Overview

This table displays your Google AdWords ad metrics, which are pulled in through the Google AdWords connector.

These metrics can be from ads displayed in Google searches or Google Content Network ads that display on third-party sites.

This table is updated nightly via Google's API (so it may be slightly off from what you see in the AdWords UI).

For complete details about these metrics, see Google AdWords Paid Search Campaigns Report: Metrics Captured.

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Overview

This table displays your Google AdWords ad group metrics, which are pulled in through the Google AdWords connector.

These metrics can be from ads displayed in Google searches or Google Content Network ads that display on third-party sites.

This table is updated nightly via Google's API (so it may be slightly off from what you see in the AdWords UI).

For complete details about these metrics, see Google AdWords Paid Search Campaigns Report: Metrics Captured.

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Your Support Portal

Overview

This page displays details for the selected Dynamic Content. From here, you can edit, embed, and test your content.

For complete information about creating and using Dynamic Content, see Dynamic Content Overview.

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Your Support Portal

Overview

This page shows details about the selected email draft. From here, you can edit, copy, or delete your draft. For help with creating or editing emails, see Email Builder Overview.

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Overview

This page shows details about the selected Email Preferences Page. From here, you can edit, copy, or delete your page. For more help, see Email Preference Center Overview.

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Overview

This is the Testing tab of Email Template Flow. From here you can send your email to Test lists, send emails to individual recipients for proofing, and view rendering tests (if you have the Advanced Email Analytics package).

Sending to Test Lists

If you use this option, recipients on your test list will receive the HTML version of your email with rewritten links and populated variable tags.
Note: If you need help creating a test list, see Creating and Sending Emails to Test Lists.

Sending to Emails

If you use this option, you can send an HTML and text-only proof to a manually-entered email address. Links will not be rewritten, and variable tags will not populate. If you need to test links or variable tags, send to a test list instead.

Rendering Tests

If you have the Advanced Email Analytics package, you can preview the content and subject of your email in multiple email clients and test your email against several spam filters. Click +New Render to begin your tests.

Sending the Email

When you're ready to use your template, click the Sending tab, and you'll move on to the next step.

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Your Support Portal

Overview

This is the Sending tab of Email Flow. This is where you add Recipient and Suppression lists, schedule, and deploy your email. For complete information about the Sending tab, see Sending Emails.

To

Set your email's recipient and suppression lists.

From

Create a sender hierarchy by selecting a user. Use the + icon to add new senders to the hierarchy. Use the trashcan icon to remove senders.

Subject

Adjust your Subject Line before sending as needed. Just enter a new or edited subject line into the text field box. All emails must have a subject line to be sent. This subject line will override any subject line you may have entered in the Building tab.

Completion Actions

Use optional completion actions to add supplemental automation to your email. Select certain actions to take place when a prospect opens the email, clicks on a link in the email or unsubscribes.

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Your Support Portal

Overview

This page is where you build, test, and report on your Engagement Program.

The Basics of Building and Testing

  1. Start building your program by naming it. Don't worry, you can change the name later.
  2. Choose a recipient list. This isn't required to build your program, but you will need to choose one before you can start your program.
  3. Add steps by clicking + and then selecting a trigger, action, or rule. For complete information and definitions, see Engagement Studio Trigger, Action, and Rule Reference.
  4. When you're done building, click the Test tab to test your program before you start it. See Testing Engagement Programs for complete information and tips for testing.

Your Engagement Program will not begin running until you click Start. We highly recommend testing your program before starting it.

For more complete information on building Engagement Programs, see Creating Engagement Programs.

Engagement Program Reporting

Once you've started an Engagement Program, you can view program metrics on the Report tab.

When you navigate to a program's report, you'll see your program logic with tooltip overlays. The tooltips provide high-level reporting statistics. Clicking on an individual step opens the step's Report Card and gives you more in-depth detail. For complete information about these metrics, see Engagement Program Reporting.

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Your Support Portal

Overview

This page lists your Engagement Programs.

  • To create a new program, click + Add Engagement Program.
  • To view, edit, or report on an existing program, click a program name.
  • You can also click the gear icon next to any program for a list of available actions.

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Your Support Portal

Overview

This page displays details about the selected Scoring Category. The Contents section displays all basic information about your Scoring Category.

The Usage section displays all assets associated with the Scoring Category.

For complete information and usage notes, see Scoring Categories Overview.

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Your Support Portal

Overview

The Building tab is where you compose and edit the body of your email. Here you can switch between the WYSIWYG editor and the HTML editor, preview your email, and create the text content.

Because there are a lot of options in the Building tab, we suggest you check out Email Builder Overview for more help and complete information.

Creating Your Email

Use the WYSIWYG editor to build your email visually, or use the HTML editor to build from scratch.

Saving Your Email

Save commits your changes to the email draft. After you click save, you can close Pardot or navigate away from the email editor safely. The email draft will be available for others to edit in Marketing > Emails > Drafts.

Next Steps

When you're done creating email content, click the Testing tab (near the email name) to move on to the next step.

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Your Support Portal

Overview

The Building tab is where you compose and edit the body of your email template. Here you can switch between the WYSIWYG editor and the HTML editor, preview your template, and create the text content.

Because there are a lot of options in the Building tab, we suggest you check out Email Builder Overview for more help and complete information.

Creating your Template

Use the WYSIWYG editor to build your template visually, or use the HTML editor to build from scratch.

Saving and Publishing

When you're working on a template that you haven't published yet, you're working on a template draft. Template drafts must be published before they're available for use.

To save your draft, click Save Draft. You can now safely navigate away from the page.
To make your saved template available for use in emails, click Publish to Template.

Next Steps

When you're done creating email template content, click the Testing tab (near the template name) to move on to the next step.

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Your Support Portal

Overview

This page displays details about a specific email, including the email message.

If the email was sent to a list, you can view a report, edit completion actions, or copy the email from this page. Just click the buttons next to the email title.

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Your Support Portal

Overview

This page displays prospects waiting to sync to your CRM.

Changes to records are synced between Pardot and Salesforce within 2-4 minutes (every 10 minutes for other CRMs). If you’re updating a large volume of records, they will sync in batches, and it may take longer for all of the records to sync.

Troubleshooting Large Sync Queues

The following are the most common reasons for large sync queues:

Triggers and Workflows: Triggers and workflows are constantly adding prospects.

Mass Updates: Similar to triggers and workflows, mass updates change large numbers of CRM records in a short period of time.

Imports: An import of records into Pardot or your CRM (if your CRM is set up to create prospects in Pardot) will add prospects to the sync queue. If your queue is larger than expected, someone in your organization may have completed a recent import.

Unassigned Prospects: Prospects that are unassigned but have a matching email address with a record in your CRM still sync with each other, and will appear in the sync queue.

Unverified Connector: If your connector has become unverified, the sync queue will continue to grow. Try reverifying your connector.

System Actions: If you have a large number of prospects that match critera for automations that update prospect fields, those prospects will appear in the sync queue.

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Your Support Portal

Overview

This page displays your prospect sync errors. If something goes wrong with a sync between Pardot and your CRM, you may get a prospect sync error.

Each prospect with an error is listed separately with an error message. Most errors must be resolved in your CRM. If you do not understand an error message or have issues resolving one, contact your CRM administrator for help.

You can export the Prospect Sync Error Table, resolve the errors, and then re-queue the prospects for syncing.

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Your Support Portal

Overview

This table displays all prospects associated with the selected Salesforce campaign. From this table, you can see basic prospect information and campaign status.

See Salesforce Campaigns Overview for complete information.

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Your Support Portal

Overview

This page shows all information about the selected campaign. You can edit the campaign, view its tracking code, run reports, or delete the campaign from this screen using the links next to the campaign's name.

Contents

This section shows the campaign's basic information.

Prospects

This table shows prospects associated with this campaign. Prospects become associated with the campaign of the first marketing asset they touch, and can be associated with one Pardot campaign at a time.

For more information, see How are prospects associated with campaigns?

Opportunities

This table shows any opportunities associated with this campaign. For more information, see Opportunities in Pardot.

Visitors

This table shows visitors associated with this campaign.

Usage

The usage table shows each marketing asset that the current campaign is assigned to. Click any link to view the asset's information.

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Your Support Portal

Overview

This page shows your user information, account information and account usage information.

Edit Prospect Alert Preferences

To change which Prospect Alert Emails you receive, click Edit My User Preferences, and choose which alerts you want to receive.

My User Information

To change basic information about yourself, click Edit my user information. You can enter new information for your name, email, password, security question, time zone, role and CRM username (what you use to log in to your CRM - typically your email address). You can also add HTML and Text email signature content here. This option is available to all users.

For full details on this section, see Updating Personal Settings.

Account Information

Pardot admins can edit account infomation here. To edit account settings, click Edit Account. For complete details on each setting, see Account Settings Reference. Note: Only admins can edit this section.

Usage

The Usage table highlights your account's asset usage. If you need help consolidating your Pardot assets, see Keeping Pardot Clean.

Product and Service Notifications

This section lets admins choose points of contact to send different product and service notifications. To edit points of contact, click Edit Account, and scroll to Product and Service Notifications. Note: Only admins can edit this section.

For more information, see Product and Service Notifications Overview.

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Your Support Portal

Overview

This is the Testing tab of Email Flow. From here you can send your email to Test lists, send emails to individual recpients for proofing, and view rendering tests (if you have the Advanced Email Analytics package).

Sending to Test Lists

If you use this option, recipients on your test list will recieve the HTML version of your email with rewritten links and populated variable tags.
Note: If you need help creating a test list, see Creating and Sending Emails to Test Lists.

Sending to Emails

If you use this option, you can send an HTML and text-only proof to a manually-entered email address. Links will not be rewritten, and variable tags will not populate. If you need to test links or variable tags, send to a test list instead.

Rendering Tests

If you have the Advanced Email Analytics package, you can preview the content and subject of your email in multiple email clients and test your email against several spam filters. Click +New Render to begin your tests.

Sending the Email

When you're ready to send your email, click the Sending tab, and you'll move on to the next step.

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Your Support Portal

Overview

Security and keeping sensitive data private are top priorities at Pardot, so if you'd like a Pardot team member to view or make changes to your data, you must explicitly grant Pardot account access.

To Grant Access

Use the drop downs under each Pardot employee group to select the length of time for which you want to grant access, then click Grant access.

To Revoke Access

To revoke access, click the Revoke access hyperlink under the Pardot employee group you'd like to remove access for.

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Your Support Portal

Overview

This page shows details for a single Automation Rule. You can use the links below the title to edit, pause, copy, or delete this rule.

Contents

This section contains basic information about about the automation rule.

Rules

This section displays the automation rule's rule criteria, which is what the rule uses to match prospects. For a complete explanation of each available criteria, see Automation Rule Criteria Reference.

Actions

This section displays the action that the rule takes when it matches a prospect. For a complete explanation of each available action, see Automation Rule Action Reference.

Prospects

The prospect table shows prospects that this automation rule affected. You can filter the table using the View,Date Range, and Filter tools above the table.

More Help

For more troubleshooting help, see Automation Rule Troubleshooting. For more information about automation rules, see Automation Rule Overview.

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Your Support Portal

Overview

The Marketing Calendar shows scheduled and past emails, social posts, events (via Eventbrite), and webinars (via GoToWebinar, WebEx, or ReadyTalk). You can adjust the calendar to show a day, week, or month view and allows you to page through the dates you want to see. Hovering over an event will show you details about the item (event tickets sold, webinar attendance, email click through rate, etc.) and allow you to click in to either a report (for items in the past) or to a detail screen (for items in the future).

Event Colors

The colors of each event represent a different activity so you can quickly glance at the calendar and have an overall sense of what's coming up.
  • Green: Emails
  • Purple: Webinars
  • Pale Pink: Eventbrite Event
  • Blue: Social Messages

Adding New Events

Add Custom Events to your Marketing calendar by clicking +Create New Event. This will launch a pop-up menu to create and save the custom event date.

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Your Support Portal

Overview

This page shows details for a single Custom Redirect. You can use the links below the title to edit, view report, or delete this custom redirect.

Contents

This section contains basic information about about the custom redirect.

Google Analytics Parameters

This section contains any Google Analytics Paramters specified when the custom redirect was created. Note: the page the custom redirect is pointing to must have Google Analytics tracking code in order for this activity to register.

Completion Actions

This section contains details about any completion actions assigned to this custom redirect.

Prospects with at Least One Click

This table contains prospects who have clicked this custom redirect at least once.

More Help

For more information about custom redirects, see Creating Custom Redirects.

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Your Support Portal

Overview

This screen lets you edit your Salesforce connector.

Change Salesforce.com Connector User

Before you change your connector user, make sure the new user has the Connector User Permission Set. For more help, see Changing the Connector User.

Customize Connector Preferences

These optional settings control how Pardot works with your Salesforce instance. For a detailed description of what each setting does, see Salesforce Connector Optional Settings Reference.

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Your Support Portal

Overview

The prospect record shows all of an individual prospect's information and activities.

Confused about changes to your prospect record? Click the Audits tab to find out when and how the record changed, and see this article for more help with audits.

How To Use

Scroll through the prospect overview for basic information and prospect activities. Use the tabs at the top of the record to see more information. Prospect records can have the following tabs (click the links for more information):

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Your Support Portal

Overview

Show Thank You content, and take actions on your prospects when this form is complete. Use Thank You Content and/or Thank You Code to specify what is displayed once a prospect submits a form.

  • Thank You Content: displays in place of the form immediately after a prospect clicks the submit button.
  • Thank You Code: usually JavaScript that calls a third-party like Google AdWords conversion tracking to denote that a task was completed. It can also be used to refresh the entire screen to a new URL (e.g. a success page) for Google Analytics Goal/ROI tracking. Most forms will not need any Thank You Code, but there are a few advanced methods for redirecting prospects that use this section of the form wizard.


Optional Settings

  •  Always display form after submission: By default, a prospect who fills out a form and then returns to the form page within a 10 minute window will not see the form again and will instead see the Thank You Content (or be redirected based on your other settings). This option disables that 10 minute window.
  •  Redirect the prospect instead of showing the form's Thank You Content: Select if you want a prospect redirected to a particular page without the Thank You Content displaying at all. If your form is in Kiosk Mode, it might be a good idea to redirect the form back to its landing page URL here. See this article for more.
  • Completion Actions: take action on your prospects or take action within Pardot as soon as the form is submitted by adding Completion Actions to the form. Completion actions are not retroactive for prospects who filled out the form before you add a completion action. The following example shows how to send an autoresponder email; check out our full list of completion actions.

Video

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Your Support Portal

Overview

The “Look and Feel” section of the form wizard gives options for styling your form. If you're interested in more advanced options, check out our series on CSS for Forms.

  • Layout Template: Select a Layout Template for your form's layout and appearance. In most cases, the Standard Layout Template will suffice. Talk to your web developer if they've helped make a template that uses custom CSS to style your form a particular way.
  • Submit Button Text: Define the text that will show on the submit button on the form (e.g., “Download the Buyers Guide”). If want your submit button to be an image, use this advanced method.
  • Form Content tabs: enter the copy you want to show above and below the form, and specify the basics for how your form fields and labels will be styled:
  • Above Form tab: Information to be displayed directly above the form.
  • Below Form tab: Information to be displayed directly below the form’s submit button.
  • Styles tab: Controls the look and feel of form elements such as fonts, label alignment and checkbox alignment without the need for custom CSS. This may not be necessary if your Layout Template specifies styles for your form.
  • Advanced tab: Options to control the way your form behaves, how it tracks prospect activities, and how it protects against spam bots.

