Overview

Sona's Attribution Field Mapping connects your marketing data sources, such as UTM parameters, campaign IDs, and ad identifiers, to Sona's tracking system so every touchpoint is captured consistently. Use this page to review the mappings Sona sets up for you, adjust them to match your own naming conventions, and add custom fields for the data points you want to track.

When to use this

Set up attribution field mapping any time you are:

Setting up attribution tracking for new marketing campaigns.
Connecting external advertising platforms, such as Google Ads or Facebook, to Sona.
Mapping UTM parameters from email, social media, or paid advertising.
Configuring campaign and ad group tracking for performance analysis.

Note: before you start, make sure the Sona tracking pixel is installed and active, you have admin or appropriate role permissions in your Sona workspace, you have access to the marketing platforms you want to track, and UTM parameters or campaign tracking codes are already implemented in your campaigns.

Getting to Attribution Field Mapping

From your Sona workspace, go to Path to Conversion in the top navigation.
Click the Attribution Field Mapping tab. You'll see a two-column interface with source fields on the left and destination fields on the right.

Reviewing pre-configured mappings

Sona ships with several common mappings already set up, including UTM Source and UTM Medium:

Each row shows a source field on the left mapped to a destination field on the right.
The trash icon lets you remove any mapping you don't need.

Mapping UTM parameters

Use these mappings to track where traffic comes from and which campaign elements drive it:

UTM Source: maps to utm_source and tracks where traffic originates, for example Google, Facebook, or email.
UTM Medium: maps to utm_medium and identifies the marketing medium, for example cpc, email, or social.
UTM Campaign: maps to utm_campaign for campaign-level tracking.
UTM Content: maps to utm_content for A/B testing and content variation tracking.
UTM Term: maps to utm_term for keyword tracking in paid search campaigns.

To change a mapping, click its dropdown and select the appropriate source field:

These UTM mappings form the foundation of your attribution tracking.

Mapping campaign and ad fields

Map these fields for more granular performance tracking:

Campaign ID: maps to campaign_id for unique campaign identification. This is especially useful for platforms that use numeric campaign identifiers.

Ad Group ID: maps to adgroup_id for granular performance analysis.
Ad ID: maps to ad_id to track individual ad performance.
Ad Group Name: maps to adgroup for human-readable ad group identification.
Ad Name: maps to ad for individual ad naming and tracking.

Adding custom mappings and saving

Click the + Add button to create a new field mapping.
Select your source field from the left dropdown, then choose the corresponding destination field from the right dropdown. Use the trash icon to remove any mapping you don't need.
Review all your field mappings to ensure accuracy, then click Save at the bottom of the screen. Your attribution field mappings are now active and will begin collecting data.

Best practices

Keep these guidelines in mind as you build out your field mappings:

Use consistent naming: standardize UTM Source values, such as "google", "facebook", or "email", across all campaigns.
Standardize medium names: use consistent UTM Medium values, such as "cpc", "email", "social", or "display".
Write descriptive campaign names: keep UTM Campaign values consistent and reflective of your marketing strategy.
Start simple: begin with the essential UTM parameters before adding advanced campaign and ad tracking.
Audit regularly: review your mappings periodically as you add new marketing channels.
Test before launch: verify your mappings with test campaigns before rolling out to all marketing efforts.

Note: consistent mapping is what makes accurate cross-channel attribution reporting possible, since each mapping bridges how your marketing platforms name data and how Sona stores it.

FAQs

What is attribution field mapping?

Attribution field mapping connects the data fields from your external marketing sources, such as UTM parameters, campaign IDs, and ad identifiers, to the fields Sona uses internally for tracking. It ensures that data coming from different platforms is interpreted consistently, so your attribution reports stay accurate as you add more marketing channels.

What happens if I don't map a field?

If a source field isn't mapped, Sona won't be able to associate that data with a destination field in your attribution reports, so it may show up as missing or unattributed. Review the pre-configured mappings and add any fields specific to your campaigns to avoid gaps in your reporting.

Can I add mappings beyond the default UTM fields?

Yes. Click + Add in the Attribution Field Mapping interface to create a new mapping, then choose a source field and a destination field from the dropdowns. This is useful for platform-specific fields, such as campaign IDs or ad group identifiers, that aren't covered by the default UTM mappings.

How do I remove a mapping I no longer need?

Click the trash icon next to the mapping row you want to remove, then click Save to apply the change. Removing a mapping stops Sona from associating that source field with a destination field going forward.

Path to Conversion: Attribution Field Mapping