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 does it work

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. 

AdWords auto-tagging

In the cases of AdWords 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 Adwords API.

There are several ways to set up automatic uploads of AdWords reporting data into Google BigQuery. For more information about how to collect AdWords data in BigQuery, please refer to our Help Center.

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

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



Fully consistent session data tables become available within 48 hours.

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