    • Enable Kiosk/Data Entry Mode to collect form data without applying a prospect cookie to the browser. For more information on how to use Kiosk Mode, see this article.
    • Choose the "Not you?" link to allow visitors to refresh a form that’s been forwarded to them from another prospect.
    • Enable explicit bot protection using reCAPTCHA to add an additional human verification element if you're having issues with spam bots.

Additional Tips

Tips & Tricks

Wondering when you should use Kiosk Mode? This article can help.

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Overview

Form fields are data fields you use in your forms and landing pages to gather information. They can be a variety of types (text, checkbox, etc.) and are tied to either default fields or custom fields. Values entered into these fields can later be used to trigger automation rules and can generally also be synced with your connected CRM system if applicable.

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Overview

Pardot’s form wizard lets you create a customized form in seconds. Use forms on your website to collect information about visitors and turn anonymous visitors into identified prospects.

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Overview

The List Email Report breaks down data for your sent emails. Switch between the available tabs to view different aspects of the report. See List Email Reporting for complete details.

For more information on open and click through rates, please see the following article - What is a good click through rate or open rate?

Report Tab

Open Rate Pie Chart

The Open Rate pie chart gives you a visual breakdown of the percentage of opened, bounced, and unopened emails for that particular email.

Opened: The percentage of unique opens out of the total number of emails sent.
Bounced:The percentage of bounced emails out of the total number of emails sent.
Unopened: The percentage of unopened emails out of the total number of emails sent.

Clicks

The Clicks table shows a breakdown of the links in the email and how prospects clicked each. Drill in to see the exact prospects who clicked each link

Other Metrics on the Report Tab

See List Email Reporting: Metrics Captured for complete information about each metric captured on the Report tab.

Click-Through Rate Report Tab

The Click Overlay Report (available with Advanced Email Analytics Package) displays link performance in your email visually. A rendering of your email creative will be overlaid with click through rates next to your various links. See Email Click Overlay Report for full details on this tab.

Interaction Tab

The Engagement and Activity Report (available with Advanced Email Analytics Package) shows data on how your recipients engage with your email. The data is collected in aggregate and available to you in percentages based off of total email opens for easy comparison purposes.

Metrics Shown on this report:

Glanced or Unread Percentage: Open fewer than 2 seconds
Skimmed Percentage: Open between 2 and 10 seconds
Read Percentage: Open for 10 seconds or longer
Forward Count: Used the forward button in the email client rather than using a "forward to a friend" link (forwarding to more than one recipient at a time only counts as 1 forward)
Print Count: Printed a hard copy of your email

For complete information on the Engagement and Activity Report, see Advanced Email Analytics: Reporting.

Note: Due to technical restrictions, we currently cannot track Prints or Forwards in Outlook 2007 and higher, Yahoo Mail, AOL Mail, Outlook.com, or Gmail mail clients.

Email Clients Tab

This report (available with Advanced Email Analytics Package) allows you to capture and track email client usage for emails opened across your mailing lists in Pardot. Any email client not on this list of 120+ email clients will be marked as "Other".

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Overview

This page gives statistical information about emails sent using a specific Pardot email template. The data includes number of emails sent, unique clicks, unique click rate, total clicks, and total click rate.

How To Use

  1. Click on Reports.
  2. Click on Emails.
  3. Click on Email Template Reports at the top of the page.
  4. Select the name of an email template to view a detailed report.
  5. You can sort and filter the report by Date to view your report statistics within a specific date range.

Additional Tips

Tips & Tricks

The Email Template report will show you how your template performed across all your email sends for that particular template.

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Overview

Folders are a top-down organizational feature that houses campaigns, emails, content and other marketing modules together for execution. Folders work intuitively to let you segment and nest marketing elements in a variety of ways that make sense for your team for a rich organizational and browsing experience across the Pardot platform. Additionally, with folder-based permissions, you can easily limit access to entire groups of marketing elements.  Once folders are toggled on, they must be added to all marketing content.

How To Use

To create new folders:

  1. Navigate to Marketing > Folders > Folder
  2. Click the Actions button > Create to launch a pop-up window that lets you add a folder or new content to folders.
  3. Type a name for your new folder in the text box.
  4. Choose from Close, Create or Create and New. Close will cancel out of the window, Create will create the folder and close the window, and Create and New will create the new folder while preserving the text box window so you can continue adding folders.

Drag and drop items inside your folder structure to re-home files or move pieces of content. Select multiple items in the Folder view, then drag and drop them into their new Folder. Selecting items works the same way you’ve grown accustomed to from your OS on your laptop. Select multiple specific items by holding down CMD/CTRL+ click or Shift + click to select chunks of items at once.

Account-Wide Folder Use

Folders must be applied and used account wide, just like campaigns. Any time you create a new piece of content, you will associate a folder with that content in Step 1 of the form, landing page, email, or email template wizard.

To add or move existing content to a new folder:

When folders are turned on for your account, all existing content will be placed in an "Uncategorized" folder. Existing items will be in a folder structure like /Uncategorized/Campaigns or /Uncategorized/Landing Pages. From there, you can follow the steps below to re-home your content. Move existing content to a new folder in Pardot using table actions or by editing the content and choosing the appropriate folder in Step 1 of the content's wizard.

  • When moving content using table actions, navigate to your desired table, select applicable content in the table and scroll to the bottom of the table to access the table action menu. Select "Move to Folder" from the table action dropdown menu, choose your desired folder and click "Go" to file the content away in that folder.
  • When editing content to add to a folder on a one-off basis, navigate to your piece of content and edit it, selecting the appropriate folder in either overview table or in the first step of the landing page, form, email or email template wizard.

Search through content already filed in folders: 

  • Search content inside folders by tag: If you’ve been using tags to organize your marketing materials and data, you can leverage existing tags to help you preserve your organizational system. Tags are accessible in the left menu bar. Clicking on a tag will pull up every piece of content that’s been saved with that tag.
  • Search content inside folders by text string: You can also choose to find content via search. Click the search tab in the left toolbar to toggle on the search bar, and then type in your keyword to perform a search through all the names of your existing content. Optionally filter your search by type of content and display the results in descending or ascending order.

Once you’ve located your content to add to a folder, you can drag and drop selected items or groups of items into the appropriate folder on the left. When you drag items over to the folders accordion, it will open up to show you all folders in your account.

File Statistics

  • See important statistics for any piece of content within a folder at a glance. Once a piece of content is displayed in the main folder window, Pardot will display the most important and helpful stats automatically, based on what's inside a folder. For example,if an email is stored in a folder, Pardot will show how many total and mailable prospects the template is sending to.Additionally, click on the row containing the file inside the folder to pop open a sidebar with file information.

Favorite Folders

Need Screenshot- not currently live.

Under folders, there will be a list of up to 10 favorited folders in a dropdown menu for easy access.  Favorites are user-defined. To mark a folder as a favorite, navigate to the Actions menu > Favorite.

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Additional Tips

Tips & Tricks

  • If you are using Internet Explorer as your browser, you will not be able to drag and drop content into folders. You can also move content into folders using the button “Move Selected Objects to Folder”. This is available to all users in all browsers.
  • Pro tip: press Shift+Enter as a keyboard shortcut for Create and New!

Best Practices

Create a folder structure that works well for your team! You can use these sample folder structures as a starting point for organizing your Pardot account.

Organize Folders by Marketing Initiative

Organize Folders by Fiscal Year

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Overview

Creating an Test List for emails allows you to easily create prospects from your account’s users, and designate them as members of an Email Test list. Test Lists are available for use in both the Email Template wizard and Email Send wizard. Emails sent to to the test list will have tracked links rewritten and variable tags populated to simulate what the prospect will see when the email is sent.

How To Use

Create Test List

  1. Navigate to Marketing > Segmentation > Lists
  2. Click + Add list
  3. Name your list ‘Internal Test’ or some other name that will easy to reference
  4. Check the “Email Test List” checkbox

Your test lists will only be accessible in Step 4 of the Email Template wizard and Step 6 of the Send Email wizard.

Convert Users to Prospect to be Added to Test List

Create prospects from Pardot users that you would like to receive a live test.

  1. Navigate to Admin > User Management > Users
  2. Select the users from the User Table that you would like to be prospects for your test list by checking the checkbox next to their name
  3. Use the batch action located in the dropdown to the lower left of the user table to “create prospects and add to test list

Note: If the users are not currently prospects, new prospect records will be created for them with their email addresses. If the users do currently exist as prospects, they will be added to the list specified. A duplicate record will not be created.

Add Prospects to Test List

Any prospect can be a member of an account’s test list.

  1. Navigate to Prospects > Prospects list
  2. Search for your user’s prospect record by using the filter bar
  3. Click on the user’s prospect record
  4. Click ‘Lists’ in the prospect navigation bar
  5. Select your ‘Internal Test List’ from the dropdown menu
  6. Click ‘Save lists

Repeat these steps for each user’s email address that you would like to include on your test list.

You can also use table actions to add prospects to the Test List:

  1. Navigate to Prospects > Prospects List
  2. Select all desired users in the prospect table. To select the whole table (not just the prospects visible on the current page) tick the checkbox at the top left of the table and then click the link that appears with the full number of prospects on the table.
  3. Scroll to the bottom of the table and select Add to List from the dropdown field.
  4. Select the Test List from the available lists in the dropdown field.

Send a Test Email to Your Test List Via the Email Template Wizard

  1. Navigate to Marketing > Emails > New Email Template
  2. Complete the Email Template Wizard as normal
  3. In Step 4,  select your internal test list from the dropdown field and click ‘Send test emails’.

Send a Test Email to Your Test List Via the Send Email Wizard

  1. Navigate to Marketing > Emails
  2. Click + Send New Email.
  3. Complete the Send Email Wizard as normal
  4. In Step 6,  select your internal test list from the dropdown field and click ‘Send test emails’.

Additional Tips

Tips & Tricks

  • You can have up to 5 Test Lists per account.
  • Each Test List can hold up to 100 prospects per list.
  • The Test Email Send does not provide HTML and Text versions separately; the Test Email sends a multipart HTML email, and your email inbox will decide which version (HTML or Text) to display.
  • Test Email Sends are available for both the Email Template wizard and the Send New Email wizard.
  • Professional, Enterprise, and Ultimate level accounts can use Test Lists.
  • Email Test lists are exclusively used for internal tests.
  • When clicking the Unsubscribe link in your Test Email, you won’t actually be unsubscribed! You’ll see a confirmation page to show that the link is working as intended.
  • Test lists cannot be dynamic lists, public lists (on the Email Preference Center), or scheduled for archiving.

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Your Support Portal

Overview

Custom Roles allow you to provide specific abilities to a user or users. The main abilities available relate to creating, view/edit, delete, and reporting of a specific Pardot feature or functionality. Custom roles do not replace the default roles which Pardot provides. For more information about default roles, see this article.

Either you can create a new user role which are fully customizable, or start with a default role and then customize the role based on your needs.

How To Use

To create a new Custom Role
  1. Navigate to Administration > User Roles
  2. Click +Add Custom Role
  3. Enter the name of the custom role
  4. Select the abilities for the custom role.
    - The top gray section of the tab is for all the modules apart of that section. If you would like to select all permissions for the specific area(Marketing, Prospect, or Admin), click the check box next to "Full Access to This Section".
    - If you need to provide abilities for this user role only in select parts of the product, scroll down to the specific section and select the abilities you would like to activate.
    - To select all the abilities within a specific section, click the checkbox next to the name of the Pardot functionality.
  5. Once the abilities have been selected, click on "Save custom role".
  6. Now you are able to select this role from the list within the user account.

Editing Default Roles

  1. Navigate to Administration > Custom Roles
  2. Scroll down to the "Default Roles" table.
  3. If you would like to make a copy of an existing role, click "copy" next to the corresponding role you would like to copy.
  4. Provide a name of the new role.
  5. Check and/or uncheck the abilities needed for the new role.
  6. Click "Save custom role".
  7. Now you are able to select this role from the list within the user account.

Additional Tips

Tips & Tricks

  • If you only need to either provide additional abilities or remove them, it's sometimes easier to copy and existing role which is closest to the role which the user needs, and then make the abilities changes to the new role. 
  • By revoking the users ability to "View", the system will automatically remove the ability to Create/Edit and Delete.
  • By giving the user ability to "Delete", the system will automatically provide the ability to "View".
  • By giving the user the ability to "Create/Edit", the system will automatically proved the ability to "View".

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Your Support Portal

Overview

Automation rules allow you to perform certain marketing and sales actions based on criteria that you specify. For example, you may set the system to automatically assign all prospects with a country value of Canada, the United States, or Mexico to your North American sales team.

For all Automation Rules resources and troubleshooting information, see Automation Rule Overview.

Viewing Automation Rules

Click the name of any Automation Rule to view its details.

Adding Automation Rules

Click + Add Automation Rule to start creating a new rule. For complete help and details, see Creating Automation Rules.

Notes:

  • If you want the rule to match values that include a semicolon, you will need to add quotes around the value (i.e. ”this has a ; semicolon in it”).
  • When using semicolons, spaces may be placed between the values or left out (i.e. “GA; AL; TN” or “GA;AL;TN;”).
  • Select the “- ANY -” criteria option for forms, form handlers, landing pages, files, and custom redirects rather than listing out every item in your rules.

Note: Automation rules, when created or edited, will save in paused mode. A preview of prospects who fit the rule's criteria is generated to verify the desired results prior to resuming the rule. You must click the gear icon > Resume to run the rule.

Deleting Automation Rules

To delete a rule, click the gear icon next to the rule, then click Delete.

Deleting an automation rule will stop it from running, but the previous actions will not be undone. A rule will resume running if it is ever undeleted from the Recycle Bin.

Tips and Tricks

  • An Automation Rule will only affect a matched prospect once. If you want to change a rule and have it affect the same prospects again, you would need to delete the first rule and recreate it with the changes.
  • Automation Rules typically run every 10 minutes. If a newly synced prospect matches a rule, but has not been affected by the rule, wait a few minutes and check again.
  • Assigning actions will not reassign prospects who already have an owner but assigning actions will assign “Reviewed” prospects.
  • Automation rules are retroactive and will affect prospects who matched in the past.
  • View what automation rules have matched a prospect in the Audits section of the prospect record.
  • Minimize the number of automation rules in your account by using dynamic lists, segmentation rules, or completion actions for singular actions.

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Overview

Wistia is a commercial service for hosting and sharing videos online.  Wistia helps measure the engagement of your content and has awesome analytics that track:

  • Who is viewing your video
  • What percentage of people hit play
  • How much (and what parts) of the video people are watching
  • Converting unknown viewers to known prospects via Turnstile

If you are a paying member of Wistia, this connector allows Pardot users to:

  • Record activity in Pardot when visitors or prospects watch a video
  • Create a prospect in Pardot when there is a conversion through the pre or post video forms (turnstile)
  • Update Wistia with the prospect’s email address if the viewer is already known to Pardot

How To Use

Setting Up The Wistia Connector in Pardot

  1. Click Administration in the left navigation.
  2. Click Connectors in the resulting sub-navigation.
  3. Click + Create new connector.
  4. Select Wistia from the list of webinar connectors, under ‘Video Connectors’.
  5. Enter the Wistia API password of a Wistia administrator (Generate an API password key from the API option on the Account Dashboard. The user name is always “api”).
  6. Optionally toggle on Enter the Wistia Public Token. The public token is required to display Heatmaps in Pardot.Screen Shot 2013-04-22 at 3.58.49 PM
  7. Go back to Connectors home page and click to verify for your account. Once this is verified, you should see a green checkbox indicating you are connected.

