This guide walks you through configuring cost data sources in Sona to enable marketing ROI analysis. By properly setting up ad platform cost, you'll be able to import advertising spend data, allowing Sona to unify ad platform cost data, website engagement data, and CRM data. With well-configured cost data, you'll gain greater visibility into which marketing channels and campaigns are driving the most efficient customer acquisition.
Prerequisites
Prerequisites
Active Sona account with appropriate permissions
Connected advertising accounts (Google Ads, Facebook Ads, etc.)
Active ad campaigns generating cost data
Basic understanding of your UTM parameter structure
Step-by-Step Instructions
Step-by-Step Instructions
Step 1: Accessing Cost Configuration
Step 1: Accessing Cost Configuration
In the left sidebar, go to the General section under Workspace Settings, then click Cost.
Click on Cost to open the cost configuration page
Review the Fractionalized Cost section where your cost sources will be displayed
Step 2: Configuring Advertising Platform Cost Data
Step 2: Configuring Advertising Platform Cost Data
Locate your connected advertising platform section (you'll see the platform icon and name)
Under Cost Source, you'll see your connected advertising account and associated cost report
Click Filters to refine which campaigns to include in your cost analysis
Step 3: Setting Up UTM Parameter Mapping
Step 3: Setting Up UTM Parameter Mapping
In the Mapping section, configure how your UTM parameters align with your advertising platform data:
UTM Campaign: Map to your advertising platform's campaign names
UTM Ad Group: Map to your ad group names
UTM Ad: Map to individual ad names or creative identifiers
Use the dropdown menus to select the appropriate fields from your cost source
Step 4: Configuring UTM Sources
Step 4: Configuring UTM Sources
Review the UTM Sources section
Add any additional UTM source parameters that should be tracked for cost attribution
This ensures proper cost allocation across all your marketing channels
Step 5: Setting Up Additional Platforms
Step 5: Setting Up Additional Platforms
For each additional advertising platform you have connected, repeat the configuration process
Under each platform's Cost Source, review your connected account and cost report
Click Filters to specify which campaigns to include
Configure UTM parameter mappings for each platform's campaign structure
Step 6: Managing Multiple Platforms
Step 6: Managing Multiple Platforms
Repeat the configuration process for each connected advertising platform
Ensure consistent UTM parameter mapping across all platforms
Verify that each platform's cost data is properly filtered and mapped
Step 7: Saving Your Configuration
Step 7: Saving Your Configuration
Review all your cost source configurations and mappings
Click Save at the bottom of the page to apply your changes
Wait for confirmation that your cost settings have been saved successfully
Best Practices
Best Practices
Ensure consistent UTM parameter naming across all advertising platforms
Map cost data at the most granular level possible (campaign, ad group, ad level)
Regularly review and update your cost configurations as you launch new campaigns
Use filters to exclude test campaigns or internal traffic from cost calculations
Verify that your cost data is syncing properly by checking recent campaign performance
Key Concepts
Key Concepts
Fractionalized Cost: Sona distributes your advertising spend across individual website visits and conversions, enabling precise cost-per-acquisition calculations at the visitor and account level.
UTM Parameter Mapping: This connects your advertising platform's campaign structure to your website's UTM tracking, ensuring costs are properly attributed to the right marketing touchpoints.
Cost Source Integration: Sona automatically pulls cost data from your connected advertising platforms, eliminating manual cost tracking and ensuring real-time ROI visibility.