This guide walks you through setting up Attribution Field Mapping to connect your marketing data sources with Sona's tracking system. You'll learn how to map UTM parameters, campaign data, and ad information to ensure accurate attribution tracking across all your marketing channels. With this guide, you'll be ready to confidently configure field mappings that provide clear visibility into which touchpoints drive conversions.
When to Use This / Prerequisites
When to Use This / Prerequisites
When to Use:
Setting up attribution tracking for new marketing campaigns
Connecting external advertising platforms (Google Ads, Facebook, etc.) to Sona
Mapping UTM parameters from email, social media, or paid advertising
Configuring campaign and ad group tracking for performance analysis
Prerequisites:
You must have Sona tracking pixel installed and active
Admin or appropriate role permissions in your Sona workspace
Access to the marketing platforms you want to track
UTM parameters or campaign tracking codes already implemented in your campaigns
Step-by-Step Instructions
Step-by-Step Instructions
Step 1: Understanding Your Field Mapping Interface
Step 1: Understanding Your Field Mapping Interface
Navigate to Attribution Field Mapping
From your Sona workspace, go to "Path to Conversion" in the top navigation
Click on the "Attribution Field Mapping" tab
You'll see a two-column interface with source fields on the left and destination fields on the right
Review Pre-Configured Mappings
Notice that several common mappings are already set up (UTM Source, UTM Medium, etc.)
Each row shows a source field (left dropdown) mapped to a destination field (right dropdown)
The trash icon allows you to remove mappings you don't need
Step 2: Configure UTM Parameter Mappings
Step 2: Configure UTM Parameter Mappings
Set Up UTM Source Mapping
The first row maps "UTM Source" to "utm_source" - this tracks where traffic originates (Google, Facebook, email, etc.)
If you need to change this mapping, click the dropdown and select the appropriate source field
Configure UTM Medium Mapping
The second row maps "UTM Medium" to "utm_medium" - this identifies the marketing medium (cpc, email, social, etc.)
Verify this mapping matches your UTM parameter structure
Set Up Campaign and Content Tracking
Map "UTM Campaign" to "utm_campaign" for campaign-level tracking
Map "UTM Content" to "utm_content" for A/B testing and content variation tracking
Map "UTM Term" to "utm_term" for keyword tracking in paid search campaigns
Great progress! These UTM mappings form the foundation of your attribution tracking.
Step 3: Configure Advanced Campaign Mappings
Step 3: Configure Advanced Campaign Mappings
Set Up Campaign ID Tracking
Map "Campaign ID" to "campaign_id" for unique campaign identification
This is especially useful for platforms that use numeric campaign identifiers
Configure Ad Group and Ad Tracking
Map "Ad Group ID" to "adgroup_id" for granular performance analysis
Map "Ad ID" to "ad_id" to track individual ad performance
Map "Ad Group Name" to "adgroup" for human-readable ad group identification
Map "Ad Name" to "ad" for individual ad naming and tracking
Step 4: Add Custom Mappings and Save
Step 4: Add Custom Mappings and Save
Add Additional Field Mappings
Click the "+ Add" button to create new field mappings
Select your source field from the left dropdown
Choose the corresponding destination field from the right dropdown
Use the trash icon to remove any mappings you don't need
Save Your Configuration
Review all your field mappings to ensure accuracy
Click the "Save" button at the bottom of the screen
Your attribution field mappings are now active and will begin collecting data
This step brings everything together - your campaigns will now have full attribution visibility!
Key Concepts / Best Practices
Key Concepts / Best Practices
Attribution Field Mapping Fundamentals:
Field mapping connects external data sources to Sona's internal tracking system
Each mapping creates a bridge between how your marketing platforms name data and how Sona stores it
Consistent mapping ensures accurate cross-channel attribution reporting
UTM Parameter Best Practices:
UTM Source: Use consistent naming (e.g., "google", "facebook", "email") across all campaigns
UTM Medium: Standardize medium names (e.g., "cpc", "email", "social", "display")
UTM Campaign: Use descriptive, consistent campaign names that reflect your marketing strategy
UTM Content: Ideal for A/B testing different ad variations or email subject lines
UTM Term: Most useful for paid search campaigns to track keyword performance
Configuration Best Practices:
Start Simple: Begin with essential UTM parameters before adding advanced campaign tracking
Maintain Consistency: Use standardized naming conventions across all marketing platforms
Regular Audits: Periodically review your mappings as you add new marketing channels
Test Before Launch: Verify your mappings with test campaigns before rolling out to all marketing efforts