Case Study: SEMrush increases conversion rates by optimizing the sales funnel and reallocating ad budget with OWOX

SEMrush increases conversion rates by optimizing the sales funnel and reallocating ad budget

Semrush needed to better assess which traffic sources were driving leads and paid conversions across a multi‑session SaaS sales funnel. To answer questions about source share, overlap, and attribution they required raw, timestamped user interaction data and custom funnels. Semrush worked with OWOX and used the OWOX BI Streaming service to send detailed interaction data into Google BigQuery for analysis.

OWOX helped Semrush define funnel steps and traffic source groups, stream interaction events into Google BigQuery, and make results accessible via the BigQuery Reports Add‑on to Google Sheets so non‑technical users could build reports and visualizations. As a result, Semrush gained the ability to identify the traffic source at each funnel step, reallocate ad budget based on those insights, and optimize the sales funnel to increase conversion rates.

Semrush