The Path to Conversion configuration is your command center for understanding how visitors journey from first touch to conversion on your website. By properly setting up these fields and metrics, you'll gain clear visibility into which marketing channels, content, and touchpoints drive the most valuable conversions. This comprehensive guide will walk you through each configuration section, helping you build a robust attribution system that reveals the true ROI of your marketing efforts.
When to Use This
When to Use This
Use Path to Conversion configuration when you need to:
Track multi-touch attribution across marketing channels
Analyze which content and campaigns drive conversions
Create detailed reports on conversion journey performance
Understand the full customer journey from awareness to purchase
Optimize marketing spend based on channel effectiveness
Prerequisites:
Access to Sona's Path to Conversion configuration page
Sona tracking implemented on your website
Contact Journey attributes configured (recommended)
Understanding of your marketing channels and content strategy
Step-by-Step Instructions
Step-by-Step Instructions
Step 1: Set Up Attribution Field Mapping
Step 1: Set Up Attribution Field Mapping
Use this section to connect conversion events to their originating sources, such as campaigns, medium, or content.
Step 2: Set Up Marketing Influenced
Step 2: Set Up Marketing Influenced
Select the Marketing Channels header to categorize traffic sources like organic, paid, or referral.
Use these fields to evaluate the performance of specific channels in driving conversions.
Step 3: Set Up Marketing Channels
Step 3: Set Up Marketing Channels
Select the Marketing Channels dropdowns to categorize traffic sources like organic, paid, or referral.
Use these fields to evaluate the performance of specific channels in driving conversions.
Step 4: Content Channels
Step 4: Content Channels
In the Content Channels section, you’ll find two dropdowns
Select Report Type: Use this dropdown to choose the type of report you want to generate, such as engagement, impressions, or conversions. 2. Select Report: After selecting a report type, use this dropdown to specify the particular report you want to view or analyze.
Select Report Type: Use this dropdown to choose the type of report you want to generate, such as engagement, impressions, or conversions.
Select Report: After selecting a report type, use this dropdown to specify the particular report you want to view or analyze.
These options help you customize and review content performance based on the chosen parameters.
Step 5: System Reports Metrics
Step 5: System Reports Metrics
The System Reports Metrics section is where you can define the key performance indicators (KPIs) that matter most to your team.
Step 6: System Reports Extra Fields
Step 6: System Reports Extra Fields
Page
This dropdown allows you to select the specific page or group of pages to associate with the extra fields.
This is useful for isolating data related to key landing pages or conversion-critical pages.
Referrer
This dropdown allows you to select the specific page or group of pages to associate with the extra fields.
This is useful for isolating data related to key landing pages or conversion-critical pages.
Key Concepts / Best Practices
Key Concepts / Best Practices
Attribution Models: Understand that Path to Conversion tracking captures multiple touchpoints. Consider how you want to weight first-touch, last-touch, and mid-journey interactions when analyzing your data.
Channel Consistency: Ensure your marketing channel classifications align with how your team thinks about and reports on marketing performance. Consistent naming prevents confusion in reports.
Content Tracking: Focus your content channel reporting on content types and topics that align with your conversion goals. Don't try to track everything - prioritize content that influences buying decisions.
Data Granularity: Balance detail with usability. While it's tempting to track every possible field, focus on the metrics that will actually inform your marketing decisions.
Regular Review: Plan to review and adjust your Path to Conversion settings quarterly as your marketing strategy evolves and new channels or content types become important.