We present to your attention an interview with Mikko Piippo, co-founder and partner of Hopkins.
Marketing analytics digest
Articles from OWOX blog
Why your marketing needs to be data-driven
Evaluating results and confirming opinions and hypotheses with numbers is pivotal for digital marketing in today’s technology-based world. For marketing to be effective, it must...
Common marketing challenges most businesses face
The most crucial matter for companies today is their ability to quickly adapt to new conditions and assess what’s working and what’s not. So what are the common marketing...
Why all marketers should be able to build their own reports
Let’s see why it’s so crucial for marketers to be able to create various reports using a large number of data sources — and to do it on their own.
Interview with Julius Fedorovicius, Founder of Analytics Mania
We present to your attention an interview with Julius Fedorovicius, Founder of Analytics Mania.
How to solve the biggest e-commerce reporting challenges
There is more and more data online, and to grow faster than competitors, you need to use this data in full. In this article, we consider the main problems that the majority of...
How to upload data from Instagram to Google BigQuery
A huge number of companies reach out to their customers through Instagram on a daily basis. In the Instagram Insights, Facebook advertising profile and web analytics systems,...
How to upload data from Facebook to Google BigQuery
In the Facebook advertising profile and web analytics systems, you can analyze the basics of advertising performance. For small businesses with a small number of advertising...
Why single-channel attribution models are a dead end for CMOs
Why single-channel attribution models are a road to nowhere and why even data-driven models are not enough for successful marketing.
Guide to Marketing Automation
Let’s look at the basic concepts and functions of marketing automation along with an example of marketing automation for marketing performance analysis.
A godsend for marketers: how to create reports without analysts and SQL
Most analytical tools focus on the needs of analysts and developers and prohibit the marketer from working with the data himself. Let's see why this happens and what is a...
How to Choose and Test an Attribution Model
In this article, we’ve put together information to help you compare and apply modern attribution models to take your company’s marketing to the next level.
The easiest way to transfer data from/into Google BigQuery
Make your data work for you — use all the collected data about your customers and get important insights from it, using the simple and easy way - the OWOX BI BigQuery Reports...
Data-driven marketing: the ultimate guide 2021
Let's look at exactly what data-driven marketing is and how a data-driven marketing strategy can help your brand to achieve its business goals.
Miscommunication between analysts and marketing teams
Let’s try to discover what are the common problems in communication between analysts and marketing teams, and what is the expert’s opinion about these struggles.
Top 3 Supermetrics Alternatives and Competitors
If you're looking for the best alternative to Supermetrics, read the comparison of Supermetrics with its most popular competitors to select the most suitable service.
Interview with John Sargent, Director at digital consultancy and agency Think VEN
We present to your attention an interview with John Sargent, a digital consultant and technical expert who has run and coordinated multinational campaigns for some of the...
Data Studio Templates for Ecommerce Marketers
With modern BI solutions, you don't need to use the Eye of Sauron to find business errors and risk areas. Start with an application of report templates in a popular service of...
Top 3 Funnel.io Alternatives and Competitors
We'll review 3 of the best affordable alternatives to Funnel.io and compare them to help you find the most optimal solution to collect and organize your marketing data.
How to Export Data from Google Analytics 4 to Google BigQuery
In this article, we tell you how to link Google Analytics 4 to Google BigQuery, export data from GA4 to BigQuery, and get the most value out of your collected data.
Top 3 Looker Alternatives and Competitors
Looking for the best affordable alternative to Looker? We've prepared for you the comparison of Looker with its most popular alternatives to help you make the best choice.
The Marketing Wars: the rise of the post-cookie world
There’s been a lot of talk about cookies at the beginning of the year. As it comes to its end, we've decided to look back and see what has changed in marketing and how the...
Semrush & OWOX research: The impact of COVID-19 on e-commerce
OWOX and Semrush analyzed the impact of Covid-19 on the online retail industry and found out the new trends on the market. Spoiler alert! The big ones grew faster, and they...
Top 20 Data Analysis Tools
Analyzing data is the first step to improving your marketing strategy. But with so many tools on the market, how can you choose one that will perfectly suit your needs? In this...
10 Best Reporting Tools and Software for Better Decision-Making
Business decisions can both multiply your revenue and drain your budget, so making the right decisions is crucial. In this article, we tell how software can improve your...
What is Customer Lifetime Value (CLV)
Learn what is the customer lifetime value (CLV) and how to calculate CLTV. Find out why this metric is important for your sales, how to estimate the lifetime value of a...
Interview with Byron Marr, Head Of Paid Media at Aira
Read a new OWOX BI interview with Byron Marr, talented Head Of Paid Media at digital agency Aira.
How to Upload Ads Data to Google BigQuery
Learn how to compare and analyze advertising performance across all your marketing channels in a single, centralized data warehouse, and how to easily upload your ads data to...
What is Cohort Analysis and How to Improve Retention? Cohort Report in Google Analytics
What is cohort analysis and how it can help you improve retention? Learn about the possibilities and limitations of cohort analysis in Google Analytics, Google Sheets, OWOX BI,...
What is Data Visualization: Definition, Examples, Principles, Tools
In this article, we’ll show you what’s needed for data visualization, how to visualize data correctly, which data reporting and visualization tools can be used for creating...
What CPL Is and How to Calculate It
In this article, we discuss what CPL is and an advertising model based on it. Learn how to calculate the cost of an attracted lead and which businesses must do this.
How to build advanced marketing reports in Google Data Studio
No matter if it’s a small startup or a large international company, an analytical dashboard is necessary so that you understand how successful your marketing efforts are. Let's...
What is Marketing Attribution Model for Marketer: The Definitive Guide
Find out what is attribution in marketing, what are marketing attribution models and types of attribution models. Learn how they differ and how to evaluate the combined...
How to Increase Contextual Advertising ROI 2.2x: Eldorado Case Study
To optimize advertising campaigns, Eldorado used OWOX BI to calculate the probability of conversions.
What is ROI, How to Calculate Return on Investment?
