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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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Overview

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 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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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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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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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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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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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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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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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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Technical Support

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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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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

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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Pardot Success Community

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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

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.

Pardot Success Community

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

Visit the Pardot Success Community

Training and Certification

Access Pardot’s training content, or find out more about becoming Pardot Certified.

Live and On-demand Training

Get Pardot Certified

Pardot Strategy Help

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

Attend Office Hours

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

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

Visit the Pardot Success Community

Training and Certification

Access Pardot’s training content, or find out more about becoming Pardot Certified.

Live and On-demand Training

Get Pardot Certified

Pardot Strategy Help

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

Attend Office Hours

Technical Support

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

Your Support Portal