How to Build a Pardot Email Campaign Overview Report in Salesforce

By Lucy Mazalon

Engagement History reporting gives us the opportunity to build Salesforce reports based on Pardot marketing asset performance data (you can read the full backstory in this post). In short, marketers can now use standard Salesforce reports for more flexible Pardot reporting, beyond the WYSIWYG out-of-the-box reports.

In this post, I am going to show you how to create a Pardot Email report in Salesforce that gives you an overview of how your list emails and automated emails performed.

At a glance, you will be able to see:

  • A breakdown of each email performance related to a campaign (note: you may have more than 1 email per campaign),
  • The total emails delivered, email opens, and email clicks in a campaign.
  • The delivery rate, click-through rate, click to open ration, spam complaints, opts outs (and more) for a list email.
  • Compare email performance for a specific time period (eg. emails that caused the greatest number of opt-outs last quarter)
  • Investigate subject line performance, using the highest and lowest email open rates.

This report is designed to be an overview, for Pardot Admin monitoring. What it will not show you, is how each individual prospect engaged with the email; if you are interested in this, check out the ‘Prospect and Activity’ Dataset for B2B Marketing Analytics, or Engagement History Dashboards if you don’t plan on enabling B2B MA in the foreseeable future.

A while back, I showed you how to build a Pardot Landing Page overview report – now, I will show you the same for emails.

Why Engagement History Reports?

Here are some reasons why you should start using Engagement History reports right away. If you are sceptical about the benefits, hopefully, some things on this list will justify that time investment:

  • Replaces WYSIWYG report tables in Pardot (what you see is what you get).
  • Report on Pardot Marketing Asset performance: Emails (List emails, Engagement emails), Landing pages, Forms, Marketing links (AKA custom redirects)
  • Available to all Pardot/Salesforce customers.
  • Take advantage of Salesforce report charts & dashboards.
  • Little effort, minimal learning curve (especially if you have built custom report types before).

The Finished Product:

In this tutorial, I’m going to building the ‘Engagement Metrics on Emails’ custom report type in Salesforce. This is one of the five report types that Salesforce recommends you build in your org.

Here’s an example of what we are going to build. It’s a bare-bones version, but there’s plenty more you can do with it, which you will find out in the ‘Taking it Further’ section:

Step #1: Create the Custom Report Type

Completing this step will depend on your Salesforce permissions (you will need to access Salesforce Setup and be able to create custom report types).
Go to Setup, and search for ‘Report types’.

Create a new report type:

  • Primary Object: Campaigns
  • Report Type Label: “Engagement Metrics on Emails”. There’s best practice to how report types should be named to avoid leading fellow users to use the wrong report type, leading down a dead-end! Also, be sure to respect your organisation’s naming convention.
  • Report Type Category: Campaigns
  • Choose Deployed for it to be visible to users.

Next, we get on to the Object Relationships. Each of the steps below is a new box on the canvas area, select the objects by opening up the dropdown box.

  • A = Campaigns
  • B = List emails: Each “A” record must have at least one related “B” record.

Step #2: Edit the Default Layouts

Which fields do you want visible when a user creates a report? As this is a custom report type, none of the fields will appear as columns in the report – in other words, the user will have to add these each time! Save them the work, and set the default fields.

You can select any fields for the objects included in the report (in this case, it’s email and campaigns).

Here is the selection you have for emails:

To select a field, double-click and check the ‘selected by default’ checkbox:

Here are some good ones to add for email reports, and how they will be displayed from the user’s point of view when they create a new report, eg:

  • Delivery rate
  • Click to Open Ratio
  • Total hard bounces

Step #3: Build the Salesforce Report

What I did first to understand the data, was to group the emails by campaign; as I suspected, some campaigns had more than 1 email associated to them.

The ‘type’ field shows me whether it’s a List Email or an Automated Email:

I can add any filters on the ‘filters’ tab; a useful filter could be looking at any email sent in the last quarter (FQ):

Note: there is no sent date I could see, but scheduled seems to be the same from the comparisons I was making between Pardot ‘sent’ date field and this ‘scheduled date’ field in Salesforce.

Any of the metrics can be:

  • Sum, eg. Total opens for all emails last quarter
  • Average eg. the average click-through rate across all emails last quarter
  • Min eg. the lowest delivery rate for all emails last quarter
  • Max eg. the most opt-outs caused by an email.

When you run the report, the metric/s will appear at the top:

Use case #1: Subject Line Comparison

Do you want to get a feel for which subject lines were getting good open rates? All you need to do is add the ‘Subject’ field, then sort by ‘Open rate’ (descending):

Use case #2: Month-to-month Trends

Let’s look at how you can monitor click to open ratios month-to-month using the same baseline report, making a few changes, and adding a chart.

Add the field ‘Scheduled Date’ as a group row:

This will group emails sent by day, so we will need to change that. We want to group emails by the month they were sent instead. Click on the dropdown arrow on the ‘Scheduled Date’ column → Group Date By → Calendar Month:

The average Click to open ratio for each month is calculated by clicking on the dropdown arrow on the ‘Click to open ratio’ column → Summarize → Average, which will appear in the subtotal line:

Using Salesforce reports means we can take advantage of Salesforce Report Charts and Dashboards.

Click ‘Add Chart’, then the cog icon to open up the options.

A ‘column’ bar graph is best to show month-by-month trends. Ensure the Y-Axis is showing ‘Average click to open ratio’ (not record count):

Finally, click Run (and Save) to view the finished report.