Learn the definition of ROI, how to calculate it correctly, and how you can use it to make business decisions. Find out the meaning of annualized ROI and identify effective...
Data-Driven Attribution and How it Differs across Google Products
Google offers several products with data-driven attribution, but what are the differences between them? How can you select the best service for your business? In this article,...
OWOX Partner Program for agencies
We’re excited to announce the official launch of our new OWOX Partner Program for agencies designed to support marketing agencies by providing marketing analytics for their...
Interview with Sophie Logan, PPC manager at Adzooma
Read an interview with Sophie Logan, a passionate PPC expert at Adzooma. Sophie specialises in the Google and Microsoft Search Networks and shared her digital experience and...
Google Sheets to Google BigQuery — Move Your Data
How to transfer data from Google BigQuery to Google Sheets and from Google Sheets to Google BigQuery without CSV files and paid services? With the help of the free addon OWOX BI...
What is raw data and how to use it
You probably have access to gigabytes of user data every day, but this amount doesn’t bring value until you make it work for you. In this article, we look at what raw data is,...
Why Google BigQuery is the perfect data lake for marketing
What is a data lake for marketing, why is it better than standard data storage, and what’s so good about Google BigQuery?
PPC Report Template for Marketers and Agencies
In this article, you’ll get a set of ready-to-use PPC templates that you can incorporate into your current reporting or use them to set up your reporting from scratch.
Interview with Amy Hebdon, Co-founder of Paid Search Magic
Read an interview with Amy Hebdon, the successful PPC specialist and co-founder of the Google Partner agency and consulting firm Paid Search Magic.
An In-Depth Look at Google Analytics 4: New Capabilities, Benefits, and Disadvantages
In this article, we talk about what Google Analytics 4 is, how it differs from Universal Analytics, what value it gives to businesses, and what problems you can solve with it....
Overview of the main Google BigQuery features — practice writing requests for marketing analysis
Learn how to aggregate data and work with dates, strings, and subsets using GBQ functions. Practice writing basic queries on demo data.
What Is Data Reporting And How To Create Data Reports For Your Business
It’s essential to determine which half of your marketing budget is spent in vain and adjust your strategy on time. In this article, we consider what data reporting is, how to...
When Google Analytics and Data Studio aren’t enough and it’s time to switch to Google BigQuery
Let’s figure out when it’s time to move away from standard Google Analytics and Google Data Studio solutions and think about choosing a data warehouse instead.
How to set up OWOX BI — A detailed guide
Step-by-step instructions on how to set up advanced analytics with OWOX BI to get the most out of your data.
How to Blend Web Analytics and Digital Marketing Analytics
Make sure your business benefits from the analytics you’ve implemented. In this article, we discuss how to boost your marketing strategy by wisely blending web and digital...
Interview with Khrystyna Grynko, Head of Data at Better&Stronger
This interview with Khrystyna Grynko will give you a clear understanding of the modern state of digital analytics and reveal what to expect from the future of marketing analytics.
Top 5 Tools for Advertising Reporting
Advertising reports, if built correctly, can show you gold mines and weak points in your ad campaigns. In this article, we review five ad reporting tools, discuss what...
How Marketing Analytics Helps Businesses Make Data-Driven Decisions and Grow
In this article, we explain what marketing analytics is and why it’s needed. On top of that, we figure out the best practices for data-driven decision-making based on marketing...
How to Use Analytics to Optimize Your Marketing Budget
Read on to learn how to use analytics not only for reporting but to avoid draining your budget.
Why is it important to check data quality for marketing analysis?
Learn how to use OWOX BI to cost-effectively collect complete data on user behavior from your website and complete cost data from advertising services.
The list of Top PPC Influencers in 2020
What do the best of the best think about the top PPC trends of 2020? What services and tools are the top PPC specialists using? We've selected for you a list of experts who are...
Marketing analytics checklist
The best practices for marketers who want to make decisions based on data rather than guesswork. Build the right marketing strategy, optimize costs, increase sales, and...
How to check and control the SEO processes carried out on your site
Experienced webmasters know that website optimization is not the simplest of tasks, but it’s not rocket science either. In this article we discuss what software solutions do SEO...
How a CMO can build an effective marketing analytics system
Any business needs to collect data, analyze it, and make informed decisions based on that data. This article explains how to build an analytics system for your business and why...
SEMrush case study: Why collect raw cost data on Facebook Ads?
How the SEMrush team uses raw data collected using the Facebook Ads → Google BigQuery pipeline from OWOX BI to analyze the effectiveness of advertising campaigns.
How Data Can Be Used In Your Content Marketing Strategy
Data is important for every part of your marketing strategy, including your content. This article will show you how to ensure that your data isn’t going to waste and how you can...
Marketing analytics experts, resources, and events every marketer should follow
We’ve selected a list of experts, blogs, social network groups, and subreddits that you should subscribe to and follow to stay up on the latest trends.
The ultimate guide to measuring, analyzing, and improving your marketing with the DMAIC methodology
In this article, we explain the data-driven DMAIC methodology that you can apply for measuring, analyzing, and improving your marketing to help your team work better.
Marketing Report Templates and Examples of Daily, Weekly, and Monthly Reports
To effectively track digital marketing effectiveness, you need all types of regular reports: annual, monthly, weekly or daily. In this article, we share examples of marketing...
Must-use Marketing Analytics Tools in 2020 — Review of the Top Tools on G2 Crowd
The marketing analytics tools you work with define your place in the hierarchy and make your efforts efficient or a monkey job. Check out top tools from G2 Crowd ratings with...
What is Google Data Studio: tutorial for beginners
Tutorial for beginners that shows you step by step how to use it to build informative, understandable reports based on data from various sources.
Machine learning in digital marketing: Examples of use cases
For marketers, machine learning is an opportunity to quickly make crucial decisions based on big data. In this article, we talk about machine learning solutions.
Meet AskGA — The simplest way to get straight answers to your marketing questions
OWOX created AskGA — to give answers to marketing questions quickly, in a familiar interface, based on the data you already have but by presenting that data in a 100% convenient...
