How OWOX BI calculates unique users

Note:On September 1, 2020, the changes in rules for calculating billable unique users will become active: the subscription plan billing will be considering unique users from all the user data pipelines in your OWOX BI project. Learn more

What is a unique user in OWOX BI

A unique user is a website visitor who is associated with a unique identifier and whose BigQuery data has been processed in OWOX BI within one month. User identifiers can vary — we will outline them later in this article.

OWOX BI processes unique users’ data in two cases:

1) When you use OWOX BI Pipeline to stream data to Google BigQuery from one of these services:

  • Google Analytics
  • AppsFlyer

2) When you use OWOX BI Attribution and/or OWOX BI Smart Data with BigQuery Export for Google Analytics 360 data.

The processing of user data is included in OWOX BI subscription plans. If the number of unique users processed within one month exceeds the number provided in your plan, you’ll be charged additionally. For plan limit details, read this article.

How unique users are identified and calculated in OWOX BI Pipeline

Unique users are calculated only in the following pipelines of OWOX BI Pipeline:


How unique users are calculated

Google Analytics → Google BigQuery

Unique User ID and/or Client ID *

Note: Only the userId (&uid) parameter values are used for calculation here. The userId values sent in custom dimensions are not taken into account.

AppsFlyer→ BigQuery

 Unique appsflyer_device_id

BigQuery Export for Google Analytics 360 data in OWOX BI Attribution

Unique userId, fullVisitorId, and User ID from a custom dimension (customDimensions.value of customDimensions.index)


* — If more than one user (identified by different Client IDs) had logged in using the same User ID, they count as one user.

The exceptions are 1) users that weren't logged in and 2) User IDs with more than 100 different Client IDs associated with them. In these cases, unique users are identified only by the Client ID.

How unique users are calculated if you use BigQuery Export data from Google Analytics 360

In the cases when you are exporting your Google Analytics 360 data using the BigQuery Export feature and then use it in OWOX BI Attribution and OWOX BI Smart Data, unique users are calculated by these parameters:

  • userId
  • fullVisitorId
  • User IDs obtained from a custom dimension (customDimensions.value of customDimensions.index)

How unique users are calculated in OWOX BI projects with more than one pipeline

If your OWOX BI project has more than one data pipeline, the current subscription plan considers the unique users of all data pipelines during the reporting period (month).

For example:

Your OWOX BI project has two website user behavior data pipelines, one AppsFlyer pipeline, and an OWOX BI Attribution model based on the BigQuery Export data from Google Analytics 360. At the end of the billing period, you get these unique users processing statistics:

Website user behavior data → Google BigQuery pipelines

50,000 + 40,000 = 90,000 unique users

AppsFlyer → BigQuery

10,000 unique users

BigQuery Export data from Google Analytics 360 as a data source for an attribution model

40,000 unique users


All the unique users processed in the OWOX BI project considers in billing: 90,000 + 10,000 + 40,000 = 140,000 unique users.

Important: If you have in your project more than one pipeline of the same type (for example, Google Analytics → Google BigQuery), the number of unique users you'll be charged for will be summarized.

Note: Unique users are calculated each day in the UTC time zone, thus the count of users a day may vary depending on your time zone.

What happens if a project exceeds the subscription plan limit

If a project exceeds the subscription plan limit the excess cost will be applied. The prices of the excess cost are calculated according to the plan of your project.

How to check the number of unique users processed in your OWOX BI projects

To view the statistics on the unique users processed during the current and previous months, go to Project Settings in the left-side menu; click the Data usage tab.

On the Data usage screen, you can choose the reporting period, and the month you want to see the statistics for.

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