Pardot Consultant Certification

What are the steps for installing the Salesforce Pardot v2 connector?

- Install the Package and Enable Pardot (Salesforce and Pardot share prospect and opportunity data. A Salesforce admin can install the Pardot AppExchange package. If you purchased Pardot after February 11, 2019, you enable the package from Salesforce.) - Configure Salesforce - Configure Pardot

What are the steps to configure Pardot for the Salesforce v1 connector? (Accounts purchased before February 11, 2019)

- Map Salesforce and Pardot custom fields, but first create the corresponding custom field in Salesforce -Connect Pardot and Salesforce users -Test the Salesforce Pardot connector user -After you've connected Salesforce and Pardot, import your existing leads and contacts into Pardot

What should you keep in mind when using the Pardot Lifecycle Report?

- Prospects don't move through the lifecycle funnel more than once, even if they are associated with multiple won opportunities. - For Pardot to sync opportunity data, the opportunity must be associated with a contact in the CRM. - Multiple contacts tied to the same opportunity appear as separate entries in the SQL portion of the report. However, when the deal closes, the opportunity appears as one win in the Won Deals end of the funnel.

Things to keep in mind when using visitor filters

- They are not retroactive. When created, it only affects visitors moving forward, not prospects who were already created prior to the filter. - If you create a filter for internal employees, they must clear all Pardot cookies for the filter to take effect. - Filtering by hostname filters only the domain of the visitor hostname, not the prospect's email domain - When a filter is created, autoresponders, notifications, email completion actions, and other actions, including scoring actions, associated with filtered activities don't fire.

What are the steps to configure Salesforce for the Salesforce Pardot v1 connector? (Accounts purchased before February 11, 2019)

-Map Pardot Custom Lead fields to Contact fields (Caution: Do not map the Pardot URL lead field and Pardot URL contact field. Mapping these fields to each other creates duplicate prospects and breaks Visualforce pages.) -Add Pardot fields and Visualforce pages to the lead and contact page layouts -Add the Send to Pardot Button and Send Pardot Email Button on the Salesforce page layouts -Add Pardot buttons and actions as standard actions in Salesforce -If you use Scoring Categories, add the scores to your lead and contact page layouts -Apply the Pardot permission set from the AppExchange package, to any user that will need to access Pardot data in Salesforce

All of the Pardot editions, Growth, Plus, and Advanced start with 10,000 contacts, how many contacts does the Premium edition get you?

75,000 contacts

What is a Pardot Sandbox?

A Developer Sandbox for Pardot is a Pardot Business Unit that is provisioned from a Salesforce sandbox.

Who do you need to set up Salesforce Engage?

A Pardot Admin and a Salesforce Admin

True or False: A connected campaign can sync with only one business unit.

A connected campaign can sync with only one business unit.

What are the considerations for visitor filters?

A filter goes into effect when it's created. However, the filter works only on new visitors. Pardot doesn't filter prospects that are associated with an IP address or hostname before the filter was created. If you create a filter for internal employees, they must clear all Pardot cookies for the filter to take effect. Filtering by hostname filters only the domain of the visitor hostname, not the prospect's email domain. When a filter is created, autoresponders, notifications, email completion actions, and other actions, including scoring actions, associated with filtered activities don't fire. By default, your Pardot account contains system-generated filters. These filters are marked with the prefix [PD-SYS] and remove activities associated with email security scanners. If you don't want to filter scanner activities from reports and triggers, you can remove the filters. Filters don't work on unsubscribe link clicks in emails. If a bot or email security scanner clicks the unsubscribe link, it unsubscribes that prospect.

What are the best practice rules of measurement for a bounce rate and spam complaint when warming up the dedicated IP?

A good rule for larger ramp-ups is to start with 10,000 prospects per day. If your bounce rate stays below 10% and your spam complaint rate stays below 0.1%, double your sending per day over the next few weeks. Continue this rate until you reach your desired sending volume.

What is a Honeypot Field and why should you use them with external forms that are integrated with Pardot form handlers?

A honeypot is a hidden field that is visible to bots but not humans. When a bot fills out a form, the bot sees the hidden field and fills it out. Pardot rejects submissions that contain a value in the honeypot field. You can add the honeypot field to your external forms that you have integrated with Pardot form handlers. This helps to protect against subscription bombing.

How should you handle syncing with lead or contact records with business units?

A lead or contact record can sync with a prospect in one business unit. Giving multiple business units access to a lead or contact causes data conflicts and can affect sync speeds. To have a prospect in multiple business units, create duplicate records that represent the same individual and sync each record with a separate lead or contact.

What does the Domain Authority metric measure on the Competitor Table in Pardot?

A normalized 100-point score representing the likelihood of a domain to rank well in search engine results.

What does the Page Authority metric measure on the Competitor Table in Pardot?

A normalized 100-point score representing the likelihood of a page to rank well in search engine results.

If you are not using leads in Salesforce, how does a prospect sync over from Pardot to Salesforce?

A prospect that is not already synced to Salesforce is assigned, it creates a person account in Salesforce instead of a lead. Field mappings remain the same. Contact fields map to prospect fields, and Salesforce account-level fields map to Pardot account fields. The Contact ID for the Salesforce contact ID that has become the Person Account appears on the prospect record. If you don't use leads in Salesforce, or if you want to sync Pardot prospects to person accounts instead of leads, enable Create Person Accounts Instead of Leads .

What is an identified visitor?

A visitor with an identified company.

What are the actions you can do with the action table underneath a list of prospects that have registered for an event?

Add tags Add to list Add to group Assign to user Delete

What are the actions available to you in the action table underneath prospects.