Main Metrics and Dimensions Without Which Your Business May Fall Apart
Learn what are metrics and dimensions in Google Analytics, why it is important to monitor them, and what impact they can make on your marketing development.
Reporting with Data Studio for Marketers — The Ultimate Guide
In this guide, we describe both the theoretical and practical sides of reporting with Google Data Studio. You can use this guide as a comprehensive cheat sheet in your everyday...
Top 6 Irreplaceable Digital Marketing Services to Boost Your Website Effectiveness
Check out these must-have tools for web analytics, email marketing, social media, telephony, and more. That’s how you can significantly improve your website performance and...
The OWOX BI guide for digital marketers: data collection, dashboards, and templates
Everything you need to know about marketing reporting — from data collection to report templates, dashboards, and the services you need for building them.
How to recognize and fix the (not set) value in Google Analytics reports
Find out more about the (not set) value appearance in Google Analytics reports, why does it appear there and how to reduce the percentage of this value.
4 methods to evaluate the effectiveness of media advertising
Learn what methods help to associate ad views with user activities both online, on your website, and offline to track the user’s entire path from the first interaction to purchase.
How Marketers Use Analytics to Solve Problems
In this article, we talk about how analytics can help marketers get their heads out of the routine and gain complete control over their marketing. We'll discuss the most...
How to Export Raw Data from Google Analytics
Discover how you can obtain raw unsampled data from Google Analytics to boost up your business efficiency.
12 reasons to select OWOX BI ML Funnel Based Attribution
OWOX BI attribution takes into account all user actions online and offline, considers real revenue data from your CRM, and shows the mutual influence of channels on the...
Email marketing metrics to measure and ways to improve them
Learn about the first steps to optimize your email marketing. Find out how to measure and improve the effectiveness of your email campaigns.
5 easy steps to get free cost data import to Google Analytics
Get free unlimited access to OWOX BI cost data import and measure advertising campaigns from Facebook, Bing, Criteo, and other sources in Google Analytics.
RFM Analysis: Learn more about your customers and RFM Segmentation
In this article, we take a look at the RFM analysis, which allows us to study users' purchasing behavior. Find out how to use RFM segmentation to receive valuable insights for...
How to avoid sampling and collect complete data for advanced analytics
Get full, non-aggregated user behavior data in real-time for marketing reporting - and 12 other reasons to choose OWOX BI. In the article, we explain these features in detail...
What is CTR and what CTR is considered to be good
In this article, we learn what CTR, a digital ad performance parameter, is, what CTR is considered acceptable and how to set up its automatic calculation using OWOX BI.
What is CPC in advertising: Cost per Click formula and calculation
In this article, we learn what CPC (cost per click) is, how to get the most out of the Cost-Per-Click model, and how to measure the effectiveness of digital advertising with it.
12 Google Analytics key reports for marketers
Solve business problems with Google Analytics. An overview of 12 most important reports for marketers from the OWOX BI team.
How to start selling online
Need to transfer sales to online urgently? We tell you how to start selling online if you're new to it. We've prepared a guide to launch your business online and attract new...
What is Google Ads Data Hub: everything a marketer needs to know
Google launched Ads Data Hub, a tool for estimation of the media inventory data effectiveness. It allows you to combine display ad data with website and CRM data.
How to monitor the quality of your data when you have dozens of websites: An FxPro case study
Learn how OWOX BI analysts helped a top online broker build a system to track anomalies in data for sites and mobile applications used in more than 170 countries.
SEMrush vs SimilarWeb
We conducted some research to find out how precise two popular traffic analyzers — SEMrush Traffic Analytics and SimilarWeb — are. As a baseline for comparison, we used data...
7 ways to evaluate and improve digital marketing
How can you evaluate the effectiveness and increase the ROI of online advertising? What revenue is generated by SEO traffic, mobile apps, and media ads (including video ads)?
How to measure post-view conversions
Learn how to measure post-view conversions and find out how media ad views affect online and offline sales, so you can figure out which video or banner ad led to a sale.
Dashboards for businesses: Why you need one and top services for building it
Find out the difference between a good and bad dashboard, why you need one, and what dashboard creation services are the most popular.
How to automate ad campaign reports: A Webmart Group case study
Learn how OWOX BI has helped optimize the process of preparing advertising campaign reports for customers of the Webmart Group digital agency.
Most popular e-commerce reports
A selection of the best marketing reports for the e-commerce industry from the OWOX BI team.
How to get started with OWOX BI: Importing cost data
Get started with OWOX BI quickly and easily with this beginner's guide. Learn how to create a project in OWOX BI and automatically import cost data into Google Analytics.
How to drive sales in real time — Pigu Group case study
Find out how OWOX BI helped the Pigu Group drive Black Friday sales in real time.
2020 PPC trends and top resources from 7 PPC influencers
After seven interviews with top pay-per-click (PPC) specialists in the US and European markets, we have lots of interesting insights to share.
How to send data from Google BigQuery to Google Sheets and Excel
Learn how to automatically and quickly send data from Google BigQuery to Google Sheets and Excel
Staying Ahead of the PPC Game: Interview with Samantha Noble
This interview with Samantha Noble discloses key points of the PPC workflow and tells about efficient tools for reporting and ad campaign evaluation.
10 must-known marketing analytics trends for 2020
Thanks to the OWOX interview series on the future of marketing analytics, we’ve discovered a bunch of trends that we expect to see in 2020. Today, we want to share them with...
How to monitor data quality — a detailed guide
Want to be sure about the quality of your data? Learn how to check data quality at all stages of data collection: from specification to reports.
How to increase online sales by 2.2 times with Google Optimize — Raiffeisen Bank case study
Case study about how with Google Optimize 360 Raiffeisen Bank managed to increase conversion and sale of debit cards at times.
UTM tags and their role in business intelligence
Learn how to automate UTM tags and dynamic parameters in your ad campaigns.
