Overview
The Revenue Attribution tab is the starting point of Sona's Attribution dashboard. It follows your funnel from the first website visit to booked revenue: how many people and companies engage with your site, how many new customers and how much revenue each day brings, and which channels and sources get the credit for them. Switch the attribution model to see how that credit shifts depending on whether you value the first touch, the last touch, or every touch in between.
Getting to Revenue Attribution
Revenue Attribution lives under Insights in the left sidebar, where the dashboard is labeled Attribution. To open it:
In the left sidebar, click Insights. If the sidebar is collapsed to icons, click the toggle at the top of the sidebar to expand it, or hover over an icon to see its label.
Under Insights, click Attribution.
The dashboard opens on the Revenue Attribution tab by default. If you are on another tab, click Revenue Attribution at the top of the page.
Note: the page header reads Revenue & Marketing Attribution. The other two tabs, Marketing Influence and Forecast & Plan, are covered in their own articles.
Attribution model and date range
Two controls in the top right scope everything on the tab. The same controls appear on the Marketing Influence tab.
Attribution model: decides how credit for customers and revenue is split across the marketing touches in a buyer's journey. First Touch Credit is selected by default. The options are:
First Touch Credit: gives all of the credit to the first touch a buyer had with you.
Last Touch Credit: gives all of the credit to the last touch before the buyer converted.
Linear Credit: splits the credit evenly across every touch in the journey.
Position Based Credit: gives most of the credit to the first and last touches and shares the rest across the touches in between.
No Touch: shows results without splitting credit across marketing touches.
Date range: the button shows the current range. Click it to pick a preset (Today, Yesterday, Last 7 Days, Last 30 Days, This Month, Last Month, This Year, or Lifetime) or choose Custom Range and set a Start Date and End Date. Turn on Compare to measure the range against the previous period, then click Apply.
Website metrics
The first row, Website Metrics, shows how visitors engage with your site. The cards read left to right in funnel order:
Web Visitors: the number of people who visited your site in the selected period.
Identified Accounts: the companies Sona matched to your website traffic.
Identified Web Visitors: the individual visitors Sona identified.
Sessions: the total number of website sessions.
Conversions: the conversions recorded in the period.
Each card also shows the percentage change vs. last period, so you can see at a glance whether engagement is growing or slipping.
Milestones
Milestones tracks the key funnel steps from lead to customer as daily charts:
Revenue booked: revenue booked in the period, broken down by channel per day. The large figure is the total for the period, with its change vs. last period beside it.
Customers: new customers by channel per day, with the same total and comparison.
The legend under each chart lists the sources behind the lines, along with Current period and Previous period markers. Click more sources at the end of the legend to see the rest of the list.
Note: what counts as a customer and as revenue comes from your Attribution Reporting settings. If these charts stay at zero, check those definitions first in Workspace Settings: Attribution Reporting.
Breakdown by channel and subchannel
Breakdown by Channel / Subchannel shows where revenue and customers come from:
Revenue by Channel: total revenue for the period, split by channel and source.
Customers by Channel: total new customers for the period, split the same way.
Click View full paid media dashboard to jump to the Paid Media view of the Marketing Influence tab.
Tip: sources are grouped into channels using your Path to Conversion mapping. If raw sources crowd the breakdown, map your UTM parameters to standard channels. See Path to Conversion: Marketing Channels.
How to use the tab
Compare First Touch Credit with Last Touch Credit to see which channels open buyer journeys and which ones close them.
Read Website Metrics left to right to spot where the funnel drops off, for example plenty of Web Visitors but few Identified Accounts.
Turn on Compare in the date picker before a review meeting so every chart shows the change against the previous period.
Use the channel breakdown to decide which channel to dig into, then open the paid media dashboard for the detail.
FAQs
Why do Revenue booked and Customers show zero?
Why do Revenue booked and Customers show zero?
Sona counts customers and revenue using the definitions in Workspace Settings › Attribution Reporting. If those definitions are not set, or no records match them in the selected date range, the charts stay at zero. Check the definitions, then try a wider date range such as This Year or Lifetime.
Which attribution model should I use?
Which attribution model should I use?
There is no single right answer. First Touch Credit shows what brings buyers in, Last Touch Credit shows what gets them over the line, and Linear Credit and Position Based Credit reflect the whole journey. Switching between them is the fastest way to see which channels matter at each stage.
Does changing the attribution model change my data?
Does changing the attribution model change my data?
No. The model only changes how credit is split across channels on screen. The underlying customers, revenue, and website activity stay the same.
Why do I see domains and raw sources instead of channel names?
Why do I see domains and raw sources instead of channel names?
The breakdown lists sources as Sona records them. Mapping your UTM parameters and sources to standard marketing channels in Path to Conversion groups them into cleaner channels, such as paid search or organic social.
How do I compare against the previous period?
How do I compare against the previous period?
Click the date range button, turn on Compare, and click Apply. The cards and charts then show the change against the previous period of the same length.