OWA Pro

hurra.ai + OWA Pro

OWA Pro is a web analytics system that runs on your side rather than inside someone else’s platform. It records what happens on your own properties: visits, sessions, journeys and conversions. It keeps that record where you can reach it, export it and keep it after any contract ends.

That independence matters because most marketing measurement today is rented. The numbers live inside a platform you do not control, they follow that platform’s definitions, and their history is only available for as long as you keep paying. First-party analytics reverses that. The measurement belongs to you, and the platform becomes one source among several rather than the single source of truth.

Because the data is first-party, it does not depend on third-party cookies and it is not resold to anyone. Collection runs under your own domain, which keeps cookies persistent and removes third-party scripts from the critical path. When cookies are rejected or unavailable, cookieless tracking keeps conversions and behaviour measurable through privacy-safe identifiers, and it does so without fingerprinting. Click identifiers such as gclid are preserved even in privacy-restricted browsers, so attribution stays consistent under Safari’s tracking prevention.

Measurement extends across devices: deterministic matching links users through hashed e-mail identifiers, machine-learning models fill the gaps probabilistically, and connected-TV activity joins the same journeys through IP-based linking. Organic visits are detected and classified automatically, including traffic arriving from LLM-based assistants, a source most analytics setups cannot name yet.

The reporting layer goes beyond dashboards: attribution supports rule-based and data-driven models, including Markov chains and logistic regression, and lets you simulate rules against each other before you commit budget to one. MMM-based reporting feeds media-mix weights into the multi-touch attribution; the modelling itself is done by the data science team at hurra.com on OWA Pro data. Geo-based reporting compares results across markets and regions. And the loop closes on the activation side: audiences and attributed conversions sync back to Google Ads, Meta and DV360, so the platforms optimise against your verified numbers instead of their own.

What you can do

• Connect OWA Pro as a source in your hurra.ai layer and read its numbers next to your ad platforms, your shop and your CRM, in one place, with the differences between them visible rather than averaged away.
• Analyse your first-party journeys against platform-reported figures, so you can see where a platform’s own attribution differs from what your site actually observed.
• Expose the analytics context to the models in hurra.ai explicitly: which system, which metric, which time range. An AI assistant then reasons about your real numbers instead of general marketing knowledge.
• Keep ownership throughout. hurra.ai reads from OWA Pro. It does not take custody of the data or lock the history inside another platform.
• Close the loop: what your measurement decides can flow back, because OWA Pro syncs audiences and attributed conversions to Google Ads, Meta and DV360, so the platforms optimise on your verified numbers.

Common use cases

Keep a measurement history that survives a tool change

Platform analytics history usually ends when the contract does. OWA Pro keeps the record on your side, so switching a reporting tool later does not erase what you measured.

Compare first-party numbers with platform-reported figures

Pull OWA Pro sessions and conversions into hurra.ai next to your ad platform reporting. Where the two disagree, you can see the gap instead of averaging it away.

Give an AI assistant your real numbers

Connect OWA Pro as a source and expose a defined metric and time range to the models in hurra.ai. The assistant then reasons about your own traffic instead of general marketing knowledge.

Measure without third-party cookies

Collection under your own domain plus cookieless tracking through privacy-safe identifiers keeps sessions and conversions measurable as browser rules tighten, including preserved click identifiers under Safari’s tracking prevention.

Run consent, tags and tracking as one system

The integrated consent manager decides which tags fire, and the tag manager controls web and server-side tags from one interface, with preview for web tags, versioning and rollback. Compliance is a property of the pipeline, not a checklist.

Compare attribution models before trusting one

Attribution in OWA Pro spans rule-based and data-driven models, including Markov chains and logistic regression. Simulating them against each other shows how much a budget decision depends on the model behind it, before the budget moves.