Once set up, you’ll begin to see all your Wistia videos populate in Pardot. From this point forward video activity will appear in Pardot as visitors and prospects watch Wistia videos embedded on your website. Video activities and reports made prior to the connector set up are not brought into Pardot.

Video Activity Tracking and HeatMaps

Pardot records two types of video activities:

  • Video plays: this is recorded when a visitor or prospect clicks the play button on an embedded video
  • Viewing more than 75% of a video: Pardot also records when someone watched at least 3/4 of a video as it shows significant engagement

These activities are available to view from the Pardot prospect record. Please note that you must have Pardot tracking code on any pages that you wish to track engagement with your Wistia videos.

wistia- prospect video-activity

A video heatmap is a graphical representation of a single viewing session of your video. Each viewer of a Wistia-hosted video is assigned a heatmap, which shows the specific interaction they had with the video. Heatmaps contain viewer information, contextual information (when the video was watched and where) and a color-coded timeline which represents how the viewer interacted with the video.

  • White means that portion of the video was not watched.
  • Green tells you that the viewer watched that part exactly once.
  • Yellow, orange, light red, and dark red show you that the viewer watched that part of the video two, three, four, or five times respectively.

Next to each heatmap is shown the total percentage of the video that viewer watched (parts watched multiple times are only counted once).

Heatmaps are powerful for understanding how certain users watch your video. Is there a specific topic that is interesting to viewers from your email campaign? Do international viewers tune out quicker than local ones? When are the most engaged viewers watching your videos? This information and more can be derived from heatmaps. For more information, please refer to this Wistia Analytics article.

Sales users can also see a prospect’s engagement with a Wistia video , it will be recorded as an activity type in the CRM. Instead of a heatmap, they will see the percentage of the video viewed in parentheses next to the video title.

CRM View of Wistia activities

Scoring

Pardot already has default scores in your account for video conversions, video plays and for watching over 75% of a video. You can adjust scoring values under Administration –> Automation Settings –> Scoring Rules.

Video Scoring Settings

Video Scoring Rules

Video Reporting

Video reports show the number of conversions (prospects created via Wistia Turnstiles – forms within the embedded video player).

Wistia overall-video-report-1024x482

From there, you can click on the individual video you would like to view more information about and it will take you to a new screen where you can view the number of prospects, visitors, and average percentage of people who clicked play.

Individual Video Report

Turnstile Integration

If you use Wistia Turnstiles to collect email addresses before, during, or after video plays, Pardot will automatically create prospects and record conversions.

Video

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Overview

This is the Events Overview Report. From here, you can get a big-picture view of your upcoming and past events.
  • See Events Report Overview for details about each metric captured here.
  • Click the name of any event to see a detailed individual report. See Event Report for details about each metric captured in the individual report.
See related Knowledge Base Articles:

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Overview

Pardot syncs bidirectionally with UserVoice, a suggestion tracking and support ticketing system. You can seamlessly capture UserVoice activity and then leverage those activities: giving product feedback, and/or contacting support as a signal for scoring leads in Pardot.

Functionality includes:

  • Pull suggestions and support tickets from UserVoice as activities in the prospect record and be able to run scoring rules off them.
  • Report on UserVoice suggestions and support tickets.
  • Automatically pull in prospects who exist in UserVoice but not yet in Pardot.

How To Use

To access reporting for UserVoice, navigate to Reports > UserVoice

  • The reports will display data for both suggestions and tickets.
  • Suggestions allow you to filter by forum and shows values for:  Posted By, Comments, Votes, and Posted At.
  • You can filter Support tickets by type: open,  closed or spam.
  • You can then see a list of prospects to export, segment into a list, or tag.

Video

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Overview

The List Email Statistics table lets you customize and filter reporting for all of your sent list emails. Note: If you want report on an individual email, simply click the email's name to see its List Email Report.

Note: The Activity Date Range filter at the top refers to the timeframe in which prospects interacted with your email (clicks, HTML opens, etc).

For complete information about this table, see List Email Statistics Overview.

Customizing the Table

You can filter, sort, and rearrange the table to suit your needs. You can do any of the following to customize your table:

  • Add and remove columns
  • Filter by column-specific criteria
  • Rearrange and resize columns
  • Sort columns by ascending or descending order

Adding and Removing Columns: To add and remove columns, click the filter icon and mark and unmark columns as desired. For complete information about available columns, see List Email Statistics Overview

Filtering Columns: The kind of filtering available is column-specific. You can apply filters to multiple columns simultaneously. To filter a column, click the filter icon and hover over Filter. Select your criteria and then click Filter. For complete information about available filters, see List Email Statistics Overview

Exporting the Table

You can export your table by clicking Tools and selecting an export type. For complete information about available filters, see List Email Statistics Overview: Exporting Data

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Your Support Portal

Overview

The Conversions Report allows you to see how many net-new prospects your site is generating and how many visitors are turning into prospects (as opposed to people you meet at a tradeshow and import into Pardot for example).

You can drill down by date to narrow the list of prospects using whatever parameters you like. The graph at the top shows the number of conversions each day and the table below it shows the prospects that converted along with their conversion point and date/time of the conversion.

Metrics Captured

Conversions: Total number of conversions your site has generated
Conversion Point: The form, form handler, or landing page that was completed (how they converted to a prospect)
Conversion At: The date and time of the form, form handler, or landing page submission when they converted
Note: Source Referrer metrics are available when you export the prospect table. To export the table, click Tools > CSV Export.

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Your Support Portal

Overview

Pardot is great at collecting marketing and sales data. GoodData is great at displaying that data. Pardot's integration with GoodData helps you customize your reporting capabilities, narrowing in on long-term trends in your marketing efforts.

How To Use

To initiate your GoodData reporting, go to Admin > Connectors > Add new connector. Select GoodData. This will tell GoodData to begin pulling your Pardot data into the GoodData system for reporting.

For small accounts, this can happen fairly quickly; but for very large accounts it may take a day or more for your Pardot data to load into GoodData. Subsequent updates will happen each night.

Your pre-built GoodData reports are available underneath Reports > GoodData.

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Overview

The Paid Search module (under Marketing > Search Marketing > Paid Search) displays your Google AdWords campaigns, ad groups, and ads, which are pulled into the app through the Google AdWords Connector. You can also view reports on your paid search campaigns by going to Reports > Paid Search.

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Your Support Portal

Overview

Keyword Monitoring allows you to track how your site ranks in Google and Bing for specific keywords that are important to you. You can also get some additional information about your keywords, including how competitive they are (to rank well for), the average cost per click if you were to bid on them in Google AdWords, and the approximate search volume in Google for an exact query.

Keywords Table

The Keywords table displays a list of your keywords and several SEO metrics (see below for definitions).  You can compare keywords side-by-side, filter by tags, and measure changes in ranking (changes will be noted with a + or -).

Note: Pardot will pull the top 5 organic search terms your domain ranks highest for from the SEM Rush API.

How To Use

To add individual keywords:

  1. Click the + Create new keyword link on the right side of the page.
  2. Enter the keyword, an optional site URL (if you do not want to monitor the site listed in your Pardot account settings), and optionally add tag(s) to help organize your keywords.
  3. Click Create keyword to save.

To import bulk keywords:

  1. To add more than one keyword at once, click Bulk Import.
  2. Enter multiple keywords separated by line breaks.
  3. Enter an optional site URL if you do not want to monitor the site listed in your Pardot account settings.
  4. Click the Import keywords button to import the keywords you entered.
Note: Note: Initial lookup may take up to 24 hours. Data is then refreshed every 20 days.

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Additional Tips

Tips & Tricks

  • Refer to Natural Search Reporting (underneath Repots > Natural Search) to see which keywords lead your prospects to your online marketing material. 

Best Practices

  • You can receive a weekly email report on competitor and keyword monitoring results. Simply check the box in your user preferences and you will receive the report every Monday morning (EST).

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Your Support Portal

Overview

The Search Marketing view displays the Paid Search, Competitors and Keyword tables.

Please visit individual areas underneath Marketing > Search Marketing for more information.

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Your Support Portal

Overview

A landing page is a specific web page that a visitor typically reaches after clicking a link or advertisement. This page generally displays content that is specific to the advertisement, search keyword, or link clicked. Simply driving visitors directly to one’s home page can be an ineffective method of converting prospects. They are simply presented with too many choices. A landing page presents a streamlined path designed to elicit a specific action by the visitor.

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Overview

Multivariate tests are designed to measure the effectiveness of different landing pages over a period of time to determine the top performer.

How To Use

  1. gate to Marketing in the top navigation.
  2. Mouse over Landing Pages in the resulting sub-navigation.
  3. Click Multivariate Tests.
  4. Click +Add Multivariate Test
  5. Name – Provide a name for this Multivariate Test
  6. Campaign – Select the campaign to which converted prospects will be assigned.
  7. Landing Pages – Select the landing pages to be utilized as part of the test.
  8. Landing Page – Select the defined landing page to be utilized as part of the test
  9. Weighted At – Select the percentage of time that the landing page will be utilized
    NOTE – The total of the “Weighted At” percentages must equal 100%
  10. Add New Landing Page – Select to add additional landing pages to the test.
  11. Click “Create Multivariate Test” to save modifications
  12. Use the “link” generated by Pardot and displayed in the Multivariate Test table as the link to your landing page. Clicking this link will display one of the specified landing pages for the prospect. The different landing pages will appear based on the ratio of time selected for each.
  13. Under Reports > Landing Pages you can view the multivariate statistics including Views, Conversions, Conversion Rate and the Top performing landing page.

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Additional Tips

Tips & Tricks

Testing your Multivariate Test

When testing your multivariate test you will want to use multiple browsers or ensure you clear your cookies after each test page view. Once cookied, you will continue to be driven to the same landing page version within the multivariate test. This is done for consistency from a user’s perspective. While cookied, if the same person keeps coming back to the page they will only see one version of the multivariate test rather than seeing a new version each time.

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Your Support Portal

Overview

A landing page is a specific web page that a visitor typically reaches after clicking a link or advertisement. This page generally displays content that is specific to the advertisement, search keyword, or link clicked. Simply driving visitors directly to one’s home page can be an ineffective method of converting prospects. They are simply presented with too many choices. A landing page presents a streamlined path designed to elicit a specific action by the visitor.

How To Use

Step 1: Name

  1. Provide an internal Name for this landing page.
  2. Optionally add Tags to more easily sort or find the landing page later.
  3. Provide a page Title which will be displayed in the browser’s title bar.
  4. Enter a Description to help with SEO. For more information see the Increasing SEO through Tags article.
  5. Select the page’s Campaign. Prospects will be tagged with this campaign if the landing page is their first touch-point.
  6. Choose an optional Archive Date if you want to make the page inactive at some point in the future (or past). Archiving Landing Pages moves them to the “Archived Landing Page” view on the Landing Page table under Marketing > Landing Pages. Note: The landing page content will still display if a prospect accesses the landing page URL after the archive date.
  7. If you have an Enterprise or Ultimate Edition account you can enter an optional Vanity URL that will replace the normally auto-generated address. Note: If you attempt to use a URL that is already in use you will be promoted to choose a new one. Also, if you change the URL at any point, you previous URL will no longer be valid.
  8. If you wish not to have your landing page appear in search engines such as Google, enable the option for “Hide from search engine indexing”. More information is available in Hiding Landing Pages from Being Indexed.

Step 2: Select Form

  1. If you would like to create a new form, select Create new form to launch the form wizard.
  2. If you are using an existing form, select Use existing form and choose the form from the drop down menu.
  3. If you would like to create a landing page that does not include a form, select No form.
  4. If you would like to redirect prospects once they complete the form on the landing page, check the box to “Redirect the prospect instead of showing the form’s Thank You Content” and then enter your redirect URL.

Step 3: Content Layout

  1. Choose an option for the Content Layout to use a Layout Template or Pardot Stock Templates.
    • Choosing a Pardot Stock Template allows you to drag and drop different elements into placeholders defined by Pardot’s pre-defined Layout Templates. This option will also allow you to “Start from Scratch.”
      Clicking on one of these thumbnails will progress you to the next step in the wizard. You do not need to click “Next.”
    • Selecting one of your Layout Templates allows you to create a new Landing Page based on the styling of an existing Layout Template in your account.

Step 4: Landing Page Content

  1. If “My Layout Templates” is Selected:

LP_ My template

  • Select the layout template  to apply to the landing page.
    • You will see a thumbnail generated for each Layout Template that exists in your account.
    • Rather than flipping through pages, you can continue to scroll down, and the thumbnails will continue to load and display.
    • Optionally filter through your existing Layout Templates by typing the name of the Layout Template in the “Filter” box.
    • You will also be able to sort Templates alphabetically and by the date the Template was created/updated.Enter any Opening General Content to be pulled in to the layout template.  Note the Opening General Content section is limited to roughly 64kb of text, or 64,000 characters.
  1. If “Pardot Stock Templates” is selected:
    LP_ Stock Temp

    • Select one of Pardot’s pre-formatted stock template options.
    • Choose “Page options” in the upper-right corner of the table to make general changes to the whole page (such as Font family and size, Link color, etc.). You can also add script for page tracking such as Google Analytics or Woopra. 
      LP_Pic1
    • Drag and drop the Text, Image, Table, Box, Line, Button, and/or Background elements to add to the existing template styling.
      LP_pic2
    • Rolling your cursor over existing sections of the template will highlight these regions. Click to edit and/or resize a particular region.
    • Once a region is selected for editing, a toolbar will appear, allowing you to make adjustments to that region.
      LP_Pic1
      If you double-click on a region, you will be able to edit the region in the same way as in the Email Template Wizard.
      LP_pic4
    • You can also Copy or Delete highlighted regions in the template once they are selected. Do this by selecting “Copy” or “Delete” in the toolbar.

Step 5: Confirm & Save

  1. Review the confirmation page to finalize your landing page.
    • Select “Preview Landing Page” to view the page before saving.
  1. Click Confirm & Save to save your work.

Activating your Landing Page

The URL for the landing page will be automatically created and will be displayed in the Link column once you save your new landing page. Change your direct PPC or email links to the appropriate landing page URL.

Using the Landing Page Builder

When editing one of Pardot’s Stock Templates, you will see various editable areas including the header, the form, various images and logos, and other content sections.

There are seven unique page elements that can be dragged on to the editable areas:

  1. Text – Create blocks of text using the WYSIWYG editor.
  2. Image – Insert an image on the landing page. There are three options for inserting an image:
    • Image Library – Select from images that were previously uploaded (under Marketing > Content).
    • From URL – Enter a live URL for an image that is hosted independently of Pardot.
    • Upload Image – Provide an internal Name for the image and then Browse to find the file you would like to upload and insert in your Landing Page.
  3. Table – Create and customize a table by adding columns and rows. You can also adjust the table’s border and background color.
  4. Box – Add optional boxes to the Landing Page to highlight various regions on the page. Use the “Stacking” functionality to “Move Backward” behind other elements for a focused background.
  5. Line – Organize and separate sections of the page by including a horizontal line across the page.
  6. Button – Create custom buttons with links to other Pages on your site, such as a “Contact Us” page or the “Pricing Page.”
  7. Background – Customize the background of the Landing Page by adjusting the color and height. Add multiple backgrounds for a layering effect.

