Profile 360 is Sona’s system for bringing 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 This / Prerequisites
When to Use This / Prerequisites
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
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 (personally identifiable information).
Marketing channels: Google Ads, LinkedIn, webinars, etc.
Website behavior: Pages visited, forms submitted content consumed, etc.
Milestone Tracking
Profile 360 tracks key events in the customer lifecycle:
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
Subscription: Subsequent 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-by-Step Instructions
Step-by-Step Instructions
Accessing Profile 360
Accessing Profile 360
Step 1: Navigate to Profile 360
Log into your Sona account
In the left sidebar, locate the People section
Click on Profile 360
You'll see the Profile 360 list view with all unified profiles
Step 2: Understanding 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 (e.g., Google Ads click uploads). For more details, see how to set up Ad Conversions.
Visitors: Identifiers for visitors
Created At: When the profile was first created.
Exploring Profiles
Exploring Profiles
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 Actions dropdown for bulk operations to Create Derived Report
Step 4: View Individual Profile Details
Once you've found a contact in the Profiles List, you can explore their full Profile 360 view for a deeper understanding of their engagement.
How to 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:
Header section:
Contact’s name, job title, and email
Associated Visitor IDs
Top tabs:
Personal Details – Basic info like name, title, and email
Company Details – Company-level enrichment and firmographics
Identities – Linked identifiers (e.g. multiple emails or device IDs)
Lower Section Tabs (Insights):
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 (e.g. Awareness, 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 (Google, Meta, LinkedIn, Microsoft)
Key Concepts / Best Practices
Key Concepts / 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 crucial for optimizing marketing spend and strategy.
Data Unification Benefits
By merging multiple visitor IDs for the same contact, Profile 360 helps to solve a number of different problems:
Complete profile view: See all interactions in one place
Understand 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: Leverage journey data to create targeted customer audiences
ROI Measurement: Track which touchpoints lead to the highest-value customers