Interview with Khrystyna Grynko, Head of Data at Better&Stronger
This interview with Khrystyna Grynko will give you a clear understanding of the modern state of digital analytics and reveal what to expect from the future of marketing analytics.
Top 5 Tools for Advertising Reporting
Advertising reports, if built correctly, can show you gold mines and weak points in your ad campaigns. In this article, we review five ad reporting tools, discuss what...
How Marketing Analytics Helps Businesses Make Data-Driven Decisions and Grow
In this article, we explain what marketing analytics is and why it’s needed. On top of that, we figure out the best practices for data-driven decision-making based on marketing...
How to 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...
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...
Top 20 Data Analysis Tools
Analyzing data is the first step to improving your marketing strategy. But with so many tools on the market, how can you choose one that will perfectly suit your needs? In this...
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.
What CPL Is and How to Calculate It
In this article, we discuss what CPL is and an advertising model based on it. Learn how to calculate the cost of an attracted lead and which businesses must do this.
How to build advanced marketing reports in Google Data Studio
No matter if it’s a small startup or a large international company, an analytical dashboard is necessary so that you understand how successful your marketing efforts are. Let's...
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,...
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...
What is raw data and how to use it
You probably have access to gigabytes of user data every day, but this amount doesn’t bring value until you make it work for you. In this article, we look at what raw data is,...
Why Google BigQuery is the perfect data lake for marketing
What is a data lake for marketing, why is it better than standard data storage, and what’s so good about Google BigQuery?
PPC Report Template for Marketers and Agencies
In this article, you’ll get a set of ready-to-use PPC templates that you can incorporate into your current reporting or use them to set up your reporting from scratch.
Interview with Amy Hebdon, Co-founder of Paid Search Magic
Read an interview with Amy Hebdon, the successful PPC specialist and co-founder of the Google Partner agency and consulting firm Paid Search Magic.
An In-Depth Look at Google Analytics 4: New Capabilities, Benefits, and Disadvantages
In this article, we talk about what Google Analytics 4 is, how it differs from Universal Analytics, what value it gives to businesses, and what problems you can solve with it....
How to Use Analytics to Optimize Your Marketing Budget
Read on to learn how to use analytics not only for reporting but to avoid draining your budget.
Why is it important to check data quality for marketing analysis?
Learn how to use OWOX BI to cost-effectively collect complete data on user behavior from your website and complete cost data from advertising services.
The list of Top PPC Influencers in 2020
What do the best of the best think about the top PPC trends of 2020? What services and tools are the top PPC specialists using? We've selected for you a list of experts who are...
What is cohort analysis? The beginner’s guide
What do you know about your customers? What do they need now? Try cohort analysis to answer these and other important questions. It will be best for your business if you learn...
Marketing analytics checklist
The best practices for marketers who want to make decisions based on data rather than guesswork. Build the right marketing strategy, optimize costs, increase sales, and...
How 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...
How Data Can Be Used In Your Content Marketing Strategy
Data is important for every part of your marketing strategy, including your content. This article will show you how to ensure that your data isn’t going to waste and how you can...
Marketing analytics experts, resources, and events every marketer should follow
We’ve selected a list of experts, blogs, social network groups, and subreddits that you should subscribe to and follow to stay up on the latest trends.
The ultimate guide to measuring, analyzing, and improving your marketing with the DMAIC methodology
In this article, we explain the data-driven DMAIC methodology that you can apply for measuring, analyzing, and improving your marketing to help your team work better.
Marketing Report Templates and Examples of Daily, Weekly, and Monthly Reports
To effectively track digital marketing effectiveness, you need all types of regular reports: annual, monthly, weekly or daily. In this article, we share examples of marketing...
Must-use Marketing Analytics Tools in 2020 — Review of the Top Tools on G2 Crowd
The marketing analytics tools you work with define your place in the hierarchy and make your efforts efficient or a monkey job. Check out top tools from G2 Crowd ratings with...