Interview with Danny Mawani Holmgaard
You could meet Danny at the Superweek 2019 or follow him on Twitter. Now it's time to find out more about his experience, his thoughts on analytics from our interview.
5 Tips to Learn from the PPC Expert: Interview with Pauline Jakober
In this interview with Pauline Jakober, you’ll discover the top 5 PPC tips on how to stay professional, what tools to use for reporting, how to avoid common mistakes, and what...
How to select funnel steps correctly when setting up attribution
Optimize advertising cost by reallocating your budget to efficient but undervalued channels.
Express interview with Mary Owusu, VP of Digital Strategy & Analytics at Mower
Find out how marketing analytics is changing at the moment and what to expect from technological progress in 2020. Use the advice from Mary Owusu to adopt the latest technics in...
How to assess the effectiveness of product categories, client segments, and landing pages
Group expenses and revenue by any session properties using OWOX BI. Manage marketing performance based on customer segments, product groups, and landing pages.
How to upload raw data from Google Ads to Google BigQuery
How to upload raw data from your Google Ads account to Google BigQuery and identify all the UTM tags for auto-labeled campaigns.
Top 2019 resources on digital marketing — OWOX rating
Our top list of must-read resources from 2019 to be on the cutting edge of modern digital marketing in 2020. Leave us a comment if you agree or disagree with this rating!
How to assess the impact of offline ads on online sales
Offline ads impact on online sales: how to link offline customer activity to online shopping?
How to conduct an audit of website analytics
What to pay close attention to when setting up web analytics and what reports you can use to check the quality of data collected in Google Analytics.
How to make the most of marketing analytics in different businesses
Find out where marketing analytics is in your company and what to do to get to the next stage.
Playing Digital Jenga with Modern Marketing Analytics: Interview with Christopher Penn
This talk with Christopher Penn will give you the essential understanding of modern digital analytics and marketing state. You'll get the motivational kick to change your...
A/B testing: To be or not to be
Learn how to improve the user experience, change user behavior, and increase your conversion rate with A/B tests in Google Optimize
Behavioral segmentation: how to optimize advertising campaigns and increase conversions
How to create segments for any visitor actions on your site without restrictions and sampling in order to create audiences based on them for advertising in Google Ads.
Best marketing resources for 2019 — Vote for favorite
Finding quality marketing resources can be challenging — there’s lots of theory and few applications of it. If you’re having trouble finding good blogs for marketing...
Why doesn’t anybody high-five the analyst? Hard but true answers from Steen Rasmussen
How can you become noticeable as a specialist? Steen Rasmussen, Director of IIH Nordic, will point you at the weakest points of communication with colleagues and give you...
Automate reports in Google Data Studio Based on Data from Google BigQuery
Configure the report to update automatically with Google App Script and visualize the data in Data Studio.
Predictive analytics as a tool to increase marketing efficiency
Is your business ready to implement predictive analytics? Have you heard about these 9 predicative marketing analytics services?
The best website analytics tools in 2019
Discover the best website analytics tools in 2019 and see which you can adopt as part of your digital marketing workflow. Don’t forget to share!
Interview with David Szetela, CEO of FMB Media: What should you know before entering the PPC field?
Today you will get acquainted with one of the top 25 PPC experts by PPC Hero. David Szetela is a pioneer in paid search. You can find a lot of valuable thoughts from one of the...
20 ways to increase your ecommerce conversion rate
Find out what factors influence the conversion rate of your online store and why it can always be higher. We offer 20 best ways to increase conversion rate that will suit both...
What is marketing automation and how can you use it?
Growing businesses may take up a number of advertising channels at once. Use marketing automation tools to set up all channels and integrate them into one efficient marketing...
What attribution means in marketing
We look at what is attribution in marketing, how it helps companies, and the typical mistakes and difficulties of marketers and analysts when working with attribution.
How to set up form tracking analytics with Google Tag Manager and Google Analytics
5 ways to set up form tracking with Google Tag Manager
Digital analytics insights: Nancy Harhut interview
Nancy Harhut is a great speaker who will inspire anyone to take the right marketing decisions. Nancy told us why is «status quo bias» can be dangerous for analysts.
How to conduct your first A/B test: Automate the process with Google Optimize
Learn how to correctly automate the A/B testing process, why Google Optimize is necessary for this, how to configure it, and what points you should pay attention to during your...
How to Track Post-view Conversions and Learn the Effectiveness of Video Ads - Case 1+1 Digital
Thanks to a solution from OWOX BI and 1+1 Digital, a major retailer linked video ad views to online and offline sales, helping to more accurately calculate ROAS and CPA media ads.
Interview with Rytis Lauris, CEO and co-founder of Omnisend
Read an interview with Rytis Lauris, the successful CEO and co-founder of Omnisend. Rytis knows how to build an e-commerce business and generate sales with the help of...
How to increase remarketing efficiency with data from your CRM
Enrich Google Analytics data with information from your internal system and build audience data for remarketing and email newsletters based on this data.
Interview with Damion Brown
Damion Brown, the founder of Data Runs Deep from Australia, shared his extraordinary experience, the vision of why each analyst should not know the programming language and why...
Google Analytics App + Web – A detailed look at the new functionality
Google Analytics has presented a new measurement tool called App + Web that allows you to combine data from your website and mobile applications. We tested this new tool,...
Marketing talks about PPC secrets – interview with Reese Garcia
We interviewed Reese Garcia, a self-made PPC master who managed to change his career path.
Automatically import data from Facebook Ads to Google Analytics [Instructions]
Discover the benefits of automatically importing data from Facebook Ads to Google Analytics. OWOX BI Pipeline saves significant time and reduces the likelihood of errors when...
How to upload data to Google BigQuery
Learn why it’s worth loading data from advertising services into Google BigQuery and how to do that with CSV and JSON files, APIs, and the BigQuery Reports Add-on from OWOX BI.
Automate Reports in Google Sheets Using Data from Google BigQuery
How to set up automatic updating and sending email reports built in Google Sheets based on data from Google BigQuery.
