You can use custom events from CRM, call tracking systems, and any other online and offline sources to build a conversion funnel in your attribution model.

This will let you gather and attribute in one funnel all the efforts your business does to get conversions

What data you need for custom events attribution in OWOX BI

To attribute custom events in OWOX BI Attribution, upload the data on these events to Google BigQuery.

For this, you need a table or a Legacy SQL view with the following structure:

Field name Data type Description
name STRING Event name (user action)
category STRING Event category
time TIMESTAMP Event name
user_id STRING User ID of the user who initiated the event
client_id STRING Client ID from Google Analytics
transaction_id STRING Transaction identifier
revenue FLOAT Revenue from the event that led to conversion
cost FLOAT Event cost
utm_source STRING Event source
utm_medium STRING Event medium
utm_campaign STRING Event campaign
geo_region STRING The region where the event happened

 

The fields highlighted in bold are required to fill in. The rest of the fields must be present in the schema, but you can leave them empty.

How to upload transaction data to Google BigQuery?

How to create an attribution model based on custom events

1. On the OWOX BI dashboard, click Create model at the bottom of the Attribution block or via the left sidebar:

Create_model.png

2. The attribution model creation page will appear. Here, provide access to the Google account where you keep your BigQuery project with custom events.

3. As a data source, select Custom events:

Create_model_custom_events.png

4. Next, select the BigQuery project, the dataset, and the table with your custom events data. Then click Create model.

Create_model_custom_events_2.png

Done. You have created an attribution model based on custom events

Adjusting funnel steps with custom events

Custom events appear in the funnel as separate steps. But you can join several events in one step.

1. Open the drop-down menu in the step and click Edit

Custom_events_edit_step.png

2. Here, you can change the step’s name and define which event or events will be counted in this step by adding and removing a Custom event parameter, and define the conditions by which the events are counted in the step. 

join events

 

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