Session data collection based on the OWOX BI algorithm

Collect raw, non-sampled session data from your website to Google BigQuery instead of using standard Google Analytics session data.

How it works

Session Expiration

A session is closed and a new session begins:

  • at the end of each day (12 AM) in the linked Google Analytics view timezone.
  • when a user returns to your website via another campaign source.
  • after a predefined period of inactivity (the default timeout of 30 minutes can be changed in the OWOX BI interface).

Filters and Exceptions

  • Sessions will contain raw unfiltered data. That's why we recommend that you select an unfiltered Google Analytics view when setting up data collection to Google BigQuery.
  • By default, your domain is automatically added to the referral exclusion list: as the result, traffic from subdomains won't appear in the reports.

User ID data collection

All User ID data is being sent in the &uid parameter — you don't need to create custom dimensions. Using the OWOX BI algorithm, you also can and update historical data on the collected User IDs. Read more in Collecting and updating User ID data.

Identifying traffic sources

The OWOX BI algorithm attributes sessions to traffic sources by applying the Last Non-Direct Click attribution model, the same as in Google Analytics.

The Last Non-Direct model ignores all direct traffic and attributes sessions to the last non-direct traffic mediums: referral, cpc, organic and others. Thanks to this, you can find out how actually your paid ad sources contribute to conversions.

To track the actual traffic source, we have added values to the trafficSource.isTrueDirect field of your owoxbi_sessions table. It indicates if the source of the session started as a direct site visit, or is it follows the session generated by an ad source. 

Google Ads auto-tagging

In the cases of Google Ads auto-tagging, the trafficSource. fields, providing information about the traffic source from which the session originated, are retrieved from AdWords data tables uploaded to Google BigQuery using the Google Ads API.

There are several ways to set up automatic uploads of Google Ads reporting data into Google BigQuery. For more information about how to collect Google Ads data in BigQuery, read our article on it.

Please note: Make sure you have configured automatic uploads of Google Ads data into Google BigQuery. Otherwise, the auto-tagging won't be available.

Session calculation when sending data via Measurement Protocol

Hits sent via Measurement Protocol with the value of the &qt parameter up to 30 days will retrospectively get to the session data table (bi_sessions) for the corresponding date and will be assigned to the correct session.

The hits will get to a hit data table (streaming) not depending on the &qt parameter.

Note Sending the &qt parameter with the value of more than 4 hours will cause the hit to not get to Google Analytics. This will lead to data discrepancy: OWOX BI will get more data than Google Analytics.
Set the &qt parameter's value to more than 4 hours only if you need the events sent via Measurement Protocol to get to the sessions during which they've happened.

Data collection and update times in the Google Analytics view time zone

Type of data When the data appears in session data tables in Google BigQuery

Sessions computed on the basis of hit data tables

Within the following day after the start of hit data collection.

Cost data (adCost, attributedAdCost). This includes all advertising cost data imported into Google Analytics.

Within 10 hours on the following day. A repeated update may occur within 36 hours.

trafficSource data, retrieved from Google Ads data tables in Google BigQuery. This data is required to obtain information about traffic sources for Google Ads campaigns in the case of auto-tagging (gclid values). More information about using the Ads data in session data tables can be found in our documentation.

The first session data table will be available within 48 hours. The following tables will appear within 12 hours after the day of the session ends.

See the structure of the session data table in this article.

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