What remarketing is and how to set it up in Google Ads and Google Analytics
In this article, you’ll learn what remarketing is and why you should use it to increase your sales. We’ll show you what types of remarketing there are and how to set up...
Interview with Laura Patterson
Laura began her 25+ year career in sales and had the great fortune of working across functions spanning customer relationship management and Marketing with a capital “M.” Find...
Interview with Jim Sterne
If you don't know who is Jim Sterne, you don't know analytics heroes at all! Read our interview immediately to explore the future of digital analytics, trends, and insights...
Automating reports in Google Analytics
Learn how to set up automatic updating of reports in Google Analytics and receive timely notifications about critical changes to KPIs that are important to your business.
How to automate Google Analytics reports in Google Sheets
How to create reports in Google Sheets with data from Google Analytics, automatically update them on a schedule and send to email.
The secrets of PPC specialists – interview with Brad Geddes
We were lucky to interview Brad Geddes, an official Google Ads Seminar Leader and certified Ads Trainer for Google’s Seminars for Success program.
Cost Analysis in Google Analytics
How to estimate the efficiency of your campaigns? In this article, we consider how to load cost data into Google Analytics from non-Google sources and how to compare the...
Setting up a sales funnel and example use case
Learn how to properly set up a sales funnel and use it to solve the problem of poor lead conversion.
Matthew Soakell reveals the secrets of PPC specialists in an interview with OWOX BI
We were lucky to interview Matthew Soakell, named the Young Search Professional of the Year in the EU Search Awards 2019 and Rising Star of the Year in the UK Biddable Media...
Client ID in Google Analytics: What it is and how to set it up
Why do you need a Client ID and what benefits can it bring to your business? Learn how to transfer Client ID to Google Analytics as well as to your CRM system.
How to exclude the fbclid parameter from Google Analytics reports?
There are two ways to disconnect the fbclid parameter from Google Analytics reports — manually or automatically.
Interview with Anjana Aggarwal
Important skills, trends, overall future of modern digital analytics is still uncertain. You’ll find some thoughts revealed in our interview with Anjana Aggarwal from Hubspot.
Things I learned at Marketing Analytics Summit 2019 in Las Vegas [Day 2]
What is a party for one day? The second day of Marketing Analytics Summit was as a fountain of insights. We talked about data strategy, psychology and leadership, and how to...
Things I learned at Marketing Analytics Summit 2019 in Las Vegas [Day 1]
Mariia Bocheva visited Marketing Analytics Summit in Las Vegas, one of the biggest event for analysts in the US. This article is a brief recap of talks and discussions of the...
Top 6 BigQuery Visualization Tools
In our review, we consider Power BI, Tableau, QlikView, and OWOX BI Smart Data for visualizing data stored in Google BigQuery.
How to analyze Criteo campaigns in Google Analytics
There are two ways to import cost data: Automatically using OWOX BI and manually using the Google Analytics interface. Compare the performance of all your ad campaigns in one...
Using marketing mix modeling to increase ROI
Learn what the marketing mix model is and how to use it to make a qualitative analysis of your marketing efforts and optimize your marketing plan.
What Is a Website Conversion?
What’s a website conversion? What’s a “normal” conversion rate for your website? Find answers and apply our tips for analyzing conversions in Google Analytics. Learn how to...
OWOX BI Research on the State of Digital Analytics: Interview with Tim Wilson
Tim Wilson, Senior Analytics Director at Search Discovery, gives a broad overview of the trends in modern analytics during his interview with OWOX.
How to Set Up Google Analytics in 2019 [Ultimate Guide]
Websites come in many types, styles and budgets. Each website, be it a news site, an online store or a personal blog, has its own performance indicators. These may include the...
Import Bing Ads data into Google Analytics
Want to compare the performance of Bing Ads campaigns in Google Analytics? In this article, we explain how to get data from this ad platform into Google Analytics.
BigQuery data structure in Google: How to get started with cloud storage
Learn how to start working with cloud storage: create a dataset and tables, set up import and export of data to/from Google BigQuery.
How does OWOX BI differ from Google Analytics 360?
How does OWOX BI differ from Google Analytics 360? Learn what solutions OWOX offers that are unavailable in Google Analytics 360 and how they can benefit your business.
OWOX BI Research On The State Of Digital Analytics: Simo Ahava interview
Simo Ahava discusses challenges of modern analytics, personal and technical skills of successful analysts, and future trends in the marketing analytics field during his...
How to Measure the Effectiveness of Online Advertising
Digital marketers are always asking how to measure the effectiveness of their ad campaigns. Find out three levels of evaluating online advertising and the best tools for doing.
When Google Analytics 360 is not enough
Google Analytics 360 is a great product and the acknowledged market leader in customer behaviour analysis. But it has non-obvious limitations that many...
OWOX BI hits the top of Marketing Analytics list of G2 Crowd 2019 Report
We’re thrilled to tell the world that OWOX BI made it to the Leader position in G2 Crowd 2019 report!
How to predict growth areas and risks in a marketing plan based on data
OWOX BI can now predict the implementation of a marketing plan based on your data, market data, and machine learning. In this article, we explain why to build forecasts and how...
Through data to goals: Business Intelligence Guide
In this article, we explain what business intelligence is and why it’s important for any company that promotes itself on the internet. We’ll consider business problems that can...
How to Track Twitter Traffic in Google Analytics
Learn more about the efficiency of this channel in your marketing. Follow our short how-to guide to connect your Twitter account to Google Analytics and start tracking Twitter...
Standard SQL in Google BigQuery: Advantages and Examples of Use in Marketing
Discover the advantages of Standard SQL, the new Google BigQuery SQL dialect, over Legacy SQL and learn what business problems you can solve with it. Get ready-made SQL query...
A Simple Guide to Website Traffic Analytics
Did you know that knowledge of web traffic analytics is already almost as necessary as knowledge of the alphabet? Let’s find out how much you know about it!
“Who’s been sitting on my chair? Who’s been sleeping in my bed?” Fabelio found out what online customers are doing in their retail stores
Fabelio.com built ROPO reports to estimate how online marketing efforts contribute to sales in retail stores.
