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How to connect your data for Smart Data reports

To build a report in Smart Data, you need to connect your data from Google BigQuery.

Data from different sources connected to Smart Data are automatically united into data source sets. Thanks to these sets, you can manage which data is used to build the reports.

If you need to build disparate reports on the data you don't want to mix up (for example, different clients' data if you're an agency), you can create more than one source set — each with its own combination of data — and switch between them for different reports.

What types of data you can connect to Smart Data and unite into source sets

When you connect your first data source to OWOX BI, Smart Data adds it to an automatically generated data source set. All the data you will connect after that will be added to the same source set unless you have created another one.

Below are the data sources you can connect.

User behavior data

Here, you can connect data collected either via OWOX BI’s Google Analytics → Google BigQuery pipeline or via the BigQuery Export feature for Google Analytics 360.
More user behavior data sources to connect will become available in the upcoming OWOX BI updates.

Ad cost data

Smart Data builds reports based on the ad cost data you upload to BigQuery via the Google Analytics Cost Data → Google BigQuery pipeline (including data you upload to GA with via the OWOX BI’s ad cost data export feature) or directly via Ad platforms → Google BigQuery pipelines.

Email campaign data

Data on your email activities uploaded manually into a Google BigQuery table with this structure.

Add this data and get reports on your email campaigns solely or merge the email data with website user behavior and transaction data and learn how your email activities affected user acquisition and conversion.

CRM data

This is transactions data uploaded to Google BigQuery from your CRM system. Having them added to a source set, you’ll be able to align users’ actions on your website with the offline purchases you have in your CRM, and build ROPO reports in Smart Data.

Here’s how to upload CRM data to BigQuery.

Call tracking data

Here, you can connect data about your customer’s call activity collected by one of the call tracking services that have integration with OWOX BI: Ringostat,, CoMagic, Mango Office, or Calltouch. To connect a source of this type, you first need to connect data from a call tracking service to your OWOX BI user behavior data pipeline.

More on how the OWOX BI integration with call tracking services works.

Attribution data

If you have one or several OWOX BI Attribution models calculated, you can add them to your data source set and use them in the reports you build. Attribution data is added to the source set automatically when you connect a user behavior data source that has an attribution model calculated based on it. If the source has more than one attribution model built based on it, then you'll be able to specify which attribution data you want to use in your Smart Data reports.

More about the data you can connect to Smart Data to build reports upon you’ll find in this Help Center article.

Custom events data

Custom events are data about any online and offline events you have uploaded to a Google BigQuery table by yourself. It can be CRM and call-tracking data, data on emails sent and more.

A BigQuery table containing custom events must have this data schema. It’s the same structure you need to build an OWOX BI Attribution model based on custom events.

How to connect your data to Smart Data and manage it via data source sets

Before connecting the data, make sure your Google account you use to log into BigQuery has the BigQuery Admin access to all the data you are going to use in your reports.

If you used Smart Data before or you have a website user behavior data to Google BigQuery pipeline in OWOX BI, then the data collected by this pipeline will be automatically connected to Smart Data and will appear in your data source set. The same goes for your attribution model data if you have an OWOX BI Attribution model created.

If you don’t have any pipelines created or are using OWOX BI for the first time, then Smart Data will build reports based on demo data. The demo data will be automatically deleted once you've connected your own data source.

How to connect your data

  1. If you don't have a website user behavior data pipeline in OWOX BI or an OWOX BI Attribution model, then go to Smart Data, click Source set: Demo Data, then Connect your data:SD_connect_data_new_1_en.png
  2. In the opened window, click Connect data sources:SD_connect_data_new_2_en.png
  3. Enter a name for your source set and provide access to BigQuery. Make sure your Google account has the BigQuery Admin access to all the data you are going to add to this source set.SD_connect_data_new_3_en.png
  4. Now you can connect one source for each data type: 1) website user behavior, 2) ad cost, 3) CRM transactions, 4) call tracking data, and 5) custom events.
    You can add any number of email campaign data sources.
    OWOX BI Attribution model data is added automatically once you've set up a model.SD_connect_data_new_4_en.png
  5. Once you finished connecting the sources you need, click Create source set in the lower right of the screen. Now you can build reports using all the data you’ve connected in this set.

If you already have a website user behavior data pipeline in OWOX BI or an OWOX BI Attribution model, then go to Smart Data, click the edit button next to the source set name and add the data you need as described in the step 4 above:Source_set_edit_en.png

Note that user behavior data, Google Analytics cost data, and attribution model data might already be connected to the source set:SD_connect_data_existing_1_en.png

Some tips on using data source sets

Adjust a source set for the needs of a specific report

To customize a source set, click the edit button to the right from the source set name:Source_set_edit_en.png

If the switch on a card with connected data is on, the data from this report can be used in the report. Turn the switch off if you don’t want this data to get into the report.SD_connect_data_existing_2_en.png

Create additional source sets

On the Smart Data main page, click the settings icon, then click Manage data sources. In the opened window, click Add new to create a new source set you can fill with data from different sources:SD_create_new_set_1_en.png

Manage the created sets

On the Manage data source sets page, you can Edit, Set as default, and Delete sets.Source_set_tips_2_en.png

In two clicks, change the data upon which you build a report

Create several source sets with different data and switch between them if you need to build reports based on different combinations of data:mceclip0.png

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