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Additional Tips

Tips & Tricks

  • Drive potential prospects to a landing page with a form to increase conversions!

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Your Support Portal

Overview

A layout template controls the style of various web elements managed by Pardot. Layout Templates are used for landing pages, forms, and site search results.

How To Use

  1. Navigate to Marketing > Landing Pages > Layout Templates.
  2. Click the + Add Layout Template button.
  3. Enter a Name that will be used internally to organize your templates. Use something descriptive (e.g., “Site Search Results Layout”) if you plan to use multiple layout templates. This will help you keep track of which template controls the styling for each of your marketing elements.
  4. The Layout tab controls the look and feel of your marketing elements using HTML and CSS. Simply enter %%content%% wherever you would like for the form, site search results, or landing page opening general content to appear within your design. You may also use %%title%% to pull in the title of the landing page and %%description%% to pull in a description from you landing page. See Variable Tags below for more details.
  5. You can also import your styling by clicking Import layout from URL. Simply enter the URL and click Import now. You will need to edit the output by qualifying any URLs as they will all need to be absolute instead of relative (e.g., change “/images/image.gif” to something like “http://www.site.com/images/image.gif“).
  6. The Form and Site Search tabs consist of Pardot substitution logic statement, illustrating how the various form fields, content, and other elements will be displayed. Advanced users can customize this logic based on their business needs.

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Additional Tips

Tips & Tricks

Variable tags can be added to a Landing Page in Pardot if you create dynamic content first and then use an HTML sourced layout template to build your landing page.

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Your Support Portal

Overview

With Competitor Monitoring, you can track how well your site stacks up against your competitors in general SEO terms. The data includes the number of inbound links, page and domain authority, links to the root domain, root domain external links, and the Alexa Rating.

If a Pardot user goes to the Search Marketing screen without having any competitors added in their account, the system will be triggered to automatically generate the Pardot user’s company as a competitor entry for comparison purposes. The competitor creation will be attributed to the first user that visits the Search Marketing module.

Creating New Competitors

  1. To create a new Competitor, click + Create new competitor.
  2. Enter the name, URL, and optional tags for the competitor.
  3. Click Create competitor to save.

Weekly Email Report

You can receive a weekly email report on competitor and keyword monitoring results. Simply check the box in your user preferences and you will receive the report every Monday morning (EST).

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Your Support Portal

Overview

Form handlers allow you to manage the forms yourself and simply post the data to Pardot. This allows you to do any sort of customization that you would like in terms of the forms look and feel and still have Pardot provide the tracking and error.

How To Use

    1. Navigate to Marketing > Forms > Form Handlers > +Add Form Handler
    2. Fill in the desired Name for this form handler.
    3. Add Tags if you want to apply a tag to the form handler.
    4. Select a Campaign from the dropdown menu.
    5. Optionally enable Kiosk/Data Entry Mode to collect form handler data without applying a prospect cookie to the browser. This is very useful in situations where data for multiple prospects is being entered from the same browser (Ex: trade show booth). More details on Kiosk/Data Entry Mode.
    6. If the data from the target form is to be forwarded to another service other than Pardot, check the box labeled Enable data forwarding to success location. This is useful for posting data to both Pardot and a third party database. Once Pardot receives the post, the exact same data post will be transferred to the location specified as the Success Location.
    7. Optionally Disable Visitor Activity throttling and send auto-responder emails after every submission. Only enable this tool for Forms where Prospects are likely to submit a form multiple times within a 4 hour window. Note that enabling this option can result in a high volume of visitor activities and autoresponder emails. Full feature details here.
    8. In the Success Location dropdown, select ‘Specific URL’ or ‘Referring URL.’
      1. We recommend selecting  ‘Referring URL’ if your form is on a page with content that you want your prospect to view again after submitting the form or if you have a javascript heavy page and want to return the prospect to the original form to display new content. If you select the ‘Referring URL’ then you will not need to enter a specific success location.
      2. We recommend selecting ‘Specific URL‘ if you want the visitor to be redirected upon successfully completing the form, OR if you are forwarding the prospect’s data to another database (see #6 above). If you select ‘Specific URL’, you will need to input a URL in the text box. Input the URL of where you want the visitor to be redirected upon successful completion (this is only available for success locations set to a ‘Specific URL’) or the POST URL for the third party database where you are forwarding the prospect’s submitted information.
    9. In the Error Location dropdown, select either ‘Referring URL’ or ‘Specific URL’ as the location where the visitor should be redirected if the form field values are not correct (e.g. incorrect email address or required field is not present).
      1. If you select the ‘Referring URL’ then you cannot enter a specific error location.
      2. If you select the ‘Specific URL‘ then you will need type in the URL of where you want the visitor redirected if the form field values are incorrect. This is only available for error locations set to a ‘Specific URL.’
    10. Optionally add Completion Actions to the form handler. For example choose an Autoresponder email if you would like an email template to be sent to the prospect, or select Email notifications that will be sent to the selected Pardot user(s) and/or prospect’s assigned user upon submission. Completion actions are not retroactive. Full Completion Action details here.
    11. Add fields to the form handler in order to map data submitted in your form to Pardot Prospect Fields.
      1. Press Add Another Field. In the pop up, fill in External Field Name with the exact name of the form field as it appears on your form.
        1. This name is specified by the ‘name=’ attribute of the input tag in the HTML of your original form.
        2. Note: external field names are case sensitive.
      2. Select the Pardot Prospect Field that should be used to record data submitted to this field.
        1. You also have options under the ‘Basic’ tab to make the field required or change its Data Format.
        2. Under the ‘Advanced’ tab you can set the error message of the field and whether the field should be enabled to ‘Maintain the initial value upon subsequent form submissions’ or not.
      3. Press Save.
    12. For each input field on the target form that will be captured, press Add Another Field and repeat steps 13-14 until you have added all of the fields you wish to include in your form handler.
    13. Press Create form handler to save your new handler.

Note that conditional fields do not work for form handlers as Pardot does not control your form’s code (and therefore behavior) in this case.

Integrating the Form Handler with your Form

  1. To see the HTML code you will need to implement the handler, click on the Name of your newly created form handler in the table.
  2. Click the View form handler code link, which will appear above the form handler’s details.
  3. Then simply change your existing form’s post URL to the URL in the code sample.

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Additional Tips

Tips & Tricks

  • When creating form handler field mappings, set an instructive error message for each field so prospects will know which fields the form handler rejected.

Best Practices

  • If AdWords conversions are being tracked through the use of a form handler, make sure the form handler is not set to 'kiosk' mode, as this would sever the visitor's association with any tracked ad and not provide the conversion data on the prospect record.
  • If unable to edit the action="URL" on existing forms in order to implement a form handler, then consider posting the data to a hidden iframe on the thank you page instead.
  • If the form handler needs to integrated with a server side post instead of one of the traditional methods, set the form handler to be kiosk mode so you don't cookie your server as if its your prospect!
  • Make sure the form handler's field mapping include enough required fields in Pardot--if the field isn't required on the form, make sure the Pardot field isn't required.

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Overview

Pardot’s form wizard lets you create a customized form in seconds. Use forms on your website to collect information about visitors and turn anonymous visitors into identified prospects.

How To Use

  1.  Click + Add form to launch the form wizard.
  2. Choose a Name for your form that will only be used internally.
  3. Using tags to help organize your content? Add Tags (seperate multiple tags by commas).
  4. Select a Pardot Campaign for your form from the dropdown menu.
  5. Click Next.
  6. To add field(s), press Add Another Field.
  7. Reorder your fields using the arrows to the right of the field.
  8. Edit the settings (required, always display, etc.) for the field with the wrench icon. For more information on the settings available for the fields, see our Form Field article.
  9. Click Next once you have selected and ordered your fields.
  10. Select a Layout Template to for your form’s layout and appearance. In most cases, the Standard Layout Template will suffice. Talk to your web developer if they’ve helped make a Layout Template that uses custom CSS to style your form a particular way.
  11. Submit Button Text – Define the text that will show on the “Submit” button on the form
  12. Use Thank You Content and/or Thank You Code to specify what is displayed once a prospect submits a form.
  13. Review your form’s settings, preview, and then confirm and save.

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Additional Tips

Tips & Tricks

iFraming Forms

Select Label Alignment: Above in Step 3 of the form wizard to save space if the form will be i-framed into a narrow space on a page.

Form Layout Templates

When selecting a layout template for the form, where the form is going to go will make a difference in the layout template chosen. If it is going on a Pardot landing page, keep the template set to 'Standard' and let the landing page's layout template do the work.

Gating Content with Forms and Validating Emails

Sending content in a follow up email is an extra way to protect against 'spammy' email addresses that are not valid. If the form is getting a lot of invalid email addresses like askf@lidwozxw.com, consider using an autoresponder in a completion action to validate those email addresses in addition to any validation already set up on the form.

Form Fields

By default, only the email field is set to always display on Pardot forms. You can enable this for other fields by editing them and clicking the Advanced tab.

Submit Button

Consider not using the default text "Submit." Ideally use relevant, non-intimidating text. Try something like "Click Here" or "Go" or "Download" or "Register".

Progressive Profiling

Before setting up progressive profiling:
1) List all fields you'd ultimately like to know about the prospect at some point
2) Order them in highest to lowest priority
3) Start drawing lines after every 4th-5th field you have listed to create different groups of your entire master field list.
4) Begin setting up progressive profiling with Group 2 conditionally on Group 1, Group 3 conditional based on Group 2, etc...

** Make sure you only make conditions based on required fields!

Testing Forms

When testing forms, use one alternative browser as the submission testing browser so its easy to clear your cookies and not lose any "good cookies" you would want to keep and then use your main browser to view on an ongoing tracked prospect basis.

Best Practices

Reduce the number of form fields to optimize conversions. Don't ask for more form fields than needed. Statistics regularly show that forms with four fields or less have the highest conversion rate.

Use Pardot's Geo-IP lookup option to avoid asking for state and country.

Use dependent form fields to ask for relevant information without overwhelming a prospect with fields. Ex: Ask them to select a CRM type, then have them clarify the specific version that relates to that specific CRM nomenclature.

Use the Standard Layout Template when creating a form that should have blank styling.
Enable the "Not you" link on forms under the advanced options in Step 3 of the form wizard to help prevent visitor re-associations.

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Your Support Portal

Overview

The All Sent List Emails table shows all emails sent for the account. It is sortable by View, Campaign, Date Range, Tags and Filter.

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Your Support Portal

Overview

The Scheduled Emails table shows all scheduled emails to be sent for the account.

How To Use

Scheduling an email to send later by using the Email Wizard will cause that template to be stored in the Scheduled Emails table.

 

  1. Editing a scheduled email will change it to a draft (which is then displayed in the “My Drafts” view) and cancel its scheduled deployment.
  2. The wizard will launch from the beginning. Navigate through the steps to make any necessary changes to your email, or simply use the upper navigation to skip straight to the “Delivery Date” step to schedule your email again.

Note: Your email will not be scheduled, sent, or saved as a draft until the Finish button in the Confirmation step is clicked.

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The All Drafts table shows all available email drafts for the account.

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Site Search Reports

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The Paid Search Report provides reporting on paid search keywords from several vendors (Google AdWords, Bing, Yahoo!, Ask.com, and Indeed), as well as statistics on your Google AdWords campaigns (pulled in through the Google AdWords connector). These statistics are tied back to opportunity value and revenue to measure ROI.

How To Use

Paid Search Keyword Report: Overview

The top table under Reports > Paid Search displays paid search ad clicks (i.e. a prospect searched in Google, Bing, Yahoo!, Ask.com, or Indeed and then clicked on a paid link/ad there). The data is updated continuously so it should be close to real-time.

We will automatically detect keyword data from clicks on AdWords ads in Google search results if your Google AdWords connector is verified. In order to properly record Bing, Yahoo!, Ask.com, and Indeed paid search campaigns, you will need to append your ad URLs with the parameter “utm_medium=ppc“.  This is the same approach that Google Analytics has taken.

For example, if your ads link to http://www.site.com/pricing.html, your URL would become http://www.site.com/pricing.html?utm_medium=ppc. If you already have parameters appended to your URL, you would add the “utm_medium=ppc” parameter at the end with an ampersand (‘&’) rather than a question mark (‘?’) before it. You can also use the Google URL builder to add the “medium” parameter to your links.

View options: Use the Filter field or Query Date dropdown to narrow down the data displayed in the table. Also, should you choose to sort the data by the number of ‘Opportunities’, any Keywords with 0 opportunities will be filtered out.

Paid Search Keyword Report: Metrics Captured

Metric Definition
Unique Searches The number of unique searches for a particular keyword in Google, Bing, Yahoo!, Ask.com, or Indeed that resulted in clicks on paid links or ads.
Prospects The number of prospects in Pardot that have searched for a particular keyword in Google, Bing, Yahoo!, Ask.com, or Indeed and clicked on a paid link or ad (this does not have to be their first touch).
Opportunities The number of opportunities in Pardot that were created after the associated prospect searched for a particular keyword and clicked on a paid search link or ad. Opportunities created before the paid search ad click will not be counted here. See Opportunities for more information about the ways opportunities can be created in Pardot.
Opportunity Value The total value of the opportunities in Pardot that were created after the associated prospect searched for a particular keyword and clicked on a paid search link or ad.
Revenue The total value of the “won” opportunities in Pardot that were created after the associated prospect searched for a particular keyword and clicked on a paid search link or ad.

Clicking on a particular keyword in the table will also display a breakdown of the statistics by vendor (Google, Bing, Yahoo!, Ask.com, and Indeed).

Google AdWords Paid Search Report: Overview

The bottom table under Reports > Paid Search displays data for AdWords ad clicks, which are pulled in through the Google AdWords connector. These clicks can either be from ads displayed in Google searches or Google Content Network ads that display on third-party sites.

This table is updated nightly via Google’s API (so it may be slightly off from what you see in the AdWords UI).

View options: Change the View to filter the reports by All Paid Search Campaigns, Active Paid Search Campaigns, Paused Paid Search Campaigns, or Deleted Paid Search Campaigns.

Campaign: Optionally filter the Paid Search campaigns by their Pardot campaign (this is not related to the prospects’ or opportunities’ Pardot campaigns).

Search date range
: Select a date range to sort the table’s data.

Google AdWords Paid Search Report: Metrics Captured

Metric Definition
Clicks Number of Ad clicks pulled from Google AdWords. We only start tracking clicks in Pardot’s paid search report from the moment the connector was set up onward so again Google AdWords reports could have higher statistics if you recently set up your connector.
Cost The cost for the campaign, usually the number of clicks multiplied by the CPC for that specific keyword (Given to Pardot by your AdWords account).
Cost per click (CPC) How much the search engine company charges you every time a visitor clicks on your ad.
Unique Prospects Number of unique prospects in your account who clicked on a paid search ad activity within the selected date range. This number includes both prospects who were pre-existing in Pardot and new prospects (meaning they were created in Pardot because of the ad click and form submission) when they clicked on the ad.
Unique Opportunities Number of opportunities tied to those prospects who clicked on a paid search ad (opportunities number could be more or less than prospect number, since more than one prospect can be tied to an opportunity and vice-versa).
Cost per opportunity (CPO) The cost per each opportunity created in relation to the cost for the Google AdWords campaigns–how much it costs your company to acquire a new opportunity.
Revenue The total sales that was derived from your paid search ads based on the number of “Won” opportunities and their values (only counts unique opportunities).
Return on Investment (ROI) The amount of revenue that is derived from every dollar you spent on your paid search campaign (the percentage of revenue gained minus the cost of the ads divided by the cost of the ads).

