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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 view with the following structure:

Field name Data type Description
name STRING Event name (user action)
category STRING Event category
time TIMESTAMP Event time
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 the conversion
cost FLOAT Event cost
utm_source STRING Event source
utm_medium STRING Event medium
utm_campaign STRING Event campaign
utm_term STRING The search term that led to the event
utm_content STRING Content of the link that led to the event
geo_region STRING The region where the event happened


The fields highlighted in bold are required to fill in. The utm_term and utm_content fields are optional, so you may add them to the table if you need to consider these utm tags. 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 main page, click Create model at the bottom of the Attribution block:


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:


4. Next, select the BigQuery project, the dataset, and the table with your custom events data:


Here, note the BigQuery dataset location. It can be one of the two multi-region locations: the EU (European Union) or the US (United States). After selecting the EU as the initial data source for the attribution model, you won't be able to add to this model a source from the US location. And the other way around. 

5. Click Create model.

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

How to add custom events data to the existing attribution model

1. On the model's page, click Add source:


2. In the opened window, select the type of data you need: Custom events:


3. Select the BigQuery project, dataset, and the data table with custom events data. OWOX BI will check the table schema fidelity. If everything is good to go, you'll get the "All data is ok" message.

If there are any issues with the data table schema, OWOX BI will point them out for you.

Note:You can connect only those data tables that are located in the same multi-region location as the rest of the source data for this attribution model. For example, if the data already connected to the attribution model are located in the EU, you won't be able to connect data located in the US, and the other Way around. You also can transfer the BigQuery data between the data set in different locations as discribed in this article.


4. Now click Save. Done. The custom events data is added to your attribution model.

Now you can adjust these events as the funnel steps.

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


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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