Add tags Add to list Assign to user Assign to group Delete Mark as reviewed Merge Remove from list Remove tags Star prospects Un-star prospects

How do you create a visitor filter?

Admins can create a visitor filter based on an IP address or hostname. You can use wildcards to exclude a range of IP addresses or subdomains. For example: Entering 198.168* filters out visits from IP addresses that begin with 192.168 Entering *.pardot.com filters out visits from hostnames that end with .pardot.com

What do you need to keep in mind when you remove a visitor filter?

Admins can delete visitor filters. Pardot filters activity by cookie, so if you delete a filter, filtered prospects continue to be filtered until their cookies are cleared.

How does tracking work for prospects and visitors if they have opted out of tracking?

Admins can request that visitors opt in to tracking on a per-country basis. Visitors receive a message that asks them to opt in on their first visit. The message doesn't appear again unless they clear their cookies. If a prospects opt out of tracking, Pardot treats them as if their cookies are disabled. Email link clicks and form submissions still appear in their activity history, but their page views and form views don't. Tracking requires permission, so if prospects ignore the banner, they aren't tracked. Pardot landing pages are tracked independently of Pardot tracking code and are displayed in the prospect's activities, but show 0 page views and 0 page visits.

Which Pardot editions allow for artificial intelligence for marketing and sales?

Advanced and Premium

Which Pardot editions allow for business units and developer sandboxes?

Advanced and Premium

What happens after the Google Ads connector is set up?

After the connector is verified for the first time, your Google Ads campaigns, groups, and ads are imported within 10-20 minutes. During the import, a Pardot campaign called Google Ads is created. If a campaign was previously manually created with this name, the previous campaign is used rather than creating one. Prospects that come to your site for the first time through a Google ad are tagged with this Pardot campaign.

What does the Alexa Rank metric measure on the Competitor Table in Pardot?

Alexa provides free organic ranking metrics based on criteria like category, keyword, or website. Alexa measures the popularity of your website against the other sites it ranks and places yours accordingly.

When the WebEx connector is initially created in Pardot, what happens to the historical webinar data?

All historical webinars pulled in create activities on prospect records, set to the date and time of the webinar in WebEx. It can take up to three days to receive history from Webex, but history is typically available within a few hours.

When the ReadyTalk connector is added in Pardot, what happens to historical webinar data?

All previous webinars trigger activities on prospect records. These activity dates reflect when the activity is recorded in Pardot, not the date the webinar was attended. As a result, your reports could show a large spike in webinar attendance.

What does activity throttling for form handler submissions do?

Although Pardot captures submitted data for each submission, visitor activities and autoresponder emails are throttled to prevent rapid submissions from spawning duplicate activities and emails. For example, if prospects submit a form handler again to correct their name, you don't want them to receive the autoresponder email again.

What is a Person Account?

An individual customer that you do business with. A Person Account is a separate object in Salesforce.

Engage Alerts

Are real-time services that inform you about prospect activity. Match prospects based on criteria, and display them in a card-based view.

How do you execute a multivariate test?

Before you create a multivariate test, make sure that you have created the landing pages you want to test. Open the Multivariate Tests page.In Pardot, select Marketing | Landing Pages | Multivariate Tests.In the Lightning app, select Content, and then Multivariate Tests. Click + Add Multivariate Test. Name the test. Choose a Pardot campaign. Choose the landing pages you want to compare, and adjust the page's weight. When finished, click Create Multivariate Test. Copy the multivariate test's link from the summary screen, and use it instead of the individual landing page links. The multivariate link displays one of the selected landing pages to prospects. To test your multivariate test, clear your cookies after clicking the link, or use an incognito browser. To end a multivariate test, delete it.

What should you use to control which connected campaigns sync to a business unit?

Campaign record types when configuring connected campaigns.

Define utm_source value

Captured by Google Analytics parameters populates the Source field in the Google Analytics section of a prospect record. It can also be set for the default Source field.

Define utm_campaign value

Captured by the Google Analytics parameters populates the Campaign field in the Google Analytics section of a prospect record. It is not set for the Pardot Campaign field unless "Automatically create Pardot campaigns and associate prospects to Pardot campaigns from Google Analytics campaigns" is enabled.

What are the use cases for using a form handler instead of a Pardot form?

Completely control the look and feel of your forms Post form submission data to more than one database Integrate Pardot with your existing forms Use a third-party form tool You can use a form handler to integrate your third-party or custom forms with Pardot to track submission data.

How do you enable person account syncing between Pardot and Salesforce.

Contact Pardot Support.

To load all user variable tags with Salesforce Engage, Send on behalf of, what must be done?

Create Pardot users for all account, lead, and contact owners that are used in a from address. Then link them to their CRM username.

What prospect actions result in 3 points being awarded to the prospect score under the default scoring system?

Custom redirect click, File access, Site search query, third party click, tracker link click, and visitor (Pardot awards points each time it cookies the prospect)

What are my Starred prospects?

Displays 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.

What happens when 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 master. When merged, the activities of the merged prospects are aggregated, and Pardot recalculates the master prospect's score. Non-master prospects are permanently deleted and do not go to the recycle bin.

How do Person Accounts count towards your storage?

Each Person Account consists of one account and one contact, therefore Person Accounts will count towards both account and contact storage.

What prospect actions result in 0 points being awarded to the prospect score under the default scoring system?

Email Opens, Event Checked-In, Event Registered, Opportunity Won, Social Message Link Click, Video Play, Webinar Attended, Webinar Invited, Webinar Registered

What fields sync between Pardot and WebEx?

Email, First Name, Last Name, Address One, Address Two, Company, Country, City, Phone Number, State, and Job Title.

Where can you find all emails sent through Salesforce engage?

