Success Stories

Setting up advanced analytics for a CS:GO trading site

One of our clients used OWOX BI to set up advanced analytics for a platform that allows customers to quickly and safely exchange, buy, and sell...

Marketing analytics digest

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Articles from OWOX blog

Articles

Google Analytics Alternatives: How to keep using the Google tech stack and be GDPR-compliant

In this article, you will learn what businesses should do to be GDPR-compliant while using the Google tech stack.

Articles

30 Best Marketing Dashboard Examples and Templates [2022]

In this article, you’ll find examples and templates of the best dashboards for marketers to improve your productivity and marketing ROI in real time.

Articles

What makes OWOX BI different from Google Analytics 4?

If your goal is to get quality analytics-ready data in Google BigQuery, OWOX BI comes into play.

Articles

OWOX BI Transformation: Normalize, prepare, and orchestrate your digital marketing data with ease

We’ve created software with an analyst-friendly UI that helps analysts simplify reporting and data management and get business-ready data faster and easier.

Articles

Top 10 Google Analytics and Google Analytics 4 alternatives

We’ve selected analytics systems that will help you if not replace Google Analytics then at least supplement its capabilities and bypass its limitations.

Articles

The four horsemen of digital marketing analytics: Consent mode, ITP, ad blockers, and GA 4

In this article, we talk about the latest marketing analytics trends. If ignored, they can bring many headaches to marketers and analysts responsible for collecting and...

Articles

Top 6 Benefits of Using Google Analytics 4 and Google BigQuery Export

One of the main advantages of the new Google Analytics 4 is the ability to export raw unsampled data to Google BigQuery for free. Let’s see what opportunities have opened up for...

Use cases

How to solve the GDPR problem with a GTM server-side tag

You can use server-side tracking in Google Tag Manager and use a special tag from OWOX to directly transfer data from your website to Google BigQuery without sending it to...

Articles

How to automate marketing reporting

In this article, we describe how automated reporting reduces errors, improves quality, and enables you to generate reports at a scale not possible with a manual process.

Articles

How to upload data from TikTok to Google BigQuery

For marketers, exporting data from TikTok makes it possible to compare the effectiveness of TikTok advertising with other channels to easily find out which campaigns bring more...

Articles

Who is responsible for data quality? Responsibility matrix for analytics teams

Contrary to popular belief, it’s not only the analysts who are responsible for data quality in a company. In this article, we try to understand who is responsible for data...

Articles

What is ETL: the ultimate guide 101

In this article, we analyze in detail what ETL is and why ETL tools are needed by analysts and marketers.

Articles

Key benefits of Google Analytics 4, or why you should switch now

In this article, we analyze the key advantages of Google Analytics 4 and why you should not delay your transition to the new version.

Articles

How to prepare your marketing and analytics for a world without cookies

The task for marketing teams in 2022 is to transition to a new analytics format that will be better prepared for global post-cookie changes. We explain how these changes will...

Success Stories

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.

Articles

Google Analytics in Europe: How to ensure GDPR compliance

The situation with Google Analytics being banned still needs to be clarified. However, regardless of the outcomes, it’s best to protect your business now without waiting for a...

Success Stories

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.

Articles

Marketing trends: what to prepare for in 2022

What is happening in the current marketing landscape and what marketing leaders should do to improve digital maturity and performance in 2022.

Success Stories

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.

Articles

Top data analysis, marketing analytics, and automation solutions for 2022

By automating data workflow with the right data analysis, marketing analytics, and automation tools, you can get data and reports fast and with varying levels of detail. We've...

Success Stories

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.

Articles

New Analytics news: data-driven attribution for all

Google released a revolutionary update to Google Analytics: now, the cross-channel data-driven attribution model (DDA) is available to all users.

Articles

Common data quality issues and how to overcome them

In the article, we discuss what stages a data workflow is made up of, what errors occur, and give approaches to solve the data quality difficulties.

Articles

How to boost sales and improve ROI using data and machine learning

Find out what opportunities ML offers for online marketing in an interview with Konstantin Bayandin, the founder of the AdTech startup Tomi.ai.

News

OWOX BI achieves 10 Leader positions in G2’s Winter Report 2022

For the third year in a row, we’re delighted to tell the world that OWOX BI has made it to the Leader position in multiple categories in the G2 Crowd reports!

Success Stories

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.

Articles

Why you can (or cannot) trust your reports

If you don’t trust your dashboards and the data on which they are built, then management decisions won’t be made based on actual numbers. Here’s your checklist for saying no to...

