Overview

Sona's SL Tracker in your Contact Journey settings works alongside the Sona Pixel, the tracking code 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, giving you 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 you 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 and 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 is 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

To understand how the SL Tracker works, 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 is 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 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

Each row in the Attributes List defines how a piece of tracking data is captured:

Field: where the data comes from, for example Params for URL parameters.
Filter: how Sona looks for it, for example querystring for 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 → google
utm_medium → cpc
utm_campaign → summer2024

Step 3: Configure your attributes

Set the Field, usually Params for URL data.
Choose the Filter, most commonly querystring.
Enter the Value/Transformation, the parameter name. It must match exactly.
Name it clearly, using labels that make sense for your team in reports.

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

Start with core UTMs: utm_source, utm_medium, utm_campaign, utm_term, utm_content.
Use 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.

FAQs

What is the SL Tracker used for?

The SL Tracker maps raw tracking data captured by the Sona Pixel, including UTM parameters and page views, into named attributes. Those attributes are added as touchpoints on each contact's Profile 360 buyer journey, so you can see exactly how a visitor arrived, which campaigns they engaged with, and how that activity supports analysis, segmentation, and reporting.

What is the difference between the SL Tracker and the Sona Pixel?

The Sona Pixel is the tracking code installed on your website that records raw visit activity, including page views and URL parameters. The SL Tracker is the configuration layer that takes that raw activity and maps specific parameters into named attributes you can use in reports and journeys. The Pixel collects the data, the SL Tracker organizes it.

Can I track parameters other than UTM parameters?

Yes. While UTM parameters are the most common use case, you can configure an attribute for any querystring parameter present in your visitors' URLs by entering its exact parameter name in the Value/Transformation field. Add a new row in the Attributes List for each parameter you want to capture.

What happens if I remove or reorder an attribute?

Reordering attributes only changes how they are arranged in the Attributes List, it does not affect the data already captured. Removing an attribute stops Sona from mapping new tracking activity to it going forward, but it does not delete touchpoints that were already recorded on contacts' buyer journeys.

Contact Journey: SL Tracker Setup