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Multi-Channel Data Unification

Learn how Sona connects data from paid advertising, organic traffic, email campaigns, and other marketing channels into a single unified view for complete attribution and insight.

The Multi-Channel Attribution Challenge​

Modern B2B buyers don't follow linear paths. They discover your brand through Google search, click a LinkedIn ad, read your email newsletter, visit your website multiple times, and attend a webinar before requesting a demo.

Traditional analytics tools create disconnected data silos. Google Analytics shows traffic but not what drove it. Ad platforms report clicks but not conversions. Email platforms track opens but not post-click behavior. CRM systems capture form fills but miss prior research.

This fragmentation makes it impossible to answer "Which marketing channels actually drive revenue?" and "How do our channels work together to convert prospects?"

Sona solves this by unifying data from every marketing channel into a single, comprehensive view of the complete customer journey.

What Is Multi-Channel Data Unification?​

Multi-channel data unification connects visitor activity and conversion events across all your marketing touchpoints—digital and offline—so you can see the complete picture of how prospects engage with your brand.

Instead of "Which channel gets credit?" you can answer:

  • Which combination of touchpoints influenced this purchase?
  • How much did each channel contribute?
  • Which channels work synergistically vs. independently?
  • What's the optimal path from awareness to revenue?

Channels Sona Unifies​

Digital Channels​

Paid Advertising: Google Ads, LinkedIn Ads, Facebook/Instagram, Twitter/X, Reddit, programmatic display, and retargeting campaigns

Organic Traffic: Organic search, direct traffic, referral traffic, and social media shares

Email Marketing: Newsletters, drip sequences, event invitations, product updates, and re-engagement campaigns

Content Marketing: Blog posts, downloadable resources, webinars, podcasts, videos, and interactive tools

Offline Channels​

Events: Conference booth visits, speaking engagements, networking events, and sponsored gatherings

Direct Mail: Postcards, print ads, and direct response campaigns (tracked via unique URLs or QR codes)

Sales Outreach: Cold calls, LinkedIn outreach, sales emails, and account-based prospecting

Partnerships: Co-marketing initiatives, referral programs, reseller activities, and integration marketplace traffic

How Sona Unifies Multi-Channel Data​

1. UTM Parameter Tracking​

Sona's tracking script captures UTM parameters from all inbound traffic:

  • utm_source - Platform sending traffic (google, linkedin, newsletter)
  • utm_medium - Marketing medium (cpc, email, social, referral)
  • utm_campaign - Campaign name (q4-product-launch)
  • utm_term - Keywords (for paid search)
  • utm_content - Ad variation or A/B test variant

These parameters persist throughout the session and get associated with conversions, creating a clear line from marketing activity to outcome.

2. Cookieless First-Party Tracking​

Unlike cookie-based analytics, Sona's first-party tracking pixel works independently, ensuring reliable data collection as browser privacy protections increase (Safari ITP, Firefox tracking protection, Chrome's cookie deprecation).

3. Cross-Device and Cross-Session Stitching​

Sona recognizes the same visitor across multiple devices, browsers, and sessions over days or weeks. Example journey:

  1. Monday: Click LinkedIn ad on mobile → view homepage
  2. Wednesday: Google search on desktop → read blog
  3. Friday: Email click on laptop → download whitepaper
  4. Next week: Direct visit → request demo

All four touchpoints connect to the same person and account for accurate attribution.

4. CRM Integration and Bidirectional Sync​

Sona syncs with Salesforce, HubSpot, and other CRMs to close the loop:

  • Marketing → CRM: Push accounts/contacts, sync engagement history, trigger workflows
  • CRM → Sona: Import deal outcomes, match records to visitors, track sales touchpoints

5. Multi-Touch Attribution Models​

Sona applies various models to distribute credit across touchpoints:

  • First-Touch: Credits initial channel (100% to first interaction)
  • Last-Touch: Credits final touchpoint before conversion
  • Linear: Equal credit across all touchpoints
  • Time-Decay: More credit to recent interactions
  • U-Shaped: 40% first touch, 40% last touch, 20% middle
  • W-Shaped: 30% first touch, 30% lead creation, 30% opportunity creation, 10% other
  • Custom: Build models tailored to your sales process

View conversions through multiple attribution models simultaneously for comprehensive insights.