Tracking prospect activity on your website is one of the greatest value-adds of marketing automation, especially if you can capture the sources effectively driving traffic to your website, pinpoint a prospect’s product interests, or notice when a dormant prospect becomes active again.
Website tracking is not always as simple as it sounds. Although you may have added the Pardot website tracking code, there are more things you can do to improve the insight you’re gaining from your website visitors. Here are 5 ways to improve your website tracking using Pardot.
First up are Page Actions. Page Actions perform an automated action when a Prospect visits a page – simple, but when planned out can be impactful.
I once wrote that Page Actions “Inject Action into your Page Views”. This is because:
- Completion actions: you can add completion actions to Page Actions,
- Score change: you can define an additional score on top of your Pardot org’s baseline scoring model for page views. This means Page Actions stand out from page views.
- Activity callout: Page Actions also stand out from page views in Engagement History on leads and contacts in Salesforce. This is handy if you want to call out a specific web page in your prospect activity for the benefit of other teams, especially BDRs or salespeople.
So, take advantage of page actions to ensure you don’t lose sight of the valuable pageviews your prospects are making!
Forms + Campaign Attribution
Let’s now look at attribution in order to achieve the holy grail of Pardot marketing: campaign influence reporting.
If you are a typical organisation with a vested interest in content marketing and attracting quality leads, you will have several forms on your website. These could, perhaps, have different use cases – ‘contact us’ forms, resource download forms for ebooks, on-demand webinars, and other gated content.
Which forms are your prospects engaging with on their first, second, seventh touchpoint?
Whenever you create a new form in Pardot, ensure it’s associated with the correct campaign. Using connected campaigns means you would have organised your campaigns in a hierarchy structure, which will sync down to Pardot to be used for attribution.
Ensuring that each form submission a prospect makes is recorded as a campaign member in Salesforce will make tracking the effectiveness of your website’s content far easier. You may decided that the time, budget and effort that you invested into creating that particular whitepaper wasn’t worth it. You would make that judgment based on the lack of closed business as a direct result!
This is a topic that can be controversial: how can the world have moved on to multi-touch attribution and AI-driven attribution models, yet still care about the Lead Source field?
The most basic way to describe the Lead Source field is as a Salesforce picklist field which records where leads came from. It will indicate which channels generate the greatest number of new leads.
From what I’ve seen, in my experience, is that a tangle between lead source and conversion channel forms. When any new lead enters Salesforce, there are two data points you, as a marketer, are interested in.
- Source: where the lead came from before landing on your website (what’s driving traffic to your site)
- Conversion point: where the lead converted, back to point #2 (what’s driving conversions once prospects are on your site)
The truth is, the lead source field is an easy field for other people around the organisation to understand. Marketing can lay claim to it. Sales can stamp their mark on a lead. Regardless, it’s a simple picklist that people return to in order to get the high-level picture. Ensure that in your marketing, you are distinguishing between what’s driving traffic vs. what’s effective at converting people.
Custom Redirects aka. Marketing Links are similar to Page Action (point #1), except that these links can be placed anywhere, enabling you to track link clicks on your marketing content (not hosted in Pardot), on third-party websites, and other locations. They are most commonly used for banner ads placed on 3rd party websites.
Improve your website tracking by starting to build a picture of which prospects have been sourced from, which social media account they’re engaging with, or which content they have downloaded from your content (when hosted elsewhere).
Find more details on these use cases in: 5 Use Cases for Pardot Marketing Links (Custom Redirects)
I couldn’t resist adding a note about Qualified into this post. It’s well deserved – after all, Qualified went out on a mission to bridge the gap between prospect website activity and sales teams.
Here’s a common story: the marketing team using Pardot will put effort in to cookie the prospect (which applies the Pardot website tracking), and capture enough field data to grade the prospect. In addition, a well thought through scoring strategy is a bonus (although the baseline works just fine).
The first time I saw a demo of Qualified, I was impressed because it shortens the lead-to-conversation time by using Pardot prospect data points (score, grade), to alert your sales team when a qualified prospect visits your website. Reps can start a conversation there and then, either through chat or a call.