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’ll 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 This
When to Use This
Use the 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
Step-by-Step Instructions
Step-by-Step Instructions
A. Accessing and Navigating Tracking Activity
A. Accessing and Navigating Tracking Activity
Step 1: Open the 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.
B. Filtering and Searching Events
B. 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 / Best Practices
Key Concepts / 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 is a unique identifier that tracks an individual person across multiple visits to your website. This persistent tracking allows you to 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, enabling you to 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
Referrer
These attributes are used to build accurate multi-touch attribution models
Profiles and Grouping
Individual events are grouped into profiles:
Web Visitor Profiles (for individuals)
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