Alyona Samovar
Senior Digital Analyst
Alyona Samovar is a Senior Digital Analyst who spent years at OWOX helping enterprise clients design analytics systems, build BigQuery reporting pipelines, and optimize marketing measurement. She specializes in SQL-based analytics, data modeling, and turning raw marketing data into actionable insights. Alyona writes about practical analytics workflows, BigQuery best practices, and data-driven decision-making.
- How to Link Google Ads and Google Analytics 4
- BigQuery Aggregate Functions: COUNT, SUM, STRING_AGG, ARRAY_AGG and More
- BigQuery IF, CASE, IFNULL, NULLIF and COALESCE, with Tested Examples
- BigQuery CREATE TABLE and DROP TABLE: Syntax and Examples
- BigQuery DML: INSERT, UPDATE, DELETE and MERGE with Tested Examples
- BigQuery Math Functions: ROUND, SAFE_DIVIDE, MOD, POW and More
- BigQuery Navigation Functions: LAG, LEAD, LAST_VALUE and PERCENTILE_CONT
- BigQuery ROW_NUMBER, RANK, DENSE_RANK and NTILE, with Tested Examples
- BigQuery Public Datasets: How to Find, Query and Pay for Them
- BigQuery Sandbox: Free Limits, Setup and What Happens When You Upgrade
- BigQuery SQL: Syntax, Clause Order and Tested Examples
- BigQuery Statistical Aggregate Functions: STDDEV, VARIANCE, CORR and Median
- BigQuery Table Explorer and Data Insights: What Changed, and the SQL to Profile a Table Yourself
- BigQuery Data Types: Which to Use, with Sizes, Limits and Tested Examples
- BigQuery Console Guide: BigQuery Studio, the Query Editor and Job History
- BigQuery Wildcard Tables and _TABLE_SUFFIX, with Measured Costs
- BigQuery Window Functions: OVER, PARTITION BY, Frames and LAG, with Examples
- GA4 User Properties in BigQuery: user_id, user_pseudo_id, First Touch and LTV
- GA4 BigQuery Export Schema: The Tables, the Fields and How Dates Work
- GA4 BigQuery Export Mistakes: Nine That Change Your Numbers, and the Fix for Each
- How to Query GA4 Event Data in BigQuery: Sessions, Sources and Revenue
- How to Unnest GA4 event_params in BigQuery: page_location, ga_session_id and Items
- Database vs Data Warehouse vs Data Lake: What Each One is for and Where Your Data Belongs
- Google Ads Enhanced Conversions: How to Set Them up in 2026
- Google Analytics for Mobile Apps: A GA4 and Firebase Guide
- Marketing Analytics: What It is and How It Drives Better Decisions
- RFM Analysis: How to Segment Customers by Recency, Frequency and Value
- How to Connect BigQuery to Excel: Four Ways That Work
- BigQuery Query Examples: Six Sample Queries on GA4 Data
- Microsoft Ads (Bing Ads) in Google Analytics 4: Setup Guide
- GA4 Default Channel Group: The Rules, and How to Build Your Own
- Direct Traffic in Google Analytics 4: Causes and Fixes
- Duplicate Transactions in GA4: How to Find and Remove Them
- E-Commerce Tracking in Google Analytics 4 with Google Tag Manager
- Google Ads to BigQuery: Two Ways to Connect, Step by Step
- Google Analytics Client ID in GA4: What It is, How to Get It
- GA4 Reports in Google Sheets: Two Ways to Automate Them
- BigQuery Standard SQL vs Legacy SQL: What Changed and How to Switch
- How to Calculate Marketing ROI, and Defend the Number
- How to Track Facebook Ads in Google Analytics 4
- Semrush vs Similarweb: Which is More Accurate? A Test on 787 Websites
- BigQuery Array Functions: Syntax and Tested Examples
- BigQuery CAST and SAFE_CAST: Convert Data Types Without Errors
