This guide shows you how to create and manage audiences in Sona - auto-updating datasets that filter and segment your web visitors, accounts, and people data for targeted marketing campaigns. You'll learn how to build custom audiences with filters, transform data with calculations, and sync audiences with external systems for automated workflows. With this guide, you'll be ready to confidently create dynamic audience segments that automatically update and integrate with your marketing tools.
When to Use This / Prerequisites
When to Use This / Prerequisites
Create audiences when you need to:
Segment visitors based on behavior, demographics, or engagement patterns
Build targeted lists for email marketing campaigns
Create account-based marketing (ABM) segments
Automate lead nurturing workflows with dynamic segmentation
Sync filtered contact lists with external marketing platforms
Track and analyze specific customer segments over time
Prerequisites:
Installed Sona tracking pixel for collecting web tracking data
Data in your Web Visitors, Accounts, or People pages
Understanding of your segmentation criteria and business goals
Step-by-Step Instructions
Step-by-Step Instructions
A. Navigating Existing Audiences
A. Navigating Existing Audiences
Step 1: Explore Your Audiences Dashboard
Click on any audience name to view its detailed report and current data
Use the search bar to find specific audiences by entering keywords that match audience names
Click Filters below the search bar to narrow down your audience list
Click Grouping to save useful filter combinations for future searches
Step 2: Manage Audience Reports
Click Actions on any audience to create new audiences based on the current one
Click the three dots in the upper right to download audience data or customize column settings
These tools help you analyze and export your audience data effectively
B. Creating New Audiences
B. Creating New Audiences
Step 1: Start with Source Data
Navigate to Web Visitors, Accounts, or People pages
Apply filters to define the segment you want to create as an audience
These filters become the foundation of your auto-updating audience
Step 2: Initialize Audience Creation
Select Create Audience to begin building your new segment
Enter a descriptive name that clearly identifies your audience purpose and criteria
Step 3: Select Data Columns
Click Prefill to automatically include all available columns from your source data
Use the trash icon to remove columns you don't need for this audience
Alternatively, build your audience manually by clicking Add Extraction/Grouping to add columns one by one
Important: Ensure you add at least one column, or your audience report will be empty
Step 4: Transform Your Data (Optional)
Under Process, select an operation to transform data from the source
Enter a descriptive name in the Derived Column field for your transformed data
Leave on No Processing with the default name if no transformation is needed
This step helps you create custom attributes for better segmentation!
Step 5: Create Custom Metrics (Optional)
Click Add Metric to perform calculations using your derived columns
In the Calculation field, enter formulas using derived column names and mathematical operators
Watch for autocomplete suggestions as you type - they confirm you're referencing valid columns
Build engagement scores, conversion rates, or other custom metrics that define your audience
Step 6: Add Audience Labels (Optional)
Click Add New Column to create a labeling attribute
Enter a column name that describes what you're tagging (e.g., "Campaign_Type", "Segment_Priority")
Specify the value that will be applied to all members of this audience
This makes it easier to identify and use your audience in external systems
Step 7: Finalize Your Audience
Review all settings to ensure your audience will capture the right data
Click Apply to create your new auto-updating audience
Your dynamic audience segment is now ready for activation!
Key Concepts / Best Practices
Key Concepts / Best Practices
Auto-Updating Nature: Audiences automatically refresh based on their definition, so new visitors or accounts meeting your conditions will be added without manual intervention. Add filters and data transformations with this dynamic behavior in mind.
Destination Integration: Audiences become most powerful when synced with external systems like email service providers and ad platforms. Plan your audience structure to align with how you'll use the data in downstream marketing tools.
Filter Strategy: Start with broad filters to understand your audience size, then add filter criteria to narrow down. Test your filters on the source pages before creating the audience to ensure you're capturing the right segment.
Column Selection: Include only the data columns you'll actually use in your marketing campaigns. This keeps your audience reports clean and improves sync performance with external systems.