Engage Team Reports - When you setup Team Reporting sales managers, marketers, and admins can report on team Engage email usage and impact. View aggregated stats on emails that were sent via Engage Campaigns, Engage for Gmail, or Engage for Outlook. Drill in and compare stats for individual sales reps, and identify the top-performing templates by email opens and clicks.

Engage for Gmail

Engage for Gmail is a Chrome extension that lets Salesforce Engage users send trackable emails directly from Gmail.

With the Add to Nurture action, what can Engage user do?

Engage users can add leads and contacts to Pardot lists from lead, contact, and person account records.

How often does Pardot check for changes in Salesforce and Pardot?

Every 2 minutes

What does a visitor filter do?

Excludes some types of visits, clicks, or other actions from your campaign results and email notifications. A common use is to exclude your company's IP address to avoid skewing your reporting.

True or False: Conditional fields work with Pardot form handlers.

False! Conditional fields do not work with form handlers because Pardot doesn't control your external form's code and behavior.

True of False: The person account feature can be turned off after it is enabled.

False! This feature cannot be turned off after it is enabled.

True of False: The Google Analytics connector syncs directly with Google Analytics.

False. It does not sync directly with Google Analytics. It captures Google Analytics keyword tags on your Pardot assets. To capture keyword tags in Pardot, you must add Google Analytics tracking code to your Pardot assets (like forms and landing pages).

True or False: To use the Google Ads connector, you need to disable auto-tagging.

False. Using the Google Ads connector doesn't require disabling auto-tagging. However, if you want to also use the Google Analytics connector to capture other field values in Pardot (campaign, medium, source, content, and term), you must disable it because Google's auto-tagging feature compiles all the parameters into a gclid parameter. We can't read and parse out the values in gclid to capture in Pardot. In this case, manually add the parameters. You can use Google's URL builder.

What happens to filtered prospects that try to register for a WebEx event via a Pardot form?

Filtered prospects aren't registered for a webinar through a Pardot form. Registration is based on a completion action, and completion actions don't fire for filtered prospects. To register your filtered prospects for the webinar, remove the filter or have the filtered prospects register through the Webex registration form.

What prospect actions result in 5 points being subtracted from the prospect score under the default scoring system?

Form error, form handler error, and landing page error

What prospect actions result in 50 points being awarded to the prospect score under the default scoring system?

Form handler submission, form submission, landing page success, opportunity created, and video conversion

What prospect activities cause prospect records to queue for syncing?

Form submission Form handler submission Landing page submission Unsubscribe

How are prospect records created from Olark chats?

From the chat client, users can click the visitor's link to see the associated record in Pardot. If there's no prospect record, users can create one with the visitor's email address. Either the operator or the chatter must send a message to create a prospect from a pre-chat survey.

What are the steps to authenticate the email sending domain?

Generate DomainKeys Add SPF and DKIM records to your DNS Verify SPF and DKIM entries

When prospects register for a GoToWebinar via Pardot form, where do the reminders and registration emails come from? Pardot or GoToWebinar?

GoToWebinar

What is measured on the Keyword table metrics in Pardot?

Google Rank, Bing/Yahoo Rank, Google Monthly Volume, Google CPC, and Ranking Difficulty

How does Pardot calculate Google Ads conversions?

Google tracks a conversion when someone visits a page with Google conversion code within 30 days of clicking the ad. Pardot marks the conversion date as the date that the ad was clicked, not the date the conversion happened.

What are the considerations for using the Salesforce connector with a Salesforce sandbox account.

Have a clear plan of what you want to test in both Pardot and Salesforce to effectively test your sandbox account. Pardot allows one active CRM connector at a time. Manually delete prospects and data that syncs to your Pardot account from the sandbox connector before enabling the connector for your production org. Pardot can't wipe test data. Wait to import your existing leads and contacts from your production org until you're done testing with the sandbox account. If you connect to a sandbox first, prospects don't queue to sync when you later connect to your production org.

What does the Ranking Difficulty metric on the Keyword table in Pardot mean?

How difficult it is to rank on the first page of Google search results for this keyword. Higher percentiles mean greater difficulty.

How does a form handler behave when a cookied prospect completes a form handler with an account that allows multiple prospects to have the same email address?

If a cookied prospect submits a form handler with new information, the prospect record associated with the cookie is updated.

How should you handle require fields with form handlers?

If a field is required on your form handler, make the field required on your form. Otherwise, the form submission fails when a prospect leaves the field blank.

What should you do if you delete a form handler in Pardot that is attached to a form on a different site?

If you delete a form handler in Pardot, delete or update the associated form from your site. If you leave a form integrated with a deleted form handler, prospects receive an error message on submission.

How do you add Pardot's SPF statement to your SPF record?

If you don't have an SPF record, add a TXT record with this statement: v=spf1 include:aspmx.pardot.com ~all If you do have an SPF record, add this statement, and move ~all to the end: include:aspmx.pardot.com

What happens if a prospect registers for a ReadyTalk webinar with multiple email addresses?

If you have multiple prospects with the same email address, ReadyTalk form submissions are attributed to the prospect with the most recent activity.

What does the Twilio connector do?

If you use Twilio, create a connector to instantly follow up with prospects via phone. The selected user gets a call when a prospect submits a connected form so that the user can connect with the prospect by phone. Twilio activities appear on prospect records, where you can view details about calls.

What do Wistia turnstiles do?

If you use Wistia turnstiles to collect email addresses before, during, or after video plays, Pardot automatically creates prospects and records conversions. When a visitor fills out the turnstile form, Pardot looks for a prospect with a matching email address. If a prospect with a matching email address is found, Pardot associates the Wistia activities to that prospect record. If multiple prospects have the same email address, the Wistia activities are associated with the prospect with the most recent Last Activity field value.

