The SL Tracker in your Contact Journey settings works alongside the Sona Pixel, the tracking code provided by Sona that you install on your website. When you install the Sona Pixel, it records tracking activity from your site visitors, including pages viewed and any UTM parameters in their URLs. Sona then continually enriches contact and account-level buyer journeys, providing you with rich data for analysis, audience segmentation, and synchronization with your go-to-market stack.
By the end of this guide, you will know how to:
Map UTM fields to capture the exact parameters that want to capture
Apply filters so you only store relevant data
Transform raw tracking inputs into clear, report-ready values
This ensures you get a complete, organized view of how your website visitors arrive, engage, and convert.
When to Use This / Prerequisites
When to Use This / Prerequisites
Use the SL Tracker when:
You are using Sona for tracking attribution and campaign performance
You need to capture UTM parameters from website visits
You want to segment audiences based on their website activity
You want to enrich buyer journeys for individuals and accounts
Prerequisites:
The Sona Tracking Pixel has been installed on your website (required for tracking activity and UTM parameters to be captured)
(Recommended) Familiarity with UTM parameters, so you can map and interpret campaign data correctly
How Data Flows Through the SL Tracker
How Data Flows Through the SL Tracker
To understand how the SL Tracker works, let's follow what happens when someone visits your website
Visitor - A person arrives on your website, often through a marketing link that contains UTM parameters (for example:
?utm_source=google&utm_campaign=summer2024).Website with Sona Pixel - Your website has the Sona Pixel installed. This code automatically records page visits, the full URL, and any UTM parameters included.
Tracking Activity - The Sona Pixel sends this raw visit data to Sona, where it appears in your Tracking Activity feed. This feed is the source of truth for all visit events, pages viewed, and associated parameters.
SL Tracker - The SL Tracker takes this Tracking Activity data and maps specific parameters (for example,
utm_source,utm_medium,utm_campaign) into attributes you define. These attributes make it easy to label and organize incoming tracking data in a way that’s useful for reporting and segmentation.Profile 360 - Once mapped, these attributes are automatically added as touchpoints on each contact’s Profile 360 buyer journey This gives you a complete view of how each contact first arrived, which campaigns they interacted with, and how they engaged over time.
Step-by-Step Instructions
Step-by-Step Instructions
Step 1: Open the SL Tracker Settings
Step 1: Open the SL Tracker Settings
From your Sona dashboard, go to Workspace Settings > General
Select Contact Journey from the menu.
Click the SL Tracker tab, you will see your Attributes List (the fields where tracking data is mapped).
Step 2: Understand How Attributes Work
Step 2: Understand How Attributes Work
Each row in the Attributes List defines how a piece of tracking data is captured:
Field: Where the data comes from (for example,
Paramsfor URL parameters)Filter: How Sona looks for it (for example,
querystringfor parameters in the URL)Value/Transformation: The exact parameter name (for example,
utm_source)Name: The friendly label you will see in reports (for example, "Traffic Source")
Example:
If a visitor lands on:
yoursite.com/?utm_source=google&utm_medium=cpc&utm_campaign=summer2024
the SL Tracker can extract:
utm_source→ googleutm_medium→ cpcutm_campaign→ summer2024
Step 3: Configure Your Attributes
Step 3: Configure Your Attributes
Set the Field, usually
Paramsfor URL data.Choose the Filter, most commonly
querystring.Enter the Value/Transformation, the parameter name (must match exactly).
Name it Clearly, use labels that make sense for your team in reports.
Step 4: Add or Edit Attributes
Step 4: Add or Edit Attributes
Add New Attributes
Click the "+ Add" button at the bottom of the list
Configure the new row following the same process above
You can add as many attributes as needed for comprehensive tracking
Reorder Attributes
Use the drag handles (⋮⋮ icon) on the left to reorder your attributes
Arrange them in logical order for easier management
This step brings everything together, your tracking setup is nearly complete!
Best Practices
Best Practices
Start with core UTMs:
utm_source,utm_medium,utm_campaign,utm_term,utm_contentUse consistent naming conventions so reports are easy to read
Test your setup by visiting your site with a test URL containing UTMs
Review attributes periodically and remove unused ones