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Looker vs. Roadway: Choosing the right tool
While Looker is great for BI reporting, 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
When should I use Looker? And when should I use Roadway?
Business intelligence and growth marketing share data but serve different purposes. While BI tools like Looker excel at broad reporting for finance, product, and operations, growth teams need day-to-day answers about which campaigns drive revenue and where to shift budget—fast, without waiting on analysts. That’s where Roadway comes in.
Looker is an excellent general-purpose BI platform: it centralizes metrics for finance, product, and ops, lets analysts build rich LookML models, and gives the whole company a shared source of truth. What it doesn’t do—by design—is automate growth-specific attribution or push those insights back into the tools where marketers act.
Roadway fills that gap. Running directly on your Snowflake, BigQuery, or Redshift data, it layers AI-driven attribution on top of raw tables and turns findings into next-step recommendations that sync back to Salesforce, HubSpot, and your ad platforms.
Add Roadway to your Looker stack when…
You’re stuck waiting on analysts for answers: Every attribution request turns into a LookML ticket and days in the queue; with Roadway, marketers can slice campaigns, compare cohorts, and get answers on their own in minutes.
You’re seeing “what” happened but not “why”: Looker shows which metrics moved but not the drivers behind them; Roadway’s AI surfaces the exact channels, creatives, and cohorts boosting or draining revenue so you know where to focus.
You're not getting insights that drive revenue growth: Data sits idle in dashboards until someone exports and massages it; Roadway pipes modeled results straight into Salesforce, HubSpot, and ad platforms, triggering workflows and budget shifts automatically.
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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Andrew Wilson, Data Engineering
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
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.
Outcome-based analysis and growth opportunities on autopilot
Experience proactive AI analysis to put growth marketing insights and opportunities on autopilot (to drive real outcomes)—so you can grow faster with leaner teams.
End-to-end attribution—custom-built to your business
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.