Overview
This guide shows you how to analyze and engage with both anonymous and identified site visitors using Sona's Web Visitors page. You will learn to segment visitor profiles, interpret behavioral signals, and build targeted audiences for multi-channel outreach. By the end, you will be equipped to identify high-value leads and optimize how you engage with prospects using real-time visitor data.
When to use Web Visitors
Use Web Visitors 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 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 an email address) users.
Click a Visitor ID to open detailed profiles.
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
Use the Search Bar to find profiles by email or keyword.
Apply Filters, such as Email is not empty or Company identified, and click Save Filter for reuse.
Sort columns by clicking the 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, it is placed as the leftmost column in the table.
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
Click the three-dot menu in the top-right corner to download data or adjust visible columns.
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 and best practices
Visitor ID Versus Email: anonymous visitors receive a temporary visitor ID. When an email address is identified, it becomes an additional unique identifier for that contact.
Suggested Versus 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.
FAQs
What does the Web Visitors page show?
What does the Web Visitors page show?
The Web Visitors page lists both anonymous visitors, identified only by a visitor ID, and identified visitors, typically associated with an email address. Click any visitor to open a profile showing their activity, intent signals, buying stage, ICP Score, and top pages visited.
What is the difference between a Suggested and a Known email?
What is the difference between a Suggested and a Known email?
The Type field on a visitor profile shows Suggested for new leads Sona has identified that are not yet in your CRM, and Known for contacts already present in your CRM. Use this distinction to prioritize net-new leads for outreach.
How do I turn filtered visitors into an audience?
How do I turn filtered visitors into an audience?
Apply the filters you want on the Web Visitors page, then click Create Audience. On select plans, this audience updates automatically as new visitors match your filter criteria, so you do not need to rebuild it manually.