YouTube 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 YouTube Ads attribution
Attributing revenue to YouTube Ads is notoriously difficult. Views, watch time, and engagement metrics give a sense of reach but rarely prove bottom-line impact. Google’s defaults typically credit the last click, undervaluing YouTube’s role as an awareness and intent driver earlier in the funnel. Even “engaged view” conversions stop short of tying exposure to pipeline. For marketers trying to defend brand budgets, the result is frustrating: YouTube’s influence remains invisible in reporting, making it hard to scale confidently.
The result? Campaigns get underfunded, brand-building is undervalued, and growth teams miss opportunities to double down on a channel that’s influencing buyers long before conversion.
Done right, YouTube Ads attribution should give you confidence in three areas:
Which videos and campaigns actually generate revenue?
Go beyond views and engagements. Connect video campaigns and creative formats directly to opportunities and revenue.
How should I balance brand and performance budgets?
See how upper-funnel video campaigns shape consideration and pipeline, not just last-click conversions.
Where should I cut wasted spend and reinvest?
Identify videos, audiences, and formats that fail to drive revenue, and double down on the ones that consistently influence growth.
Without this clarity, YouTube remains a black box.
Turn YouTube Ads into a predictable growth channel with Roadway
YouTube’s native reporting focuses on engagement metrics like views and watch time, but none of those connect directly to revenue. This makes the channel undervalued when compared to performance channels, even though it plays a powerful role in shaping buyer intent early in the funnel. Marketers are often forced to defend brand budgets with incomplete data, and leadership sees YouTube as “nice to have” instead of a scalable growth driver.
Roadway closes this gap by mapping YouTube impressions, clicks, and engaged views all the way to pipeline and closed-won deals.
Capture revenue impact, not just views
Roadway ties video performance directly to opportunities and revenue, so you can finally measure YouTube’s true influence on pipeline.
Use AI to optimize spend
Roadway highlights which creatives, audiences, and formats generate revenue, flags wasted spend, and surfaces the actions that will grow revenue fastest—so every dollar compounds.
Attribution tailored to you
Instead of being stuck with Google’s defaults, Roadway gives you flexibility. Set custom attribution windows, apply your own weighting, and build rules that match YouTube’s role in your funnel.
The outcome is a framework you can rely on—transparent revenue impact, sharper content investment decisions, and the certainty to grow YouTube Ads into a consistent revenue driver.
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."
%201.png)
AI that scales revenue from growth campaigns
The future of growth marketing is here. Save hour per week with personalized AI Coworkers to 10x your impact, built in seconds.
The foundation of your growth stack
$50k
saved annually on maintenance
20%
cut in wasted marketing spend
40.5
hours saved per month with AI
Frequently asked questions
How does YouTube Ads attribution work?
YouTube Ads attribution tracks how video interactions—impressions, views, engaged views, and clicks—contribute to outcomes like leads, pipeline, and revenue. Google Ads offers basic measurement through view-through conversions and default attribution windows, but these oversimplify video’s role in the funnel. They often ignore how top-of-funnel video ads drive awareness and intent that convert weeks later. Roadway provides YouTube Ads ROI tracking by connecting video campaigns and creative formats directly to CRM and revenue data. This lets marketers measure the true business impact of YouTube beyond vanity metrics like views or watch time.
Which YouTube Ads attribution model should I use?
The best YouTube Ads attribution model depends on your goals. Last-click attribution works for direct-response campaigns but undervalues brand-building. First-click shows the importance of early awareness but can exaggerate top-funnel influence. Position-based models split credit between early and late touchpoints, while multi-touch attribution provides a more holistic view of the video journey. With Roadway, you’re not stuck with Google’s defaults—you can set custom attribution windows, assign weights to engaged views vs. clicks, and build video ad attribution analytics that reflect how your buyers actually move through the funnel.
Does Roadway require a data team to set up and maintain?
No. Roadway is designed to make YouTube Ads measurement marketer-friendly. Once connected to your warehouse or CRM, Roadway ingests YouTube campaign and audience data, applies prebuilt attribution models, and adds AI-powered insights. This setup delivers revenue-level video reporting within hours—not weeks—without engineering support, manual tagging, or SQL queries.
Is Roadway only suitable for brand campaigns, or can it support performance too?
Roadway reveals the impact of YouTube across the entire funnel. For brand campaigns, it shows how awareness-driven videos influence pipeline later on. For performance campaigns, it provides conversion attribution for YouTube Ads that maps clicks, engaged views, and conversions directly to closed-won deals. Roadway ensures brand-building is credited appropriately while still giving performance marketers the clarity they need to optimize ROI.
How fast can I see results with Roadway?
With Roadway, YouTube Ads analytics go live the same day you connect. Its warehouse-native setup and pre-configured attribution models pull in campaign, creative, and audience data automatically. Within hours, you’ll see which videos influence pipeline, which audiences generate the highest ROI, and how to optimize spend across brand and performance. No tagging headaches, no waiting weeks for attribution reports—just fast, accurate insights into YouTube Ads ROI.