Pardot Flashcards
What is a cookie?
a small piece of data sent from a web browser and stored on the user’s computer
What is the cookie used for in Pardot?
the cookie is used to track the user’s activities while they navigate your website and interact with your marketing materials
What are the two different types of cookies Pardot uses?
Visitor Cookie and Opt In Cookie
What is a Visitor Cookie?
The visitor cookie includes a unique identifier for the visitor (visitor_id) plus the unique identifier for your account, which is derived from the tracking code placed on your site. The cookie stores the activities of visitors and prospects on your site.
What is an Opt In Cookie?
It allows people to opt out of types of browser tracking.
What happens to cookies when a visitor converts to a prospect?
These cookies will stay on the browser unless they choose to opt-out. Once visitors convert to prospects, these cookies provide you with a wealth of information about each prospect’s interests, behavior, and activities. Pardot keeps all of that trackable visitor data and appends it to each prospect’s Pardot record and continues monitoring their activities moving forward.
What is a Prospect?
A prospect is Pardot’s name for a site visitor who has given you their email address. Each prospect has a record in Pardot that can sync with a corresponding lead or contact record in Salesforce.
What is the one piece of information required for a prospect to be created?
Email Address
How Are Prospects Created in Pardot?
The most common way is that a visitor submits a form that contains their email address.
What are the three ways a visitor is converted to a prospect?
Submitting a Pardot form you embed on your web page.
Submitting a form on your site that you connect to a Pardot form handler.
Submitting a form you host on a Pardot landing page.
*Form must require an email address field.
What is the Audit page?
The Audit page lists all the data obtained by Pardot as your prospects have entered information.
The audits are composed of the name of the action and information which changed in regards to the prospect record. The audit includes the type of change and the date that the prospect record change occurred. You can access additional information about specific fields and audits by clicking on the name of the field.
How long are audits for field changes stored?
30 days
How do you access the Pardot tracking code?
Click the Pardot Campaigns tab.
Select the Website Tracking campaign.
Click View Tracking Code to access the unique Pardot tracking code for your website.
Copy the code.
In your web page HTML, paste the campaign tracking code before the close body tag ().
What are custom redirects?
Pardot’s custom redirects allow you to track any link on your website or a third party site and allow access to files hosted outside of Pardot (for example, a link on a social media page, a banner ad on a third party site, etc.).
Clicks on the link will show up as an activity on a prospect’s record.
What are page actions?
Page actions are completion actions that are triggered by a prospect’s page views. You can apply page actions to any page that contains your Pardot tracking code.
What happens when a visitor or prospect clicks a custom redirect?
The click is recorded in the Custom Redirect Statistics table, which can be filtered by tags, campaign, and date range.
What is a Pardot campaign?
A Pardot campaign tracks the first touch a prospect has with your online marketing materials.
What does it mean to say that Prospects have a one-to-one relationship with Pardot campaigns?
Prospects can only belong to one campaign at a time and must always be associated with a Pardot campaign.
What is the difference between Pardot Campaigns and Pardot Lists?
Pardot campaigns are prospects grouped together for tracking and reporting purposes.
Pardot lists are prospects grouped together to make it easier to email marketing materials to them as a group.
How do Pardot campaigns differ from Salesforce campaigns?
Pardot campaigns are thematic touchpoints that are similar to a source- they track the first touch a prospect has with your online marketing materials. Once established, the Pardot campaign maintains a 1:1 relationship between itself and the prospect.
In contrast, Salesforce campaigns allow leads and contacts to be tied to multiple campaigns at the same time, supporting multiple interactions.
Why would you want to connect Pardot and Salesforce campaigns?
As a prospect interacts with the marketing assets on a Pardot campaign, metrics are pushed to its equivalent Salesforce record. From here, marketers can track campaign influence, and sales users can clearly see the prospect’s journey to becoming an opportunity.
What are some best practices for enabling Connected Campaigns?
Identify the Pardot campaigns that you want to keep and make sure they have an existing Salesforce campaign.
Identify the Salesforce campaigns that you want to keep and make sure an equivalent Pardot campaign exists.
Identify which Pardot campaigns, if any, must stay in Pardot only.
Create record types or assignments to organize your campaigns.
Make sure that you create counterpart campaigns in Salesforce for Pardot’s default and required campaigns, including Website Tracking and Salesforce Sync. If you aren’t using the Email Plug-in campaign, delete it before you connect.
What happens when a Salesforce campaign is updated by a person or process?
A Pardot campaign is updated or created each time the Salesforce campaign is edited by a person or process. To limit the number of campaigns created in Pardot, identify a cut-off date for replication.
What are dependent fields?
Dependent fields are hidden by default, but appear based on a value entered in another field on the form.
Ex. When a user sets their country as United States of America, a new field pops up that asks their state.
What is progressive profiling?
