The Marketing Influence dashboard eliminates marketing guesswork by combining first-party data from your Sona tracking pixel, CRM, and ad platforms. See which marketing initiatives actually drive ROI, compare performance across channels, and drill down to understand what's working at a granular level. Optimize your budget allocation with real-time insights that show where your marketing dollars deliver the best results.
When to Use This / Prerequisites
When to Use This / Prerequisites
When to Use the Marketing Influence dashboard:
To monitor daily marketing campaign performance and ROI
When analyzing cross-channel marketing effectiveness
For tracking progress on customer acquisition cost goals
To optimize marketing budget allocation across channels
To optimize individual marketing channels
Prerequisites:
Ad platform connectors must be configured
Marketing campaigns must be active and properly tracked
Access to the Marketing Influence dashboard in your Sona plan
Sona pixel added to your website
UTM parameter setup in your campaign URLs and in Workspace Settings > Contact Journey
Step-by-Step Instructions
Step-by-Step Instructions
A. Accessing and Understanding the Dashboard
A. Accessing and Understanding the Dashboard
Step 1: Navigate to Marketing Influence
Log into your Sona dashboard
In the left sidebar, locate the Insights section
Click on Marketing Influence
You'll see the main Marketing Influence dashboard with performance metrics and channel analysis
Step 2: Set Your Date Range and Comparison
Use the date picker in the top right (showing the last month by default)
Select your desired time period using the dropdown menu
Check the Compare box to compare current performance with a previous period
The dashboard will update to reflect your selected timeframe and show period-over-period changes
B. Interpreting Key Marketing Metrics
B. Interpreting Key Marketing Metrics
Step 3: Review Core Performance Metrics Examine the five main metric cards at the top:
Total Marketing Spend: Shows your total advertising investment across all channels
Paid Media CAC: Displays your Customer Acquisition Cost for paid marketing efforts
Total Impressions: Tracks how many times your ads were displayed to potential customers
Total Clicks: Measures the number of clicks generated by your marketing campaigns
Avg CPC: Shows your average Cost-Per-Click across all paid marketing channels
Step 4: Analyze Marketing Efficiency
Calculate your Click-Through Rate (CTR) by comparing Total Clicks to Total Impressions
Review your Cost Per Acquisition trends to understand campaign efficiency
Monitor CPC trends to identify opportunities for bid optimization
Use spend-to-results ratios to evaluate overall marketing ROI
C. Using Marketing Channel Analysis
C. Using Marketing Channel Analysis
Step 5: Explore Channel Performance Navigate to the Marketing Channel Metrics section:
Toggle between available channel views:
Marketing Channels: View performance across all your active marketing channels
Paid: Focus specifically on paid advertising performance
The section will show detailed breakdowns when data is available
Use this analysis to identify your most cost-effective marketing channels
Step 6: Channel Optimization Strategy
Compare performance metrics across different channels
Identify channels with the lowest CAC and highest conversion rates
Look for channels with high impressions but low clicks (indicating creative optimization opportunities)
Use CPC data to identify bidding optimization opportunities
D. Performance Monitoring and Optimization
D. Performance Monitoring and Optimization
Step 7: Use Time Period Comparisons
Enable the Compare checkbox to see period-over-period changes
Look for percentage increases or decreases in key metrics
Identify seasonal patterns and campaign performance trends
Use comparison data to measure the impact of marketing optimizations
Step 8: Data Export and Reporting
Use the Download Table Data button to export detailed metrics
Switch to Table View and Card View using the view toggle
Create custom reports by combining Marketing Influence data with other Sona insights
Key Concepts / Best Practices
Key Concepts / Best Practices
Understanding Sona's Unified Data Approach
Sona's Marketing Influence dashboard uniquely combines three critical data sources:
First-party tracking: Direct website behavior and conversion data from your Sona pixel
CRM data: Customer lifecycle information, revenue attribution, and contact journey details
Ad platform cost data: Spend, impressions, clicks, and campaign performance from your connected advertising platforms
Channel Optimization Strategy
Use Marketing Influence data to:
Budget Allocation: Shift spend toward channels with the lowest CAC
Creative Testing: Improve CTR by testing new ad creative on high-impression, low conversion channels
Bid Optimization: Adjust CPC bids based on conversion performance
Campaign Timing: Identify optimal campaign scheduling based on performance patterns
Performance Monitoring Best Practices
Daily Monitoring: Keep a daily pulse on marketing channels and campaigns to spot changes in performance
Comparative Analysis: Use comparison periods to measure true performance improvements
Cross-Channel Integration: Make regular budget and strategy adjustments, and see how different channels work together