Note:OWOX BI Attribution is available only for the Reports & Attribution and Enterprise subscription plans.
User behavior data
As a source for your ML Funnel Based Attribution model, you can use user behavior data collected to Google BigQuery with OWOX BI Pipeline or with the Google BigQuery Export feature for Google Analytics.
Below, is a list of fields that are used to calculate ML Funnel Based Attribution model for your project.
Also, note that the e-commerce action data is available only if you have the Google Analytics Enhanced Ecommerce module.
| 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 | 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 |
| Page path | hits.page.pagePath |
hits.page.pagePath |
| Event Category | hits.eventInfo.eventCategory |
hits.eventInfo.eventCategory |
| Event Action | hits.eventInfo.eventAction |
hits.eventInfo.eventAction |
| Event Label | hits.eventInfo.eventLabel |
hits.eventInfo.eventLabel |
| Hostname | hits.page.hostname |
hits.page.hostname |
| 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 |
Additional transactions revenue data stored in ERP, CRM, call-center, and other sources
With ML Funnel Based Attribution, you can attribute value not only for Google Analytics transactions, but also for transactions from other sources like CRM systems, offline stores, or call-centers.
For that, you need transaction data stored in a Google BigQuery view or table. Read here about the required schema definition.
Learn more about importing transaction data to Google BigQuery from this article.
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