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The Webinar page shows upcoming planned webinars and past webinars. Clicking into specific webinars will open a more detailed webinar report, with a tab that reports on percentages of prospects registered, prospects attended and other prospect infomation and a second tab that shows the webinar's details.

How To Use

Create a webinar in your webinar vendor such as ReadyTalk, WebEx, or GoToWebinar.

In Pardot, make sure you have your webinar connector set up and verified. For further instructions on specific webinar connectors, please see the documentation for the ReadyTalk, WebEx, or GoToWebinar connectors if you have any questions.

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The Emails view aggregates All Drafts, Email Templates and Email Tests on one page.

Each respective table contains a list of saved drafts, email templates and email tests.

Click the hyperlinked draft email, email template or email test to see details

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Form Reports allow you to see how successful or active a form has been on your site, giving you insight into the total number of views, submissions, and conversions (when an anonymous visitor becomes an identified prospect) related to that form.

If your form resides on a Pardot landing page, you should look to the Landing Page Report for insight into the form’s true performance.

You can filter this report’s statistics by campaign, date range, or tags.  Click on the name of a form to view more reporting data unique to that particular form.

How To Use

Form Statistics Table

Metric Definition
Total Views The total number of times your form has been viewed (including if a page has been viewed more than once by the same individual).
Total Submissions The total number of times the form has been successfully filled out.
Submission Rate The ratio of the number of submissions to the overall number of views. In other words, what percentage of the views led to form being successfully filled out.
Total Errors Errors usually occur when a visitor enters an invalid email address, or when they fail to complete all required form fields.
Error Rate The percentage of views that led to an error during the process of entering information into the form.

Individual Form Report 

Metric Definition
Total Views The total number of times your form has been viewed (including if a page has been viewed more than once by the same individual).
Unique Views If a prospect or visitor has viewed the form more than once, these views are deducted from the “total views” number.
Conversions The number of times that an anonymous visitor successfully filled out the form and therefore “converted” to a prospect.
Total Submissions The total number of times the form has been successfully filled out.
Unique Submissions If a prospect or visitor has submitted the form more than once, these submissions are deducted from the “total submissions” number. This metric is also represented by a graph to the right of the statistics table.
Total Errors Errors usually occur when a visitor enters an invalid email address, or when they fail to complete all required form fields.
Unique Errors If a prospect or visitor has failed to complete all required form fields in a form more than once, these subsequent errors are deducted from the “total errors” number.
Total Clicks The number of clicks on the links on your thank you page which appears after a form submission.
Unique Clicks If a prospect or visitor has clicked on the links on your thank you page more than once, these clicks are deducted from the “total clicks” number.
Last Submitted The date and time the prospect most recently filled out your form.
Updated The date and time the prospect record was last updated

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Additional Tips

Tips & Tricks

  • The statistics in the report may be higher than the number of prospects displayed in the resulting table as prospects may have submitted the form multiple times, cleared cookies between submissions, have been deleted/archived, or taken the action anonymously (as visitors).

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Overview

Landing Page Reports allow you to track the success of or activity on landing pages. These reports give you insight into the total number of views, submissions, conversions (when an anonymous visitor becomes an identified prospect) related to landing pages. You can filter these report numbers by date range.

How To Use

Landing Page Statistics Table

Metric Definition
Total Views The total number of times your landing page has been viewed (including if a page has been viewed more than once by the same individual).
Unique Views If a prospect or visitor has viewed the landing page more than once, these views are deducted from the “total views” number.
Conversions The number of times that an anonymous visitor successfully completed a form on the landing page and therefore “converted” to a prospect.
Total Submissions The total number of times a form on the landing page has been successfully completed.
Unique Submissions If a prospect or visitor has completed a form on the landing page more than once, these submissions are deducted from the “total submissions” number.
Total Errors Errors usually occur when a visitor enters an invalid email address or when they fail to complete all required form fields on a landing page’s form.
Unique Errors If a prospect or visitor has failed to complete all required form fields more than once, these subsequent errors are deducted from the “total errors” number.
Total Clicks The number of clicks on the links that you have on the thank you page, which appears after a form on the landing page has been submitted successfully.
Unique Clicks If a prospect or visitor has clicked on the links on your thank you page more than once, these clicks are deducted from the “total clicks” number.

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Additional Tips

Tips & Tricks

  • The submission rate is the ratio of the number of submissions to the overall number of views. In other words, what percentage of the views led to a form on the landing page being successfully completed.
  • The error rate is the percentage of views that led to an error during the process of entering information into a form on the landing page.
  • The statistics in the report may be higher than the number of prospects displayed in the resulting table. This is because prospects may have submitted a form on the landing page multiple times, cleared their cookies between submissions, have been deleted/archived or taken the action anonymously (as visitors).

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Overview

The Prospect Lifecycle report combines your marketing and sales reports in one place to give you a high level view of your sales cycle’s health. By reviewing the report you will have an idea of how well your marketing and sales organizations are working together as well as see areas for improvement.

Note: The Date Range filter at the top refers to the time frame in which prospects entered each stage. The date filter binds the lifecycle report so you can adjust the dates to view the trends over a predefined range (last 7 days, last 30 days, etc.) or a custom date range.

How To Use

Dashboard Metrics:

Metric Definition
Net New Prospects The number of net new prospects created in the selected date range. Prospects can be created through imports, CRM sync, manually or through a Pardot form/form handler/landing page submission.
New Opportunities The number of new opportunities created in the selected date range.
Won Opportunities The number of won opportunities in the selected date range.
Percentage comparisons Percents below each captured metric show the percent change between the previous time frame and the selected one.

Pipeline Metrics

Metric Definition
Visitors Number of unique visitors in the selected date range as determined by the Pardot tracking code. If a visitor returns multiple times during the selected time frame, they will only be counted once in this metric.
Prospects Number of newly created prospects in Pardot during the selected time frame. Prospects can be created through imports, CRM sync, manually or through a Pardot form/form handler/landing page submission.
Marketing Qualified Leads (MQL) Number of prospects created in the specified time frame that became assigned. Assignments can occur in Pardot manually, via the API, via a CRM sync, or during a Pardot import.
Sales Qualified Leads (SQL) Number of opportunities created during the selected time frame. Opportunities can be created in Pardot manually, via the API, via a CRM sync (salesforce.com or SugarCRM), or imported into Pardot via a CSV file.
Won Deals Number of opportunities closed during the selected time frame.
Total Revenue Total revenue of all won opportunities in the selected time frame.
Trending Percents Trending percents on the right side of the graph show a historical comparison or percentage change between the current selected time frame and the last.

 

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Additional Tips

Tips & Tricks

  • The creation and assignment dates determining prospects’ lifecycle stages are based on Pardot dates, not CRM dates. Pardot only references the CRM for opportunity creation and opportunity won dates if the account is connected to a CRM. If the account is not connected to a CRM, Pardot looks internally for the opportunity creation and won dates.
  • New Pardot clients may see skewed lifecycle reports during the first month or quarter since Pardot doesn’t back date creation and assignment dates.
  • The lifecycle reports don’t account for unassignments then reassignments, or opportunity created then deleted. In short, once the prospect is added to a stage it can’t move backward and be removed. It can only wait in the current stage until it the next stage’s criteria is met.
  • It also doesn’t account for multiple opportunities created and won. A prospect won’t move through the lifecycle funnel and reports twice.
  • Currently there are no automation or segmentation rule criteria based on prospects’ lifecycle stages.

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Overview

Get insight into popular search terms that drive prospects to your site with Pardot Natural Search Reports. Natural Search Report associates search terms with opportunities based on campaigns.

How To Use

There are different ways which you can sort this table:

  • Click on any Query term in the Natural Search Report table to view a Natural Search Query Report
  • Filter table by search term or Query Date (Today through All Time; select Custom to define a specific date range)
  • Sort table alphabetically by Query term or by terms with the most or least Unique Searches, associated Prospects, Opportunities, Opportunity Value, or Revenue
  • To export the data in the table to a CSV file, click the Tools button at the top-right corner of the table and select CSV Export

 

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Additional Tips

Tips & Tricks

  • If you would like for your Closed/Won Opportunities to be included in the Natural Search Revenue calculations, you will need to be certain your Closed/Won Opportunities are updated to have a Probability percentage of 100%.

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Overview

Olark is a web site chat service that you can use for sales and support of your products and services. The chat widget can be loaded on any HTML page through the Olark’s javascript code. Pardot’s integration allows you to create prospects from your Olark chats, view chat activities in prospect records, and score prospects’ chats to aid in lead qualification.

How To Use

In this report, you can view all prospects in your Pardot database who have chatted with your company via the Olark chat solution. The table displays all prospects with a chat activity including the day and time of their last chat. When you click on a prospect’s name and drill into their record, you can see in their Activity table the “Chat Transcript” activity next to the Olark image. Click on the “Chat Transcript” to jump to your Olark account and view the prospect’s chat transcript.

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Overview

Personalizations are utilized to serve up targeted call-out blocks based upon their profile (e.g., Technical content for Prospects who have a “Technical” Profile). Personalizations utilize Pardot's profiling functionality.

How To Use

  1. Click + Add Personalization.
  2. Choose an internal Name for the personalization.
  3. Choose a Campaign tag for the personalization.
  4. Choose the Base Block, which is used as the default content to be displayed if a Profile is not assigned to the viewer.
  5. Chose the Profile to associate with each block.
  6. Click Add new profile to add personalizations for each unique profile.
  7. Add optional tags organize your personalizations.
  8. Click Create personalization to save the Personalization.

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Additional Tips

Tips & Tricks

  • Utilize progressive profiling and automation rules to set prospects profiles.

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Overview

This page displays your email usage, email sending domains, and allows you to edit your Tracking Opt-in Preferences.

Email Usage

The email usage section shows how many of each type of email (drip, list, autoresponder, one-to-one, Engage Emails) have been sent from your account. The report displays the number sent, broken down by day. The table omits days on which no emails were sent. You can filter the table by various date ranges and billing cycles.

Email Sending Domains

This section displays basic information about each of your email sending domains. You can use as many different sending domains or from: addresses as you would like. For example, if you have multiple brands represented by one Pardot account, you may use a different from: address or domain for each brand’s newsletter.

Make sure you set up email authentication (SPF, DomainKeys/DKIM, and SenderID) before you add a new sending domain to Pardot.

Note that links will still be tracked/rewritten using the tracker subdomain that you set up when you initially set up your account (regardless of what your sending domain is).

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Overview

Page Actions trigger completion actions (notifications, field value changes, assignments, etc.) off of specific page views.

How To Use

  1. Click +Add Page Action or click on the action gear on the right hand side of the Page Action you would like to edit or delete. Select Edit in the drop down you’d like to update an existing page action. Select Delete if you would like to delete the existing page actions.
  2. Name the Page Action (this will show up in email notifications about the action).
  3. Enter the full URL of the page on which to apply the action. Note the page must be a valid URL and have Pardot tracking code on it.
  4. Choose a score you would like to apply to anyone viewing the page. Pages default to a score of one so changing the value will be instead of the default one point.
  5. Designate whether or not activity on this page should show up as a Priority Page (e.g. called out separately in prospect activity from other page views).
  6. Choose any completion actions to apply to prospects accessing the page. Note that actions (other than score) will only be applied if the person accessing the page is already tracked as an identified prospect (e.g. anonymous visitors browsing your site will not trigger the actions). Like other completion actions, actions are not applied retroactively. They happen as the page is accessed.

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Additional Tips

Tips & Tricks

Clicking on the name of a Page Action will display the page’s settings as well as any prospect who has accessed since you have set it up. Note that it will not display prospects who may have accessed the page before you set up the Page Action.

Optionally designate whether or not activity on this page should show up as a Priority Page (e.g. called out separately in prospect activity from other page views).

 

Best Practices

Use Page Actions for pages that signal interest or or intent to buy, i.e. a prospect viewing your company's pricing page.

Page Actions cannot be made from pages requiring a login; if your page rests behind any kind of login, it will not be possible to create a Page Action from this URL.

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Overview

This page displays Scoring Rules and Scoring Categories (if available for your account).

Scoring Categories

Note: Before creating new Scoring Categories, make sure your content is organized in folders based on how you want to score your prospects.

Scoring Categories (available in Pro and Ultimate editions) allow you to score prospects on more than one product or business unit. From this page you can create new Scoring Categories, view existing Scoring Categories, and view a history of changes that affect prospect scores.

For complete help and information about Scoring Categories, see Scoring Categories Overview.

Scoring Rules

Scores are automatically assigned to prospects when they convert. Scores constantly change based on activities and interactions, showing how engaged your prospects are with your marketing materials.

You can change the baseline scoring rules, and any changes are retroactive and affect all prospects with related activity. Prospects will be rescored and resync with the CRM. Changes could also affect automation rules with criteria based on score.

Read notes in the Custom Scoring article before you edit any values.

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Your Support Portal

How To Use

  1. Click on +Add Filter to add a new IP or hostname filter.
  2. Enter a Name for your new filter.
  3. From the Type dropdown, choose whether you would like to exclude an IP address or IP range (wildcard) or exclude a hostname or hostname wildcard.
  4. In the Value field, enter your IP address or wildcard range or enter your hostname or hostname wildcard depending on what you selected in the previous step. You can use wildcards to eliminate large ranges of IP addresses (192.168* would filter out any visits from IP addresses beginning with 192.168) or to eliminate large ranges of subdomains (*.pardot.com would filter out any visits from hostnames ending with .pardot.com).
  5. Click Create filter.
  6. To Edit or Delete the filter, simply click on the action wheel within the table.

Everything associated with the following objects will be filtered:

  • Visitors
  • Visits
  • Visitor Activities
  • Visitor Page Views
  • Email Clicks

For more information in regards to filters, click here.

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Additional Tips

Tips & Tricks

  • Once the filter is set up, it immediately goes into effect. However, it is important to remember that the filter will only work on new visitors. Anyone who has visited and been associated with a particular IP address or hostname before the filter was created will continue to be associated with the same IP address or hostname, even if it is later filtered.
  • If you are establishing a filter for internal employees:
    • Please have your employees clear out cookies in order for the filter to take effect.
    • Keep in mind that if they sign in from a different IP address that is not filtered, their activities would not be filtered. For example: an employee fills out a form at the office from a filtered IP. If that employee goes home and fills out the same form, that would cause a change in IP, as well as a change in their activities being filtered.
  • Filtering by hostname will only filter the domain of the visitor hostname (not the prospect’s email domain).
  • Once a filter is established, any autoresponders, notifications, email completion actions or other actions associated with filtered activities will not fire.

 

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Your Support Portal

Overview

Connectors allow Pardot accounts to sync with third-party applications such as a CRM system or Google AdWords. With connectors, data can be passed back and forth between the two applications allowing you to manage many formerly disparate marketing channels from within Pardot interface.