Articles

Google Analytics 4: The future of analytics

The old approaches to analytics aren’t working anymore, and they definitely won’t work in the future post-cookie world. Let's see the Google Analytics 4 update as it addresses...

Success Stories

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.

Success Stories

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.

Success Stories

Raiffeisen bank case: How to tackle fraud in CPA networks

In this case, we describe the solution provided by the OWOX BI team for Raiffeisen bank that will come in handy for both banks and any other CPA network users.

Articles

Interview with Fred Pike, managing director at Northwoods

We present to your attention an interview with Fred Pike, managing director at Northwoods.

Articles

Ad hoc reporting: The what and the why

The world has changed, and the old methods aren’t working because they weren’t designed to cope with modern conditions. Let’s see what the current state of play is and what can...

Success Stories

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.

Use cases

How to restore data accidentally deleted from Google BigQuery

Have you ever accidentally deleted an important table, view, or whole dataset in Google BigQuery? We’ve written detailed instructions to help you restore accidentally deleted...

Articles

How data analytics is solving enterprise problems

Let’s see what the typical data analytics challenges are, what can be done for enterprises to effectively use marketing analytics, and how marketers can meet new business needs...

Success Stories

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...

Articles

How to win the marketing competition with data analysis

Marketers need answers to many different questions quickly. Let’s see what can be done to effectively leverage data for decision making and reaching marketing objectives.

Articles

How to improve your marketing reporting

If reporting takes up most of your day, you simply won’t have time for essential activities: planning creative campaigns and improving your marketing strategy. Let's consider...

Articles

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,...

Articles

Digital strategy: How to merge ad channels and allocate your budget

Knowing which campaigns on which channels have led to the most sales will enable you to establish the success of your activities. Let’s consider how to analyze users’...

Articles

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.

Articles

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...

Articles

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.

Articles

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.

Articles

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...

Articles

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...

Articles

Top 20 Data Analysis Tools

Analyzing data is the first step to improving your marketing strategy. But with so many analysis tools on the market, how can you choose one? In this article, we review the 20...

Articles

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?

Articles

Interview with Julius Fedorovicius, Founder of Analytics Mania

We present to your attention an interview with Julius Fedorovicius, Founder of Analytics Mania.

Use cases

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,...

Articles

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.

Articles

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...

Articles

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...

Articles

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...

Use cases

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...

Articles

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.

Articles

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.

Use cases

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...

Articles

PPC Report Templates 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.

Articles

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...

Articles

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...

Articles

Data-driven marketing: the ultimate guide

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.

Articles

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,...

Articles

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...

Articles

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...

Success Stories

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.

News

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...

Articles

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.

Use cases

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...

Articles

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.

Articles

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...

Articles

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...

Articles

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...

Articles

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,...

Articles

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....

Articles

How martech tools help with advertising in the era of data privacy

Influential companies such as Google and Apple are changing the way they use personal data. Let’s discuss how a marketer can survive in an age of change and not lose the trust...

Articles

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.

Use cases

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.

Use cases

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.

Use cases

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.

Articles

Interview with Mikko Piippo, co-founder and partner of Hopkins

We present to your attention an interview with Mikko Piippo, co-founder and partner of Hopkins.

Use cases

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.

Articles

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...

Articles

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...

Articles

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...

Articles

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...

Articles

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.

Use cases

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.

Articles

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...

Articles

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.

Articles

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...

Articles

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...

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Articles

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.

Articles

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.

Articles

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...

Articles

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...

Use cases

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...

Articles

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...

Success Stories

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.

Articles

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...

Articles

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.

Articles

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.

Articles

Best Marketing Reports Examples and Templates

To effectively track digital marketing effectiveness, you need all types of regular marketing reports: annual, monthly, weekly or daily. In this article, we share examples of...

Articles

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...

Use cases

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 in Google Data Studio based on data from various sources.

Articles

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.

News

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...

Articles

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.

Articles

Google Data Studio Templates 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...

Articles

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...

Articles

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.

Articles

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?

Use cases

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.

Articles

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.

Articles

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.

Articles

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.

Articles

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...

Articles

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...

Use cases

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.

Articles

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

Articles

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...

Use cases

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.

Articles

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.

News

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...

News

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.

Articles

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...

Use cases

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...

Use cases

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.

Articles

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...

Articles

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?

Articles

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.

Articles

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!

Articles

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.

Use cases

Complete implementation of Google Analytics 4

The transition to Google Analytics 4 is an inevitable reality that most companies will face and the OWOX team has already helped successfully implement Google Analytics 4 to...

