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Path to Conversion: Marketing Channels

Updated over 2 weeks ago

This guide walks you through setting up Marketing Channels to map your UTM parameters to Sona's attribution tracking system. You'll learn how to configure channel mappings that connect UTM values from your marketing campaigns to standardized marketing channels in Sona. With this guide, you'll be ready to ensure that all your UTM-tagged traffic is properly categorized and attributed across your marketing funnel.

When to Use This / Prerequisites

When to Use:

  • Mapping UTM parameter values to standardized marketing channels in Sona

  • Ensuring consistent attribution across campaigns that use UTM tracking

  • Grouping UTM values into standardized marketing channel reporting when different campaigns use varied UTM naming conventions

Prerequisites:

  • You must have Sona tracking pixel installed and collecting UTM data

  • Admin or appropriate role permissions in your Sona workspace

  • Understanding of your UTM parameter structure and naming conventions

  • Marketing campaigns should be using UTM parameters (utm_source, utm_medium, utm_campaign, etc.)

Step-by-Step Instructions

Step 1: Navigate to Marketing Channels Configuration

  1. Access the Marketing Channels Setup

    • From your Sona workspace, go to "Path to Conversion" in the top navigation

    • Click on the "Marketing Channels" tab

  2. Choose Your Configuration Method

    • You'll see two configuration options: "Input Channel Mapping" and "External Data Source"

    • For UTM mapping, either option can work depending on your data source

Step 2: Set Up UTM Parameter Mapping

Option A: Using External Data Source (Recommended for UTM data)

  1. Select External Data Source

    • Click "External Data Source" to configure UTM parameter mapping from your data

    • This is ideal when you have spreadsheets or reports containing UTM parameter data

  2. Choose Your Data Source Type

    • Select "Spreadsheet" for Excel or CSV file imports

    • Other available options may include:

      • Platform Report (for advertising platform data)

      • Analytics Report (for web analytics data)

      • Google Drive Report (for cloud-stored data)

      • Metabase Report (for database reports)

      • Shopify Report (for e-commerce data)

      • Derived Report (for calculated metrics)

      • Audience (for audience segment data)

    Excellent! You're connecting your external data to create comprehensive attribution tracking.

Option B: Using Input Channel Mapping (For direct UTM value mapping)

  1. Select Input Channel Mapping

    1. Click "Input Channel Mapping" to access the manual configuration interface

    2. This option allows you to directly create channel mappings with custom rules

  2. Understanding the Input Channel Mapping Interface

    1. You'll see a table with columns for:

      • Channel: Primary marketing channel category

      • Subchannel: Specific platform or source within the channel

      • Bucket: Grouping category for reporting

      • Color: Visual identifier for the channel in reports

      • Channel/Subchannel: Combined identifier

      • Marketing Channel: Final channel classification

  3. Create New Channel Mappings

    1. Click "Add Row" to create new UTM-to-channel mapping rules

    2. Use the checkbox to select/deselect mappings

    3. Click "Save" to apply your configuration

Step 3: Create UTM-to-Channel Mapping Rules

  1. Add New Mapping Rules

    • Click "Add Row" to create a new channel mapping

    • Fill in each column to define how UTM parameters should be categorized

  2. Configure Channel Mapping Fields Example UTM-to-Channel Mapping Setup:

    Example:

    • Channel = Paid Search

    • Subchannel = Google Ads

    • Bucket = Paid

    • Channel/Subchannel = Paid Search > Google Ads

    • Marketing Channel = Paid Search

    • UTM Logic = utm_source=google AND utm_medium=cpc

  3. Set Visual Identifiers

    • Color: Choose colors to help visually distinguish channels in reports

    • Bucket: Group related channels for high-level reporting (e.g., "Paid", "Organic", "Social")

  4. Save Your Configuration

    • Use the checkbox to select active mappings

    • Click "Save" to apply your UTM mapping rules

    • Inactive mappings (unchecked) won't be applied to your data

Step 4: Configure Advanced UTM Mapping Logic

  1. Handle UTM Parameter Combinations

    • Create specific rules for different UTM parameter combinations

    • Example mapping logic:

      • utm_source=google AND utm_medium=cpc → Paid Search > Google Ads

      • utm_source=facebook AND utm_medium=social → Social Media > Facebook Organic

      • utm_source=newsletter AND utm_medium=email → Email Marketing > Newsletter

  2. Set Up Fallback Rules

    • Create default mappings for unrecognized UTM combinations

    • Add catch-all rules like:

      • utm_medium=social (any source) → Social Media > Other Social

      • utm_medium=email (any source) → Email Marketing > Other Email

      • Missing UTM data → Direct Traffic > Unknown

  3. Account for Naming Variations

  • Create multiple rows for common UTM variations:

    • utm_source=fb → Social Media > Facebook

    • utm_source=facebook → Social Media > Facebook

    • utm_source=Facebook → Social Media > Facebook

Step 5: Test and Validate Your UTM Mapping

  1. Review Your Mapping Configuration

    • Ensure all critical UTM combinations are covered

    • Verify that channel hierarchies make sense for your reporting needs

    • Check that colors and buckets create clear visual organization

  2. Test Sample UTM Combinations

    • Use the preview functionality (if available) to test your mapping logic

    • Verify that edge cases and variations are handled properly

  3. Activate and Monitor

    • Check the boxes for mappings you want to activate

    • Click "Save" to apply your UTM mapping configuration

    • Monitor attribution reports to ensure UTM data flows correctly into channels

Key Concepts / Best Practices

Marketing Channels Fundamentals:

  • Marketing channels represent the various touchpoints and platforms where your marketing activities occur

  • External data source integration allows you to combine Sona's tracking with platform-specific data for complete attribution

  • Channel subchannel mapping creates hierarchical organization of your marketing efforts for detailed analysis

Standard UTM Parameters:

  • utm_source: Identifies where traffic originated (e.g., "google", "facebook", "newsletter")

  • utm_medium: Identifies the marketing medium (e.g., "cpc", "social", "email", "display")

  • utm_campaign: Identifies the specific campaign (e.g., "summer-sale", "product-launch")

  • utm_content: Identifies specific ad content or placement (optional)

  • utm_term: Identifies keywords for paid search (optional)

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