Progressive profiling displays new fields based on fields that a prospect completed on previous forms.
Ex. If a prospect has already submitted the Contact Us form on the blog, the next time they visit the blog, Progressive Profiling will ask them which product they’re most interested in.
What are Pardot’s Form Handlers?
if you have an extensive form infrastructure already in place, need total control of your form’s design, or just want to pass data back to Pardot from specific fields in pre-existing forms, you can use Pardot’s form handlers to collect the information you need.
What is a landing page?
A landing page is a specific web page that a visitor typically reaches after clicking a link or advertisement. These pages generally display content that is specific to the advertisement, search keyword, or link clicked.
What are the two ways to build a landing page in Pardot?
You can either use a custom layout template to style your landing page, or use a Pardot stock template along with the drag and drop editor.
What’s the difference between first-party and third-party cookies?
Pardot sets first-party cookies for tracking purposes, and sets third-party cookies for redundancy
Who is an anonymous visitor?
An anonymous visitor is someone who has visited a page with your Pardot tracking code on it, but hasn’t converted to a prospect yet.
Who is an active prospect?
An active prospect has performed an activity, such as submitting a form, visiting a page, or clicking a link. Active prospects have a green person icon next to their name. A prospect who has never been active has a red person icon.
How is a Prospect’s Source Field Populated?
The value in a prospect’s source field is determined by the referring URL. The referring URL is the page the visitor was on prior to visiting a page with Pardot tracking code for the first time. Pardot pulls in source data when the referring URL is present and matches up with the expected website for a given vendor.
Pardot looks at the type of source (natural search, ad, paid search, or empty), and the vendor for the prospect’s first touch with your Pardot assets.
(ex. Google Ad and Google)
How can you delete a prospect?
When you delete a prospect, the record is moved to the recycle bin. From the recycle bin, you can restore the prospect or permanently delete the record at any time. Deleting a prospect in Pardot does not delete the record it’s syncing with in Salesforce.
How do you merge prospects?
Duplicate prospects sometimes end up in your Pardot database. You can merge up to three prospects at once and select one to be the primary. When merged, the activities of the merged prospects are aggregated, and Pardot recalculates the primary prospect’s score. Non-primary prospects are permanently deleted and do not go to the recycle bin.
What is the Updated At field?
The Updated At field displays the date and time that the prospect record was last updated. Pardot users and prospects can trigger changes to this field.
Which activities will update the Updated At field?
Changing prospect field values Assigning the prospect Importing a prospect Syncing the prospect record with Salesforce Interacting with marketing assets
What activities will NOT update the Updated At field?
Email HTML open Email sent (of any type) Email bounce (hard or soft) Opportunity created, lost, or won Adding the prospect to a list
What is the Last Activity field?
The Last Activity field shows the date and time a prospect last interacted with your Pardot marketing assets. The field updates when a prospect takes an action, such as clicking a link or submitting a form.
Which activities will NOT update the Last Activity field?
Email opens Email sends Email bounces Opportunity created, lost, or won Automation rule actions Inclusion in Engagement Studio programs Prospect imports
How can you manage Prospect Mailability?
You can view and edit a prospect’s mailability status on their prospect record in Pardot. If a prospect asks to be opted in or out, you must complete their request manually. You can also use the Do Not Email field to suppress prospects from marketing emails.
What are prospect accounts?
Prospect accounts group prospects that work for the same company under the same umbrella, keeping all the information about the company in one place. Use prospect accounts to reduce duplication and keep information consistent across prospect records. If you use Salesforce, account information syncs from the CRM to Pardot.
How do you connect Pardot and Salesforce?
Data is shared through the Salesforce-Pardot connector via the connector user.
How many Salesforce connectors can you have in Pardot?
1
What type of record type can Pardot integrate with?
Pardot can integrate with Salesforce Person Account record types.
How does importing prospects in Pardot work with Salesforce?
Importing prospects into Pardot syncs them with Salesforce. Unassigned prospects sync to Salesforce, but records aren’t created when there is no matching email address.
How often does Pardot check for changes in Salesforce and Pardot?
About every 2 minutes
What is the most important aspect of the Salesforce sync?
The most important aspect of the Salesforce sync is creating a one-to-one relationship between a Pardot prospect and a Salesforce lead, contact, or person account.
How does the Salesforce-Pardot connector work?
The Salesforce-Pardot Connector uses CRM ID as the matching criteria for syncing in both directions in accounts that allow multiple prospects with the same email address.
This means that when Salesforce creates a lead, contact, or person account with a specific email address, a prospect is created in Pardot with a matching CRM ID. Data from each record syncs according to the sync behavior defined for each field.
What is the Pardot Integration User?
The Pardot integration user is an automatically provisioned user that connects to Salesforce to sync data. Pardot is the only app that can log in to Salesforce via the integration user, and only after a Salesforce admin has finished the Pardot setup.
