TOWN twice conceded equalisers as another opportunity of victory went begging.
First-half pressure paid off when Danny Ward lashed Simon Grayon's side in front with a 20-yard stoppage-time shot when Sean Morrison's long throw was only partially cleared.
But Rochdale were level within seconds, Andrew Tutte driving home from 12 yards out.
Jordan Rhodes restored Town's lead with his 33rd goal of the season, slid home from Lee Novak's cross, in the 48th minute.
But the home side were unable to hang on, with substitute Ashley Grimes drilling home a shot from Michael SYmes' knock-down in the 82nd minute.