What happens if a prospect with multiple email addresses registers for an Eventbrite event?

If your account allows multiple prospects with the same email address, Eventbrite registration activity is attributed to the prospect with the most recent activity.

What are the considerations for using the Eventbrite connector?

If your account allows multiple prospects with the same email address, Eventbrite registration activity is attributed to the prospect with the most recent activity. To sync, events must be published in Eventbrite. If you can't see your event in Pardot, make sure that it is published in your Eventbrite account. Pulling historical events can't be reversed after the events are imported into Pardot. Sometimes prospects purchase more than one ticket at a time, causing a discrepancy between tickets sold and registrations. When you drill into a specific event, you can see how many tickets each prospect purchased. You can hide events from the report table by selecting the event and choosing Hide from the dropdown. Pardot tracks hidden events. Due to an Eventbrite API restriction, you can't register prospects for events via Pardot forms or completion actions.

How does Pardot help you track to see how well you stack up against your competitors?

In general SEO terms. View competitor data, like the number of inbound links, page and domain authority, links to the root domain, root domain external links, and Alexa Rating. It can take up to an hour for the initial lookup and then data is refreshed weekly.

How do you set up keyword tracking in Pardot?

In the Lightning app, select Content, and then Search | Keywords. Click + Add Keyword. Enter a keyword. (Optional) Enter a site. Leave the field blank to use your account's default site. Click Create Keyword. *It can take up to 48 hours for the initial lookup. After the initial lookup, the data is refreshed weekly.

How do you set up tracking for Google Ads in Pardot?

In the Lightning app, select Pardot Settings, and then Connectors. Click the gear icon next to the Google Ads connector, and then select Tracking. Copy the Final URL Suffix snippet. Have your Google Ads admin add the snippet to the Final URL Suffix field of your ad's URL tracking options. *Note: To track ad clicks in Pardot, the page for your final URL must contain Pardot tracking code.

How a Pardot Admin controls the email sending for Engage

In the Pardot account settings, admins can set a campaign send limit, exclude opted out prospects from emails, turn off tracking for Gmail, and set a default template for Engage campaigns. These settings apply to all Engage users in your org., In other words, the Salesforce Engage controls live in your Pardot Settings.

What are the steps to installing the v1 connector? (Accounts purchased before February 11, 2019)

Install the Pardot AppExchange package in your Salesforce Org. Assign the Pardot Connector User Permission Set (The Engage Permission Set is assigned from the licensing page.) Assign Object Permissions to the Connector User (This only applies to v1 and accounts using Marketing Data Sharing) Add the Salesforce Pardot Connector in Pardot

What objects can Engage users send emails to?

Leads, contacts, and campaign members

Engage for Outlook

Lets Salesforce Engage users work from their inbox and track opens and sends on emails sent through Outlook.

Engage Reporting

Lets each Engage user track how leads and contacts interact with their Engage Campaigns. Sales managers, marketers, and admins can report on team Engage email usage and impact.

Salesforce Engage Setting: Engage Campaign Limit

Limits the number of Engage Campaign emails an Engage user can send over a 24-hour period. Choose a number between zero and 500. 24-hour rollovers respect the user's timezone.

For users to access Salesforce Engage features within Salesforce they must be...

Linked to a Pardot user

What are the ways you can assign a prospect a profile?

Manually by editing a prospect and selecting a profile from the profile dropdown. Using the Set Profile completion action on your forms and form handlers. Using an automation rule triggered by an event. For example, assign a profile when the prospect enters a specific job title or department on a form. Adding the profile's JavaScript code to the page. Click the name of your profile in Pardot, and then click the link to view the JavaScript code. Add the code to your page above the piTracker() function. The code sets the profile for a visitor that is not already associated with another profile. When visitors convert to a prospect, they are associated with the profile.

What should you use to control Lead, contact, opportunity, and custom object syncing with Pardot Business Units?

Marketing Data Sharing (recommended), or organization-wide defaults and sharing rules

Your client wants to measure their brand awareness to raise their brand recognition for their company. The company wants to use Pardot to increase the number of impressions across their online channels. Which are the best reports to monitor impressions to help measure your clients brand awareness of a period of time?

Monitor the number of visitors, social post engagement, and natural search reports, month over month - In this case because we want brand awareness we want to monitor prospects who might not be in our system VIA visitors, social reports and natural search reports.

When would you want to associate a visitor to a prospect and how can this be done?

Most prospects are associated to their visitor activity when they convert, but you can manually associate a visitor with a prospect. This feature comes in handy when you're in contact with a potential prospect whose company is in your visitors report. Navigate to Prospects | Visitors and find the visitor you want to associate. Click Create / Associate next to the visitor. Enter an email address for the prospect record. If you have multiple prospects with the same email address, Pardot associates the visitor to the prospect with the most recent value in the Last Activity field.

What do multivariate tests do?

Multivariate tests let you compare the effectiveness of different landing pages over a time and determine the top performer. This is available in Plus, Advanced, and Premium editions.

Why do you need to warm up the dedicated IP address?

New IP addresses are considered "cold" until they have established an email sending reputation. Mail servers tend to treat messages that are coming from a cold IP address as spam. IP warming is a process that helps you establish a reputation as a legitimate email sender. It's best to start small and gradually send to larger volumes of prospects. IP warming gives receiving servers time to observe your sending patterns and behavior and builds a solid sending reputation.

What is the SQL metric defined as in the pipeline funnel of the Lifecycle Report?

Number of prospects created during the selected time frame that are associated with opportunities. Associating a prospect with an opportunity means that the sales team has qualified this lead as a potential customer.

