Overview
Sona's Contact Journey attributes help you track and analyze the touchpoints that lead visitors to convert on your website. By setting up these attributes, you will capture valuable URL parameters like UTM values that reveal which marketing channels, campaigns, and content drive the most conversions. This guide walks you through configuring these attributes so you can gain deeper insights into buyer journeys and optimize your marketing performance with confidence.
When to use Contact Journey attributes
Use Contact Journey attributes when you need to:
Track marketing campaign performance across different channels.
Analyze the path visitors take before converting.
Identify which touchpoints contribute most to conversions.
Build comprehensive reports on buyer journey data.
Prerequisites:
Access to Sona's Path to Conversion configuration settings.
An understanding of your URL parameter structure, such as UTM codes or custom parameters.
Step 1: access Contact Journey settings
Navigate to the Contact Journey settings page in your Sona dashboard.
Locate the Path to Conversion configuration section.
Step 2: add new attributes
Click the + Add button to create a new Contact Journey attribute.
From the Field dropdown, select Params.
From the Filter dropdown, select querystring. Other filter options are available for specific use cases.
Step 3: configure your attribute
In the Value/Transformation column, enter the specific URL parameters you want to extract from the querystring, for example utm_source, utm_medium, or utm_campaign.
Enter a descriptive name for the attribute in the designated field. This name will appear as column headers in your reports and visitor profiles.
Click Save to finalize your new attribute configuration.
Repeat this step for each additional parameter you want to track.
Managing existing attributes
To remove an attribute, click the - sign next to the attribute you want to delete.
To modify existing attributes, make your changes and click Save to apply them.
Best practices
Attribute Naming: choose clear, descriptive names for your attributes that your team will easily understand in reports. For example, use "Campaign Source" instead of just "source".
Parameter Selection: focus on the URL parameters that matter most to your business goals. Common valuable parameters include:
UTM parameters, such as utm_source, utm_medium, and utm_campaign.
Custom tracking codes.
Referral identifiers.
Data Quality: ensure your marketing campaigns consistently use the same parameter naming conventions to maintain clean, analyzable data.
FAQs
What do Contact Journey attributes track?
What do Contact Journey attributes track?
Contact Journey attributes capture URL parameters, such as UTM values, from the querystring of pages a visitor lands on. This reveals which marketing channels, campaigns, and content led to a conversion, giving you the data behind each visitor's path to conversion.
How do I track a new URL parameter?
How do I track a new URL parameter?
Click + Add in the Contact Journey settings, set Field to Params and Filter to querystring, then enter the parameter you want to extract, such as utm_source, in the Value/Transformation column. Give the attribute a descriptive name, since that name becomes the column header in reports and visitor profiles.
Why does attribute naming matter?
Why does attribute naming matter?
The name you give an attribute appears as the column header across your reports and visitor profiles, so a clear name, such as "Campaign Source" instead of "source", helps your team understand the data at a glance. Consistent parameter naming across your marketing campaigns also keeps the underlying data clean and analyzable.