Have you ever thrown a bowling ball down the lane, watched it start to move left (or right) and then just stop? Bowling ball roll out occurs near the back end of the lane when the bowling ball stops its left or right movement and continues straight back to the pit.
Bowling ball roll can best be described as the ball using all of its energy in the front of the lane and not storing enough to continue down the lane. If this occurs, you need to do one of two things. Usually changing bowling balls to a higher polish will do the trick. You can also try changing your speed or side rotation to cause less friction through the heads.
This is why some bowlers have so many bowling balls. It’s easier to match a bowling ball to the lane condition, than to change the way you bowl.