What is the MQL metric defined as in the pipeline funnel of the Lifecycle report?

Number of prospects created in the specified time frame (in the Date Range selector for the report) that became assigned.

What aspects of WebEx does the Pardot WebEx connector integrate with?

Only WebEx events. NOT Meetings or Teams

How can you merge prospects?

Open the Prospects page. Select the prospects you want to merge (1). From the dropdown, in the action table underneath the prospects, select Merge (2), and click Go (3) Select a master prospect by choosing an email field. Select field values for the master prospect. Merge the prospects.

What menu tabs are available to you on the prospect record?

Overview, Lists, Profile, Related, Activities, Audits, Lifecycle, Opportunities, and Related Objects

What prospect action(s) result in 1 point being awarded to the prospect score under the default scoring system?

Page view

What does the visitor report capture?

Page views graph, New Visitors Graph and the Top 20 companies graph.

What are the technical prerequisites for Pardot Business Units?

Pardot Business Units are available only to customers who purchased or upgraded to Pardot Advanced Edition on or after February 11, 2019. You can access business unit features only in the Pardot Lightning app.

What does the FullContact Connector Do?

Pardot can automate social profile lookups of prospects based on prospect email address. Pardot checks prospects for their profile names/links on LinkedIn, Twitter, and Facebook. If publicly available, the system may also pull location data and a snippet or summary around the prospect. If any social profiles are found, their corresponding icons will be displayed next to the prospect's name.

What does the Google Ads connector do?

Pardot connects with your Google Ads account to track prospects that reach you through paid search. You can tie cost data from Google Ads to opportunity data from Salesforce to determine your true cost per qualified lead and search engine marketing ROI.

How does Pardot sync to Salesforce after a Person Account has been created?

Pardot creates records in Salesforce as leads, but when the leads are converted into person accounts, Pardot syncs with the person account. Pardot doesn't create more Salesforce leads for the synced prospect.

What does the Bitly connector do?

Pardot generates Bitly short links for landing pages, multivariate tests, and files. Use your own Bitly account with the connector to track link performance from Bitly. If you use a custom domain Bitly account, Pardot uses it to shorten URLs.

How does Pardot calculate Google Ads clicks?

Pardot pulls data for clicks in the Paid Search Campaign report directly from your Google Ads account once every 24 hours. The data matches the data displayed in Google Ads at the time it was last updated. Click data in Pardot can appear lower than data in Google Ads until the next update. The total includes prospects and visitors that haven't converted yet.

What does the UserVoice connector do?

Pardot syncs bidirectionally with UserVoice, a suggestion tracking and support ticketing system. You can pull in suggestions and support tickets as prospect activities, update prospects, and view UserVoice data in Pardot.

If prospects register for a webinar via a GoToWebinar form, what are the restrictions on data collection?

Pardot syncs only the email address, first name, and last name for the new prospect. No other fields are synced from the GoToWebinar form due to GoToWebinar's API restrictions. Use a Pardot form for registration when you want to gather more prospect fields.

How does Pardot track Olark chats?

Pardot tracks Olark chats from pages that have your Pardot tracking code.

How do Person accounts work with account hierarchies?

Person accounts can't be included in account hierarchies. This is because Person accounts can't have direct relationships with other accounts or contacts.However, we can create indirect relationships between Person Accounts or Business Accounts by using the feature 'contacts to multiple accounts' - this enables us to relate a contact to more than one account so we can track the relationship.

What information do the Lifecycle Report metrics provide?

Pipeline funnel, trends over time, and prospect velocity information.

What Pardot editions allow for advanced automation personalization and qualification?

Plus, Advanced, and Premium

What Pardot editions allow for advanced analytics and reporting?

Plus, Advanced, or Premium

What prospect action(s) result in 25 points being awarded to the prospect score under the default scoring system?

Points assessed each time a prospect watches at least 75% of a video.

Which Pardot edition(s) allows for predictive analytics and personalized product support?

Premium

Salesforce Engage Setting: Exclude opted out prospects from 1:1 Engage emails sent from Salesforce

Prevents users from sending 1:1 emails to prospects who have opted out of marketing emails.

What should you use to control which users belong to a business unit?

Profiles when configuring Salesforce User Sync

What user actions cause prospect records to queue for syncing?

Prospect import Prospect field changes (including opting out prospects via import or manually) Pardot campaign changes Changes to assigned user Manually syncing from the prospect record

What is a Prospect Account?

Prospects accounts give you the ability to group prospects that work for the same company, keeping all the information about the company in one place.

What is the overall concept of Pardot Business Units?

Prospects and marketing assets are partitioned by business unit, so your divisions can market independently and still get a global view with B2B Marketing Analytics.

What are the tabs on the Eventbrite report menu?

Prospects, Details, and Description

What prospect activities don't trigger a sync from Pardot to Salesforce?

Receiving or opening an email, unless the action is set to adjust prospect score Page views, unless the action is set to adjust prospect score Visitor sessions Prospect account changes Creating or mapping new custom fields Changes to formula fields in Salesforce Undeleting a prospect

What system actions cause prospect records to queue for syncing?

Record changes that occur because of an automation rule or completion action Add to Salesforce campaign via automation rule, segmentation rule, completion action, or Engagement Program action Salesforce campaign status update via automation rule, segmentation rule, completion action, or Engagement Program action

What are the data points not pre-checked in the Data.com connector?

Revenue, Employees, and Phone Number

How do you decide if you should select Referring URL or Specific URL when creating a Pardot form handler?

Select Referring URL if your form is on a page with content that you want the prospect to view again after submitting the form. Select Specific URL to redirect the prospect after form submission, or if you are forwarding the prospect's data to another database.

