Implementing the Roadway Tag
Follow the steps below (15-45 mins) to enable marketing attribution on metrics derived from CRM data through Anonymous IDs from Sessions on CRM contacts.
Overview
Add Attribution IDs to CRM contacts via Roadway tag.
1. Add Roadway Attribution Tag
Growth marketing teams need to attribute customers across all key growth metrics in order to effectively spend time and budgets. The lack of tools and integrations to pass the right IDs across data platforms to attribute every customer touchpoint across those metrics is the main reason why companies rarely do this. The Roadway Attribution Tag bridges the gap—starting with passing anonymousIDs to CRMs to enable end-to-end marketing attribution on sales funnel metrics. It works like this:
Before the form – captures the anonymous ID your analytics tool (GA4 or Segment) assigns to each browser.
During the form – writes that ID into hidden form fields automatically.
After the form – when the submission becomes a CRM contact and lands in your data warehouse, you can join the visitor’s pre-signup behavior to the new customer record.
Result: full-funnel reporting that shows which channels and campaigns actually turn visitors into revenue.
Setup
Add the following script tag to the <head> section of your website or on Google Tag Manager to All Pages:
<script defer src="//analytics.roadwayai.com/tag.js"></script>For more information, visit https://github.com/RoadwayAI/roadway-attribution-tag
2. Choose your form provider & complete ID mapping
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