Rendez-Vous success story: Online influence on offline purchases (identifying the ROPO effect)
How much are the digital achievements of your business underrated? Read this success story to learn what results Rendez-Vous company got based on the ROPO calculations.
New OWOX BI algorithm for collecting session data
Get raw unsampled session data without delay and with each hit counted thanks to a new OWOX BI algorithm.
ROPO analysis: How is an omnichannel marketing analytics useful? Ile de Beaute case study
Find out how OWOX BI, with the help of ROPO analysis, helped the Ile de Beaute team understand the behavior of different segments of their target audience, both online and offline.
ROPO analysis: Why you need it and how to conduct it
Learn how to evaluate the impact of online advertising on offline sales. What is ROPO analysis and what advantages will it give to your business? How can you associate user...
5 Benefits of Mobile Push Notifications as a Marketing Channel
Check out eSputnik’s tips on how to use smartphones for personalized marketing campaigns and how to create automated push notifications.
Kitties vs Facebook Pixel: Your Marketing Past and Future
Discover how you can use Facebook Pixel to optimize ads, and create customized audiences for retargeting.
What is Google Tag Manager and how does it help you set up Google Analytics?
Learn why you need Google Tag Manager and what it does. Discover the pros and cons of GTM and how it helps you set up a flexible web analytics system.
Choose Your Data Analytics Conferences 2019 (Worldwide)
Here goes a dream list of data analytics conferences 2019. Buy a ticket, visit, learn from the industry leaders, and reach the top!
Best Marketing Conferences 2019 (Worldwide)
Here goes a dream list of best marketing conferences 2019. Buy a ticket, visit, learn from the industry leaders, and reach the top!
Complete List of Facebook Ad Sizes
Discover a complete list of Facebook ad campaign types, formats, and placements. Find out how to create stellar and engaging ads for your audience on Facebook and track their...
All Facebook photo sizes you'll ever need
A complete list of all the Facebook photo sizes you’ll ever need to prepare your Facebook page for promotions.
How to Add Google Analytics to a Facebook Page and Get Brilliant Reports
Let’s solve your analytics problem with Facebook and Google Analytics. Maybe you’ll find a surprisingly simple way to enrich your analytics!
How to Install Google Tag Manager on Your Site
A detailed guide on how to create an account in Google Tag Manager, install the code on your website, publish the container, and check its operation.
How to track Facebook advertising campaigns in Google Analytics
Tracking and measuring Facebook ads campaigns help you to be more effective and precise in your work. We’ll help you to make your first steps with social media analysis in...
How to Monitor Multiple Business KPIs in a Single Dashboard: Success Story of MatahariMall
Discover how to combine all your data in a single automated report, to save your time and properly reallocate the marketing budget.
9 Steps to Know Everything: Building Marketing Analytics for Comfy
Learn how to set up an effective marketing analytics system for evaluating advertising campaigns that takes into account offline sales and the contribution of each session...
18 Digital Marketing Metrics and KPIs You Should Know
You can’t perform true analytics without measurement tools. Check out this great list of formulas graded from simple to difficult for your professional evolution.
How to Choose Websites for Quality Link Building
The list of the key link building metrics for OWOX BI by Netpeak Software.
Google Analytics Data Import - 4 Ways
Learn how you can import cost data into Google Analytics manually, using an add-on for Google Sheets, with the API and Apps Script, and with out-of-the-box solutions.
Increase ROI 2.5 Time While Cutting Ad Costs in Half — Doctor Ryadom Case Study
How can you get more of your target audience and spend less on the non-targeted one, if your business has a complex multilevel funnel? Doctor Ryadom, Russia’s clinic chain,...
Now You See Me! What is CPA Fraud and How to Fight it
Discover how to protect your business from dishonest affiliates and cookie stuffing.
How to Buff Up Your Site For Better Load Speed
Obtain a checklist to help you take all the necessary measures to improve the page load speed and not to lose any customers.
How not to Ruin All Your Web Metrics and Save 1.5 Burden Hours after Every New Release
Learn how automated tests for website metrics helped OZON.ru spend less money and time as well as reduce risks when adding new features and metrics to the website.
OWOX BI Updates That Will Level Up Your Marketing Analytics
Learn about Smart Data reports that show the influence of your online efforts on offline sales, new method of session data collection to get you more accuracy in BI Pipeline,...
How OWOX BI Created and Tested an Attribution Model for SaaS Businesses
Learn how funnel based attribution can help you enhance the efficiency of the your company departments that have the lowest performance rates.
Fresh Google Updates You Can’t Miss Out
Discover how the new features of the Google Marketing Platform can help with your business tasks, and find out what other important updates are coming soon.
How to Optimize Your Website Load Speed for Better Conversion Rates
Learn how website load speed affects your business, what services can help you test it, and how to optimize the speed to increase conversion rates
Templates of SQL Queries to Google BigQuery That Will Take Your Reports to Another Level
Learn how to build reports that aren’t available in Google Analytics, with the help of SQL queries to Google BIgQuery data. In this blogpost, we’re revealing secrets about how...
How to Link Your Google Optimize with AdWords
Here’s a guide to linking your Google Optimize and AdWords accounts for streamlining landing pages according to users’ needs.
What Web Analytics Challenges Do Indonesian Ecommerce Companies Face?
Check out the results of the survey we took in Jakarta on the topic of online analytics. Learn what tools Indonesian businesses use to achieve their marketing goals.
M.video Boosts Sales and Customer Loyalty by Fixing Errors at the Checkout Page
The company decided to immediately inform call centers of any customer problems at the checkout page, to contact and help customers purchase online.
Google Introduces New Brands for Marketing and Analytics Tools
Learn about the new brands and banger features brought by the Google product updates for more convenience and efficiency.
New Customer Segments Help BUTIK. Improve LTV
Learn how combining online data with the CRM information can help you customize user segments for personalized ads and direct marketing.