How do you integrate your Pardot form handler with the external form?

Select view form handler code Copy the form handler URL In your external form's code, change the post URL to your form handler URL

What are the Lightning Actions and components that show and interact with only the data associated with the current business unit?

Send Engage Email (shows only the templates associated with the current business unit) Add to Nurture Lightning (shows only the lists associated with the current business unit) Send to Pardot (sends leads and contacts to the current business unit) Send Pardot Email (shows only the templates associated with the current business unit) Engagement History related lists and Lightning component (shows only the activities associated with the current business unit)

Salesforce Engage Settings: Specify a default template to load for new Engage emails

Sets a default template that loads when users create an Engage email in Salesforce. The template you choose must be available for 1:1 emails.

What do Marketing Data Sharing Rules do?

Sync a subset of leads, contacts, opportunities, and custom objects. If you use Marketing Data Sharing rules for leads or contacts, criteria must be created for both leads and contacts. If you have multiple business units, you must add criteria for both leads and contacts in each business unit.

What is the sync behavior between Salesforce and Pardot for Google Analytics?

Sync behavior for Pardot's Google Analytics fields is set to use Pardot's value, and can't be changed.

How do prospects sync to Salesforce when the instance does not allow multiple prospects to have the same email address?

Syncing a Pardot prospect to Salesforce requires a corresponding Salesforce record or the prospect must be assigned in Pardot. If your Pardot account doesn't allow multiple prospects with the same email address, prospects sync to Salesforce records with matching email addresses.

How do prospects sync to Salesforce when multiple prospects can have the same email address?

Syncing a Pardot prospect to Salesforce requires a corresponding Salesforce record or the prospect must be assigned to a user in Pardot. If your Pardot account allows multiple prospects with the same email address, prospects sync to Salesforce records with matching CRM IDs (lead or contact ID).

What does the Google Analytics connector do?

The Google Analytics connector pulls UTM parameters into Pardot, where they can then sync with Salesforce. It simplifies the flow of Google Analytics data between Pardot and Salesforce.

What does the LinkedIn Profile LookUp Connector Do?

The LinkedIn profile lookup connector lets you view LinkedIn profiles for your prospects based on their first name, last name, and company (if provided). This connector is automatically enabled in new accounts.

What does the WordPress.org plug-in do?

The Pardot WordPress plug-in lets you add Pardot forms and dynamic content to your WordPress pages and posts without using code.

What data does the Pardot lifecycle report tell you?

The Prospect Lifecycle report combines marketing and sales data to give you a high-level view of your sales cycle's health. By reviewing the report, you can determine how well your marketing and sales teams are working together to qualify leads and close deals.

Preparation to set up the Salesforce Pardot v2 Connector (For accounts purchased after February 11, 2019).

The Salesforce admin needs to grant, whoever the Pardot admin is going to be, access to the Pardot Lightning App, as the Pardot Admin will setup Pardot from inside the app.

How do you user permissions function between Pardot and Salesforce with business units?

The Salesforce data that's available to users in the Pardot Lightning app is determined by their Salesforce permissions. The Pardot data that users see in Salesforce is determined by their business unit. For example, let's say you have two business units, North America and Europe, and a user has access only to the North America business unit. The user's Salesforce permissions gives access to all Salesforce leads, but they have access only to the prospects in the North America business unit.

What does the Velocity Chart tell you in the Pardot Lifecycle Report?

The Velocity chart displays the average time a visitor or prospect is in each stage. - Visitor to prospect - Prospect to marketing qualified lead (MQL) - MQL to sales qualified lead (SQL) - SQL to won opportunity - Total days to get through the full prospect lifecycle

What does the Google CPC metric on the Keyword table in Pardot mean?

The approximate cost per click (CPC) to purchase an ad from Google that displays on the first search results page for this keyword.

What needs to be done for the Google Ads connector to work with MCC accounts?

The connector doesn't support MCC accounts. If you have an MCC account, set up a Google Ads connector for each child account you want to connect to Pardot. Each connector contains credentials for the managed account, not the managing MCC account. An admin in each managed account must grant Pardot access to connect with Google Ads.

What does the Google Monthly Volume metric measure on the Keyword table in Pardot mean?

The estimated number of Google search queries in your region that match your keyword.

Your clients marketing team wants to do a slow rollout of Salesforce Engage. They want to initially limit sales reps to only sending out 25 engage emails per day. How can this be accomplished?

The marketing team can edit the org-wide Engage campaign limits by going to the Salesforce Engage section found in the Pardot Account Settings

What does the External Equity Links metric measure on the Competitor Table in Pardot?

The number of external equity links pointing to the target URL.

What does the Root Domain External Links metric measure on the Competitor Table in Pardot?

The number of external equity links to pages on the source URL's root domain.

What does the Links to Root Domain metric measure on the Competitor Table in Pardot?

The number of internal and external equity and non-equity links to the root domain of the source URL.

What does the Advanced Email Analytics feature tell you? What edition(s) is it available in and how do you access it?

The package expands on Pardot's standard email marketing functionality. It adds spam analysis of email content, subject line preview, and email rendering previews to see how your emails look across email clients and browsers. It is available in Plus, Advanced, and Premium, but requires an additional fee for Growth. Access it under the Testing Tab of the email builder and click +New Render.

How does a Person Account sync with from Salesforce to Pardot?

The person account syncs to a Prospect Account and Prospect Record in Pardot. It essentially syncs in two different places. In Pardot, the account owner will sync to both the Assigned User field on the prospect account and the Assigned User field on the prospect record. Because because there will be a prospect record and a prospect account, the prospect account will have the same name as the prospect record. The CRM ID of the Salesforce record that converted to a person account displays under the Contact ID field on the prospect record in Pardot.

