Overview
Sona's Profile 360 brings together fragmented buyer journeys by stitching anonymous visitor IDs into a single cohesive profile once personally identifiable information (PII) is captured. It connects the dots across each stage of the buyer's journey, showing how individual interactions build towards conversion. This guide explains how Profile 360 transforms scattered data into actionable intelligence.
When to use Profile 360
When you need to understand customer journeys across multiple touchpoints.
When analyzing marketing attribution and conversion paths.
When trying to understand a prospect's interests.
For understanding the full customer lifecycle from awareness to subscription.
Prerequisites:
Sona tracking must be installed on your website.
Access to the Profile 360 section in your Sona plan.
Marketing channel integrations and ad conversion tracking configured to show ad touchpoints in the buyer's journey.
Key features of Profile 360
Visitor Unification: Profile 360 automatically merges multiple visitor IDs that belong to the same person into a single, unified profile. Each profile is unified by connecting the email address to visitor IDs.
Customer Journey Tracking: the system captures and displays the complete customer journey, showing touchpoints, all interactions a person has with your brand across channels, before or after submitting PII; marketing channels, such as Google Ads, LinkedIn, and webinars; and website behavior, such as pages visited and forms submitted.
Milestone Tracking: Profile 360 tracks key events in the customer lifecycle, including First Touch (initial brand discovery), Lead Creation (when a visitor becomes a lead), Opportunity (when a lead becomes a sales opportunity), Closed Won (when an opportunity converts to a customer), and Subscription (activities after the initial conversion to paying customer).
Ad Conversion Attribution: the platform connects marketing touchpoints to journey interactions, showing which marketing channels drove specific conversions and milestones.
Step 1: navigate to Profile 360
Log into your Sona account.
In the left sidebar, locate the People section.
Click Profile 360.
You will see the Profile 360 list view with all unified profiles.
Step 2: understand the Profile list view
The main Profile 360 view displays:
Identifier: email address.
Journey: visual indicators of touchpoints and milestones.
Milestones: key milestone events achieved.
Ad Conversions: conversions from platforms like Google, Meta, LinkedIn, and Microsoft, configured via Conversions API integrations, such as Google Ads click uploads. For more details, see Contact Journey: Ad Conversions Setup.
Visitors: identifiers for visitors.
Created At: when the profile was first created.
Step 3: filter and search profiles
Use the Search bar at the top to find specific customers by email address.
Click Filters to narrow down profiles.
Click the Actions dropdown for bulk operations, such as Create Derived Report.
Step 4: view individual profile details
Once you have found a contact in the Profiles List, you can explore their full Profile 360 view for a deeper understanding of their engagement.
Open a profile: click any email address in the Identifier column. This opens the full Profile 360 view for that individual.
What you'll see in the profile: the header section shows the contact's name, job title, email, and associated Visitor IDs. Top tabs cover Personal Details (basic info like name, title, and email), Company Details (company-level enrichment and firmographics), and Identities (linked identifiers, such as multiple emails or device IDs).
The lower section adds insight tabs:
Activity: total time spent engaging and change over time.
Intent Signals: count of scored intent signals in the last 30 days.
Buying Stage: current journey stage, such as Awareness or Consideration.
ICP Score: match quality against your Ideal Customer Profile.
Top Pages: most visited pages by the contact.
Ad Conversions: conversion events from ad platforms, such as Google, Meta, LinkedIn, and Microsoft.
Key concepts and best practices
Understanding Buyer Journeys: buyer journeys in Profile 360 show the complete path from awareness to conversion. Each touchpoint represents a meaningful interaction that influenced the buyer's decision-making process.
Marketing Attribution: Profile 360's attribution model helps you understand which marketing channels are most effective by connecting touchpoints to specific milestones. This data is important for optimizing marketing spend and strategy.
Data Unification Benefits: by merging multiple visitor IDs for the same contact, Profile 360 helps solve a number of problems:
Complete Profile View: see all interactions in one place.
Attribution Through the Buyer's Journey: gain insight into the true impact of your marketing.
Improved Targeting: use comprehensive profiles to build more precise audiences for granular personalization.
Best practices for using Profile 360:
Regular Review: check profiles regularly to understand customer behavior patterns.
Marketing Analysis: use milestone and attribution data to optimize campaigns.
Customer Segmentation: use journey data to create targeted customer audiences.
ROI Measurement: track which touchpoints lead to the highest-value customers.
FAQs
What does Profile 360 do?
What does Profile 360 do?
Profile 360 stitches anonymous visitor IDs into a single unified profile once personally identifiable information is captured, connecting the email address to every visitor ID that belongs to the same person. This gives you a complete view of the buyer's journey across touchpoints, marketing channels, and website behavior, instead of fragmented, siloed visits.
What milestones does Profile 360 track?
What milestones does Profile 360 track?
Profile 360 tracks First Touch (initial brand discovery), Lead Creation (when a visitor becomes a lead), Opportunity (when a lead becomes a sales opportunity), Closed Won (when an opportunity converts to a customer), and Subscription (activity after the initial conversion). These milestones appear in the Milestones column of the profile list and in each individual profile.
Where do Ad Conversions in a profile come from?
Where do Ad Conversions in a profile come from?
Ad Conversions are pulled from platforms like Google, Meta, LinkedIn, and Microsoft through Conversions API integrations, such as Google Ads click uploads. You need marketing channel integrations and ad conversion tracking configured before these touchpoints appear; see Contact Journey: Ad Conversions Setup for configuration steps.