Articles

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...

Articles

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.

Articles

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.

Articles

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.

Use cases

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...

Use cases

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

Articles

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...

Use cases

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.

Articles

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...

Articles

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.

Use cases

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.

Articles

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...

Use cases

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...

Use cases

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...

Articles

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.

Use cases

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.

Articles

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...

Articles

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.

Articles

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...

Success Stories

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...

Articles

UTM tags and their role in business intelligence

Learn how to automate UTM tags and dynamic parameters in your ad campaigns.

Use cases

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.

Articles

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.

Articles

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

Use cases

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.

Articles

Comparing accuracy:
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...

Articles

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...

Articles

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.

Use cases

How to select funnel steps correctly when setting up attribution

Optimize advertising cost by reallocating your budget to efficient but undervalued channels.

Articles

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.

Articles

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...

Articles

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)?

Articles

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...

Articles

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.

Articles

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.

Use cases

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...

Articles

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...

Articles

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.

Use cases

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.

Use cases

What is Client ID in Google Analytics: detailed setup guide

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.

News

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!

Success Stories

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.

Articles

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.

Articles

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.

Articles

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.

Articles

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...

News

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...

Success Stories

EVA.UA case study: How to execute a promotional sales plan with real-time data

Find out how real-time metrics monitoring helps to increase sales during large events including Black Friday, March 8, Valentine’s Day, and summer sales.

News

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...

Use cases

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.

Articles

Most popular e-commerce reports

A selection of the best marketing reports for the e-commerce industry from the OWOX BI team.

Articles

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.

Articles

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...

Use cases

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...

Use cases

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.

Articles

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.

News

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,...

Articles

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...

Articles

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.

Articles

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...

Use cases

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.

Use cases

Google BigQuery data structure: 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.

Articles

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.

Articles

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...

Use cases

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.

Articles

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...

News

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!

News

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...

Use cases

A Complete Guide on Business Intelligence

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...

Articles

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...

Use cases

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...

Use cases

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!

Success Stories

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...

News

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.

Articles

What is 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...

Articles

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.

Use cases

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.

Use cases

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.

Articles

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!

Articles

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!

Articles

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...

Articles

All Facebook photo sizes — complete list

A complete list of all the Facebook photo sizes you’ll ever need to prepare your Facebook page for promotions.

Use cases

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!

Use cases

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.

Use cases

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...

Success Stories

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...

Success Stories

How to set up advanced analytics for an online movie streaming service

How to bring all data into one dashboard when you have a complex and unobvious sales funnel, many conversion types, and targeted actions.

Articles

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.

Articles

How to Choose Websites for Quality Link Building

The list of the key link building metrics for OWOX BI by Netpeak Software.

Use cases

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.

Use cases

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.

Articles

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.

News

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,...

Use cases

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.

News

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.

Use cases

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

Use cases

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...

Use cases

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.

Articles

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.

News

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.

Articles

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.

Articles

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.

Use cases

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.

Use cases

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.

Articles

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...

Success Stories

How to get quick access to all product KPIs important to e-commerce

A large fashion retailer built a system of product dashboards for quick access to streaming data from OWOX BI.

Articles

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.

Articles

What is the R Programming Language and How to Use It for Working with the APIs of Google AdWords

Discover how to automate working with the data from Google Analytics, using the package that enhance the basic capacities of the R language.

Articles

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.

News

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...

Articles

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

Success Stories

How to automate marketing reporting in the restaurant business

With the help of the marketing agency and OWOX BI products, marketers at the restaurant chain have entirely updated their analytics system.

Success Stories

How to calculate the cost of delivery and ROMI considering purchased orders

In this case, we describe the solution provided by the OWOX BI team for a large fashion retailer in the mid-segment that had challenges with calculating the cost of delivery and...

Articles

Top 20 Twitter Accounts for Analysts and Marketers

Read and enjoy: our favorite Twitter accounts about marketing and web-analytics

News

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...

Articles

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.

Success Stories

How to use advanced analytics to reduce low-quality applications and increase conversions

Let’s see how to improve the quality of loan forecasting and began to screen the irrelevant applications immediately.

Articles

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.

Articles

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.

Articles

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.

Articles

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.

Articles

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,...

Articles

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

Success Stories

How to build cross-platform analytics and automated reporting for a large marketplace

In this case, we describe the solution provided by the OWOX BI team for a large online tour marketplace that had challenges with evaluating marketing activities over different...

