Overview
This guide walks you through configuring Linear TV tracking in your Sona Contact Journey settings. You will learn how to connect TV advertising data sources, configure attribution windows, set minimum lift thresholds, and map TV campaign touchpoints to track the impact of traditional television advertising on your contact journey. These touchpoints are automatically added to the Profile 360 buyer journey, giving you a complete view of each customer's interactions. With this setup, you will be ready to measure TV campaign performance and understand how linear TV drives digital engagement and conversions.
When to use Linear TV tracking
Integrating linear TV advertising into contact journey analytics.
Measuring TV campaign lift and attribution impact.
Prerequisites:
Admin or workspace settings access in Sona.
TV advertising data available through reports or ad platforms.
Step 1: access Linear TV configuration
Navigate to Contact Journey settings: go to Workspace Settings in the left sidebar, select General from the settings menu, then click the Contact Journey tab in the main area.
Select the Linear TV tab: click the Linear TV tab from the horizontal menu. You will see the Linear TV configuration interface with advanced attribution settings.
Step 2: configure data source and basic settings
Set up your TV data source: in the Source section, click Select Report Type to choose your TV data source, then select the specific report from the Select Report dropdown. Use Filters to focus on specific campaigns, channels, or time periods.
Configure timezone settings: in the Timezone section, select the appropriate timezone that matches your primary TV market or campaign scheduling.
Step 3: configure attribution parameters
Set the minimum lift threshold: in the Minimum lift threshold section, enter a value in the text field. This determines the minimum statistical lift required to attribute digital activity.
Configure the touchpoint attribution window: in the Touchpoint attribution window section, select a time value from the dropdown. This defines how many minutes after a TV ad airs that digital activity can be attributed to it. Common windows range from 15 minutes to several hours depending on your audience behavior.
Step 4: set up conversion attribution
Define your conversion or milestone event: this could be purchases, sign-ups, or other key milestone events. Select events that align with your TV campaign objectives.
Configure the lookback window: set the Lookback Window for Conversion or Milestone, default shown as 14 days. This determines how far back the system looks for TV touchpoints when a conversion occurs. Consider your typical customer decision timeline when setting this period.
Step 5: configure field mapping and attributes
Set up data mapping: in the Mapping section, configure how TV campaign data connects to your analytics. Map TV data fields to the appropriate columns for proper attribution tracking. This ensures TV touchpoints integrate correctly with your contact journey data.
Add TV campaign attributes: in the Attributes List section, click + Add to create TV-specific attributes. Configure attributes such as:
Field: the TV campaign data field, such as network, program, or daypart.
Filter: conditions for attribute application.
Value/Transformation: how TV data should be processed.
Name: a descriptive name for the attribute.
Save your configuration: click Save to apply your Linear TV tracking settings.
You are now ready to start measuring TV campaign impact on your digital journey.
Key concepts and best practices
Core concepts:
Lift Threshold: the minimum statistical increase in digital activity required to attribute it to TV advertising.
Attribution Window: the time period after a TV ad airs during which digital activity can be attributed to that ad.
Lookback Window: how far back in time the system searches for TV touchpoints when attributing conversions.
TV-to-Digital Attribution: connecting traditional broadcast advertising to subsequent digital engagement and conversions.
Best practices:
Attribution Window Optimization: start with shorter windows, 15 to 30 minutes, for direct response campaigns, and longer windows, 1 to 3 hours, for brand campaigns.
Lift Threshold Calibration: set thresholds based on your baseline digital activity to avoid false attribution.
Timezone Accuracy: ensure TV air times and digital timestamps use consistent timezone settings for accurate attribution.
Event Selection: choose conversion events that realistically could be influenced by TV advertising.
FAQs
What does Linear TV tracking measure?
What does Linear TV tracking measure?
Linear TV tracking measures whether digital activity, such as website visits or conversions, spikes shortly after a TV ad airs, and attributes that lift back to the TV campaign. This connects traditional broadcast advertising to subsequent digital engagement and conversions in the buyer journey.
How do I choose a Touchpoint Attribution Window?
How do I choose a Touchpoint Attribution Window?
Use shorter windows, around 15 to 30 minutes, for direct response campaigns where you expect an immediate reaction. Use longer windows, around 1 to 3 hours, for brand campaigns where the effect on digital activity builds more gradually. Common windows range from 15 minutes to several hours depending on your audience behavior.
What does the Minimum Lift Threshold control?
What does the Minimum Lift Threshold control?
The Minimum Lift Threshold sets the minimum statistical increase in digital activity required before Sona attributes that increase to a TV ad airing. Calibrate it based on your baseline digital activity to avoid falsely attributing normal traffic fluctuations to TV advertising.