Overview
Sona's Path to Conversion configuration is your command center for understanding how visitors journey from first touch to conversion on your website. By properly setting up these fields and metrics, you will gain clear visibility into which marketing channels, content, and touchpoints drive the most valuable conversions. This guide walks you through each configuration section, helping you build a robust attribution system that reveals the true ROI of your marketing efforts.
When to use Path to Conversion configuration
Use Path to Conversion configuration when you need to:
Track multi-touch attribution across marketing channels.
Analyze which content and campaigns drive conversions.
Create detailed reports on conversion journey performance.
Understand the full customer journey from awareness to purchase.
Optimize marketing spend based on channel effectiveness.
Prerequisites:
Access to Sona's Path to Conversion configuration page.
Sona tracking implemented on your website.
Contact Journey attributes configured (recommended).
An understanding of your marketing channels and content strategy.
Step 1: set up Attribution Field Mapping
Use this section to connect conversion events to their originating sources, such as campaign, medium, or content.
Step 2: set up Marketing Influenced
Select the Marketing Channels header to categorize traffic sources like organic, paid, or referral.
Use these fields to evaluate the performance of specific channels in driving conversions.
Step 3: set up Marketing Channels
Select the Marketing Channels dropdowns to categorize traffic sources like organic, paid, or referral.
Use these fields to evaluate the performance of specific channels in driving conversions.
Step 4: configure Content Channels
In the Content Channels section, you will find two dropdowns:
Select Report Type: use this dropdown to choose the type of report you want to generate, such as engagement, impressions, or conversions.
Select Report: after selecting a report type, use this dropdown to specify the particular report you want to view or analyze.
These options help you customize and review content performance based on the chosen parameters.
Step 5: configure System Reports Metrics
The System Reports Metrics section is where you define the key performance indicators (KPIs) that matter most to your team.
Step 6: configure System Reports Extra Fields
Page: this dropdown lets you select the specific page or group of pages to associate with the extra fields, useful for isolating data related to key landing pages or conversion-critical pages.
Referrer: this dropdown lets you select the specific referring source or group of sources to associate with the extra fields, useful for isolating data related to where conversion-critical traffic originated.
Key concepts and best practices
Attribution Models: Path to Conversion tracking captures multiple touchpoints. Consider how you want to weight first-touch, last-touch, and mid-journey interactions when analyzing your data.
Channel Consistency: ensure your marketing channel classifications align with how your team thinks about and reports on marketing performance. Consistent naming prevents confusion in reports.
Content Tracking: focus your content channel reporting on content types and topics that align with your conversion goals. Do not try to track everything; prioritize content that influences buying decisions.
Data Granularity: balance detail with usability. While it is tempting to track every possible field, focus on the metrics that will actually inform your marketing decisions.
Regular Review: plan to review and adjust your Path to Conversion settings quarterly as your marketing strategy evolves and new channels or content types become important.
FAQs
What does Path to Conversion configuration control?
What does Path to Conversion configuration control?
Path to Conversion configuration controls how Sona connects conversion events to the marketing channels, content, and touchpoints that led to them. It covers Attribution Field Mapping, Marketing Influenced and Marketing Channels categorization, Content Channels reporting, and the System Reports Metrics and Extra Fields that shape your conversion reports.
What do the two Content Channels dropdowns do?
What do the two Content Channels dropdowns do?
Select Report Type lets you choose the kind of report to generate, such as engagement, impressions, or conversions. Select Report then lets you pick the specific report within that type to view or analyze. Together they let you customize which content performance data you are reviewing.
How often should I review my Path to Conversion settings?
How often should I review my Path to Conversion settings?
Review and adjust your Path to Conversion settings quarterly, or whenever your marketing strategy changes significantly, such as adding new channels or content types. Regular review keeps your channel classifications and tracked metrics aligned with how your team actually reports on performance.