that mirrors your growth motion.
Does Roadway require a data team to set up and maintain?
No. Roadway is designed to be marketer-friendly from the start. Once connected to your warehouse or CRM, Roadway automatically ingests your Google Ads data, applies prebuilt attribution models, and layers in AI-powered insights. This makes it easy to go live in hours—not weeks—without leaning on engineering or analytics resources. Your team gets fast, accurate revenue attribution without waiting for a backlog of requests 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 results the same day you connect it. Its warehouse-native architecture and pre-configured attribution models ingest your Google Ads data, auto-map channels, and spin up dashboards within hours. You’ll get immediate visibility into pipeline influence, CAC efficiency, payback periods, and revenue ROI—without tagging headaches, custom SQL queries, or long implementation cycles.