Case Study: M.video achieves optimized ad spend and precise multi-channel attribution with OWOX BI on Google BigQuery

How to Optimize Advertising Campaigns with Assisted Conversions in Google BigQuery

M.video, Russia’s largest consumer electronics and home-appliances retailer, needed to optimize advertising spend across regions and business groups of categories (BGC) but couldn’t segment Assisted Conversions in Google Analytics or avoid sampling and conversion limits at their scale. To solve this, M.video partnered with OWOX, leveraging Google Analytics 360 exports to Google BigQuery and OWOX BI (including OWOX BI Pipeline and the BigQuery Reports add-on).

OWOX built a BigQuery-based pipeline combining full user behavior, ad cost data (including Yandex.Direct via OWOX BI Pipeline), and product-to-BGC mappings, then produced segmented attribution reports and interactive Google Data Studio dashboards. As a result, M.video can now evaluate channel performance by region, BGC and funnel stage, visualize conversion paths without GA sampling limits, and plans to reallocate its Performance Marketing budget based on these insights.

M.video