Conversions on the Sona Growth Platform are user events that you want to track and optimize towards. Once the Sona activity tracking script has been installed on your website, a continuous stream of event data gets recorded and user profiles get continuously updated with events and CRM data.
Here are common user events that are tracked:
- Email Signup
- Add to Cart
- Create Account
- Start a Free Trial
- Schedule a Demo
For major ad platforms such as Google Ads and Facebook, user events can get reported back for these platforms through both browser and server-based reporting.
The Sona Growth Platform can collects Conversion data through:
- First-party tracking pixels
- Batch files
Onsite Pixels are most commonly used to track user acquisition activity that happen on your website.
Webhooks can also track user activity on a website—similar to Onsite Pixels, as well as:
- subscriptions (ex: weekly, monthly recurring)
- mobile in-app
- mobile installs
Batch Files are used to track offline user activity, such as retail store purchases.
Attributing Marketing Events to Conversions
When the Sona Growth Platform collects a Conversion event, then we will look up all Marketing Events related to the user that converted, subject to our Attribution Window Methodology. This builds out the user's path to conversion.
For example, if a user clicked on a Paid Search ad, followed by a Display banner, and then a remarketing Email, and finally made a Purchase on your website, then that user's path-to-conversion is:
- Paid Search
These Marketing Events are known as Attributable Marketing Events.
The following screenshot show examples of common paths to conversion.