- BigQuery Date Functions: Syntax, Examples and Common Errors
- BigQuery Datetime Functions: Syntax and Tested Examples
- What is Google BigQuery: How It Works, Costs and Where to Start
- JOIN vs UNION in SQL: The Difference, with Examples
- BigQuery ML: What It is, Model Types and a Working Example
- BigQuery ALTER TABLE: Add, Rename, Drop Columns, Change Types
- BigQuery Partitioned Tables: How to Create and Query Them
- BigQuery Pricing: What Queries and Storage Cost, with Examples
- WHERE vs HAVING vs QUALIFY in SQL: Which Filter to Use
- BigQuery String Functions: Syntax and Tested Examples
- How to Upload Data to BigQuery: CSV, Google Drive and SQL
- Data Analysis Tools in 2026: 19 Tools by the Job They Do
- Data-Driven Attribution: How Google's Model Works in GA4, Google Ads and Search Ads 360
- Top 10 Advertising Reporting Tools in 2026
- 14 Best Reporting Tools and Software in 2026
- How to Calculate CPL in 2026: A Definitive Guide
- How to Install Google Tag Manager on Your Website
- Data Masking Use Cases: Examples Across Industries
- How to Solve the GDPR Problem with a GTM Server-Side Tag
- Data Transformation Basics: Process, Types and Tools
- How to Set up GA4 Tags with Google Tag Manager
- UTM ID: The Parameter GA4 Needs to Import Non-Google Ad Costs
- How OWOX Helped Reformation Make Smarter Decisions
- ZOOD: 6-Week Data Reporting Transformation with OWOX
- Transforming Data Analytics for ArtPix 3D: Case Study
- Delfast Saves 80% on Ad Costs: Case Study by OWOX
- Advanced Analytics Setup for CS:GO Trading by OWOX
- How to Use Available Customer Data for LTV Prediction
- Setting up Advanced Analytics for Online Streaming Services
- Calculating Delivery Cost and ROMI for Purchase Orders
- Quick Access to All Essential E-Commerce Product KPIs
- Automate Marketing Reporting for Restaurants
- EVA Case Study: Real-Time Data Boosts Sales Promotions
- Use Advanced Analytics to Reduce Low-Quality Apps
- Build Cross-Platform Analytics for Large-Scale Marketplace
- Raw Facebook Ads Data: SEMrush's Strategy to Maximize ROI
- Monitoring Web Data Quality: FxPro Case Study
- Automating Ad Campaign Reports for a Digital Agency
- A Pigu Group Case Study on Driving Real-Time Sales
- Fabelio Case Study: Merging Online and Offline Customers
- Identifying ROPO: Online Influence on Offline Purchases
- Evaluating ROPO Analysis in Omnichannel Marketing Analytics
- Evaluate Ads in 1 Report and Save 4 Hours Daily
- Set up Marketing Analytics
- Increase ROI 2.5x and Cut Ad Costs in Half
- Boost Sales & Loyalty by Fixing Checkout Errors
- Google Ads: Assisted Conversions Analysis by IQ Option
- Ad Performance with Customer Cohort Analysis
- ROPO Analysis for Ecommerce
- Competitors’ Prices Impact Sales: Citrus Success
- Measuring ROPO for an Omnichannel Retail
- Orcanta Case Study: Boosting Email Marketing Revenue by 126%
- How to Improve Advertising-to-Sales Ratio by 10%
- 15% Email Conversion Rate for Travel Agencies
- The Answear Success Story of Increasing Revenue by OWOX
- Evaluating Acquisition Channels and LTV via Cohort Analysis
- Optimizing Ad Campaigns Using Assisted Conversions
- Contentmart's Customer Journey: A Success Story by OWOX
- Rozetka: 9% AOV & 18% Marketing Revenue Growth
- Optimize Sales Funnels for Better Conversion Rates
- Boost Revenue by Cutting Ad Costs for Bookings
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