OWOX Blog for Ecommerce, Business Intelligence, and Web Analytics

Articles 12 January 2020

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 06 January 2020

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...

Use cases 30 December 2019

How to select funnel steps correctly when setting up attribution

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

Articles 23 December 2019

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 10 December 2019

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 09 December 2019

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.

News 04 December 2019

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!

Articles 02 December 2019

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?

Articles 26 November 2019

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 25 November 2019

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 22 November 2019

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 20 November 2019

Google BigQuery ↔ Google Sheets connector

How to transfer data from Google BigQuery to Google Sheets and back without CSV files and paid services? With the help of the free addon OWOX BI BigQuery Reports.

Articles 18 November 2019

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

Use cases 06 November 2019

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.

News 04 November 2019

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...

Articles 28 October 2019

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 28 October 2019

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 20 October 2019

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 15 October 2019

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 01 October 2019

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 01 October 2019

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 30 September 2019

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...

Articles 25 September 2019

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 24 September 2019

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

Articles 20 September 2019

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.

Use cases 20 September 2019

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...

Success Stories 19 September 2019

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 17 September 2019

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...

Use cases 13 September 2019

Google Data Studio tutorial for beginners

In this tutorial, we take a look at Google Data Studio, one of the most popular services for visualizing data, and show you step by step how to use it to build informative,...

Use cases 12 September 2019

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 05 September 2019

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...

News 31 August 2019

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 30 August 2019

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.

Use cases 29 August 2019

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 26 August 2019

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.

Use cases 26 August 2019

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.

Use cases 24 August 2019

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 23 August 2019

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 19 August 2019

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...

Use cases 18 August 2019

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.

Use cases 07 August 2019

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 31 July 2019

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.

Articles 30 July 2019

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 30 July 2019

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 27 July 2019

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...

Use cases 27 July 2019

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.

Articles 25 July 2019

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 18 July 2019

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.

News 17 July 2019

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...

News 17 July 2019

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...

Articles 07 July 2019

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.

Use cases 28 June 2019

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...

Articles 26 June 2019

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.

Articles 20 June 2019

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 15 June 2019

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 14 June 2019

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...

Articles 13 June 2019

Google Analytics Attribution Models: Detailed Review and Comparison

Find out how marketing attribution models differ and learn how to evaluate the combined influence of campaigns, not just the last click.

Use cases 07 May 2019

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 22 May 2019

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 30 May 2019

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.

Articles 24 May 2019

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.

Use cases 31 May 2019

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 31 May 2019

RFM Analysis: A Complete Guide

In this article, we take a look at RFM analysis, which allows us to study users' purchasing behavior.

Articles 10 June 2019

Marketing Dashboards: The Spot-On Questions and Services

Find out why data visualization is needed for everyone in the marketing department, which services visualize data, and why a dashboard is always useful for a marketing specialist.

Articles 15 May 2019

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 03 May 2019

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 30 April 2019

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 30 April 2019

Through data to goals: Setting up end-to-end analytics

In this article, we explain what end-to-end analytics is and why it’s important for any company that promotes itself on the internet. We’ll consider business problems that can...

Articles 25 April 2019

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 20 April 2019

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...

Articles 19 April 2019

What is ROI and what nuances should you consider when calculating it?

Learn what is ROI and how to calculate it correctly in order to identify effective channels to attract new customers.

Use cases 17 April 2019

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 15 April 2019

“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.

Success Stories 03 April 2019

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.

Articles 01 April 2019

Data Visualization: Principles, Tools, and Useful Tricks

In this article, we’ll show you what’s needed for data visualization, how to visualize data correctly, which tools can be used for creating interactive dashboards without help...

Articles 31 March 2019

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.

News 29 March 2019

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.

Success Stories 29 March 2019

ROPO analysis: How is an omnichannel end-to-end 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.

Articles 29 March 2019

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 15 March 2019

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 15 March 2019

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 28 February 2019

A detailed guide to cohort analysis in Google Analytics and Google Sheets

What is cohort analysis and why should you use it? Learn about the possibilities and limitations of cohort analysis in Google Analytics. Discover four ways to analyze cohorts in...

Use cases 21 February 2019

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.

