Overview
This guide walks you through configuring cost data sources in Sona to enable marketing ROI analysis. By properly setting up ad platform cost, you will 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 will gain greater visibility into which marketing channels and campaigns are driving the most efficient customer acquisition.
Prerequisites
An active Sona account with appropriate permissions.
Connected advertising accounts, such as Google Ads or Facebook Ads.
Active ad campaigns generating cost data.
A basic understanding of your UTM parameter structure.
Step 1: access Cost configuration
In the left sidebar, go to the General section under Workspace Settings, then click Cost.
Click Cost to open the cost configuration page.
Review the Fractionalized Cost section where your cost sources will be displayed.
Step 2: configure advertising platform cost data
Locate your connected advertising platform section; you will see the platform icon and name.
Under Cost Source, you will see your connected advertising account and associated cost report.
Click Filters to refine which campaigns to include in your cost analysis.
Step 3: set 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: configure 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: set up and manage 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, keeping mappings consistent across all platforms.
Verify that each platform's cost data is properly filtered and mapped.
Step 6: save 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.
Key concepts and best practices
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.
Best practices:
Ensure consistent UTM parameter naming across all advertising platforms.
Map cost data at the most granular level possible: campaign, ad group, or 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.
FAQs
What does Fractionalized Cost mean?
What does Fractionalized Cost mean?
Fractionalized Cost is how Sona distributes your advertising spend across individual website visits and conversions, enabling precise cost-per-acquisition calculations at the visitor and account level rather than a single blended campaign number.
Why do I need to configure UTM parameter mapping?
Why do I need to configure UTM parameter mapping?
UTM parameter mapping connects your advertising platform's campaign structure, such as campaign, ad group, and ad names, to your website's UTM tracking. Without this mapping, Sona cannot properly attribute cost data to the right marketing touchpoints in your reports.
How do I add cost data for more than one advertising platform?
How do I add cost data for more than one advertising platform?
Repeat the configuration process for each connected advertising platform: review the platform's Cost Source, apply Filters to specify which campaigns to include, and configure its UTM parameter mappings. Keep naming consistent across platforms so cost data rolls up correctly.