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.
Main Metrics and Dimensions Without Which Your Business May Fall Apart
Learn what are metrics and dimensions in Google Analytics, why it is important to monitor them, and what impact they can make on your marketing development.
Reporting with Data Studio for Marketers — The Ultimate Guide
In this guide, we describe both the theoretical and practical sides of reporting with Google Data Studio. You can use this guide as a comprehensive cheat sheet in your everyday...
Top 6 Irreplaceable Digital Marketing Services to Boost Your Website Effectiveness
Check out these must-have tools for web analytics, email marketing, social media, telephony, and more. That’s how you can significantly improve your website performance and...
The OWOX BI guide for digital marketers: data collection, dashboards, and templates
Everything you need to know about marketing reporting — from data collection to report templates, dashboards, and the services you need for building them.
4 methods to evaluate the effectiveness of media advertising
Learn what methods help to associate ad views with user activities both online, on your website, and offline to track the user’s entire path from the first interaction to purchase.
How Marketers Use Analytics to Solve Problems
In this article, we talk about how analytics can help marketers get their heads out of the routine and gain complete control over their marketing. We'll discuss the most...
12 reasons to select OWOX BI ML Funnel Based Attribution
OWOX BI attribution takes into account all user actions online and offline, considers real revenue data from your CRM, and shows the mutual influence of channels on the...
Email marketing metrics to measure and ways to improve them
Learn about the first steps to optimize your email marketing. Find out how to measure and improve the effectiveness of your email campaigns.
How to avoid sampling and collect complete data for advanced analytics
Get full, non-aggregated user behavior data in real-time for marketing reporting - and 12 other reasons to choose OWOX BI. In the article, we explain these features in detail...
What is CTR and what CTR is considered to be good
In this article, we learn what CTR, a digital ad performance parameter, is, what CTR is considered acceptable and how to set up its automatic calculation using OWOX BI.
What is CPC in advertising: Cost per Click formula and calculation
In this article, we learn what CPC (cost per click) is, how to get the most out of the Cost-Per-Click model, and how to measure the effectiveness of digital advertising with it.
12 Google Analytics key reports for marketers
Solve business problems with Google Analytics. An overview of 12 most important reports for marketers from the OWOX BI team.
How to start selling online
Need to transfer sales to online urgently? We tell you how to start selling online if you're new to it. We've prepared a guide to launch your business online and attract new...
What is Google Ads Data Hub: everything a marketer needs to know
Google launched Ads Data Hub, a tool for estimation of the media inventory data effectiveness. It allows you to combine display ad data with website and CRM data.
SEMrush vs SimilarWeb
We conducted some research to find out how precise two popular traffic analyzers — SEMrush Traffic Analytics and SimilarWeb — are. As a baseline for comparison, we used data...
7 ways to evaluate and improve digital marketing
How can you evaluate the effectiveness and increase the ROI of online advertising? What revenue is generated by SEO traffic, mobile apps, and media ads (including video ads)?
How to measure post-view conversions
Learn how to measure post-view conversions and find out how media ad views affect online and offline sales, so you can figure out which video or banner ad led to a sale.
Dashboards for businesses: Why you need one and top services for building it
Find out the difference between a good and bad dashboard, why you need one, and what dashboard creation services are the most popular.
Most popular e-commerce reports
A selection of the best marketing reports for the e-commerce industry from the OWOX BI team.
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.
Staying Ahead of the PPC Game: Interview with Samantha Noble
This interview with Samantha Noble discloses key points of the PPC workflow and tells about efficient tools for reporting and ad campaign evaluation.
10 must-known marketing analytics trends for 2020
Thanks to the OWOX interview series on the future of marketing analytics, we’ve discovered a bunch of trends that we expect to see in 2020. Today, we want to share them with...
UTM tags and their role in business intelligence
Learn how to automate UTM tags and dynamic parameters in your ad campaigns.
