The Funnel Based attribution model considers the mutual impact of advertising campaigns. This means setting goals and bid optimization based on the model data will help you achieve better overall marketing performance across all channels and not only individual campaigns.

OWOX BI Attribution is integrated with bid management services Google Ads, K50 and Alytics.

After you set up the integration, data about campaigns value is automatically imported into bidding service on daily or weekly basis. This lets you see the data about campaigns performance (number of conversions and revenue) in bidding service and use it in automated bidding strategies.

Set up integration with Google Ads

Before you begin

  1. You've set up offline conversion tracking in Google Ads.
  2. You've created a conversion action for which you'll import data from your funnel based attribution model. We recommend keeping conversion action in Google Ads and the last step of the funnel in your attribution model similar or the same.


  1. On your attribution model page, open Results tab, enable Data export to bidding services and select Google Ads:
  2. Enter a name of the conversion action.
  3. Select currency of conversions.
  4. Copy the link you get:
  5. In the Google Ads account, click the Tools tab, and select Conversions. If you're using a manager account, click Conversions in the menu on the left.
  6. In the menu on the left, click Uploads.
  7. Next to Source, select HTTPS, and paste the URL:
  8. Click Upload and preview or Upload and apply.
    Note that imported conversions can't be removed once they are imported, so we recommend to preview the imported data.

What data is imported

The link that you get in OWOX BI interface always provides a CSV file with data about the performance of each GCLID that was present in the path of the conversions occurred during the last 30 days.
For example, if a user clicked on your ad more than 30 days ago, but converted within the last 30 days, information about the click will be present in the file.

File schema:

  1. Google Click ID — the GCLID that led to the conversion that occurred within last 30 days
  2. Conversion Time — the date and time that the conversion occurred
  3. Attributed Credit — the value assigned to the click
  4. Conversion Name — the name of the conversion action that you’d like to import this conversion for
  5. Conversion Value (available only for transactional models) — a number representing the value that you place on the conversion
  6. Conversion Currency (available only for transactional models) — the currency in which your conversion value is provided

The file also contains rows with Time zone and Attribution model name parameters.

Set up scheduled uploads

For regular uploads you need:

  1. Set up schedule of your attribution model calculations.
  2. In Google Ads, check Schedule upload during import setup.
    The feature has two options: Daily or Weekly uploads.
    The first upload will import data for the last 30 days, the next uploads will add new data for the day or the week depending on the option you select.

Set up integration with K50

  1. On your attribution model page, open Results tab, enable data export to bidding services and select K50:
  2. Copy the access token you get:
  3. Enter the token in K50 project settings.
    Connect your attribution model to K50:Optimizer as an external source, more on setting up the connection in K50 help center (in Russian).

Set up integration with Alytics

  1. On your attribution model page, open Results tab, enable data export to bidding services and select Alytics:
  2. Copy the link you get:
  3. Enter the link in the settings of your Alytics project. For more details, see Alytics help center (Russian) or contact
    The data will appear in Alytics the next day. 

Last Non-Direct Click model evaluates just the impact of the last source and doesn’t consider all previous sources. Funnel based attribution model considers the mutual impact of all advertising channels. In addition, Last Non-Direct Click model gets only sessions of the report time frame, Funnel Based model gets sessions of the report time frame and conversion window. For these reasons, it will be a difference between the results of calculation and Google Analytics attribution models.

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