Google Search attribution, without the guesswork
Struggling to measure Google Search? Roadway is purpose-built to help growth marketers see which keywords and pages drive revenue, cut what doesn’t contribute, and scale the content that actually fuels growth.
Trusted by the best growth marketing teams
Why growth marketers need better Google Search attribution
Organic search is one of the most powerful growth channels, but most attribution models fail to show its true impact. Last-click reporting gives too much credit to branded queries, while default analytics stop at traffic and conversions without tying them to revenue.
Without visibility into how organic keywords and pages contribute to growth, marketers risk over-investing in low-value traffic and under-investing in the content that actually brings in high-value customers. The result: vanity metrics improve while revenue impact stays unclear.
Done right, Google Search attribution should give you confidence in three areas:
Which keywords and pages generate real revenue?
Go beyond rankings and clicks. Connect organic queries and landing pages all the way to closed-won deals.
Which search themes bring in the highest-value customers?
See which topics and keywords attract customers with the highest revenue contribution—not just the easiest wins.
Where should I double down or cut back?
Identify underperforming content that doesn’t influence revenue and reinvest in the SEO strategies that consistently drive growth.
Without a strong attribution ›, organic search success is a guessing game.
Turn Google Search into a predictable growth channel with Roadway
Google’s native reporting shows clicks and rankings, but it misses the connection that matters most: revenue. You can see which pages people visit, but not which keywords and content drive opportunities and closed-won deals.
That’s the gap Roadway closes. By mapping organic queries and landing pages directly to revenue, Roadway shows you the true impact of SEO—so you can double down on what works, cut what doesn’t, and scale search with confidence.
Capture revenue impact, not just traffic
Roadway connects search queries and landing pages to closed-won revenue, so you know which keywords and topics actually generate growth.
Use AI to optimize SEO strategy
Roadway highlights underperforming content, surfaces high-value queries, and recommends where to invest for maximum revenue impact.
Build attribution your way
Set custom attribution windows, apply your own weighting, and design models that reflect how organic search really contributes to revenue—rather than relying on default analytics.
The result is clarity and confidence—finally knowing which SEO efforts drive revenue and how to scale Google Search as a predictable growth channel.
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 Search attribution work?
Google Search attribution measures how search queries—branded and non-branded keywords, ad impressions, and clicks—contribute to business outcomes like leads, pipeline, and revenue. Native reporting in GSC often stops at conversions, without connecting performance to revenue. This skews results toward branded queries that close quickly and undervalues broader, demand-generating terms that influence buyers earlier. Roadway ties search data directly to your CRM or warehouse, mapping keyword-level performance all the way to closed-won deals, so you can prove ROI and scale spend with confidence.
Which Google Search attribution model should I use?
Choosing the right Google Search attribution model depends on your funnel. Last-click attribution gives all credit to the final query, often inflating branded search. First-click highlights the discovery keyword but overlooks follow-up searches. Position-based and linear models spread credit across multiple queries, while data-driven attribution uses algorithms to assign value automatically. Roadway gives you flexibility to customize attribution windows, weight branded vs. non-branded queries differently, and build multi-touch attribution for search that matches your real customer journey.
Does Roadway require a data team to set up and maintain?
No. Roadway makes Google Search ROI tracking accessible without heavy analytics support. Once connected to your warehouse or CRM, Roadway automatically ingests search query and campaign data, applies prebuilt attribution models, and layers in AI-driven insights. That means you can see keyword-level revenue reporting within hours, without waiting on engineering or writing custom SQL queries.
Can Roadway handle both branded and non-branded search?
Yes. One of the biggest challenges in Google Search measurement is that branded queries usually receive too much credit in last-click reporting, while non-branded queries that drive awareness are under-credited. Roadway separates branded from non-branded performance and shows how both types of search terms contribute to pipeline. This allows marketers to invest strategically—balancing high-intent branded keywords with demand-creating non-brand queries.
How fast can I see results with Roadway?
Roadway is warehouse-native and comes with pre-configured search attribution models, so you’ll see insights almost immediately after setup. Within hours, Roadway maps search campaigns and queries to pipeline, CAC efficiency, and revenue outcomes. You’ll know which keywords fuel growth, which are wasting spend, and how to reallocate budget to maximize ROI—without long implementation cycles or complex tagging setups.