Interview with Danny Mawani Holmgaard
You could meet Danny at the Superweek 2019 or follow him on Twitter. Now it's time to find out more about his experience, his thoughts on analytics from our interview.
5 Tips to Learn from the PPC Expert: Interview with Pauline Jakober
In this interview with Pauline Jakober, you’ll discover the top 5 PPC tips on how to stay professional, what tools to use for reporting, how to avoid common mistakes, and what...
Express interview with Mary Owusu, VP of Digital Strategy & Analytics at Mower
Find out how marketing analytics is changing at the moment and what to expect from technological progress in 2020. Use the advice from Mary Owusu to adopt the latest technics in...
How to assess the effectiveness of product categories, client segments, and landing pages
Group expenses and revenue by any session properties using OWOX BI. Manage marketing performance based on customer segments, product groups, and landing pages.
How to assess the impact of offline ads on online sales
Offline ads impact on online sales: how to link offline customer activity to online shopping?
How to conduct an audit of website analytics
What to pay close attention to when setting up web analytics and what reports you can use to check the quality of data collected in Google Analytics.
How to make the most of marketing analytics in different businesses
Find out where marketing analytics is in your company and what to do to get to the next stage.
Playing Digital Jenga with Modern Marketing Analytics: Interview with Christopher Penn
This talk with Christopher Penn will give you the essential understanding of modern digital analytics and marketing state. You'll get the motivational kick to change your...
A/B testing: To be or not to be
Learn how to improve the user experience, change user behavior, and increase your conversion rate with A/B tests in Google Optimize
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...
Predictive analytics as a tool to increase marketing efficiency
Is your business ready to implement predictive analytics? Have you heard about these 9 predicative marketing analytics services?
The best website analytics tools in 2019
Discover the best website analytics tools in 2019 and see which you can adopt as part of your digital marketing workflow. Don’t forget to share!
Interview with David Szetela, CEO of FMB Media: What should you know before entering the PPC field?
Today you will get acquainted with one of the top 25 PPC experts by PPC Hero. David Szetela is a pioneer in paid search. You can find a lot of valuable thoughts from one of the...
20 ways to increase your ecommerce conversion rate
Find out what factors influence the conversion rate of your online store and why it can always be higher. We offer 20 best ways to increase conversion rate that will suit both...
What attribution means in marketing
We look at what is attribution in marketing, how it helps companies, and the typical mistakes and difficulties of marketers and analysts when working with attribution.
How to set up form tracking analytics with Google Tag Manager and Google Analytics
5 ways to set up form tracking with Google Tag Manager
Digital analytics insights: Nancy Harhut interview
Nancy Harhut is a great speaker who will inspire anyone to take the right marketing decisions. Nancy told us why is «status quo bias» can be dangerous for analysts.
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...
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...
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.
Interview with Laura Patterson
Laura began her 25+ year career in sales and had the great fortune of working across functions spanning customer relationship management and Marketing with a capital “M.” Find...
Interview with Jim Sterne
If you don't know who is Jim Sterne, you don't know analytics heroes at all! Read our interview immediately to explore the future of digital analytics, trends, and insights...
The secrets of PPC specialists – interview with Brad Geddes
We were lucky to interview Brad Geddes, an official Google Ads Seminar Leader and certified Ads Trainer for Google’s Seminars for Success program.
Cost Analysis in Google Analytics
How to estimate the efficiency of your campaigns? In this article, we consider how to load cost data into Google Analytics from non-Google sources and how to compare the...
Setting up a sales funnel and example use case
Learn how to properly set up a sales funnel and use it to solve the problem of poor lead conversion.
Matthew Soakell reveals the secrets of PPC specialists in an interview with OWOX BI
We were lucky to interview Matthew Soakell, named the Young Search Professional of the Year in the EU Search Awards 2019 and Rising Star of the Year in the UK Biddable Media...
How to exclude the fbclid parameter from Google Analytics reports?
