Overview
Sona's Marketing Measurement settings tell Sona what to model when it runs marketing mix models for your workspace. You pick the KPIs Sona should model, such as revenue, sessions, or a milestone like MQL, and the paid and organic channels it should treat as drivers of those KPIs. Together these choices decide which models Sona runs and which reports you can switch between on the Forecast & Plan tab, so setting them up is the first step to getting forecasts and budget scenarios you can trust.
When to use Marketing Measurement settings
Use these settings when you need to:
Set up marketing mix modeling for the first time.
Add a KPI you want to forecast, such as sessions or a funnel milestone.
Add or remove the paid channels Sona models and plans budget across.
Tell Sona which organic channels, such as AI or organic search, also contribute to your KPIs.
Prerequisites:
Access to Workspace Settings in Sona.
Milestones and conversions set up in Workspace Settings › Milestones if you want to model them as KPIs.
Marketing channels mapped in Path to Conversion, so the channels you pick match how your traffic is categorized.
Getting to Marketing Measurement
In the left sidebar, click Workspace Settings. 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.
Click General. The settings page opens on Contact Journey.
In the settings menu, click Marketing Measurement. The breadcrumb at the top confirms you are on Workspace Settings › Marketing Measurement.
Note: View Setup Docs in the top right opens the setup documentation in a new tab.
Step 1: choose your KPIs
The KPI tab lists everything Sona can model. Tick each KPI you want a model for. The tab has three groups:
KPIs: core metrics. The options are Accounts, Analytics Conversions, Analytics Revenue, Analytics Sessions, Customers, Visitors, Sessions, and Revenue.
Milestones: milestones defined in Workspace Settings › Milestones that Sona can also model as a KPI, such as Signup or MQL.
Conversions: conversions defined in Workspace Settings › Milestones that Sona can also model as a KPI, such as Subscription.
Each KPI you select determines a model Sona runs and a report you can switch to in the Forecasting dropdown on the Forecast & Plan tab.
Note: the Milestones and Conversions groups list what you have set up in Milestones settings, so the options there are specific to your workspace.
Step 2: choose your channels
Click the Channels tab to choose which channels Sona models as drivers of your KPIs. It has two sections:
Paid Channels: the paid channels Sona should include when modeling, such as Paid Search / Google, Paid Social / LinkedIn, Bing, or Meta (Facebook / Instagram). These are also the channels the Scenario Planner moves budget between.
Organic Channels: channels Sona should model as unpaid media contributing to the KPI, such as AI or Organic Search.
To manage the list in either section:
Click + Add Channel to add a row.
Pick the channel from the row's dropdown.
Click the trash icon at the end of a row to remove that channel.
Saving your changes
Your changes are not applied until you click Save in the bar at the bottom of the page. The bar is a reminder that these KPIs and channels drive which marketing mix models Sona runs, so saving changes what gets modeled from then on.
Key concepts and best practices
Model what you report on: select the KPIs your team actually plans against. Every extra KPI means another model and another report to review.
Include every paid channel with real spend: a paid channel left out of the list is invisible to the model and to the Scenario Planner, which can make the channels you did include look more effective than they are.
Do not forget organic: adding organic channels such as AI and Organic Search lets the model separate what paid media drove from what would have happened anyway.
Keep channels consistent: pick channels that match your Path to Conversion mapping so model results line up with the rest of your attribution reporting.
Revisit after changes: review these settings when you launch a new paid channel, add a milestone, or change what your team reports on.
FAQs
What do Marketing Measurement settings control?
What do Marketing Measurement settings control?
They decide which marketing mix models Sona runs. Each selected KPI gets a model, and the selected paid and organic channels are the inputs the model uses to explain that KPI. The results appear on the Forecast & Plan tab under Insights › Attribution.
Why is a milestone I need missing from the list?
Why is a milestone I need missing from the list?
The Milestones and Conversions groups only list what is defined in Workspace Settings › Milestones. Set up the milestone or conversion there first, then return to this page to select it.
What is the difference between paid and organic channels here?
What is the difference between paid and organic channels here?
Paid Channels are channels you spend money on. The model estimates their return, and the Scenario Planner can shift budget between them. Organic Channels are unpaid media, such as AI answers or organic search, that also contribute to your KPIs. Including them helps the model avoid giving paid channels credit for results they did not drive.
When will I see results in Forecast & Plan?
When will I see results in Forecast & Plan?
Results appear once Sona has run a model with your saved KPIs and channels. Until then, Forecast & Plan shows an empty state. If a model run fails, the tab shows the error, and you can contact Sona support through the in-app chat.
Why can't I pick a KPI in the Forecasting dropdown?
Why can't I pick a KPI in the Forecasting dropdown?
The Forecasting dropdown on Forecast & Plan only lists KPIs selected on this page. Tick the KPI on the KPI tab and click Save, and it becomes available once its model has run.