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PostHog vs. Roadway: Choosing the right tool

While PostHog is great for product analytics, Roadway is a purpose-built tool designed to help growth marketers discover what works, cut what doesn’t, and drive more return on digital marketing spend.

When should I use PostHog? And when should I use Roadway?

Your engineers and PMs live in PostHog to debug funnels and refine user flows, but growth teams still need to know which campaigns—and budgets—turn visitors into paying customers. When those answers live in CSV exports, ad dashboards, or hand-rolled SQL, momentum slows and spend gets misallocated. Roadway plugs that gap by layering AI-driven attribution and automated workflow syncs on top of the warehouse you already trust.

PostHog shines at product telemetry: it captures in-app events, funnels, session replays, and feature-flag data that help engineers and PMs ship better experiences. What it doesn’t tackle is end-to-end marketing attribution. Campaign data lives outside PostHog, and tying spend to revenue usually means exporting CSVs or hand-rolling SQL in your warehouse.

Roadway bridges that gap by querying Snowflake, BigQuery, or Redshift directly, capturing every channel- and campaign-level touchpoint, applying AI-powered attribution, and piping those insights back to Salesforce, HubSpot, and ad platforms—so growth teams know exactly which efforts convert prospects into revenue, not just sign-ups.

Add Roadway to your PostHog stack when…

• You’re steering without a revenue dashboard

PostHog ends at product events, giving no visibility into what happens between the first ad click and closed-won deals. Roadway tracks each touch across channels and links it to booked revenue.

• Your attribution workflow is a patchwork of exports

Copy-pasting PostHog data into spreadsheets or BI eats analyst hours and breaks with every schema tweak. Roadway calculates attribution right inside Snowflake, BigQuery, or Redshift—no CSV juggling, no brittle joins.

• Growth spikes happen and no one knows who to thank

PostHog flags usage jumps, but it’s silent on which campaign, offer, or audience lit the fuse.

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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."

Andrew Wilson, Data Engineering

The foundation of your growth stack

$50k

saved annually on maintenance

20%

cut in wasted marketing spend

40.5

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Outcome-based analysis and growth opportunities on autopilot

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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.

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