For a full list of available connectors, see Connectors Overview

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Your Support Portal

Overview

  1. Click + Add custom field link above the top right corner of the custom fields table to create a new field, or select Edit under the Actions column next to an existing field to edit it.
  2. Create an internal Name for your Custom Account Field. This will not be visible to your prospects.
  3. Leave the Custom Field ID as automatically generated. This is the database field that Pardot uses and it is never visible to your prospects.
  4. Select a CRM Field Name if applicable to sync the field with one of your connected CRM’s fields.
  5. Check off any of the checkboxes below which are applicable to the new field which is being created.
  6. Click Create Custom Field.

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Your Support Portal

Overview

  1. Click + Add custom field link above the top right corner of the custom fields table to create a new field.
  2. Create an internal Name for your Custom Opportunity Field. This will not be visible to your prospects.
  3. Leave the Custom Field ID as automatically generated. This is the database field that Pardot uses and it is never visible to your prospects.
  4. Select a CRM Field Name to sync the field with one of your connected CRM's opportunity fields.

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Your Support Portal

Overview

Import allows you to easily import a CSV file of new prospects or perform a mass update of existing prospects in Pardot. Email address is the unique key used to either create new records or locate and update data to existing records. Pardot Administrators can choose to set prospect default and custom fields with predefined values to be “validated on import” which only allows the fields to be imported via the import wizard if the input value is in the list of predefined values. For more information, please see the Import Field Validation article.

How To Use

Step One: Choose File
  1. Select a .CSV file from your computer using the Browse button.
  2. Click Next to load the CSV in Pardot.

Step Two: Choose File

  1. Pardot will automatically suggest mappings for your columns based on the column headings in your file. For instance, for a file with the headings: “email, first name, last name, company”, the Pardot import wizard will match those headers without the user having to manually select them.
  2. For default fields, the import wizard will first strip out any punctuation (hyphens, underscores, periods, etc) from the column header and then do a case-insensitive, exact match against a list of candidate headers for each field.
  3. Map any fields you would like to write data to. At the minimum, you must map the email address field to be able to create and/or update records in Pardot.
  4. Click Next.

Step Three: Select Campaign and Tag 

  1. Select a campaign for the prospects you are importing.
  2. Click Next.

Step Four: Select Action

  1. Choose one of the following actions:
    • Import Prospects and Add to List(s): Select a list to add your prospects to so you can send mass emails. If you choose this option, you can either select an existing list or use the Create New List link to add a new list to Pardot. Clicking Create New List will launch a list creation interface just below the import wizard.
    • Import Prospects and Remove from List(s): Select a particular list from which to remove all imported prospects.
    • Import Prospects and Global Opt-Out: Use this option to opt-out prospects from all email communications.
    • Import Prospects: Completes the import process with no further actions
    • Un-delete matching prospects found in the recycle bin during this import: Check this box to un-delete existing Pardot prospects who were previously archived to your Recycle Bin. Doing so will restore the prospect to your Prospects List.
  2. Click Next.

Step Five: Confirmation

  1. When you are done with any additional actions, confirm your import. Use the top navigation to move backward through the steps if you need to make changes.
  2. Click Confirm & Save to complete the import process.

 

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Additional Tips

Tips & Tricks

  • File size is limited to 20MB per file.
  • The first row in a CSV is reserved for headings and is ignored during the import.
  • If you map the CSV field with Pardot fields, data in the CSV file will overwrite what is already in the system (except for the prospect’s Campaign). However, if your custom prospect field is set to ‘Record and Display Multiple Responses’ then the data in the CSV file will only add to the current value for that field, rather than overwriting the existing value.
  • Be sure that your CSV file does not include trailing spaces before or after your values; this will cause a value not to update correctly in the prospect’s record.
  • Only valid email addresses will be accepted by the system. Any email addresses containing HTML or invalid characters will not be imported (eg. “ support1@pardot.com“). Take care to ensure that your CSV file is devoid of any extra HTML formatting.
  • Do NOT import email addresses in all caps. This makes your emails much more likely to be flagged as spam/undeliverable at the ISP/recipient level. You should generally also be careful to not import names, titles and many other fields in all caps as well.
  • If other fields are imported in all caps, such as First Name and Last Name, please note that they will populate as they were imported when using variable tags.
  • If you wish to import multi-select fields, separate the values with semi-colons on your CSV.
  • Dates should be imported as YYYY-MM-DD when importing to a date field in Pardot.

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Your Support Portal

Overview

Performing a import of your users allows you to create the users that you need automatically instead of creating them one by one. To complete an import of the users, be sure to  want have a .csv file ready before beginning the import process.

How To Use

To complete the import process:

  1. Click on "Choose file"
  2. Map the fields on the .csv file to the user fields in Pardot.
  3. Review the mapping of the field and click "Confirm & save".

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Additional Tips

Tips & Tricks

Data options available to import from the .csv file of users:
  • Email Address*
  • First Name*
  • Last Name*
  • CRM Username
  • Job title
  • Password Expires (“Yes” or “No”)
  • Phone Number
  • Role (accepted values are “Administrator”, “Marketing”, “Sales Manager”, and “Sales”, or you can select one role in the dropdown at the bottom of Step 2 to apply to all users in the CSV)
  • Tags
  • URL
  • If you import a CSV file that includes existing users (based on email address), the import will update the existing user fields rather than create a new user.
  • If the “Send Activation Emails” option was enabled, each user will receive an email with an activation link and they will be prompted to select a password and a security question.  If this option was not enabled, the activation emails can be sent manually to individuals or in mass later.
  • Currently you can’t set user preferences from user imports.

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Your Support Portal

Overview

Within Pardot, you have the option to delete items you may no longer need or want. The items in which you delete are stored within the Recycle Bin. This allows recovery of items that might have been accidentally deleted or needed at a later date and time. The only type of content which Pardot will not place in the recycle bin are files. As soon as they are deleted within the files interface, they will be deleted from the system.

How To Use

Each module name is listed in the table. Locate the type of information within the specific listed module.

For example, if one was looking to undelete a user which was deleted previously, navigate and click Users within the table. Locate the user then click on the gear on the right hand side under the "Actions" column. An option of "Undelete" will appear, and click on it. A message will pop up to confirm that the user will be undeleted. Click "OK" to confirm this restoration of user.

The process outline above is the same no matter which module area is selected.

 

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Your Support Portal

Overview

Pardot offers the option for location activation when you access the application from a different computer and from an unrecognized location for the first time.  This prevents someone from accessing your account in the event that they discover your Pardot username and password.

How To Use

Account whitelisted IP ranges

These are the IP ranges which you have setup to whitelist in your account. This means that if someone tries to access your Pardot account from this specific IP address range, they will not be prompted to activate their location.

All user whitelisted IP addresses

This table includes the IP address, IP name, user email address, and when the whitelist was created. The information which populates this table is based off those who have been prompted to locate their location activity. To learn more about location activation security, click here.

 

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Your Support Portal

Overview

The System Emails section is a log of all Pardot system email notifications. This module is only visible to Administrator users

How To Use

The table will display each of the system generated emails that Pardot has sent out. The emails included in this section include completion action notification emails(notify user, notify assigned user), page actions, daily prospect and visitor reports, and notify that a prospect has been assigned to you. Click on the "Subject" line of the system email to see the actual email which was generated and sent to the email address in the table.

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Your Support Portal

Overview

The User section allows you to manage users within Pardot(add and delete users), giving each a corresponding role: administrator, marketing, sales manager, or sales. This section also allows you to create new user groups and queues.

 

How To Use

To create a new user:

  1. Click +Add User.
  2. Enter the user’s First Name and Last Name.
  3. Enter the user’s Email address. This will also serve as the user’s login.
  4. Click the checkbox “Send Activation Email” to send an activation link that will be sent to the new user. He or she will be prompted to select a password and a security question. You have the option to disable the activation email from being sent right away if you need to.
  5. Set the Time Zone in which the user works.
  6. Choose a Role for the user (For more information see What roles should I select for my users?)
  7. Click Create user to save the new user.

To delete a user:

  1. In the user table, locate the user that you would like to delete.
  2. Click the check box which is to the left of their name.
  3. At the bottom left side of the table, you will see a drop down.
  4. Select "Delete" and click "Go".
  5. When prompted with “Are you sure?”, click Yes.

To update user preferences:

  1. In the user table, locate the user that you would like to update their preferences.
  2. Click on the users name.
  3. Click on "Edit preferences"
  4. Check or uncheck the boxes next to each email digest option. A checked box means that the user will receive the specific digest. An unchecked box means that the user will no receive the specific digest.
  5. Once updated, click "Save user preferences".

 

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Additional Tips

Tips & Tricks

Creating a User:

  • If some of your users have not yet activated their accounts and  you’d like to send them activation emails, use the checkboxes in the left column of the users table to select them and then select “Resend activation email” in the dropdown below the table.  The activation emails will only be sent to the users that have not yet activated their accounts.
  • If you are a salesforce.com or a SugarCRM user, you can enable single-sign on for your users. First, select the users. Second, select “Enable single sign-on with CRM” from the dropdown menu at the bottom of the table.  When successfully enabled, a blue wrench icon will appear next to the user’s CRM username.

Deleting a User:

  • If there are remaining completion actions referencing this user, you will be prompted with “The following completion actions reference this user:” and “These completion actions will be removed if you continue.” Click “Continue” to confirm to delete this actions along with the deletion of the user.
  • Deleting the user archives them to your Recycle Bin and makes the user profile inactive which will prevent the user from logging into your Pardot account.

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Your Support Portal

Overview

The Campaign Report table gives statistical information for each Pardot campaign at a glance.You can also drill into a specific campaign and view its cohort report.

The Monthly Cohort Report table gives graphical information for campaigns, filterable by date. The Monthly Cohort graph gives you a look over a selected period of time to see how many prospects and opportunities were created. You can filter the graph by month and drill into campaigns to see how that monthly cohort performs. This alternative view on the data makes it easier to visualize if there’s seasonality for a campaign, if the effectiveness is increasing/decreasing over time, and more.

How To Use

The Campaign Report gives you information on the following metrics captured:

Name Name of the campaign (clicking this will take you to a graphical representation of the number of visitors on a particular day compared with the number of converted prospects that are tagged with this campaign).
Cost The cost associated with the campaign in Prospect Insight (see Campaigns for more details).
Visitors The number of anonymous visitors captured by the tracking code associated with each campaign.
Prospects The number of anonymous visitors who converted as part of a campaign (see How are prospects associated with campaigns? for more details).
Assigned The number of prospects who are associated with the campaign who have been assigned to a user.
Cost / Prospect The cost per prospect, which is calculated by dividing the cost for the campaign by the number of prospects for that campaign.
Opportunities The number of prospects with opportunities for each campaign.
Opps / Prospects The percentage of prospects associated with the campaign who have an opportunity. This is calculated by dividing the number of prospects with opportunities by the number of prospects in the campaign.
Cost / Opps The cost per opportunity, which is calculated by dividing the cost for the campaign by the number of opportunities for that campaign.
Value The total value for any opportunities for prospects associated with each campaign (sum of all opportunities), that are not archived.
Revenue The total value for opportunities marked closed-won for prospects associated with each campaign (sum of closed-won opportunities), that are not archived.
ROI The return on investment, which is calculated by dividing the value for the campaign by the cost.

Pardot campaigns are typically thematic touchpoints (similar to “source” in other system). They track the first touch that a prospect has with your online marketing materials. Pardot campaigns are different than lists.  Please see the article on lists for more detail.

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Additional Tips

Tips & Tricks

  • The campaign report will only include data of prospects, list email sends, landing pages and forms submissions, and custom redirect clicks. No other marketing elements set with a campaign will be included in the campaign report. However, under Marketing > Campaigns, you can see the usage for all campaign elements, and pull reports from that screen.

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Your Support Portal

Overview

The Visitor Table displays a list of all captured sessions of anonymous visitors and identified prospects to the website. You can filter the sessions by View, Campaign, and First Page View or Last Page View date range.

  • Identified Visitors: All visitors that had their organizations identified by Pardot and are not ISPs.
  • Active Visitors: All visitors who visited two or more pages, regardless of whether or not their organizations could be identified.
  • All Visitors: All visitor sessions.

How To Use

If you receive an email address, Pardot's unique identifier, for a recorded visitor, you can convert them into a prospect from the Visitor Table.

To associate a visitor with a prospect profile:

  1. Select the Create/Associate Link under the Prospect column.
  2. A dropdown field will appear, enter the email address in the field.
  3. For existing prospects, please input their first name, last name, email, or website domain to display a list of email addresses from which to choose.

To export a visitor report:

  1. Select the View, Campaign, and Created date range you would like for the export.
  2. Click the Tools menu above the top right corner of the table.
  3. Select CSV Export from the drop-down menu. Your export will load immediately for very small data sets and run in the background for larger ones. You will receive an email notifying you upon completion and providing you with a link to the file.

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Additional Tips

Tips & Tricks

  • Identifying Visitors: In order to be classified as an Identified Company on the dashboard and in the Visitors module (under Marketing), the visitor cannot be an ISP and we must be able to obtain the following through a WHOIS IP look up: 1. company name AND 2. state OR country.

Querying Date Ranges allows you to set specified date ranges to view visitors' first or last page views:

  • If a last page view date range is selected such that the end date is today/now (e.g. today, this month, this quarter, this year, last 7 days or a custom date range with the end date as today) you will see any visitor that has visited your site in the specified period.
  • If a first page view date range is selected, only visitors to your site during that time range will display in the table.

 

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Your Support Portal

Overview

Prospect Accounts give you the ability to group prospects that work for the same company under the same umbrella, allowing you to roll-up and keep all the information about that company (e.g. shipping/billing information, company size, revenue, etc) all in one place. This reduces duplication and conflicting information.

How To Use

Syncing Prospect Accounts from CRM

If you have a salesforce.comSugarCRM, or Microsoft Dynamics CRM connector, the account data will sync down into Pardot automatically when Pardot detects a Lead or Contact with a valid Account reference in the CRM. This sync is one-way and treats the CRM as the master.

When Prospect Account sync is active from the CRM, you will not be able to create, edit, delete Prospect Accounts or associate them with Prospects in Pardot – this must be done through the CRM.

When an Account that exists in Pardot is updated in the CRM, the changes will be pulled down to Pardot as part of the account sync process (which is separate from the prospect sync process).

Manually Creating Accounts in Pardot

If you do not have a CRM connector, or use NetSuite, you can manually create, edit, and delete Prospect Accounts and associate them with Prospects by editing a Prospect.

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Additional Tips

Tips & Tricks

  • All the data for Prospect Accounts is available for building Segmentation, Automation Rules, and Dynamic Lists.

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Your Support Portal

Overview

Pardot captures your Prospect List in a table, organizes your prospects into a variety of categories and allows you to sort by activity date.

How To Use

If you are a Marketing, Administrator, or Sales Manager user, you can change the View in the prospect table to one of the below options. If you are a Sales user, you will only see prospects assigned to you.

