Pardot Campaigns Flashcards
What is a Pardot Campaign?
Thematic touchpoints (similar to lead source) that track the first touch a prospect has with your marketing materials
Why is it beneficial to associate prospects with Pardot campaigns?
Helps with ROI analysis because the associated campaign is defined as the lead generation and sales vehicle for that prospect
Why should you change/not change a prospect’s Pardot campaign?
Campaigns should be changed/not changed so as to not falsify ROI and achieve more accurate reporting
Metrics in Campaign Report: Name
Name of the campaign (clicking on it takes you to graph showing # visitors compared to # of converted prospects)
Metrics in Campaign Report: Visitors
of visitors captured by tracking code associated with the campaign
Metrics in Campaign Report: Prospects
of prospects associated to campaign that have assigned user
Metrics in Campaign Report: Cost/Prospect
The cost per prospect: calculated by dividing cost for campaign by # of prospects
Metrics in Campaign Report: Opportunities
of prospects with opps for the campaign
Metrics in Campaign Report: Opps/Prospects
% of prospects associated with the campaign who have an opp
Metrics in Campaign Report: Cost/Opps
Cost per opportunity
Metrics in Campaign Report: Value
Total value for opps marked closed won that are not archived
Metrics in Campaign Report: ROI
(Revenue-cost)/cost
What information does the Monthly Cohort graph provide?
The Monthly Cohort graph gives you a visual overview of how many prospects and opportunities were created in a date range
What is the difference between a Salesforce Campaign and a Pardot Campaign?
Salesforce campaigns can be attached to your leads or contacts at any point in their lifecycle. A lead or contact in Salesforce may be associated to many campaigns
Campaigns in Pardot track your prospect’s first touch point. A prospect can only be associated to one Pardot campaign at a time
Where can you find the Monthly Cohort graph?
Reports > Campaigns