Articles

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.

Success Stories

How to increase contextual advertising ROI 2.2x for an enterprise retailer

To optimize advertising campaigns, our client used OWOX BI to calculate the probability of conversions.

Articles

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.

Articles

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.

Articles

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...

Articles

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.

News

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...

Articles

ML Funnel Based Attribution Model

Find out more about the benefits of using Funnel Based attribution model in evaluating your marketing campaigns.

Articles

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.

Success Stories

LTV: how to use available data to predict customer value

Using the example of a large e-commerce business, we show how to integrate user data into a single repository and select a calculation methodology using different customer cohorts.

Articles

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...

Articles

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.

Articles

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.

Articles

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...

Articles

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...

Articles

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...

Articles

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.

Articles

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...

Use cases

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...

Articles

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...

Use cases

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...

Success Stories

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...

Articles

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...

Articles

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...

Use cases

Online Merchandising

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...

Use cases

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...

Articles

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...

Articles

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...

Use cases

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...

Use cases

How JavaScript errors impact conversion rate

A significant portion of the client-side functionality of most websites is JavaScript based and it is really difficult to check for errors using each version of each major...

Success Stories

How to avoid errors in web metrics after every new release

We describe how to face a challenge of saving web metrics after new releases and how to avoid manual checking of every single parameter every now and then.

Success Stories

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.

Articles

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

Articles

Who is in control of your data

This article describes data processing tasks in eCommerce projects and forms the criteria for quality assessment while working with the projects. In recent years, the...

Success Stories

How to increase email-driven revenue by 237% and optimize ad spend

In this case, we describe the solution provided by the OWOX BI team for the business that had challenges with finding out how to improve its conversion rate and optimize...

Success Stories

How to automate ad campaign reports for a digital agency

Learn how OWOX BI has helped optimize the process of preparing advertising campaign reports for customers of the digital agency.

Success Stories

How to use customer cohort analysis to measure ad performance

We describe the solution provided by the OWOX BI team for the client that had challenges with spending the advertising budget more efficiently along with conducting a customer...

Success Stories

How to achieve a 15% email conversion rate for a travel agency

In this case, we describe the solution provided by the OWOX BI team for a large online travel agency that partners with more than 130 tour operators and offers tours for every...

Success Stories

How to increase revenue through optimization of advertising costs for a booking service

In this case, we describe the solution provided by the OWOX BI team for a booking service (flights and hotels) that had challenges with increasing revenue through optimization...

Success Stories

How to improve the advertising-to-sales ratio by 10%

In this case, we describe the solution provided by the OWOX BI team for a large retailer of water supply systems, heating, and air conditioning equipment, etc. that had...

Success Stories

How to measure ad success and increase ROAS by consolidating data

In this case, we describe the solution provided by the OWOX BI team for a leading direct insurance provider that had challenges with evaluating the effect advertising has on...

Success Stories

How to discover 2.4 times more keywords assisting in conversions and increase PPC advertising ROI by 17%

In this case, we describe the solution provided by the OWOX BI team for an omnichannel retailer of furniture and household items which had challenges with improving its online...

Success Stories

How to optimize advertising campaigns with assisted conversions in Google BigQuery

In this case, we describe the solution for a large consumer electronics and home appliances retail chain that had challenges with optimizing advertising campaigns for different...

Success Stories

How to increase ROI 2.5 times while cutting ad costs in half

In this case, we describe the solution for a clinic chain of family medicine that had the challenge of implementing a marketing analytics system, able to consider all customer...

Success Stories

How to identify ROPO: online influence on offline purchases

In this case, we describe the solution provided by the OWOX BI team for a chain of stores that sell footwear, bags, and accessories at low, mid-range, and high price points. The...

Success Stories

ROPO analysis: How useful is it for omnichannel marketing analytics

In this case, we describe the solution provided for a chain of stores is part of the Sephora company and occupies a leading position in the global market for perfumes and...

Success Stories

How to boost sales and customer loyalty by fixing errors on the checkout page

In this case, we describe the solution provided for a consumer electronics and home appliances retailer that had challenges with fixing errors at the checkout page to increase...

Success Stories

How to improve internal analytics using the ML funnel-based attribution model

In this case, we describe the solution provided by the OWOX BI team for a large online retailer that had challenges with improving its performance and using the correct...

Success Stories

How to measure the ROPO effect for an omnichannel retailer

In this case, we describe the solution provided by the OWOX BI team for a large consumer electronics and home appliances retail chain that had challenges with measuring the ROPO...

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