Available Views:

  • Active Prospects: Prospects that have had at least one activity (any activity besides an email send, email open, email bounce, opportunity, or visit).
  • Active Prospects for Review: Prospects that are not assigned to a user in Pardot, have not been marked as reviewed, and have had at least one activity (any activity besides an email send, email open, email bounce, opportunity, or visit).
  • All Prospects: All prospects in your Pardot account.
  • Assigned Prospects: All prospects that are assigned to users in your account.
  • Mailable Prospects: All prospects that can receive emails through Pardot (they have not unsubscribed, had a hard bounce or 5 soft bounces, and were not manually opted out by a user).
  • My Prospects: All prospects assigned to you in Pardot.
  • My Starred Prospects: All prospects assigned to you in Pardot that you have manually starred. Prospects can be starred by clicking the gray star next to the prospect’s name in the prospect list or by clicking the star next to the prospect’s name in their individual prospect record. Stars are applied on an account-wide basis, so if one user stars a prospect, it will be starred for all users in that account.
  • Never Active Prospects: Prospects that have never been active (e.g., imported).
  • Reviewed Prospects: Prospects that have been marked as reviewed (see What should I do with “bad prospects” who provide false data? for more information).
  • Unassigned Prospects: Prospects that are not assigned to a user in Pardot; this includes prospects that have been marked as reviewed.
  • Unmailable Prospects: Prospects that have opted out of email communication in Pardot, been imported and globally opted out, manually marked as “Do Not Mail”, or had a hard bounce (or 5 soft bounces) when emailed through Pardot.
  • Unsubscribed Prospects: Prospects that are unmailable because they have opted out of email communication in Pardot by clicking the unsubscribe link in an email.

You can also filter the table by Tags or other values entered manually, and change the Date Range dropdown to filter by a specific time period.  Click on a prospect’s name to view a detailed profile page.

Additional Tips

Tips & Tricks

  • Clicking on the prospect name opens the individual prospect record in Pardot, giving further insight into their activities, score, grade, etc. To learn more about the prospect record, click here.
  • If the CRM connector is activated, syncing prospects will have the CRM icon next to their name. Clicking the CRM icon will open their lead or contact record in the CRM if single sign on is enabled. If single sign on is disabled, a box will be displayed to enter user credentials before proceeding.
  • In the search field in the top right-hand corner of the app, you can type in first and last name. However, the filter bar at the top of a prospect table will only allow you to type in one word, rather than two.
  • Active prospects will display a green person icon next to their name.
  • Prospects that have never been active will have a red person icon next to their name.
  • If you'd like to know how many prospects are in a particular prospect table, click the checkbox in the top lefthand corner of the table. Some text will appear asking you if you want to select those prospects just on that page, or all #### total prospects. This is an easy way to know the number of prospects without having to add up the numbers and pages.
  • You can send one to one email from within Pardot by clicking on the prospect's email address from their record.

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Your Support Portal

Overview

A Pardot Site Search can crawl your site map, serve up relevant search results for visitors, and provide reporting on their queries.

A Third Party Site Search leverages an existing site search and posts the search results back to Pardot.

How To Use

Create a Pardot Site Search

  1. Press + Add Site Search to launch the wizard.
  2. Select Pardot Site Search from the Site Search Type dropdown menu.

Name

  1. Create a name for your site search that will be used internally (e.g., “Knowledge Base Site Search” or “Main Website Site Search”).
  2. Press Next.

Sitemap

  1. Enter the Sitemap URL for your Google XML or HTML site map. Pardot will crawl all pages listed on your sitemap. If there are pages that you would not like to index, you should remove them from the sitemap. PDFs will not be indexed.
  2. Select a Max Index Size for the site search. Professional Edition and Enterprise Edition have a different limit for the amount of indexable pages across all site searches. If you only plan to have one site search set up, you can select your account’s maximum.
  3. Select the Index Interval that best meets your business needs.
  4. Press Next.

Layout

  1. Designate an optional Title for your search results page that Pardot will host for you.
  2. Select the Layout Template that will control the styling for your hosted site search results page.
  3. Using the “Remove Title Content” field, optionally remove any words or phrases that you do not want to appear in the search results. For example, many organizations have their company names in the title of every page of their site (e.g.., “Pardot — Contact Us”). You may not want your company name showing up in each search result.
  4. Add any styling or HTML that you will display if there are No Results Found.
  5. Press Next.

Confirmation

  1. Review your selections on the confirmation page.
  2. Press Next.
  3. Note: Your changes are not saved yet! Please Confirm & Save your Site Search in the HTML Code step of the Wizard.

HTML Code

Use the HTML code generated by Pardot to integrate the Site Search on your web page’s search setup. You can view the Form Code or the HTML/IFrame Code. If you do not currently have a search box on your site, you will want to place the Form Code on your site where you would like the search box to appear.

  1. Use only the Form Code if you would like the search results to be hosted on a Pardot landing page that uses your vanity CName in the URL.
  2. If you would like the search results to reside in an iframe on a page on your website, you can add the Form Code to your site, changing the action URL (action=”") to the URL for the page on your site where you’d like the results to display. Then add the HTML Code iframe to the page where you’d like the results to display.
  3. Press Confirm & Save.

Create an integrated Third Party Site Search

  1. Designate an optional Title for your search results page that Pardot will host for you.
  2. Select the Layout Template that will control the styling for your hosted site search results page.
  3. Using the “Remove Title Content” field, optionally remove any words or phrases that you do not want to appear in the search results. For example, many organizations have their company names in the title of every page of their site (e.g.., “Pardot — Contact Us”). You may not want your company name showing up in each search result.
  4. Add any styling or HTML that you will display if there are No Results Found.
  5. Press Next.

Confirmation

  1. Review your selections on the confirmation page.
  2. Press Next.
  3. Note: Your changes are not saved yet! Please Confirm & Save your Site Search in the HTML Code step of the Wizard.

HTML Code

Use the HTML code generated by Pardot to integrate the Site Search on your web page’s search setup. You can view the Form Code or the HTML/IFrame Code. If you do not currently have a search box on your site, you will want to place the Form Code on your site where you would like the search box to appear.

  1. Use only the Form Code if you would like the search results to be hosted on a Pardot landing page that uses your vanity CName in the URL.
  2. If you would like the search results to reside in an iframe on a page on your website, you can add the Form Code to your site, changing the action URL (action=”") to the URL for the page on your site where you’d like the results to display. Then add the HTML Code iframe to the page where you’d like the results to display.
  3. Press Confirm & Save.

To integrate a Third Party Site Search:

  1. Press + Add Site Search to launch the wizard.

Name

  1. Select Third-party Site Search from the Site Search Type dropdown menu.
  2. Create a name for your site search that will be used internally (e.g., “Knowledge Base Site Search” or “Main Website Site Search”).
  3. Press Next.

Redirect URL: for URLs in the format http://www.site.com?q=search_term

  1. Enter the Redirect URL for your third-party search application. You can find this URL by searching for the ‘form action=’ in the page source.
  2. Select a Submit Method, either POST or GET, depending on your application. This will generally match the ‘method=’ in the page source.
  3. From the company’s website, complete a search for any word in their search bar.
  4. Insert the Search Query Variable. This is the query parameter from your third-party application, found in the browser URL address bar. It will be between the ‘?’ and the first ‘=’ in the URL.
  5. Press Next.

Redirect URL: for URLs in the format http://www.site.com/example/example/search_term/word/%3834&$/word

  1. Enter the Redirect URL for your third-party search application. You can find this URL by searching for the ‘form action=’ in the page source.
  2. Select a Submit Method, either POST or GET, depending on your application. This will generally match the ‘method=’ in the page source.
  3. Insert the Search Query Variable. This is the query parameter from your third-party application. It can be found in your Form as the value for the Name attribute.
  4. Press Next.

Redirect URL: for URLs in the format http://www.site.com/example/words/search_term

  1. Enter the Redirect URL for your third-party search application. You can find this URL by searching for the ‘form action=’ in the page source. You will need to append {query} to the end of this URL like this: http://www.site.com/example/words/{query}
  2. Select a Submit Method, either POST or GET, depending on your application. This will generally match the ‘method=’ in the page source.
  3. Insert the Search Query Variable. This is the query parameter from your third-party application. It can be found in your Form as the value for the Name attribute.
  4. Press Next.

Note: Site search content from the page source may vary; these are general guidelines.

Confirmation

  1. Review your selections on the confirmation page.
  2. Press Next.

HTML Code

  1. Edit your company web page’s HTML so the site search form’s action URL (action=”URL”) is now the Pardot Post URL. When a user clicks the submit button, the search query is first passed to Pardot, where we record the search term, and then the request is forwarded back to the redirect URL specified in the wizard so that the user sees the search results page.
  2. Press Confirm & Save in the Pardot Site Search Wizard
  3. To test, after you have updated the form’s action URL (action=”URL”) to be the Pardot Post URL, submit a search request on your website. Then refresh the Pardot site search page and you can see the search term generated in the right column.

Video

Additional Tips

Tips & Tricks

  • Search terms are a valuable indicator of a prospect or visitor's intent when visiting a site, and can act as buying triggers.
  • When editing an existing site search, use the upper navigation to skip to the step you want to edit and click finish at any time to save changes. It is not necessary to scroll through all steps to edit existing site search.
  • If updating your site search form’s action URL (action=”URL”) is not possible or the preferred method, an alternative advanced option is posting the search term data to a hidden iframe on the results page. For more details on posting data to hidden iframes click here.

Best Practices

  • When using a Pardot Site Search, site maps are indexed nightly. After creating a Pardot Site Search, wait one day and return to the site search section the next day to see the index.

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Overview

Social Message details allow you to see a list of prospects who clicked a link in your post, on which social media channels you received the most clicks, and how the number of clicks on your posts increased or decreased over time. Social post clicks are visible as prospect activities on individual prospect records.

Social Posting schedules and simultaneously post updates to multiple Twitter, Facebook, and LinkedIn accounts and gathers insight on link clicks, replies, comments, retweets, and likes. Pardot re-writes any link beginning with http:// or https:// in a Pardot social post as a trackable link with your company’s custom bit.ly pro URL (if applicable).

Video

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Overview

Profiles are used to grade your prospects based on your ideal customer profile. Pardot starts you with a default profile but you may edit this or create any additional profiles that meet your business needs.

How To Use

To create a Profile:

  1. Click the +Add Profile link located in the top right of the profiles table.
  2. Choose a Name that will be used internally (e.g. “Default Profile” or “Executive Profile”).
  3. Add a Criteria Name (e.g., “Industry” or “Job Title”) and designate the corresponding Grade adjustment with which prospects will be graded based on whether or not they meet that criteria.
  4. Continue adding as many criteria as you would like using the plus and minus icons.
  5. Click Create profile when you are finished adding criteria.

To Set a Prospect's Profile:

  1. Change a prospect’s profile manually by editing a prospect and selecting a profile from the profile field’s drop down menu.
  2. Set forms or form handlers to automatically set a prospect’s profile to the one specified during form creation.
  3. Create an automation rule that is triggered by a particular event. This event could be entering a specific job title or department on a form, being added to a particular list, etc.
  4. Include Javascript in the tracking code on a particular page. To do this, click on the name of the Profile in Pardot, click the link to “View Javascript code” and then include that code on the specified page above the piTracker() function. This will only set the profile for a visitor that is not already associated with another profile. Once they convert to a prospect, they’ll be tagged with the profile from this Javascript.

Using Profiles to Grade Prospects:

All prospects start with a grade of D. Before assigning leads, your lead qualification team should grade them so that your sales reps know how to properly prioritize them based on how well they fit your organization’s ideal customer profile.

  1. When viewing a prospect, his or her profile criteria will be listed in Profile tab. Simply click the thumbs up or thumbs down icons to designate whether or not the prospect meets or does not specified criteria. Note: To modify prospect profile criteria once the thumbs up or thumbs down has been clicked, simply click the Reset next to the profile criteria.
  1. You can also use automation rules to grade your prospects. For example, you could set up a rule to say:

Rules:

If [prospect prospect field] [job title] [contains] [VP] or
[prospect prospect field] [job title] [contains] [Vice]

Actions:
[Change profile criteria] [Default] [Job Title] [Matches]

The automation rules above would be the equivalent of manually clicking the thumbs up icon for a prospect whose job title contains VP or Vice.

Video

Additional Tips

Tips & Tricks

  • Automating grading is a two step process. First a profile needs to be set up that includes the ideal customer profile criteria. In order to then 'activate' the grading, create an automation rule that dictates what specific criteria is a 'match' or 'not a match' in order to actually increase or decrease a grade.
  • Before setting up grading, mock everything up in a document or on a whiteboard before setting up profiles and related rules.

Best Practices

  • Set criteria such as location, company size, job title, and other factor to tier your prospects before assignment. You may also use multiple profiles if you target several different audiences. For example, you may have different grading criteria for your technical prospects and your executive prospects.
  • Discuss meaningful criteria with the sales manager or sales team and talk through what information they look at to decide whether a lead is a good fit. Often times, the marketing department will find that they are basing this on different criteria than sales team receiving the leads. Having this discussion ensures that Marketing and Pardot are passing along meaningful leads to Sales.

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Overview

Tags are a lightweight, flexible, user-driven taxonomy for use in sorting/filtering data and reporting. Every asset in Pardot — prospects as well as content — can be tagged with one or multiple keywords or phrases.

How To Use

Tags can be created and assigned a number of ways, including:

  1. Manually adding a tag while editing a Prospect record.
  2. Selecting all prospects while viewing a specific prospect table then selecting “Add tags” in the drop-down at the bottom of the table.
  3. Via Automation Rules.
  4. Through a Completion Action on a Form, File, etc.
  5. Via an import. This method of applying tags is only additive and will not remove any tags.

Video

Additional Tips

Tips & Tricks

Tags can be used to organize and group Pardot data in meaningful ways

Best Practices

For 5 use cases on tags, please see Tags Best Practices: 5 Use Cases

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Overview

Lists are groups of prospects that can be used while sending list emails or building drip programs.

How To Use

  1. Click on the +Add List located in the top right of the List table.
  2. Enter a Name for the list that will only be used for internal purposes.
  3. Enter tags if you wish to tag the list–note this only tags the list, not the prospects added to the list
  4. Dynamic List Option: will dynamically add prospects to this list via predefined rules. Prospects will be removed from dynamic lists if they no longer match the criteria. For more information refer to Dynamic Lists.
  5. Pick an Archive Date if you want to make the list inactive at some point in the future (or past). Archiving lists moves them to the “Archived List” view on the List table under Segmentation.
  6. Public List Option: If you wish to make the list available on any Email Preference center, select the Public List checkbox. Enter a Label that your prospects will see as the list’s name on your email preference center and you add a description of the list.
  7. If you have a verified CRM connector, you can optionally enable the CRM Visible option to allow prospects to be added to or removed from this list from your CRM.
  8. Click on the Create list button to save your new list.

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Additional Tips

Tips & Tricks

  • Public lists will be visible in the Email Preference Center, allowing prospects to adjust their subscription status and remove them from that specific list (instead of unsubscribing entirely).
  • Use Dynamic Lists for field data that will change often, like Status or membership status, or CRM record type. Use static lists (populated via automation rules) for field data that will not change (geographic location, source and company name).
  • Archiving a List allows you to reduce the number of lists available in your "Add to List" dropdown, but allows you to still access the list by changing the "View" option above the List table to "Archived Lists".
  • Consider using lists for reporting purposes (e.g., a dynamic list to monitor the number of current clients or customers in your database).
  • Populate lists by either making the list dynamic or by using segmentation rules, automation rules, completion actions, import or table actions.

Best Practices

Consider using dynamic lists for:

  • Competitors
  • Current customers or clients
  • Suppression lists

 

 

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Overview

Segmentation Rules allow you to pull a one-time list of prospects based on specific criteria. They do not run continuously. List segmentation allows you to build targeted lists tailored to your exact specifications, giving you the tools you need to run more targeted campaigns.

