Contact Journey attributes help you track and analyze the touchpoints that lead visitors to convert on your website. By setting up these attributes, you'll capture valuable URL parameters like UTM values that reveal which marketing channels, campaigns, and content drive the most conversions. This guide will walk you through configuring these attributes so you can gain deeper insights into buyer journeys and optimize your marketing performance with confidence.
When to Use This
When to Use This
Use Contact Journey attributes when you need to:
Track marketing campaign performance across different channels
Analyze the path visitors take before converting
Identify which touchpoints contribute most to conversions
Build comprehensive reports on buyer journey data
Prerequisites:
Access to Sona's Path to Conversion configuration settings
Understanding of your URL parameter structure (UTM codes, custom parameters, etc.)
Step-by-Step Instructions
Step-by-Step Instructions
Step 1: Access Contact Journey Settings
Step 1: Access Contact Journey Settings
Navigate to the Contact Journey settings page in your Sona dashboard
Locate the Path to Conversion configuration section
Step 2: Add New Attributes
Step 2: Add New Attributes
Click the +Add button to create a new Contact Journey attribute
From the Field dropdown, select Params
From the Filter dropdown, select querystring
Note: Other filter options are available for specific use cases
Step 3: Configure Your Attribute
Step 3: Configure Your Attribute
In the Value/Transformation column, enter the specific URL parameters you want to extract from the querystring
Example: utm_source, utm_medium, utm_campaign
Enter a descriptive name for the attribute in the designated field
This name will appear as column headers in your reports and visitor profiles
Click Save to finalize your new attribute configuration
You're almost there! Repeat steps 3-8 for each additional parameter you want to track.
Managing Existing Attributes
Managing Existing Attributes
To remove an attribute, click the - sign next to the attribute you want to delete
To modify existing attributes, make your changes and click Save to apply them
Best Practices
Best Practices
Attribute Naming: Choose clear, descriptive names for your attributes that your team will easily understand in reports. For example, use "Campaign Source" instead of just "source."
Parameter Selection: Focus on the URL parameters that matter most to your business goals. Common valuable parameters include:
UTM parameters (utm_source, utm_medium, utm_campaign)
Custom tracking codes
Referral identifiers
Data Quality: Ensure your marketing campaigns consistently use the same parameter naming conventions to maintain clean, analyzable data.