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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 five source types:

  • User behavior data
  • Offline transactions from a CRM system
  • Ad costs
  • Call tracking data
  • Attribution model calculation results

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.

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.

The attribution model calculation data will appear in your Smart Data source set automatically once you’ve connected the Google Analytics → Google BigQuery pipeline data based on which your attribution model is built.

With the upcoming updates, we’ll enable you to add a table with attribution model calculation results as a separate source in a data source set. Stay tuned!

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