SEMrush is a service for managing the visibility of websites in search results. It includes platforms for SEO, PPC, campaign management, content marketing, and marketing research. SEMrush has more than 5 million users around the world and counts eBay, Quora, Booking. com, BNP Paribas, and other companies among its customers. SEMrush audiences in each region have their own characteristics, and to attract users, it’s often not enough to track just clicks on advertising. Therefore, in order to correctly evaluate the effectiveness of advertising campaigns, SEMrush needs much more than statistics on clicks, expenses, and UTM tags. In this article, SEMrush data analyst Konstantin Perevozchikov tells how his team uses raw data collected using the Facebook Ads → Google BigQuery pipeline from OWOX BI to analyze the effectiveness of advertising campaigns.