This guide walks you through configuring Linear TV tracking in your Contact Journey settings. You'll 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'll be ready to measure TV campaign performance and understand how linear TV drives digital engagement and conversions.
When to Use This / Prerequisites
When to Use This / Prerequisites
When to use:
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-by-Step Instructions
Step-by-Step Instructions
Step 1: Access Linear TV Configuration
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
Click on the "Contact Journey" tab in the main area
Select Linear TV Tab
Click on the "Linear TV" tab from the horizontal menu
You'll see the Linear TV configuration interface with advanced attribution settings
Step 2: Configure Data Source and Basic Settings
Step 2: Configure Data Source and Basic Settings
Set Up TV Data Source
In the "Source" section, click "Select Report Type" to choose your TV data source
Select the specific report from "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
Choose the timezone that matches your primary TV market or campaign scheduling
Step 3: Configure Attribution Parameters
Step 3: Configure Attribution Parameters
Set 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 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
Step 4: Set Up Conversion Attribution
Define 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 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
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: TV campaign data field (network, program, daypart, etc.)
Filter: Conditions for attribute application
Value/Transformation: How TV data should be processed
Name: Descriptive name for the attribute
Save Your Configuration
Click "Save" to apply your Linear TV tracking settings
You're ready to start measuring TV campaign impact on your digital journey!
Key Concepts / Best Practices
Key Concepts / 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 (15-30 minutes) for direct response campaigns, longer windows (1-3 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