To attribute all actions a user takes on their path through the conversion funnel, OWOX BI Attribution makes sequences out of actions performed both while a user was and wasn’t logged in and across different devices. This is possible thanks to matching the
OWOX BI Attribution matches authenticated and non-authenticated user actions considering all data sources you calculate your attribution model upon, including CRM transactions and custom events data and shape a user path out of them.
How we shape the user path
In Google Analytics, a user path is formed out of the actions performed under the same
clientId. This means that even Google’s Data-Driven attribution model can’t match site visits from different devices since sessions from each device generate different
OWOX BI matches actions by
userId first — if a user is logged in. This allows to connect actions of an individual user across different devices and browsers as long as this user is authenticated under the same
If a user performed some actions while not being authenticated but was logged in before or after on the same device, then the non-authenticated actions will still be matched with the authenticated ones and OWOX BI will add them to the user path. In the same way, actions can be matched across devices as well.
Here’s an example of how sessions can be connected by
The authenticated sessions are matched by the mutual
userId, the non-authenticated ones — by
In the case when we have more than one
userId for one
clientId, the user path will be shaped by matching
clientId but all actions will be associated with the latest
All sessions are matched into a single path by
clientId, but all actions are attributed to the latest
userId registered on this device, which is 'userId 2'.
In each data source, Client ID values are stored under different field names:
|Data source||Field name in a BigQuery table|
|'owoxbi_sessions' and 'session_streaming' tables collected via OWOX BI||The
|BigQuery Export for GA 360 tables||The
|Custom events and CRM data||The