The Pardot Overview tab can be found when you hover over Admin-Overview. It displays the email usage as well as Email sending domains.
● Email Usage: The email usage section is especially helpful when you get an automated notice that you have exceeded your subscription allowance. It shows data for email types such as drip emails, list emails, automated emails, one-to-one emails, and engage emails.
● Email Sending Domains: Shows all of the verified domains for your Pardot account. From here you can also add a new domain if needed.
At the top of the overview tab is a button for Edit Tracking Opt-in Preferences. You can create a custom message that appears to request opt-in from all visitors to track them, or only those from specific countries.
The Overview tab (Dashboard) is the first thing you'll see when you log in to Pardot. From here, you can get a high-level overview of :
● Notifications: Important announcements or feature releases
● Reporting Graph:
○ Prospects Created: The number of new prospects created, including both archived and unarchived prospects.
○ Conversions: The number of previously anonymous individuals submitting a form or landing page to identify themselves as prospects.
○ Opportunities Created: The number of new opportunities created at given dates. The data is pulled from your CRM, created manually, or created via the API.
○ All prospects: The cumulative total of prospects in your database, excluding those in your Recycle Bin.
● Marketing Calendar: Shows scheduled and past emails, social posts, events (via Eventbrite), and webinars (via GoToWebinar, WebEx, or ReadyTalk).
● Active Prospects for Review: Display of up to five Active Prospects for Review (e.g. those that are neither assigned or marked as reviewed and have been active - any activity besides an email send, email open, email bounce, opportunity, or visit). Note this shows all prospects that have had at least one activity, including those prospects that were imported.
Identified Companies: Display of up to five of the most recent visitors whose companies could be identified.
● 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.
Click All Form Submissions or All Form Handler Submissions at the top of the Forms Report to view a list of all prospect form or form handler submissions. This report can be filtered by campaign or date range and can be sorted by form/form handler, prospect, company, score, grade, or submission date/time.
● Allow you to perform certain marketing and sales actions based on criteria that you specify
● Automation rules run continuously, unlike segmentation rules which are a one-time action
● Automation rules check every prospect in your account every time their record updates to see if they could match
● Once a prospect matches an automation rule, all of the actions that are defined at that time in the rule are applied to that prospect and it is flagged as matching. If you add new actions later, they will not be applied to prospects who have already matched. If you add new criteria to the rule, the rule will not "unapply" actions to prospects who no longer match.
● An automation rule will only affect a prospect one time, and rules will never "un-match" prospects if they no longer meet a rule's criteria. If you want to change a rule and have it affect the same prospects over again, you will want to either delete the first rule and recreate it with the changes, or simply copy the rule and give the copy a unique name.
● When automation rules are created, or an existing rule's criteria is edited, and the rule is unpaused, the rule will search through all prospects in your account to find matches. In this way, rules are retroactive — a prospect could have begun meeting the criteria last week, but if the automation rule is created today the rule will still find them and match them. If you edit criteria, it will not retroactively unmatch prospects.
● Total sent: The total number of emails sent.
● Total queued: The number of emails that are waiting to be sent. These emails have been submitted but have not reached the inbox of the prospect.
● Soft bounce: An email that is recognized by the recipient's mail server but is returned to the sender because the recipient's mailbox is full or the mail server is temporarily unavailable. A soft bounce message may be deliverable at another time or may be forwarded manually by the network administrator in charge of redirecting mail on the recipient's domain. After five soft bounces, the prospect is opted out of emails.
● Hard bounce: An email that permanently bounced back to the sender because the address is invalid. A hard bounce might occur because the domain name doesn't exist or because the recipient is unknown.
● Total delivered: The total number of emails minus hard and soft bounces delivered. The delivery rate is the percentage of the emails that were delivered compared to the number that bounced (soft and hard).
● HTML opens: The total number of times prospects loaded the images in the HTML version of the email. We will also record an "open" (and run completion actions) if the prospect clicks on a link within the HTML or text email without downloading images since it's clear they viewed the message.
● Unique HTML opens: The number of prospects who loaded the images in the HTML version of the email. The Unique opens category counts each recipient only one time, even if the prospect loaded images more than once.
● HTML open rate: The percentage of unique opens (with images, see above) compared to the total number of emails delivered (sent minus bounces).
● Total clicks: The total number of clicks for all the links in an email. Each link click is counted separately. For example, if a prospect clicks on two separate links in the same message, it will count as two clicks. If a prospect clicks on the same link on two separate occasions, that will also count as two clicks. Clicks on the unsubscribe link are not counted; neither are clicks on the email preference center variable tag.
● Total CTR (Click-through-rate): The percentage of visitors who click on links contained in emails delivered (sent minus bounces) to them. With Total CTR, multiple clicks for a same link are counted.
● Unique clicks: The number of prospects that clicked on a link in the email. The Unique clicks category counts each recipient only once, so even if a prospect clicks on two separate links in the same message, or clicks the same link on two separate occasions, it will only be counted as one Unique click.
● Unique CTR (Click-through-rate): The percentage of visitors who clicked on a link (no more than once) contained in an email that was delivered (sent minus bounces) to them.
● Click To Open Ratio: The number of unique clicks divided by unique HTML opens.
● Total Opt-outs: Total opt-outs are the total number of prospects that no longer wish to receive emails from your company and have clicked either the unsubscribe link in the email or clicked the email preference page link andd* clicked the "opt out from all email communications" link on that page. They are automatically removed from future mailings. They are however kept on the list they are associated with.
● Opt-out rate: The percentage of users that have asked to be opted out of future mailings compared to the total number of emails sent.
● Total Spam complaints: The total number of users that have reported the email as spam. AOL and Comcast automatically opt them out of future mailings, while Gmail and Yahoo do not. If a prospect reports spam in these clients, they are not opted out and do not display in this report. They will however send any future mailing to their spam folder.
● . Spam complaint rate: The percentage of spam complaints compared to the total number emails sent. Clicks per URL are displayed at the bottom of the report. Click the hyperlinked number to view a list of prospects who clicked each specific URL.
● Data can be passed back and forward between the two systems
● Pardot acts as the Campaign, Lead, Marketing tool, whereas Salesforce is generally the CRM and for Opportunity / sales processes
○ SF connector must be API enabled in SF
○ SF connector user needs to have Pardot connector user permission set and several standard object permissions (Object change logs, Leads, Contacts, Tasks, Users, Campaigns, Opportunities, and Accounts) before SF connector will function properly
○ Pardot connector user permission set should be applied only to Pardot connector user
○ . To view permissions included in each step in SF: Setup>Manage Users>permission sets