Visitors & Prospects Flashcards
Describe how Pardot tracks visitor and prospect data
- By setting cookies on visitor browsers.
- First-party cookies for tracking purposes, set on your tracker subdomains and Pardot domains.
- Third-party cookies for redundancy, set https pages and when your account doesn’t have a tracker domain set up..
- Cookies don’t store PII, only a unique identifier.
- Others: IP Address and DNS reverse lookup, WHOIS IP lookup
Describe what a visitor is and the limitations to visitor data.
A website visitor is someone who has visited your pardot-tracked assets. Visitors can be anonymous or prospects.
Anonymous Visitor - someone who has visited a page with your Pardot tracking code on it, but hasn’t converted to a prospect yet.
Anonymous visitors become prospects when they are associated with an email address. Visitor also refers to the first step in the prospect lifecycle funnel.
Describe the limitations to visitor data.
no email address, you don’t really know who they are.
Identify the types of visitor data that are collected.
Captured website sessions; Pardot retains an unlimited amount of web history for prospects and at least a year of data for anonymous visitors.
IP Address and DNS reverse lookup information, organization via WHOIS lookup onIP, Full legal name and geographic location
Visitor’s report (Prospects> Visitors)
- Filterable by page views, campaign, and date range
- Page views graph - page views over the past 24 hours and the percentage change since the previous day
- New Visitors Graph - number of new visitors over the past 24 hours and percent change from previous day
- Top Companies - top 20 companies based on page views in past 24 hours
what is a visitor report
Visitor’s report (Prospects> Visitors)
- Filterable by page views, campaign, and date range
- Page views graph - page views over the past 24 hours and the percentage change since the previous day
- New Visitors Graph - number of new visitors over the past 24 hours and percent change from previous day
- Top Companies - top 20 companies based on page views in past 24 hours
Describe the methods for a visitor to become a prospect.
Submits a Pardot form that is in an iframe on your web page
Submits a form on your site that’s connected to a Pardot form handler
Submits a form on a Pardot landing page
Is manually associated with a prospect
Identify the ways to create prospects in Pardot.
Convert a visitor to a Prospect
Via CRM (Salesforce connector)
Add Prospect Manually
Active/Inactive Prospects
Activities that don’t make a prospect active (generally passive stuff): Email send Email open Email bounce Opportunity
In Pardot, a prospect is a visitor with a known email address. Here are the most common ways an anonymous visitor converts to a prospect.
Submits a pardot form that is in an iframe on your web page
Submits a form on your site that’s connected to a pardot form handler
Submits a form on a Pardot landing page
Is manually associated with a prospect
Activities that don’t make a prospect active (generally passive stuff):
Email send
Email open
Email bounce
Opportunity
Prospect Audits
Each prospect record includes an audit table that displays details about changes to the record
Audits include the name of the action and the information that changed on their record
Used to help determine why a prospect may have an unexpected/odd value in a field
Audit info examples
Assignment/Reassignment
- Can happen in many ways; if manual you will see “assigned by” and the user’s name
- If conflict between CRM and Pardot, the value will change to match the CRM
Prospect assignment rule
- when a prospect matches an assignment rule and is assigned to a user
Campaign Change
- Rare since campaigns are the original touch point to allow you to calculate true ROI for the prospect
- If it does need to be changed, must be done manually, and the old value is logged in the audits
Prospect created - form submission
- Records which form the prospect submitted when initially created
Prospect deleted / restored from recycle bin
Form Error
When a prospect attempts to submit a form that is incomplete or contains an invalid format
List added – added to a list
List removed – removed from a list
Oppty added
- Automatically created in pardot when created in Salesforce
Prospect webinar sync
Date/time attendance was sync from vendor, e.g. GoToWebinar
Prospect Geolocation autofill
Date/Time country or state was updated
Shows if added based in their ip address
Prospect reviewed / unreviewed
-Date/time a prospect marked as reviewed or unmarked
