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.
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
- 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:
- Data collected via OWOX BI’s Google Analytics → Google BigQuery pipeline
- Data exported 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 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.
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.
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, Calltracking.ru, 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.
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.