Use cases 30 January 2019

How to Calculate Customer Lifetime Value

Learn how to calculate LTV (customer lifetime value) for your business using five simple methods. Find out why this metric is important for your sales, and figure out how you...

Use cases 25 January 2019

BigQuery Google Features — Detailed Review

Learn how to aggregate data and work with dates, strings, and subsets using GBQ functions. Practice writing basic queries on demo data.

Articles 24 January 2019

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 24 January 2019

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 14 January 2019

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 08 January 2019

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.

Use cases 28 December 2018

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 27 December 2018

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 17 December 2018

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 14 December 2018

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.

Success Stories 12 December 2018

9 Steps to Know Everything: Building End-to-End Analytics for Comfy

Learn how to set up an effective end-to-end analytics system for evaluating advertising campaigns that takes into account offline sales and the contribution of each session...

Use cases 03 December 2018

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 03 December 2018

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 30 November 2018

How to Choose Websites for Quality Link Building

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

Use cases 08 November 2018

4 Ways to Import Cost Data into Google Analytics

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.

Success Stories 26 October 2018

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,...

Use cases 08 October 2018

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 27 September 2018

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.

Success Stories 25 September 2018

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.

News 31 August 2018

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 29 August 2018

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 17 August 2018

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 01 August 2018

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 31 July 2018

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 09 July 2018

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 06 July 2018

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.

Success Stories 04 July 2018

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.

News 27 June 2018

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.

Use cases 25 June 2018

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.

Success Stories 23 June 2018

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.

Articles 23 June 2018

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 21 June 2018

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.

Success Stories 04 June 2018

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.

Success Stories 01 June 2018

Ulmart Improves Internal Analytics Using the Funnel Based Attribution Model

Discover how to give the proper credit to your advertising performance, and how to optimize CPA network costs, using funnel based attribution.

Use cases 25 May 2018

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 23 May 2018

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 22 May 2018

The Ultimate Guide to End-to-End Analytics

Lean how to use end-to-end analytics for analysing the data across all your customers’ touchpoints, taking into account even the slightest changes to ads, product, online user...

Success Stories 21 May 2018

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.

Articles 04 May 2018

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 03 May 2018

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.

Articles 03 May 2018

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 14 April 2018

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...

Success Stories 15 March 2018

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...

Articles 12 March 2018

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 02 March 2018

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 01 March 2018

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...

Articles 24 January 2018

Top 20 Twitter Accounts for Analysts and Marketers

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

News 15 January 2018

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 04 January 2018

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 03 January 2018

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.

Success Stories 21 December 2017

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.

Articles 12 December 2017

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 11 December 2017

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.

Success Stories 17 November 2017

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.

Articles 27 October 2017

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 23 October 2017

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 29 September 2017

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 14 September 2017

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 30 August 2017

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.

Success Stories 17 August 2017

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 27 July 2017

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 27 June 2017

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.

Articles 30 May 2017

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.

Success Stories 30 May 2017

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.

Articles 18 May 2017

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.

Success Stories 24 April 2017

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.

Success Stories 14 April 2017

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.

Articles 30 March 2017

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 29 March 2017

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 21 February 2017

New Features and Improvements in OWOX BI Attribution

The 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...

Success Stories 31 January 2017

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.

Articles 29 January 2017

Funnel Based Attribution Model

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

News 24 January 2017

Free Trial and Other Changes to Our Pricing

Find out what changes were made to OWOX BI pricing, what features are now available in the updated plans, and answers to any questions you may have.

Articles 12 December 2016

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.

Articles 12 December 2016

Google Data Studio dashboard template by OWOX BI

If you work with data and want to find out how to get informative reports with all the information on your fingertips, here’s the solution.

Success Stories 10 November 2016

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 10 November 2016

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 08 November 2016

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 31 October 2016

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 29 September 2016

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 29 September 2016

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 30 September 2016

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 27 September 2016

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 12 September 2016

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 19 July 2016

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 24 May 2016

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 21 March 2016

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 18 March 2016

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 29 February 2016

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 29 January 2016

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 21 December 2015

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 21 December 2015

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 08 December 2015

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 28 August 2015

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 22 July 2015

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 24 June 2015

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 24 June 2015

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...

Success Stories 24 June 2015

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 24 June 2015

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 24 June 2015

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...

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