To make sure that all form field information is collected when a prospect registers for a WebEx Event, how must they register

The prospect must register for the Webex event via a Pardot form.

What happens to a prospect's grade when you edit profile criteria, after they have already been associated to the profile and matched the original critiera?

The prospect will be regraded.

What needs to happen for ReadyTalk webinars to be able to register prospects via Pardot?

The webinar needs to have advance registration.

What can be done if test emails are not being received?

These issues tend to stem from spam filters that misidentify test emails as spam. Emails sent by Pardot are sent from a third-party server, and spam filters normally deliver the emails without issue. To avoid this issue, have your IT team add your company's assigned Pardot IP address to their spam filter allowlist.

Salesforce Engage

This allows marketing to share its content with sales. Sales can use marketing approved email templates to contact prospects at the right time.

What do you need to be careful of when integrating a Pardot form handler with a Web-to-Lead form?

This method can cause duplicate leads if you use completion actions to assign prospects in Pardot. Pardot creates a lead for an assigned prospect at the same time that Web-to-Lead creates a lead.

What information is provided in the prospect lifecycle report?

This report shows how this prospect moved through the sales lifecycle and which of the prospect's activities changed their activity score. Please note: score changes initiated by a Pardot user, such as Automation Rules, are not reflected in this report. It shows how they have moved through the stages, Prospect, MQL, SQL, and any opportunities won or lost associated to the prospect.

Why might a business use Person accounts?

To cater to those who may need to manage both a B2B and B2C approach. In some cases, a prospect may not be linked with a business account and they may be the direct purchaser of a product or service. It allows such businesses to keep prospects organized accurately.

How can a user switch between business units?

To switch between business units, navigate to the Pardot Settings tab in the Pardot Lightning app, and then select a business unit from the dropdown.

What must be done for your Eventbrite event information to sync with Pardot?

To sync, events must be published in Eventbrite. If you can't see your event in Pardot, make sure that it is published in your Eventbrite account.

What needs to happen to use the Twilio integration after the connector is enabled?

To use the integration, enable Notify user via Twilio of form submission on the completion action step of the form wizard. *Note: International numbers must begin with + and the country code. Make sure that your forms ask prospects for the country code, if applicable. Phone extensions must precede with "ext".

True or False: Person accounts do not support scoring categories.

True!

True or False: When verifying the Eventbrite connector, Pardot can pull in historical data, meaning the data from past events.

True! "Pull historical events" is a feature that can be enabled during the connector setup.

True or False: You cannot register prospects for an Eventbrite event, via a Pardot form or completion action.

True! Due to an Eventbrite API restriction, you can't register prospects for events via Pardot forms or completion actions.

True or False: UTM is updated for the first touchpoint only.

True! When an existing prospect clicks a tagged link, their campaign does not update, and the Google Analytics section of their record doesn't populate.

Salesforce Engage Setting: Prevent Engage for Gmail from tracking opens and clicks

Turns off Engage for Gmail's tracking functionality.

Define UTM parameter

UTM stands for Urchin Tracking Module. It's a little bit of code appended to the end of a URL that lets you track where people are coming from.

What are visitor filters used for?

Use filters to exclude some types of visits, clicks, or other actions from your campaign results and email notifications. A common use is to exclude your company's IP address to avoid skewing your reporting.

What does the AddThis Sharing Connector Do?

Use the AddThis connector to encourage your prospects to share your content on their social media accounts and track additional metrics from your AddThis account.

What does the Olark connector do?

Use the Olark connector to create prospects from your chats and view chat activities on prospect records.

For a user to switch between business units, what must they have?

User Sync enabled and a verified Salesforce v2 connector, or have purchased Pardot Advanced Edition after June 17, 2019. Access to the Pardot Lightning app. A user record in more than one business unit, and the business units are provisioned from and connected to the same Salesforce org. Each Pardot user record must be connected to the same Salesforce user.

How are Wistia video plays recorded in Pardot?

Video plays are recorded when prospects watch a Wistia video embedded on a page with your Pardot tracking code. You can view plays and video heatmaps from a prospect record.

How can you protect yourself against subscription bombing with form handlers?

We recommend that you implement bot protection on your forms when using Pardot form handlers. Otherwise, you could be complicit in subscription bombing. Talk to your IT team to implement a CAPTCHA or IP blocking, or consider implementing a confirmed opt-in process for your form handler prospects.

Opportunity Syncing

When a contact is associated with an opportunity in Salesforce, Pardot creates an opportunity in Pardot and links it to an associated prospect. When you associate a prospect with an opportunity, the prospect record is not updated with previous opportunity activities. The Pardot campaign of the first prospect associated with the opportunity sets the opportunity's Pardot campaign. Pardot creates only one opportunity, even if the CRM opportunity is tied to more than one contact. All corresponding prospects are tied to the same opportunity. For opportunities to sync from Salesforce, at least one contact record must be listed under the standard contact roles related list on the opportunity. The contact record must also be syncing with a Pardot prospect. Opportunities are created at the account level. To sync an opportunity that is associated with a person account to Pardot, add the person account as a contact role on the opportunity. Contact support to have opportunity syncing disabled. Disabling opportunity syncing does not allow manual opportunity creation in Pardot. When you set up your Salesforce-Pardot connector, all CRM opportunities that are tied to contacts sync to Pardot. You cannot delete opportunities in Pardot. Delete them in Salesforce. They are removed from Pardot after syncing.

When will Google Analytics Data appear on a prospect record?

