Data needed to work with OWOX BI Attribution

User behavior data

As a source for your Funnel Based attribution model you can use Google Analytics data stored in Google BigQuery in the format of OWOX BI Pipeline or Google BigQuery Export for Google Analytics.

Below, is a list of fields that are used to calculate Funnel Based attribution model for your project.
Please note, that not all the data listed below is available in Google Analytics by default. For example, to collect session, client and user IDs, you need to set up custom dimensions. And e-commerce actions data is available only if Google Analytcs Enhanced Ecommerce module is implemented.

Parameter name Field in OWOX BI Pipeline schema Field in Google BigQuery Export for Google Analytics schema
Session ID sessionId fullVisitorId and visitId
Client ID clientId fullVisitorId
User ID customDimensions.index and customDimensions.value
E-commerce actions hits.eCommerceActionType hits.eCommerceAction.action_type
Product ID hits.product.productSku hits.product.productSKU
Product category ID hits.product.productCategory hits.product.v2ProductCategory
Geo region geoNetwork.region geoNetwork.region
Bounce rate totals.pageviews totals.bounces
Event Category hits.eventInfo.eventCategory hits.eventInfo.eventCategory
Event Action hits.eventInfo.eventAction hits.eventInfo.eventAction
Event Label hits.eventInfo.eventLabel hits.eventInfo.eventLabel
Campaign Source trafficSource.source trafficSource.source
Campaign Medium trafficSource.medium trafficSource.medium
Campaign Name trafficSource.campaign trafficSource.campaign
Campaign Term trafficSource.keyword trafficSource.keyword
Campaign Content trafficSource.adContent trafficSource.adContent
Transaction ID hits.transaction.transactionId hits.transaction.transactionId
Session end time hits.time visitStartTime and hits.time
Session date in the format “YYYYMMDD” date date

Data about advertising costs and transactions revenue

Advertising costs and transactions revenue data is required to calculate ROI and ROAS after you get results of your model calculation.

To get advertising costs data in Google BigQuery, firstly import it into Google Analytics.
Here are the steps to do that:

  1. Connect your Google Analytics with Google AdWords to import costs for non-Google campaigns.
  2. Set up automatic cost data import from Facebook, Bing and other sources.
  3. Create OWOX BI Pipeline that exports costs data from Google Analytics to Google BigQuery.

Transactions revenue data is available in both data sources, no additional setup required.

Data type Field in OWOX BI Pipeline schema Field in Google BigQuery Export for Google Analytics schema
Costs data Field trafficSource.attributedAdCost Table of Google Analytics costs data export to Google BigQuery
Transactions revenue data Fields hits.product.productPrice and hits.product.productQuantity Fields hits.product.productPrice and hits.product.productQuantity

Additional transactions revenue data stored in ERP, CRM, call-centre and other sources

With OWOX BI Attribution you can attribute value not only of Google Analytics transactions, but of transactions from other source like offline store or call-centre too.

If you want to do that, collect transactions data in Google BigQuery view or table in the structure:

Field name Data type Description
user_id STRING User ID. Values of the field has to be the same as in Google Analytics
transaction_id STRING Transaction ID
product_id STRING Product ID
product_price FLOAT Product price
product_quantity INTEGER Count of products in an order
time TIMESTAMP Time when a transaction was created

How to load transactions data into Google BigQuery?

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