This guide shows you how to analyze and engage with both anonymous and identified site visitors using the Web Visitors page. You'll learn to segment visitor profiles, interpret behavioral signals, and build targeted audiences for multi-channel outreach. By the end, you'll be equipped to identify high-value leads and optimize how you engage with prospects using real-time visitor data.
When to Use This / Prerequisites
When to Use This / Prerequisites
Use when you want to track visitor behavior, identify net-new leads, or segment users based on web activity
Prerequisites:
Sona tracking must be installed
CRM integration completed to identify known contacts
Step-by-Step Instructions
Step-by-Step Instructions
Step 1: Explore the Web Visitors Page
Step 1: Explore the Web Visitors Page
Navigate to Web Visitors from the sidebar.
See a list of both anonymous (visitor ID only) and identified (typically associated with email address) users.
Click a Visitor ID to open detailed profiles.
Step 2: Use Tabs in the Web Visitors Profile
Step 2: Use Tabs in the Web Visitors Profile
Activity: View recent visits, intent signal count, buying stage, and ICP Score.
Intent Signals: Analyze engagement patterns and types of behavior to pinpoint interests
Buying Stage: Understand the predictive buying stage which is calculated based on intent signals
ICP Score: Understand how well prospects fit your ideal customer profile.
Top Pages: Review the top pages visited to understand prospect interests and to tailor messaging.
Step 3: Filter, Sort, and Search
Step 3: Filter, Sort, and Search
Use the Search Bar to find profiles by email or keyword.
Apply Filters (e.g., Email is not empty, Company identified) and click Save Filter for reuse.
Sort columns by clicking arrows beside the column name to arrange the data in ascending or descending order.
Pin columns using the pin icon to keep them fixed in place while you scroll through other columns, similar to a freeze function in spreadsheets. When you pin a column, that column will be placed as the leftmost column in the table.
Step 4: Inspect Individual Profiles
Step 4: Inspect Individual Profiles
Click a Visitor ID or email to view the user’s engagement.
If a company match is available, it appears as a clickable link in the Company column.
Step 5: Export or Customize Columns
Step 5: Export or Customize Columns
Click the three-dot menu in the top-right corner to download data or adjust visible columns.
Step 6: Create Audiences
Step 6: Create Audiences
After applying filters, click Create Audience
These datasets update automatically as new visitors match your criteria (available in select plans).
Key Concepts / Best Practices
Key Concepts / Best Practices
Visitor ID vs Email: Anonymous visitors receive a temporary visitor ID. When an email address is identified, it become an additional unique identifier for that contact.
Suggested vs Known Emails: The Type field distinguishes between Suggested (new leads identified by Sona but not in your CRM) and Known (contacts already present in your CRM).
Net-New Lead Discovery: Filter for Email is not empty to see identified profiles.