How to Create UTM Tags to Track Your Ad Campaigns
Learn how to create UTM tags to track your ad campaigns, following the simple steps from our infographic post.
8 Ways to Avoid Sampling in Google Analytics
Useful infographics about how to avoid sampling in Google Analytics and to obtain the most accurate data in your reports.
Raiffeisen Tackles Fraud in CPA Networks with the Help of OWOX BI Products
Learn how to tackle fraud while working in CPA networks, as well as how to avoid extra expenses on affiliates.
Ulmart Improves Internal Analytics Using the ML Funnel Based Attribution Model
Discover how to give the proper credit to your advertising performance, and how to optimize CPA network costs, using ML funnel based attribution.
How to Set Up Dynamic Remarketing in Google AdWords Via Google Tag Manager
What is dynamic remarketing and why you need it: an ultimate guide to setting up dynamic remarketing in Google AdWords using Google Tag Manager.
How to Prepare Your Google Analytics and Other Google Services for GDPR
Discover how to ensure that your Google Analytics and other Google services are GDPR compliant, and how not to lose your data in Google Analytics.
The Ultimate Guide to Marketing Analytics
Learn how to use marketing analytics for analysing the data across all your customers’ touchpoints, taking into account even the slightest changes to ads, product, online user...
IQ Option Analyzes Assisted Conversions of AdWords Campaigns
Discover how IQ Option managed to evaluate the performance of AdWords campaigns and circumvent the Google Analytics limits in reports on assisted conversions.
What Is GDPR and What You Need to Know about It
Learn about new rights and roles in General Data Protection Regulation and how to comply with new data security standards.
What is the R Programming Language and How to Use It for Working with the APIs of Google AdWords and Yandex.Direct
Discover how to automate working with the data from Google Analytics and Yandex.Direct, using two packages that enhance the basic capacities of the R language.
An Ultimate Guide to Google Analytics Sampling and How to Avoid It
What is sampling and what are the reasons behind it? We answer these questions and talk about all the possible ways to avoid sampling in our new blogpost.
Updates and Improvements in OWOX BI Attribution
Learn more about the new improvements in OWOX BI Attribution: evaluating the input of marketing channels into nonlinear customer journeys, and new integrations...
Bitrix24: How to Use Customer Cohort Analysis to Measure Ad Performance
How much does it cost to acquire a new customer? Which of the advertising campaigns are better for customer retention? Read this success story to find out how Bitrix24 managed...
How to Link Your Google Ads and Analytics Accounts
Discover the benefits of linking Google Ads and Analytics accounts, and how to enrich your Ads reports on campaigns and Analytics reports on acquisition
Darjeeling’s Success Story: ROPO Analysis Proves that 40% of Customers Visit the Company’s Website before Buying Offline
Learn how Darjeeling, a top French retailer in the women’s lingerie market, evaluated the input of online advertising to offline purchases.
Citrus Improves Sales by Analyzing the Competition
Learn how Citrus, a top Ukrainian retailer for gadgets and accessories, managed to optimize advertising and improve sales, with the help of automated price monitoring and...
Top 20 Twitter Accounts for Analysts and Marketers
Read and enjoy: our favorite Twitter accounts about marketing and web-analytics
2017 Results and 2018 Outlook – OWOX BI
Throughout the last year, OWOX BI has evolved with many new features we offer to our clients. Find out how these updates can benefit your business, and what ambitious plans...
Omnichannel Retailing: Why and How to Integrate Online and Offline Customer Touchpoints
Learn how to accurately integrate online and offline channels your customers are interacting with, and how doing so will benefit your business.
M.video Success Story: Measuring the ROPO effect
Discover how M.video, the largest electronics and home appliances retailer in Russia, measured how offline sales are influenced by online channels.
Abandoned Carts: Orcanta Increased Email Marketing Revenue by 126%
Learn how the company reduced email marketing costs and increased the revenue from online sales by sending out data-informed cart abandonment emails.
How to Track Instagram Referrals and Paid Traffic in Google Analytics
Learn how you can use Google Analytics to track of Instagram data, including traffic to your website, costs, and conversions.
Statistics in Web Analytics, or How to Become a True Data Scientist
Learn the difference between a Digital Analyst and a Data Scientist, and how to apply statistical methods in A/B testing and user segmentation.
Santehnika-Online’s Success Story: How to Improve the Advertising-to-Sales Ratio by 10%
Discover how the company managed to reduce the advertising-to-sales ratio by 10%, by evaluating ad performance, optimizing budget allocation, and automating bid management.
How Do I Analyze Competitors’ PPC ads and Why Would I Want to
Find out how to start analyzing your competitors' PPC strategy, what to pay attention to, and how to use the information you'll get.
How To Marry Up Your CRM With Google Analytics
Combine data from your CRM/ERP systems and data from Google Analytics for deeper analysis of user behavior and better remarketing.
How Competitor Prices Affect Conversion Rates and User Behavior
In this blogpost, we talk about how and why to monitor competitors' prices. Learn how to create and apply useful reports based on the data about website user behavior,...
How to Create а Meaningful Facebook Ads Dashboard
Find out how to create interactive Google Data Studio reports to track the performance of your Facebook advertising
OnlineTours Success Story: How to Achieve a 15% Email Conversion Rate
What's more effective: cold calls or emails? Read how OnlineTours answered this question and increased the conversion rate with 2 experiments.
Answear Success Story: How to Evaluate Traffic Channels and Increase SMS Marketing Revenue by 19%
Learn how collecting data in Google BigQuery enabled Answear, a multi-brand online clothing retailer, to build a successful SMS marketing campaign, evaluate advertising channels...
5 Reasons to Create Reports in Google BigQuery
Learn about the common challenges in creating reports with Google Analytics, and how you can overcome them by using Google BigQuery.
boodmo and OWOX BI: How to Evaluate Customer Acquisition Channels Using Cohort Analysis
An Indian company managed to develop an effective customer relationship model, optimize advertising expenses and increase customer LTV.