There are two ways to disconnect the fbclid parameter from Google Analytics reports — manually or automatically.
Interview with Anjana Aggarwal
Important skills, trends, overall future of modern digital analytics is still uncertain. You’ll find some thoughts revealed in our interview with Anjana Aggarwal from Hubspot.
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.
Using marketing mix modeling to increase ROI
Learn what the marketing mix model is and how to use it to make a qualitative analysis of your marketing efforts and optimize your marketing plan.
What Is a Website Conversion?
What’s a website conversion? What’s a “normal” conversion rate for your website? Find answers and apply our tips for analyzing conversions in Google Analytics. Learn how to...
OWOX BI Research on the State of Digital Analytics: Interview with Tim Wilson
Tim Wilson, Senior Analytics Director at Search Discovery, gives a broad overview of the trends in modern analytics during his interview with OWOX.
How to Set Up Google Analytics in 2019 [Ultimate Guide]
Websites come in many types, styles and budgets. Each website, be it a news site, an online store or a personal blog, has its own performance indicators. These may include the...
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.
OWOX BI Research On The State Of Digital Analytics: Simo Ahava interview
Simo Ahava discusses challenges of modern analytics, personal and technical skills of successful analysts, and future trends in the marketing analytics field during his...
How 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.
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...
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...
What is ROI and what nuances should you consider when calculating it?
Learn what is ROI, how to calculate it correctly, and how you can use ROI to make business decisions — efficiently allocate your budget and increase revenue from ad campaigns....
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...
ROPO analysis: Why you need it and how to conduct it
Learn how to evaluate the impact of online advertising on offline sales. What is ROPO analysis and what advantages will it give to your business? How can you associate user...
5 Benefits of Mobile Push Notifications as a Marketing Channel
Check out eSputnik’s tips on how to use smartphones for personalized marketing campaigns and how to create automated push notifications.
Choose Your Data Analytics Conferences 2019 (Worldwide)
Here goes a dream list of data analytics conferences 2019. Buy a ticket, visit, learn from the industry leaders, and reach the top!
Best Marketing Conferences 2019 (Worldwide)
Here goes a dream list of best marketing conferences 2019. Buy a ticket, visit, learn from the industry leaders, and reach the top!
Complete List of Facebook Ad Sizes
Discover a complete list of Facebook ad campaign types, formats, and placements. Find out how to create stellar and engaging ads for your audience on Facebook and track their...
All Facebook photo sizes you'll ever need
A complete list of all the Facebook photo sizes you’ll ever need to prepare your Facebook page for promotions.
18 Digital Marketing Metrics and KPIs You Should Know
You can’t perform true analytics without measurement tools. Check out this great list of formulas graded from simple to difficult for your professional evolution.
How to Choose Websites for Quality Link Building
The list of the key link building metrics for OWOX BI by Netpeak Software.
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.
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.
How to Create UTM Tags to Track Your Ad Campaigns
Learn how to create UTM tags to track your ad campaigns, following the simple steps from our infographic post.
8 Ways to Avoid Sampling in Google Analytics
Useful infographics about how to avoid sampling in Google Analytics and to obtain the most accurate data in your reports.
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...
What Is GDPR and What You Need to Know about It
Learn about new rights and roles in General Data Protection Regulation and how to comply with new data security standards.
What is the R Programming Language and How to Use It for Working with the APIs of Google AdWords and Yandex.Direct
Discover how to automate working with the data from Google Analytics and Yandex.Direct, using two packages that enhance the basic capacities of the R language.
An Ultimate Guide to Google Analytics Sampling and How to Avoid It
What is sampling and what are the reasons behind it? We answer these questions and talk about all the possible ways to avoid sampling in our new blogpost.
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
Top 20 Twitter Accounts for Analysts and Marketers
Read and enjoy: our favorite Twitter accounts about marketing and web-analytics
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.