When a new prospect record is created that originates from Google Analytics-tagged links. When an existing prospect clicks a tagged link, their campaign does not update, and the Google Analytics section of their record doesn't populate.

When a visitor chats in, what kind of insights do you see?

When a visitor chats in, the chat operator receives an Olark message with the visitor's current page, current session information, connection location, and a link to the visitor's Pardot record.

How does a form handler behave when a prospect completes a form handler, for an account that allows multiple prospects to have the same email address?

When a visitor submits a form handler, Pardot looks for prospects with a matching email address. If there are multiple matching prospects, the submission is associated with the prospect with the most recent Last Activity field value. If the prospect with the most recent Last Activity field value is in the Recycle Bin, Pardot undeletes them. If there are no matches, Pardot creates a prospect.

How should you prepare error messages with form handlers?

When prospects don't complete a required form field, they are redirected to the error location with some messaging appended as parameters to the error location URL. Either a server-side process or JavaScript can read the parameters and use them to display an error message to the prospect. We suggest editing your form field error messages to include details that identify the field producing the error.

How is information exchanged between Pardot and Salesforce when syncing prospect records?

When syncing prospects, changes to prospect records are pushed to Salesforce, and information from Salesforce records is pulled into the corresponding Pardot prospect records. Syncing occurs every 2-4 minutes.

Choosing a sync method for the Salesforce Pardot v2 connector.

When the integration user is set as the connector user, the connector syncs all records for objects that sync between Pardot and Salesforce. If you want to sync a subset of records, use Marketing Data Sharing to select the records to sync. Use the included integration user, or configure your own connector user.

When you add a visitor filter, what does it effect?

When you add a filter, everything associated with the following objects and activities is filtered. Visitors Visits Visitor activities Visitor page views Email clicks *Keep in mind - Email opens and clicks on the unsubscribe link in the body of emails are never filtered.

How does a Pardot prospect sync to Salesforce to create a person account instead of a lead?

When you enable Pardot to create person accounts instead of leads, Pardot checks for leads first, then contacts, and then person accounts as a backup. If Pardot doesn't find a matching record, it creates a person account. Before you can create person accounts instead of leads, Person Account Syncing must be enabled in Pardot.

When you provision Business Units for the first time what happens with the Salesforce Pardot connector?

When you provision a business unit, the Salesforce-Pardot connector is automatically created in a paused state. The connector user has View All Data and Modify All Data permissions for Salesforce objects that sync between Pardot and Salesforce. To prevent duplicate records and skewed reporting, limit what syncs to each business unit before you unpause the connector for the first time.

What can a user see when switching between business units.

When you switch between business units, Pardot components show the data and assets from only your current business unit. Pages without Pardot components, such as a campaign list view, aren't affected when you switch business units. The Pardot Lightning app pages show only the records and assets from only the current business unit. For example, the Prospects page shows only the prospect records associated with the current business unit. On Leads, Contacts, Campaigns, and Reports pages, switching business units affects only the Pardot Visualforce pages and Lightning Actions and components on those pages. If your page layouts include Visualforce pages or Lightning Actions from the Pardot managed package, pages show and interact with data from only the current business unit.

What does the Bing/Yahoo Rank metric on the Keyword table in Pardot mean?

Where your website appears in Bing and Yahoo search results for this keyword based on relative importance. Displays Unranked when your site is not ranked in the top 20 for a keyword.

What does the Google Rank metric on the Keyword table in Pardot mean?

Where your website appears in Google search results for this keyword based on relative importance. Displays Unranked when your site is not ranked in the top 20 for a keyword.

What needs to be done before you get started with warming up your IP address?

Whitelist your new sending IP on your corporate receiving server to make sure that your users can receive test emails. Check your SPF statement. If you're using include:aspmx.pardot.com in your SPF statement, you don't need to update anything. You can check your SPF statement by navigating to Admin | Overview. Scroll to Email Sending Domains, and click Error or Verified to view your SPF statement. If include:aspmx.pardot.com isn't in this statement, have your IT team update your SPF record. Segment out your best and most active contacts. Don't start your IP warming with old lists! Having high delivery rates with your initial campaigns helps build your IP's sending reputation.

What does the Wistia connector do?

Wistia is a video hosting service that measures engagement with your content. Use the Wistia connector to record prospects' video activity and create prospects from video conversions.

Can Pardot create prospects from GoToWebinar, WebEx, and ReadyTalk registrants?

Yes! There is a setting for the GoToWebinar, WebEx, and ReadyTalk connectors called "Create Prospects if they don't exist". If you check this off, then prospects will not be created, unless they complete a Pardot form and then there are completion actions on that form for webinar registration.

How can you add an Olark chat box to a Pardot landing page?

You can add the Olark chat box to your Pardot landing pages by pasting your Olark code before the </body> tag in the landing page layout template.

How do you track Google Ads conversions with Pardot?

You can add your Google Ads conversion code to Pardot forms to track when a prospect converts. To track Google Ads conversions, add your conversion code to the Thank You Code area of the Pardot form. If your form redirects to a separate Thank You Page, place your Google Ads conversion code on the Thank You Page that you redirect to.

What needs to happen in order to enable person accounts?

You need to contact Pardot support.

What are the five Google Analytics tags that Pardot collects data from?

campaign name, medium, source, content, and term

What is the Data.com connector used for?

is to fill in the gaps in information for any prospects that you've already obtained through something like a form or a tradeshow. Within Pardot, you can use the Data.com icon next to the prospect's name. If you click on the icon, the prospect's information will be compared to information from Data.com Connect — the free contact data service — and any additional or different information will be made available in Pardot.

What parameters does the Google Ads connector track?

{creative}, {matchtype}, {keyword}, {network}, and {device}