A Comprehensive Guide to Enhanced Ecommerce Tracking in Google Analytics
In this article we explore Enhanced Ecommerce in Google Analytics: what it is, why you should use it, and how to set it up using Google Tag Manager.
INTOUCH Success Story: How to Measure Ad Success and Increase ROAS by Consolidating Data
Learn how INTOUCH managed to accurately evaluate advertising campaign performance and optimize advertising costs by automating data collection and processing.
The Site Is Not Enough: A Guide to Mobile App Analytics
In this article, we’ll explore what you should consider when analyzing a mobile app, what to start with, and the differences between website analytics and mobile app analytics.
Hoff and OWOX BI: How to Discover 2.4 Times More Keywords Assisting in Conversions and Increase PPC Advertising ROI by 17%
Learn how Hoff managed to combine data about online and offline customer touchpoints, evaluate keyword performance, and optimize bids.
M.video and OWOX BI: How to Optimize Advertising Campaigns with Assisted Conversions in Google BigQuery
Find out how M.video evaluated the performance of advertising channels for different regions and business groups of categories.
What’s the Deal with Your Direct Traffic, and How to Fix It
If you see that your Direct traffic is higher than 30%, do not rush to pop some champagne and celebrate your company’s great popularity. It’s possible that Google Analytics has...
Custom Attribution Models: Helping Marketing Specialists, Analysts and CMOs Achieve Zen
Out-of-the-box attribution models are simpler than they might seem. To get the most benefit out of them, an analyst, a marketer, and a CMO should work closely together.
New Features and Improvements in OWOX BI Attribution
The ML Funnel-Based attribution model is now available in the Basic plan. You can set up funnel steps for businesses of any type and scale. The calculations...
Eldorado: How to Increase Email-Driven Revenue by 237% and Optimize Ad Spend
Find out how timely emails and their own attribution model helped Eldorado improve their conversion rate and optimize advertising costs.
ML Funnel Based Attribution Model
Find out more about the benefits of using Funnel Based attribution model in evaluating your marketing campaigns.
What Are UTM Tags And How To Use Them
UTM tags help you get detailed information about your traffic sources. Find out more about what UTM tags are, why you should use them, and how to append them correctly.
OWOX BI Pipeline helps Contentmart improve customer experience & engagement
Find out how OWOX BI Pipeline helped Contentmart increase average LTV and expand the user database.
Dashboards for business: three examples of practical use
In this article, we share examples of real-time dashboards based on complete data. Such dashboards are useful for marketing specialists, developers, content...
Declare Independence From Developers With Custom HTML Tags in Google Tag Manager
When Google announced Google Tag Manager back in 2013, almost all the reviews and presentations were limited to the idea of making things easier for marketing specialists.
How to Evaluate the Cost Efficiency of the Attribution Model
Find out how to evaluate the efficiency of your current attribution model and how to optimize your advertising budget.
How to Handle Repeat Transactions in Google Analytics?
In this article, we take a closer look at the causes of repeat transactions when using Enhanced Ecommerce in Google Analytics, and provide a solution to this issue.
Optimize 360 proves to be accurate no-coding solution for testing user experience on your site
A new powerful testing and personalisation tool is a part of Google Analytics 360 Suite. With Optimize 360, businesses can take action faster, evaluate...
Importing Google Analytics Data to Google BigQuery: Comparing Two Methods of Data Collection
In this article, we compare the two methods for getting Google Analytics data in Google BigQuery. We consider the price, the specifics of data...
How to estimate the additional value of multi-channel attribution
In this article, we introduce the method for estimating the additional revenue you can gain with attribution models that consider the mutual impact of advertising...
Measuring your ROAS with business intelligence
OWOX and Ringostat team up to tell you what ROAS (return on ad spend) is and how to calculate it using Excel, CRM, call tracking and BI solutions—the tools every entrepreneur...
Optimizing AdWords campaigns using Smart Goals in Google Analytics
At the end of last year Google introduced Smart Goals — a new feature in Google Analytics. In this article, you will find out who can benefit with the Smart Goals solution and...
Data Security and Access Control in Google Cloud Platform
Who has access to my data? How to ensure its safety? What should I check to make sure the settings are correct? We’ve answered hundreds...
Impact of alternative offers on visitors’ choice
This article describes a way to increase the accuracy of the product category efficiency evaluation. It can be achieved through the sales distribution...
Rozetka receives 23% ROI and 18% increase in direct marketing revenue
Rozetka, as a Ukrainian market leader in online retail, has a huge potential in repeated sales due to the size of its client database. But a high competition with other market...
Advantages and limitations of Google Analytics API
If you need to export data from Google Analytics, you can use one of the available APIs. To help you choose the most suitable option and save your time...
ML Funnel Based Attribution Implementation
This article describes how to implement a dynamic attribution model, using Google Cloud Platform services, Google Analytics and OWOX BI. Let’s talk about...
It is a common fact that product blocks on the website increase the conversion rate and average order value. But products of what categories and...
Measure advertising campaigns from the first view to a purchase
Evaluation of advertising campaigns, taking into account the time during which the customer decides to make a purchase. This article describes the way...
Comparison of multi-channel attribution models
This article describes the causes of inaccurate assessment of advertising channels with popular attribution models in Google Analytics and formulates the...
Why Do We Need Online Analytics?
We often hear that question. Even from those, who has already decided to implement the analytics. Primarily, we need the answer to determine for ourselves...
Should you advertise not-available products?
You probably already know that users do not always land on a webpage for a product that is in stock. But, do you know how many Google Adwords...
SEMrush increases conversion rates by optimizing the sales funnel and reallocating ad budget
Most companies face the not so trivial task of assessing the effectiveness of traffic sources. For SaaS companies it is especially important because the...
Rozetka increases average order value by 9% and direct marketing revenue by 18%
With the goals of increasing revenue per user and average order value, Rozetka needed help with product bundling, merchandising, product recommendations and email campaigns.
Custom Domain for Google Analytics Data Collection
This article describes solution to the problem of collecting Google Analytics data on the individual domain, for instance stat.yourdomain.com, instead of google-analytics.com