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Data sources for Smart Data reports and how to get your data to Google BigQuery

To build reports in Smart Data, you need your data uploaded to Google BigQuery and a Google account with the BigQuery Admin access to all these data.

How to set up Google BigQuery

The reports can be built upon the data from these source types:

  • User behavior data
  • Offline transactions from a CRM system
  • Ad costs
  • Email campaign data
  • Google Ads campaign data
  • Call tracking data
  • Attribution model calculation results
  • Custom events data

You can unite all these types of data by assembling them into data source sets. Read about it here.

The descriptions below contain links that help you figure out how to upload data of each type to BigQuery.

User behavior data

You can include website user behavior data into your reports. It can be:

More user behavior data sources to connect will become available in the upcoming OWOX BI updates.

Ad cost data

Smart Data can build reports based on the ad cost data you upload to BigQuery via the Google Analytics Cost Data → Google BigQuery pipeline.

These are all the cost data from your Google Analytics property, including data you upload to GA with via the OWOX BI’s ad cost data export feature.

With the future OWOX BI updates, you’ll also be able to connect the ad cost data uploaded to BigQuery directly — via the Facebook → Google BigQuery pipeline among the others.

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.

Google Ads campaign data

Note:You can connect only the auto-tagged campaigns' data.

Unite Google Ads data with your website user behavior to learn the cost of each user acquired with paid ads and more.

To use Google Ads campaign data in Smart Data reports, you need to:

  1. Upload it to Google BigQuery via the Data Transfer service. The reports will fetch data from the tables “p_ClickStats_”, “p_AdGroup_”, “p_Campaign_”, “p_Placement_”, and “p_Video_”.
  2. Connect these data to your Smart Data source set, selecting Google BigQuery project and data set containing the Data Transfer tables.
  3. You can connect data from several Google Ads accounts or Management Account to one data source set. If the Google BigQuery dataset you are connecting contains data from several Google Ads accounts, you’ll be able to choose which of them you want to connect as sources.

Note:Currently, you can build reports that feature data from only one Google Ads account. The upcoming OWOX BI updates will let you build reports considering all the Ads data you have connected to your Smart Data source set.

CRM data

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.

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 model calculation data

If you have an OWOX BI Attribution model created, you can build reports based on its calculation results. These reports help you reevaluate the performance of your ad campaigns, compare an OWOX BI Attribution model with GA’s Last non-direct click model, and redistribute your ad budget.

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.

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.

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