Case Study: Bitrix24 achieves accurate cohort-based ad performance and optimized ad spend with OWOX

How to Use Customer Cohort Analysis to Measure Ad Performance

Bitrix24, a provider of an integrated business suite with over 3,000,000 registered portals, needed to move from manual daily exports and sampled Google Analytics data to a reliable way to run customer cohort analysis and track specific metrics (registrations, MAU, retention, paying users, revenue, churn, ROMI) so they could spend advertising budget more efficiently. To solve data sampling and reporting automation issues they partnered with OWOX and used OWOX BI Pipeline (with Google BigQuery and the OWOX BI BigQuery Reports add-on) to consolidate behavioral, CRM/transactional and ad cost data.

OWOX implemented a pipeline that imports ad and user behavior data into Google BigQuery (with Measurement Protocol feeds from CRM), groups users into monthly cohorts, calculates the required metrics in BigQuery, and exports daily-updated reports to Google Sheets via the OWOX add-on. As a result Bitrix24 now has fully automated cohort reports with no GA sampling and near real-time data (ingestion within ~5 minutes), can attribute costs to users/sessions to calculate ROMI, identify sources of loyal customers, optimize ad spend, reduce churn and measure when campaigns pay off (typically about three months).

Bitrix24

Dmitry Kudryavsky

Chief Marketing Officer