Installing the Sona tracking script on every page of your website ensures maximum coverage of all visitors and allows Sona to identify as many email addresses and associated accounts as possible.
More Qualified Leads
Of all the visits that Sona is able to capture, only a small portion gets de-anonymized. To mitigate this limitation, you can cast your net wider by installing the tracking script throughout your entire website, including other online properties under your direct control. This approach significantly increases your chances of identifying leads that could potentially provide higher customer LTVs. Like everything else in marketing and sales, it all ultimately boils down to a numbers game.
Improved Analytics
Additionally, the available data that Sona is able to collect from different sources varies from one visitor to another. As a result, some person and account-level profiles have data gaps and aren't able provide a complete picture of their identity and background.
By allowing Sona to capture as much visitor data as possible, you will have more data points for deep dive analysis, allowing you to gain more accurate and comprehensive insights about your target audience and how to effectively engage with them.
More Precise Audience Segments
The additional data points that come with the site-wide installation of the tracking script also provide more granularity when creating target audience segments. You can then create more tailored experiences for each segment, through follow-up campaigns and by realigning your current sales and marketing efforts.
Technical Considerations
Website Size - Installing the tracking script on every page can be difficult when dealing with larger sites. You can ask your developer for assistance or use a script management tool to automate the process.
Site Speed - The Sona tracking script is very lightweight (approximately 5 kb) and has a negligible effect on page loading times. However, your site's performance can still suffer if the script is installed incorrectly.
Regular Audits - To ensure that the tracking script is installed on every page, you will have to conduct regular site audits, especially if you're frequently adding and/or removing pages.