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 | 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 |
| Pagepath | 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 |
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:
- Connect your Google Analytics with Google AdWords to import costs for non-Google campaigns.
- Set up automatic cost data import from Facebook, Bing and other sources.
- 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 |
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