E-commerce
Orders and recorded revenue by channel
Bring together ad spend, online orders and recorded revenue. Compare how measured touchpoints contribute to revenue under the selected attribution model.
For marketing teams and agencies
See which marketing channels deliver results.
Roots is an attribution platform that brings together ad spend, conversions and measured customer journeys. Compare channel contribution alongside your existing analytics and support budget decisions from one dashboard.
The trial starts immediately after registration. No credit card required. First assess your current measurement with the free scan
Live demo - sample data
Bistro Zeezicht · Position based
Measured conversions
986
Conversion value
€ 322.130
Attributable conversions
954
32 conversions could not be attributed
Lead generation and bookings
From enquiry or booking to value
Connect enquiries and bookings to their measured customer journey. Use recorded deal value or a predefined estimate to compare channels.
Why do platform figures not add up?
One conversion can be claimed by multiple platforms
Platforms use their own measurement methods, attribution models and measurement windows. The same measured results can therefore appear in multiple reports.
See how Roots distributes value100
unique conversions
240
combined platform claims
This example contains 140 additional claims. It is not a general average. Roots keeps the number of unique measured conversions unchanged and only distributes value according to the selected model.
Roots, GA4 and advertising platforms
Use each environment for what it does best
GA4 supports behavioural analysis and advertising platforms support campaign management. Roots adds an independent channel comparison, placing measured conversions and connected costs on the same basis.
Roots
Compare channels and attribution models against one consistent measurement.
GA4
Analyse behaviour, acquisition and key events across websites and apps.
Advertising platforms
Manage and optimise campaigns within each advertising network.
Choose your work setting
Roots supports different ways of working together
What does Roots deliver?
From separate channel figures to one substantiated story
Compare channels on the same basis
Compare ad spend, conversions and value from every source. Switch attribution models without changing the total number of measured conversions.
Follow the measured customer journey
See the touchpoints before an order, enquiry or booking. Offline conversions added later and their recorded or estimated value are included too.
Report and decide with context
Share reports with clients or management. Roots can make proposals based on available data, the selected model and clear assumptions; you decide.
The full customer journey
From first click to conversion, visible step by step
A customer clicks your Google ad, drops off, sees your Meta ad, drops off again and comes back days later on their own to convert. Roots shows that journey as one line, so you can see which channel created the demand and which channel closed it.
- Every touchpoint with channel, date and campaign
- Drop-offs and the time between them, fully visible
- Also recognised when the journey spans multiple devices
Example of one customer journey
Google Ads
Mar 3
drops off · 8 days laterMeta Ads
Mar 11
drops off · 7 days laterDirect visit
Mar 18
returnsConversion
€ 249
In this example, Google Ads and Meta link the same conversion to their own touchpoint. Roots distributes value across the measured journey according to the selected model; this is not proof that a channel caused the conversion.
Data, consent and access
You choose the connections, Roots carries them out
Roots does not sell measurement data or use it for advertising profiles. Data only leaves Roots through connections activated by the account owner, within the possibilities and limitations of the configured consent.
What stays within Roots
Measurement data, customer journeys and attribution calculations are stored in Roots. Raw IP addresses are not retained; email addresses and phone numbers are stored as hashes for matching.
What you optionally forward
The account owner can enable server-side forwarding for each website and platform. Only then can conversion details, click IDs, hashed contact details and, for Meta or TikTok, IP address and browser data be sent to the selected platform.
Consent and access
Roots does not forward data when marketing consent is explicitly denied. Administrators can manage accounts, domains and connection status; only superusers can view billing. There is no function to sign in as a customer.
No platform forwarding should take place without marketing consent. A missing or unknown consent signal therefore requires a correctly configured cookie banner before forwarding is enabled. Read the privacy statement · View the technical explanation
How do you get started?
From installation to verification in three steps
01
Install the Roots pixel
Add one script to your website. Dedicated installation instructions are available for common website platforms and custom websites.
02
Connect your marketing channels
Connect Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads, Microsoft Ads and GA4 to bring costs, campaigns and measured results together.
03
Verify the first data
Track installation status in Roots and verify that visits and conversions arrive before drawing conclusions.
Price indication
Roots from € 249 per month
Pricing is based on the combined sessions and websites in your account. All prices exclude VAT.
Free for 14 days with 1 website and up to 10,000 sessions, no credit card required.
View plans and limitsStandalone service
Roots Cookie Banner
€15 per domain per month, excluding VAT. Also available without an attribution plan. Automatically adopts your branding, with a footer link that lets visitors reopen their cookie preferences.
View the cookie bannerFrequently asked questions
Short answers to important questions
- Does Roots replace my existing analytics?
- No. Roots places attribution, ad spend and measured customer journeys alongside your existing analytics. This lets you investigate differences without replacing your current reporting. See how Roots works
- Does attribution prove which channel caused a conversion?
- No. Attribution distributes value across measured touchpoints according to a selected model. It helps compare channels but is not conclusive proof of causation. Read about the attribution models
- Does everything remain measurable with ad blockers or rejected consent?
- No. Consent, browsers and ad blockers determine what is measurable. Roots shows observed signal loss but cannot recover what was never measured. Read about signal loss
- How does Roots handle my data?
- Accounts are isolated from each other, data is stored in the EU and a data processing agreement is available. View the data processing agreement
Ready to stop guessing?
View the dashboard with clearly labelled sample data, or start a free trial for your own website.
The trial starts immediately after registration. No credit card required. Run the free tracking scan