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Overview
The VWO-BigQuery integration automatically exports your VWO campaign data to your BigQuery datasets for deeper analysis and reporting. This allows your analytics and data teams to run advanced queries, build custom dashboards, and combine experimentation data with other business data sources.
Once the integration is enabled, two datasets will be created:
- {customer_defined_dataset} and
- {customer_defined_dataset}_internal
Each dataset contains tables that store visitor, metrics, and attributes data, providing you with comprehensive insights into user behavior, campaign performance, and conversion tracking.
This article lists the tables included in each dataset and explains their structure, column definitions, and reporting use cases.
BigQuery Datasets and Tables
Dataset: {customer_defined_dataset}
This dataset contains four core tables:
- vwo_${account_id}_visitors
- vwo_${account_id}_metrics
- vwo_${account_id}_attributes
- vwo_${account_id}_summary
These tables store detailed information about visitors, their interactions with your campaigns, and associated attributes.
Table: vwo_${account_id}_visitors
This table records visitor information, including their location, device, browser details, and campaign-specific data. It includes location, device, browser details, campaign identifiers, and metadata related to data extraction.
Use Case: Use this table to track user activity, analyze regional performance, or understand which devices and browsers are used to access your campaigns.
Column Name |
Description |
| ip | The IP address of the visitor |
| os | The operating system of the visitor’s device |
| url | The URL accessed by the visitor |
| city | The city from which the visitor accessed the URL |
| device | The device used by the visitor |
| region | The region from which the visitor accessed the URL |
| browser | The browser used by the visitor |
| country | The country from which the visitor accessed the URL |
| hit_time | The time when the visitor accessed the URL |
| os_version | The version of the operating system used by the visitor |
| user_agent | The user agent string of the browser |
| device_type | The type of device used by the visitor (for example, mobile, desktop) |
| referring_url | The URL that referred the visitor to the current URL |
| user_language | The language settings of the visitor’s browser |
| combination_id | An identifier for a specific combination of campaign’s variation |
| traffic_source | The source of the traffic (for example, direct, referral, organic) |
| browser_version | The version of the browser used by the visitor |
| query_parameters | The query parameters in the URL accessed by the visitor |
| returning_visitor | Indicates if the visitor is a returning visitor |
| screen_resolution | The screen resolution of the visitor’s device |
| campaign_id | The identifier for the VWO campaign |
| _uuid | A unique identifier for the VWO visitor |
| _vwo_raw_id | A unique identifier for the raw data record |
| _vwo_extracted_at | The timestamp when the data was extracted |
| _vwo_meta | Metadata related to the data extraction process |
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_ab_source_file_last_modified
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Represents the timestamp of the last data batch sync, indicating when the batch was processed or modified. |
Table: vwo_${account_id}_metrics
This table stores conversion data and other metrics recorded for VWO campaigns.
Use Case: Use this table to calculate conversion rates, analyze the impact of different campaign variations, or track key performance metrics across campaigns.
Column Name |
Description |
| ip | The IP address of the user |
| properties | Additional properties or attributes related to the event or metric being recorded |
| metric_value | The value associated with the metric being recorded |
| conversion_time | The time when a conversion event occurred |
| campaign_id | The identifier for the VWO campaign associated with the metric |
| _uuid | A unique identifier for the user associated with the metric |
| _vwo_raw_id | A unique identifier for the raw data record |
| _vwo_extracted_at | The timestamp when the data was extracted |
| _vwo_meta | Metadata related to the data extraction process |
| _ab_source_file_last_modified | Represents the timestamp of the last data batch sync, indicating when the batch was processed or modified. |
Table: vwo_${account_id}_attributes
This table logs user attributes associated with VWO campaigns.
Use Case: Use this table to segment your audience by user attributes and analyze how specific attributes affect user behavior or campaign success.
Column Name |
Description |
| name | The name or identifier of the attribute |
| time | The time or timestamp when the attribute was recorded |
| value | The value of the attribute |
| campaign_id | The identifier for the VWO campaign associated with the attribute |
| _uuid | A unique identifier for the user associated with the attribute |
| _vwo_raw_id | A unique identifier for the raw data record |
| _vwo_extracted_at | The timestamp when the data was extracted |
| _vwo_meta | Metadata related to the data extraction process |
| _ab_source_file_last_modified | Represents the timestamp of the last data batch sync, indicating when the batch was processed or modified. |
Table: vwo_${account_id}_summary
This table provides a summary of key campaign metrics and attributes.
Use Case: Use this table when you need a structured overview of campaign components or when building entity-level reports.
Column Name |
Description |
| entity_id | A unique identifier for the attribute, which can correspond to a specific metric, variation, or data range. |
| campaign_id | The identifier for the VWO campaign associated with the attribute |
| entity_name | The value or name of the attribute associated with the campaign. For example, it could be a metric name or a variation name. |
| entity_type | The name or identifier of the attribute, which can be “campaign,” “metric,” “variation,” or “data_range.” |
| last_data_flush | The timestamp indicates when the data was last flushed or extracted. This represents the last time the data was updated. |
| _vwo_raw_id | A unique identifier for the raw data record |
| _vwo_extracted_at | The timestamp when the data was extracted |
| _vwo_meta | Metadata related to the data extraction process |
| _ab_source_file_last_modified | Represents the timestamp of the last data batch sync, indicating when the batch was processed or modified. |
Dataset: {customer_defined_dataset}_internal
This internal dataset contains the raw data and metadata for all tables, providing full transparency into the data ingestion process.
This dataset is typically used for debugging or validating ingestion pipelines. It allows you to verify when data was extracted and loaded into BigQuery.
Column Name |
Description |
| _vwo_raw_id | This column stores a unique identifier for the raw data record. It’s typically used to uniquely identify each record or row of raw data as it is received or ingested into a system. |
| _vwo_extracted_at | This column indicates the timestamp when the data was extracted from VWO. It records the time at which the data extraction process started or completed. |
| _vwo_loaded_at | This column represents the timestamp when the data was imported into the bigquery dataset. It records when the extracted data was made available for querying or further processing. |
| _vwo_data | This column typically contains the actual data payload extracted from the VWO. It stores the raw data in a JSON. |
Build Holistic Reports
To generate comprehensive insights, you can join:
- visitors
- metrics
- attributes
using common fields such as:
- _uuid
- campaign_id
This enables you to connect:
- Visitor context
- Attribute segmentation
- Conversion outcomes
For example, you can build a query that answers: How did mobile users from organic traffic convert for Variation B in Campaign X?
By combining these tables, your BigQuery environment becomes an extended experimentation analytics layer that supports advanced reporting beyond the VWO UI.
Need more help?
For further assistance or more information, contact VWO Support.