How to Track Instagram Referrals and Paid Traffic in Google Analytics
Learn how you can use Google Analytics to track of Instagram data, including traffic to your website, costs, and conversions.
Statistics in Web Analytics, or How to Become a True Data Scientist
Learn the difference between a Digital Analyst and a Data Scientist, and how to apply statistical methods in A/B testing and user segmentation.
How Do I Analyze Competitors’ PPC ads and Why Would I Want to
Find out how to start analyzing your competitors' PPC strategy, what to pay attention to, and how to use the information you'll get.
How To Marry Up Your CRM With Google Analytics
Combine data from your CRM/ERP systems and data from Google Analytics for deeper analysis of user behavior and better remarketing.
How Competitor Prices Affect Conversion Rates and User Behavior
In this blogpost, we talk about how and why to monitor competitors' prices. Learn how to create and apply useful reports based on the data about website user behavior,...
How to Create а Meaningful Facebook Ads Dashboard
Find out how to create interactive Google Data Studio reports to track the performance of your Facebook advertising
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.
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.
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.
What’s the Deal with Your Direct Traffic, and How to Fix It
If you see that your Direct traffic is higher than 30%, do not rush to pop some champagne and celebrate your company’s great popularity. It’s possible that Google Analytics has...
Custom Attribution Models: Helping Marketing Specialists, Analysts and CMOs Achieve Zen
Out-of-the-box attribution models are simpler than they might seem. To get the most benefit out of them, an analyst, a marketer, and a CMO should work closely together.
ML Funnel Based Attribution Model
Find out more about the benefits of using Funnel Based attribution model in evaluating your marketing campaigns.
What Are UTM Tags And How To Use Them
UTM tags help you get detailed information about your traffic sources. Find out more about what UTM tags are, why you should use them, and how to append them correctly.
Dashboards for business: three examples of practical use
In this article, we share examples of real-time dashboards based on complete data. Such dashboards are useful for marketing specialists, developers, content...
Declare Independence From Developers With Custom HTML Tags in Google Tag Manager
When Google announced Google Tag Manager back in 2013, almost all the reviews and presentations were limited to the idea of making things easier for marketing specialists.
How to Evaluate the Cost Efficiency of the Attribution Model
Find out how to evaluate the efficiency of your current attribution model and how to optimize your advertising budget.
How to Handle Repeat Transactions in Google Analytics?
In this article, we take a closer look at the causes of repeat transactions when using Enhanced Ecommerce in Google Analytics, and provide a solution to this issue.
Optimize 360 proves to be accurate no-coding solution for testing user experience on your site
A new powerful testing and personalisation tool is a part of Google Analytics 360 Suite. With Optimize 360, businesses can take action faster, evaluate...
Importing Google Analytics Data to Google BigQuery: Comparing Two Methods of Data Collection
In this article, we compare the two methods for getting Google Analytics data in Google BigQuery. We consider the price, the specifics of data...
How to estimate the additional value of multi-channel attribution
In this article, we introduce the method for estimating the additional revenue you can gain with attribution models that consider the mutual impact of advertising...
Measuring your ROAS with business intelligence
OWOX and Ringostat team up to tell you what ROAS (return on ad spend) is and how to calculate it using Excel, CRM, call tracking and BI solutions—the tools every entrepreneur...
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...
Advantages and limitations of Google Analytics API
If you need to export data from Google Analytics, you can use one of the available APIs. To help you choose the most suitable option and save your time...
ML Funnel Based Attribution Implementation
This article describes how to implement a dynamic attribution model, using Google Cloud Platform services, Google Analytics and OWOX BI. Let’s talk about...
Comparison of multi-channel attribution models
This article describes the causes of inaccurate assessment of advertising channels with popular attribution models in Google Analytics and formulates the...
Why Do We Need Online Analytics?
We often hear that question. Even from those, who has already decided to implement the analytics. Primarily, we need the answer to determine for ourselves...
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