How OWOX BI web streaming processes and stores Events with multiple sources

In this article, we delve into the intricacies of storing data on sources at the event level and explore the boundless possibilities for customization during session data collection.

As we collect raw user behavior data from websites, we encounter scenarios where a single event may contain information from multiple sources, revealing the origin of the user. For instance:

  • From request parameters: source1/medium1/camp1
  • From page location: source1/medium1/camp4
  • From document referrer: source2/medium2/keyword5

Ensuring accurate data for reports with session cost attribution necessitates the precise determination of values for the source and medium fields at the session level. This entails meticulous processing of data for each event comprising a session. As the priority of sources in the list may vary depending on business objectives, the processing logic for events with multiple source information must cater to the needs of all OWOX BI clients.

After extensive consideration, we proudly present a powerful solution that empowers you to effectively overcome any business challenges.


Comprehensive data storage at the Event level

1.1. We embrace a comprehensive approach by storing full data at the level of each event. Parameters like source, medium, campaign, content, term, and campaign_id in the event_params field are diligently filled using GTM URL variables ('cs' as a source, 'cm' as a medium, 'cn' as a campaign, etc.).

1.2. Parameters such as gclid/dclid/msclkid found in the URL are stored in event_params, but in separate fields. Crucially, default source/medium values remain unaltered in this scenario.

1.3. To provide even more insights, we record additional parameters in event_params based on their origin:

  • From request parameters: rp_source, rp_medium, ...
  • From page location: pl_source, pl_medium, pl_campaign, ...
  • From document referrer: ref_source, ref_medium, ref_keyword, ...

Note:OWOX Streaming for GA4 will furnish you with comprehensive data on the sources from which users originate; however, native data export from Google Analytics 4 to BigQuery will not include this information.


Customization in Transformations

With this enriched data at the event level, marketers gain unparalleled flexibility in customizing their analytics. The "Merge Events into Sessions" template, designed to gather sessions from events, empowers users to harness specific source data tailored to their unique business requirements.

Simultaneously, data on other sources remains intact, offering clear insights into why a particular source was selected. All historical data is preserved, allowing seamless modifications at the session level when needed.

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