Why Add the Pardot Tracking Code to Your Website? Overview of Pardot Visitor Reporting

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Pardot comes with a ‘Website Tracking’ tracking code you can place on your website. This is will track website visitor behaviour using something called a cookie, and ultimately, display as reports inside Pardot.

Instructions on how to do this can be found here. They look simple enough, but in practice, getting this task done isn’t always plain sailing. Common reasons why are:

  • Favour from IT: Depending on where website responsibilities fall in your organisation, this request is often fed through an IT team or a 3rd party website agency website.
  • Privacy Policies & other legal backlash: does this cookie now fall outside of your privacy policy? Do you need to amend your Pardot cookie duration settings?

It leads people to question the value of the tracking code – before they potentially open a ‘can of worms’ – to justify its value, especially if there’s an implementation cost attached.

In this post, I will show you what reporting you can expect from the Pardot side with the Pardot tracking code on your website.

Report 1: Visitors Report

Pardot treats visitors differently to Prospects (visitors = anonymous; Prospects = identified, known to your organisation because they have shared some level of personal information).

The first point to make clear about the visitor report in Pardot – it shows all website visit sessions, including both visitor and Prospect website sessions.

Below is a snapshot of what you would see from Pardot, including an option to filter by date periods:

Report 2: Prospect Page View Activity

Once a visitor converts into a Prospect, they have their own record inside Pardot. The cookie makes a connection between the browser, and the Prospect record. They start racking up a nice trail of Engagement History/Prospect Activities; you will see this on the right side of the Overview tab on any Prospect record.

One activity you may see is ‘Page View’. Clicking into the activity opens up more details, showing:

  • Page visit URL,
  • Page title,
  • Type (eg. Entry point, Last page viewed),
  • Time spent on the page,
  • Date and time.

Like this:

Why is this useful?

This level of individualised tracking isn’t available with tools like Google Analytics, which is aimed at website optimisation rather than sales pipeline optimisation. With this Pardit tracking intel, sales can see which pages the prospect has shown interest in (skimming or serious browsing). Getting more sophisticated, you can trigger automation based on dormant prospects – that is, they haven’t been browsing your website or portal for some time.

The tracking code also opens up the opportunity to use Page Actions – a commonly underutilised feature in Pardot and worth checking out to add ammunition to your justification for implementing the Pardot website tracking code.

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