Heads up: Campaign vs. Email Level Metrics

Beware! You may have decided to add all of the fields to the report – which is fine in the beginning when you want to play with all the possibilities on how to display your data. However, be careful around which metrics relate to:

  • The Campaign level, eg. ’Total Emails Delivered in Campaign’
  • The email level, eg. ‘Click to Open Ratio’ or ’Total Opens’

Hopefully, the images below will illustrate this.

Campaign Level Field:

Email Level Field:


Engagement History reporting gives us the opportunity to build Salesforce reports based on Pardot marketing asset performance data. In this post, I showed you how to create a Pardot Email report in Salesforce that gives you an overview of how your list emails and automated emails performed. The two use cases I thought would prove popular would be to compare to which subject lines performed best based on open rate, and comparing the click-to-open ratios over time in a month-by-month comparison. There’s also opt-outs and bounces to consider, too.

You can build so many use cases just with this one baseline report. Take it further by adding the report charts to a Pardot Admin Monitoring Dashboard to keep an eye on your overall email campaign performance.



The Author

Lucy Mazalon

Lucy is the Operations Director at Salesforce Ben. She is a 10x certified Marketing Champion and founder of The DRIP.


    Isabelle Theilen
    April 28, 2020 2:48 pm
    When would you suggest to report on Email Metrics using the custom Salesforce Report you showed in this post vs. doing the analysis in B2B Marketing Analytics? Are there advantages to do the report in Salesforce?
    Lucy Mazalon
    April 29, 2020 10:51 am
    Hi Isabelle - great question, thanks for asking it because I am sure many people will be thinking the same thing. If you have access to B2B MA, you should use that. These Engagement History reports offer the functionality to organisations that don't have B2B MA, or that haven't learned how to use the tool. In B2B MA, you will be able to drill down to individual prospect activity in addition, this post explains that in further detail: Hope this helps!
    Maida Rider
    May 20, 2020 9:07 pm
    Hi Lucy, is this only available if you have enabled connected campaigns? I followed the steps but I'm not able to see any data from Pardot emails. Thanks!
    Lucy Mazalon
    May 21, 2020 1:45 pm
    Hi Maida, yes you need to have connected campaigns enabled. I suggest you give this post a read as well, in case you run into more roadblocks with syncing Engagement History to campaigns: Good luck! Hope it all goes smoothly
    Albert Jimenez
    July 07, 2020 10:36 pm
    Hi Lucy, In step 1 where the custom report types are defined, I assume that object A will always be campaign and object B will either be any of the following: - List emails - Engagement emails - Landing pages - Marketing links - Forms With that being said, if I enable all of these in our org, then we would see 5 new report types. Is this accurate? :)
    Lucy Mazalon
    July 08, 2020 8:41 pm
    Yes, you are correct!
    Scott Winstanley
    November 18, 2020 9:42 am
    To add, I can see 'List Email' in my objective manager and it looks to be not deployed. There looks to be no edit option so I can deploy??
    November 11, 2021 5:12 am
    Hi, i have created this report (thank you!) but it is including my test emails (sent to our internal test list). Is there a way I can exclude these?
    Lucy Mazalon
    November 15, 2021 10:03 am
    You're welcome! Ah that's a tricky question... I suppose they are all type "List Email" and there's no field for "list"... I don't have a good answer, but I will have a think!
    November 23, 2021 7:51 pm
    Hi Lucy! Any thoughts on why after a certain date we have no results showing for scheduled date? All our campaigns are pulling and are active but are not showing in the report.
    January 26, 2022 1:27 pm
    I'm on a work placement and have been asked to build a very similar report. However, when I go to Custom Report I choose Object A as Campaign and then go to choose Object B-List Emails-But, this is not available to choose. why is this? Thanks
    Alex Burns
    April 19, 2022 10:01 pm
    Hello, I was requested to create this report type by our Marketing Director and I was able to successfully go through all the steps to get it setup. The issue that we are having is when she (our marketing director) creates the report, no records show up. She has tried removing all filters and showing "All campaigns" and "All time" and still nothing. As for myself, I can get data to pull up without issue. FYI, I am the system admin. She has full access to the Campaigns object and can run other campaign reports. Do you have any insight to what might be going on? Thanks!
    Alex Burns
    April 20, 2022 2:47 pm
    Hello again, after doing some research I found this article. This should help any non-admins having trouble retrieving data from this report
    Lucy Mazalon
    April 22, 2022 5:34 pm
    Thanks for the suggestion, Alex.
    Lucy Mazalon
    April 22, 2022 5:35 pm
    Hi Helen, does your company have Pardot?
    August 26, 2022 6:17 am
    Is there any field to filter out using send date? I created a custom report type in salesforce as per the article but I want to see This month or last month or last week or yesterday metrics on automated survey emails that I am sending using pardot engagement studio. Grouping on scheduled date is not giving that report, What is the correct field to group using send date in salesforce?
    Kristina Alexandra
    January 10, 2023 1:31 pm
    Hi Alex, Did you manage to check weather she has access to all the Custom objects data she is trying to pull in the report? Like List Emails etc?
    March 29, 2023 11:39 pm
    I know this is an older article, but I'm wondering if I'm doing something wrong. I'm trying to get open rates historically. When I group by Scheduled date, it's just showing the first date an email went out for that particular step in the program. I'm not getting historical data week over week. Is there some other magic

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