Data needed to work with OWOX BI Attribution

Note:OWOX BI Attribution is Deprecated functionality. We offer you our new OWOX BI Transformation product. If you have any question, please reach out to us at

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 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
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

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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