Segmentation Rules makes it easy to quickly create lists or add and/or remove prospects from lists based on the activities that your visitors take.

How To Use

  1. Click the +Add Segmentation Rule button above the Segmentation Rules table.
  2. Create an internal Name for your segmentation rule
  3. Select a Match type:
    Match All – All aspects of the Rule must be satisfied in order to take the action(s)
    Match Any – Only one aspect of the Rule must be satisfied in order to take the action(s)
  4. Build out the criteria for the segmentation rule by clicking +Add new rule or +Add new rule group. If you create a rule criteria that you like to remove, click the trash can icon on the left side of the specific rule. For more information on rule groups, see below.
  5. Choose an Action. You can add the prospects to a list or remove them from a list. Add segmentation actions by clicking +Add new action button or remove action by clicking on the trash icon.
  6. Click Next to preview your rule and see a list of the prospects who will be affected. If you need to make adjustments to the rule, click Previous.
  7. Click Confirm & Save to run your segmentation rule. The actions will be carried out in the background and you will receive an email when the processes have been completed.

Rule Groups

Within a segmentation rule, complex rules can be created by adding a new rule group. Rule groups allow you to construct a combination of criteria while reducing the restriction of “match all” and “match any” requirements. The flexibility of rule groups allows users to combine multipart rules that would have previously been two separate rules. For example, within the same rule, assignments to a sales representative can be qualified by both location and industry by using two groups.

Video

Additional Tips

Tips & Tricks

Usage Tips

  • Select the “- ANY -” criteria option for forms, form handlers, landing pages, files, and custom redirects rather than listing out every item in your rules.
  • Add multiple criteria in a single line by separating each value with a semicolon, which uses OR logic (“Match Any”) when selecting a positive operator (“contains” or “is”).
  • If a negative operator is selected (“doesn’t contain” or “isn’t”), then it uses AND logic (“Match All”) due to boolean logic.

Deleting a Segmentation Rule

Deleted segmentation rules will not be pushed it to the Recycle Bin. These items will be deleted permanently from your instance.

Best Practices

Run a Segmentation Rule to obtain a list of prospects or data at a specific time for reporting purposes.

Segmentation Rules are best used in certain scenarios. To decide between automation rules, dynamic lists and segmentation rules, please review the Prospect Actions comparison table.

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Your Support Portal

Overview

The Email Template Wizard creates text and HTML email designs and then saved for future use. These can be used to send ad-hoc emails to prospects and lists or used in drip campaigns or as form auto-responders.

How To Use

Step 1: Name

  1. Provide an internal Name for this Email that will not be visible to your prospects. This name will only be visible to Pardot users, so utilize a descriptive name (e.g., Q4 – Tech Bulletin).
  2. Optionally enter Tags to help organize your email templates.
  3. Select a Campaign with which to tag your new email. The campaign selected will only be used to tag the email message and it is not a filter for the recipients (only the lists and suppression lists will determine who the email is sent to). Note: If you create an email template and tag it with one campaign, this campaign name will not automatically carry over when you actually send a new email–you will be able to choose a different Pardot campaign when you send the live email. The live email tag will dictate reporting, not the template’s tag.
  4. Select the Email Type. Choose from the following:
    1. Multi-part from Pre-formatted Layouts: Choose from Pardot’s layouts and personalize with your own content. This option is best for those with little knowledge of HTML design.
    2. Multi-part with Graphical Editor: This option allows you to use Pardot’s WYSIWYG editor to build an email or paste in your own HMTL. You will also create a text version for optimized email viewing.
    3. Multi-part with Source Editor: This option allows you to paste in your own HMTL. You will also create a text version for optimized email viewing.
    4. Text Only: This option allows you to create a simple text email with no HTML formatting.
  5. The email template will be Available for all items you select.  This controls how you can send this email template, and which dropdowns will show this email template as an option for sending.  At least one item must be selected.Choose from the following (check all that apply):
    1. One to one emails (sent by clicking on a prospect’s email from their record or through a salesforce.com lead or contact record)
    2. List emails
    3. Autoresponder emails (for formsform handlers, and automation rules)
    4. Drip Program emailsNote: All four options are automatically selected for email templates that were created before this option was added in December 2012. To start removing types from more than one template at a time, go to the templates table (Marketing > Emails > Templates) and check the templates’ checkboxes in the left column of the template table. Use the batch action dropdown at the bottom left of the table to start disabling types.
  6. Click Next

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Additional Tips

Tips & Tricks

Limit the ways an email template can be used by selecting checkboxes that determine what the template is available for: one to one emails, autoresponder emails, list emails or Drip Program emails. At least one checkbox must be selected.

Best Practices

Users must always click the “confirm and save” button or the “cancel” link to exit a wizard. Navigating away from the page will leave that wizard open in the background.

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Overview

The Email Wizard under Marketing > Emails is used to send emails to lists of prospects.

How To Use

Use the “Send New Email” link to launch the email wizard.

Step 1: Name

  1. Provide a name for this Email.
  2. Select a Campaign with which to tag your new email.
  3. Select the Type of email that you would like to create. Choose from the following:
  4. Email with Existing Templates: Choose from your email templates and modify it if necessary with additional content. This option is best if you want to resend an existing (or similar) email.
  5. Multi-part Email with Graphical Editor: This option allows you to use Pardot’s WYSIWYG editor to build an email or paste in your own HMTL. You will also create a text version for optimized email viewing
  6. Multi-part Email with Source Editor: This option allows you to paste in your own HMTL. You will also create a text version for optimized email viewing
  7. Text only: This option allows you to create a simple text email with no HTML formatting

Step 2: Content

  1. If you selected a pre-existing email template, the subject line and email content will be pre-loaded into the WYSIWYG.Use the WYSIWYG Editor to create your HTML content. The editor has three tabs:
  2. Edit Graphical: Use this section to create an email using the WYSIWYG formatting buttons
  3. Edit Source: If you’d like to paste in HTML code you’ve created. Once you paste the code here, you can navigate back to the Graphical tab to see your email and make any inline changes. Note: The Edit Source tab replaces the HTML button in the previous Pardot editor.
  4. Preview: See a preview of your email

Step 3: Sender

  1. User: Select from a list of your users to make the template personalized.
  2. General: Enables a general address (e.g., info@pardot.com) or a non Pardot user to be the sender of the Email. (Please note that as a best practice, we recommend sending email from a person’s email address, as general info@ or marketing@ sender addresses can be a trigger for spam filters).
  3. Optionally, select the checkbox to make the “From” address the prospect’s assigned user, if available. This setting makes the message appear to be personalized from the recipient’s assigned sales representative.

Step 4: Recipients

  1. Select one or more mailing lists. Use the plus and minus signs to add or remove lists. Prospects on more than one list you select will only receive one copy of the email.
  2. Optionally, use the “Suppression Lists” checkbox to add or remove suppression lists. Prospects on the specified suppression list(s) will not receive the mailing.
  3. View the total number of recipients. Click the “Calculate Now” button to view the total number of mailable prospects your email will be delivered to

Step 5: Completion Actions

  1. Optionally select certain actions to take place when a prospect opens the email, clicks on a link in the email or unsubscribes. We only run completion actions on the first open, or on the first click for each link they click.
    Your options include:

    • On click: Take action when prospects click on any and all links in the email. This action will be repeated for each unique link the prospect clicks except for the unsubscribe link (the completion action will run every time the prospect clicks the unsubscribe link).
      • Apply actions only if a specific URL is clicked: Check this box to execute completion actions to occur on just one link vs. applying the actions to all links in the email. Select the link from the drop down that appears. For now we only allow one link to be selected for completion actions and we exclude the unsubscribe link from the available choices. Pardot will only run a completion action on the first click for each link they click.
    • On open: Take action when prospects open the email. This only applies to HTML emails. Pardot will only run a completion action on the first open.
    • On unsubscribe: Take action when a prospect clicks the unsubscribe link. Unlike opens and link clicks, Pardot records every unsubscribe click and therefore, will run a completion action every time the unsubscribe link is clicked.
  2. Review the list of available completion actions and their meanings before selecting what meets your needs
  3. You can add multiple completion actions for each email action – click “Add new completion action” or the green circle with white ‘+’
    Email Completion Actions

Notes:

  • “On click” actions apply to both HTML and text versions of your sent email.
  • Completion actions don’t expire. For example, if a prospect is cleaning out their inbox two months from now and they open the email and click on links, the completion actions will still occur.
  • After your email is sent, you can still edit the email’s completion actions. The actions are not retroactive so the edits will only execute on prospects who take the action from that point onward.
  • Completion actions execute every time the action is taken regardless of how many clicks occur in a given period except for “Adjust Score.” Score will only increase or decrease once per prospect per click in a 24 hour period.
  • Completion actions do not execute for filtered activities.

Step 6: Test Email

  1. Optionally, enter an email address (or multiple addresses) to send a test email before finalizing your email. Click “Send Test Email.”

Step 7: Delivery Date

  1. Email can be sent immediately, saved as a draft or scheduled for sending later.

Step 8: Confirmation

The confirmation page displays a summary of your email details. To make changes to your email deployment, use the upper navigation to move backward through the steps at any time.

Video

Additional Tips

Tips & Tricks

Email names will only be visible to Pardot users, so utilize a descriptive name (e.g., Q4 – Tech Bulletin – List Email).

Ensure that your URLs do not have spaces or special characters in them. If they do, please ensure that you properly encode them.

You must use inline CSS if you intend to control the email styling via CSS.

Best Practices

If you have the Advanced Analytics Email Package, you can also press “Start Tests” in Step 6 of the Send Email wizard to preview the content and subject of your email in multiple email clients and test your email against several spam filters.

When creating emails, the %%unsubscribe%% and %%account_address%% are automatically inserted to ensure CAN-SPAM compliance.

You can use dynamic content in emails by simply clicking on the lightning bolt within Pardot’s email editor. Learn more about using dynamic content in emails here.

If the ad-hoc email will be used again, create an email template first rather than going the route of creating the email first.

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Overview

The unsubscribe page is automatically generated for each Pardot account and is represented by the variable tag %%unsubscribe%% in emails.

How To Use

Pardot requires that an unsubscribe link is included in every email in order to ensure CAN-SPAM compliance.

When emails containing  %%unsubscribe%% are sent using Pardot, Pardot substitutes in an unsubscribe link specific to the recipient. It will look something similar to the following: http://www.site.com/unsubscribe/170bb3c3e580aeff2d05b2ee1dc53rab.  The hash at the end of the link represents a specific prospect in the system, so that Pardot can automatically unsubscribe the prospect that clicks on that link.

Video

Additional Tips

Tips & Tricks

Use a Pardot layout template to create a branded Unsubscribe Page.

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Overview

A default email preference page, represented by %%email_preference_center%% in your emails, is automatically included as a ready-made landing page in every Pardot account.  One account can have multiple custom email preference pages.

 

How To Use

To create additional Custom Email Preference pages:

  1. Under Marketing > Emails > Preference Pages > click Add Email Preference Page
  2. Enter a name for the page–this is just for internal use, no prospect will see this
  3. Enter a title for the page–this will appear for prospects in place of the %%title%% tag in the page’s layout template
  4. Select a campaign for the page
  5. Select a Layout template to style the new page
  6. Enterprise editions and higher can customize the vanity URL for the page
  7. Add lists to the page. From your available Public lists, select which lists you would like to have visible on the new email preference page. These are the lists prospects will be able to opt in or out of when visiting the page
  8. Click create page.

To add a Custom Email Preference Page to your email:

  1. To link to your Custom Email Preference Page, highlight the text you’d like to turn into a link.
  2. Click on the link icon to open the link pop-up.
  3. For Link Type select Email Preference Page.
  4. Then for URL select the custom email preference center you’d like to use.

Note:

Video

Additional Tips

Tips & Tricks

All Public Lists will be visible on your default email preference page. To make a list public, click on Marketing > Segmentation > select a list > Edit list > and enable the checkbox ‘Public list: Display this list in the email preference center.’ When you create additional email preference pages, you will use a dropdown menu to select which public lists will be visible on your custom email preference page.

For public lists, fill in a customer-friendly Label that will be displayed on the preference page. This is the list title that your prospects will see (as opposed to the internally used list ‘Name’). You can also enter an optional Description to clarify what your subscribers will receive (for example, the frequency in which they will receive messages). You can even make Dynamic Lists visible on the preferences page.

Best Practices

  • If left untouched, the preference center pages will be blank and only include the required email field for prospects.  It is recommended that  default preference center page be updated to mimic the website branding before sending emails.
  • Do not use the %%email_preference_center%% tag for custom email preference centers. The %%email_preference_center%% tag will only pull in the link to the account's Default Email Preference Page.

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Technical Support

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Your Support Portal

Overview

This page shows your completed email rendering tests. Click the name of any email to view its test results.

For complete details about email rendering tests, see Advanced Email Analytics Overview.

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Your Support Portal

Overview

The Email Templates table displays a list of all email templates available for use. The table is sortable by View, Filter and Tags.

Video

Additional Tips

Tips & Tricks

  • When making an email specifically for mobile devices, use buttons, not text links. Buttons are easier to hit with your thumbs!
  • Keep email designs short and sweet. If any table in your email is more than 1790px tall, Outlook may take the liberty of inserting a 'page break' into your email which could disrupt your design.
  • Is Outlook showing a big blue border around your hyperlinked image? To remove, edit the image and add border="0 none" and style="border: 0 none;" to both your image <img> and the image's anchor <a> tag.
  • Use Pardot's Test List feature to send your email template to an internal test list and ensure that variable tags are rewritten properly and all links are rewritten as trackable.

Best Practices

  • Check image to text ratio. Too many images (or too large of an image) compared to text in an HTML email can be considered spammy by spam filters.
  • 600px is a general standard for email width.
  • You've just sent a test for your email draft. Go ahead and confirm & save your work on your email template while you're waiting for your tests to arrive.
  • Remember that text only emails do track opens!

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Pardot Strategy Help

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Technical Support

Contact Support for technical and troubleshooting questions, and manage your existing cases.

Your Support Portal

Pardot Success Community

Join our Success Community to collaborate and engage with other Pardot users.

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Training and Certification

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Pardot Strategy Help

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Technical Support

Contact Support for technical and troubleshooting questions, and manage your existing cases.

Your Support Portal

Pardot Success Community

Join our Success Community to collaborate and engage with other Pardot users.

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Training and Certification

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Pardot Strategy Help

Get help with marketing automation strategy, best practices, and Pardot features.

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Technical Support

Contact Support for technical and troubleshooting questions, and manage your existing cases.

Your Support Portal

Overview

The Pardot Account information provides you with specific informations and statistics in regards to your account.

Within the top section of the page labeled My User Information you will find detailed information in regards to your personal user account, such as your email address, user role, contact information, and your client advocate.

The second table on the left hand side of the page is titled Account Information and you will find information in regards to your Pardot account. Information such as your company address and account type will be listed here.

The table on the right hand side of the page is titled Usage and you will find information in regards to your current Pardot usage. This table will inform you as to how many automation rules, forms, users, and other features you're utilizing.

Video

Pardot Success Community

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Pardot Strategy Help

Get help with marketing automation strategy, best practices, and Pardot features.

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Technical Support

Contact Support for technical and troubleshooting questions, and manage your existing cases.

Your Support Portal