Overview

Sona's Tracking Activity dataset contains raw visit-level events captured by your website's tracking pixel. This data shows individual web interactions in real time, not aggregated metrics. Each page load creates a new logged event, letting you see exactly what visitors do on your site as it happens. This guide will teach you to harness this event-level detail.

This foundational dataset fuels Sona's attribution, identification, intent signals, and buyer journey modeling. By learning how to navigate and analyze Tracking Activity, you will gain visibility into exactly how visitors engage with your site, from first touch to conversion, and how that activity contributes to broader marketing and sales insights.

Understanding the data structure: each event in Tracking Activity is organized around two key identifiers. The Visitor ID uniquely tracks an individual person across all their visits to your website, enabling you to see their complete journey over time. The Session ID represents each individual browsing session or visit, with one Visitor ID potentially having many Session IDs. When PII is submitted through your website, Sona can use these identifiers to link anonymous website activity back to specific individuals.

When to use Tracking Activity

Use Tracking Activity when you want to:

Investigate individual website visit events and behaviors.
Understand how tracking data feeds into attribution, intent signals, and buyer journeys.
Analyze raw visitor interactions that feed into account and contact profiles.
Create filtered datasets for deeper reporting and analysis.
Monitor real-time visit-level data from your website traffic.

Prerequisites:

Sona tracking pixel is installed and actively collecting event data.
Your website is receiving traffic.
Access to the Sona platform and permissions to view Tracking Activity.

Accessing and navigating Tracking Activity

Step 1: open Tracking Activity.

Log into the Sona Platform.
From the left sidebar, go to Tracking Activity under the Data section to access visit-level tracking events.
Each row represents a visit-level event, such as a page view, and includes metadata like Hit Timestamp, Event, IP address, and more.

Step 2: review visit-level event data.

Each row represents a visit event and displays details about identity, engagement, device characteristics, navigation patterns, tracking parameters, and other metadata.

Filtering and searching events

Step 3: search for specific visit events.

Use the search bar to locate visits based on page URL, visitor info, or source.
This is helpful for diagnosing campaigns or tracing visitor journeys.

Step 4: apply filters to segment event data.

Use the available filters to narrow down your data view.
Filter by date ranges, visitor types, and more.
Combine multiple filters for more precise data analysis.

Key concepts and best practices

What is Tracking Activity? This data view shows you every tracking event that Sona's pixel has recorded. These events form the foundation of contact and account profiles and enable you to see the full buyer journey from first visit to conversion and beyond.

Understanding key identifiers:

Visitor ID: a unique identifier that tracks an individual person across multiple visits to your website. This persistent tracking lets you see the complete customer journey from first visit to conversion, even when they return days, weeks, or months later. The Visitor ID is essential for understanding which marketing touchpoints influenced a conversion and enables Sona's multi-touch attribution capabilities.
Session ID: represents a single browsing session or visit to your website. Each new visit gets a unique Session ID, typically ending after 30 minutes of inactivity or when the browser is closed. One session can contain multiple page views, clicks, and interactions, helping you analyze what visitors do during a single visit and which specific session led to a conversion.

These identifiers work together to power Sona's advanced analytics: one Visitor ID can have many Session IDs over time, letting you see both individual visit behavior and long-term visitor patterns. This relationship is critical for connecting anonymous website activity to known prospects and customers, providing the foundation for comprehensive buyer journey analysis.

From visits to attribution: every visit event logs key attribution inputs, such as landing page, UTM or source parameters, and referrer. These attributes are used to build accurate multi-touch attribution models.

Profiles and grouping: individual events are grouped into profiles, including Web Visitor Profiles for individuals and Account Profiles for companies. This grouping supports segmentation, scoring, and engagement tracking.

Best Practices:

Check Tracking Activity to understand your web traffic for individual sessions and visitors.
Use filters to isolate campaign-related activity or high-value visits.
Tie visit-level events to attribution, intent, and buyer journey insights.

FAQs

What is Tracking Activity in Sona?

Tracking Activity is the raw, visit-level event data captured by Sona's tracking pixel. Each row is one event, such as a page view, with metadata like Hit Timestamp, Event, and IP address. It is the foundational dataset behind Sona's attribution, identification, intent signals, and buyer journey modeling.

What is the difference between a Visitor ID and a Session ID?

A Visitor ID uniquely tracks a single person across all their visits to your website, over days, weeks, or months. A Session ID represents one browsing session, typically ending after 30 minutes of inactivity or when the browser closes. A single Visitor ID can have many Session IDs, which is how Sona connects individual visits into a full buyer journey.

How does Tracking Activity feed into attribution?

Every visit event logs key attribution inputs, such as the landing page, UTM or source parameters, and referrer. Sona uses these attributes across grouped events to build accurate multi-touch attribution models and to populate Web Visitor and Account Profiles.

Data: Tracking Activity