Working through the Pardot-Salesforce Prospect Sync Error Queue

Syncing Errors between Pardot and Salesforce can cause a multitude of headaches. When a Prospect record fails to sync – regardless of how large or small the cause – it can disrupt your lead handover process, Salesforce campaign management, and marketing reporting. It’s vital you keep an eye on it! This post will help you diagnose and overcome Connector Sync Errors.

Getting the Data Together

To get to your Prospect Sync Error Queue, navigate to:

Admin ? Connectors, find the cog symbol by the salefsorce.com connector ? Sync Errors.

You will land on the sync error table, where you can sort and filter the error entries.

But, this isn’t enough if you have a lot of errors to work through. In that case, you will need to export the records into Excel.

Select all the records (using checkbox in the table header) ? Tools (right-hand above header) ? CSV Export ? select ‘Express Export’.

Your file will begin downloading, or you will receive a download link via email.

What I do with the data, is order by error type and prioritise which to tackle first based on the number of errors it’s triggering.

Common Errors

In this section, I’ve listed some error reasons you may find in your export file.

  1. Uniqueness error

eg. Uniqueness error with http://pi.pardot.com/prospect/read/id/123456. Consider merging.

Reason: Most likely, it’s because a prospect was sent to a Pardot list via Salesforce, but had been previously sent to the Recycle Bin. You may find this occur if there has been a mass Prospect archiving done.

Action: Visit the Recycle Bin, and undelete any records that match the Prospect’s email (/CRM ID)

  1. Custom Validation Exception

eg. Custom Validation Exception: Phone number must be 10 digits, must begin with ‘+’ and include country code

This is a Salesforce Validation Rule that is barring your Prospect field value from syncing into the Salesforce Contact/Lead field.

Reason: this could maybe happen because…

  • Your data was altered by an Excel formula, meaning you imported rogue data, something that looks like this:  3.75E+16
  • Dirty data has synced down from Salesforce (yes, it’s not an equal playing field, unfortunately!)

Altered Data – Action: If you believe it’s because you imported some dodgy data from an Excel, you need to reimport the file with:

  • No values in the column in question
  • Tick to override values in the Data Mapping screen of the Import Wizard (2nd step)

! But first, check the Field Sync Behaviour on the Pardot end – and ensure Salesforce is the master (‘Use Salesforce’s value).

The bad values will clear from Pardot, and the clean values will sync down from Salesforce.

Dirty data vicious cycle – Action: Unfortunately, there’s not a whole lot you can do (unless you are the Salesforce Admin…). Work with your Salesforce team to identify the Validation Rule and evaluate its purpose. It should be an exercise for them to update the phone fields to the correct format; then, the clean values will sync down from Salesforce.

  1. Field Integrity Exception / Invalid Picklist Value

Reason: Fires because you are attempting to update a record via the API (ie. connector), but the instructions relate to a picklist value that no longer exists.

Action: cross reference the available picklist values in Salesforce with what you have in Pardot for that field. Ensure you have the ‘Keep this field’s type and possible values (for dropdowns, radio buttons, checkboxes) in sync with the CRM.’ option checked on the field settings.

This is common with country/language words vs. codes (eg. FR instead of France)

  1. Deduplication

Reason: If there’s a deduping tool active inside of Salesforce, it will fire a warning when Pardot attempts to create a new Contact/Lead record that’s actually a duplicate.

But, why would Pardot do this?

Most likely, this would happen because..

  • The Contact/Lead record has no email address, so won’t get picked up by Pardot (@ is the unique identifier!), or
  • If the email address is slightly different in Pardot. The Connector can only make an exact match on email address – but if all else matches (eg. company, address, last name), the dedupe tool will flag this as a duplicate.

Action: extract these email address, last name, company…or any other pieces of data, and see if the person does exist in Salesforce. Update their email field appropriately.

Summary

Syncing Errors between Pardot and Salesforce can cause a multitude of headaches if left untreated, so it’s vital you keep an eye on your Prospect Sync Error Queue to manage the Prospect Lifecycle end-to-end more effectively. Although this isn’t an exhaustive list, I hope it’s helpful to get at least some of your syncing errors solved!