How Does Pardot Integrate with Salesforce Reporting?
Connect Pardot engagement data with Salesforce CRM and pipeline so you can see how every email, landing page, and campaign influences opportunities, revenue, and customer lifetime value—inside the reports and dashboards your leaders already use.
Pardot integrates with Salesforce reporting through a native connector that syncs prospects, activities, and campaigns into Salesforce objects. Engagement data appears as Engagement History on leads, contacts, accounts, and opportunities; Pardot Campaigns align with Salesforce Campaigns to support multi-touch attribution; and marketing KPIs roll into standard and custom reports, dashboards, and B2B Marketing Analytics. The result: a single set of reports that tie marketing programs to pipeline, revenue, and ROI.
What Does Pardot Add to Salesforce Reporting?
The Pardot + Salesforce Reporting Playbook
Use this sequence to turn Pardot activity into Salesforce insights your revenue teams trust—from first touch to closed-won and expansion.
Connect → Map → Sync → Report → Optimize → Govern
- Connect Pardot and Salesforce: Enable the Pardot-Salesforce connector, configure user sync, and decide which objects (leads, contacts, opportunities, custom) should receive Pardot data.
- Map fields and lifecycle stages: Align Pardot fields to Salesforce fields for contact data, lifecycle stages, scoring, grading, and consent preferences to keep reports consistent.
- Align campaigns and assets: Turn on Connected Campaigns, map engagement programs and assets to Salesforce Campaigns, and assign clear campaign member statuses to support influence reporting.
- Sync engagement data: Push email activity, form submissions, page views, and score changes into Engagement History so reps can filter and sort lists in Salesforce based on real-time engagement.
- Build reports and dashboards: Create Salesforce reports on leads, opportunities, and campaigns that slice by Pardot metrics (score, source, asset, program) and surface them in accessible dashboards.
- Optimize and test: Use A/B testing and campaign comparisons to see which assets, channels, and sequences create the most qualified pipeline and closed-won revenue.
- Govern and document: Establish naming conventions, sync rules, and data QA routines so new campaigns and users inherit a consistent, trusted reporting model.
Pardot + Salesforce Reporting Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Data & Identity | Isolated Pardot lists and Salesforce views | Unified contact model with governed field mappings and duplicate rules | Admin / RevOps | Match Rate, Duplicate Rate |
| Campaign Alignment | Disconnected Pardot campaigns and Salesforce Campaigns | Connected Campaigns with standard statuses and hierarchy | Marketing Ops | Campaign Influence, Sourced Pipeline |
| Engagement Visibility | Sales only sees emails in inbox | Engagement History on all key records, with list views and alerts | Sales Ops | Speed-to-Lead, Follow-up Rate |
| Funnel & Attribution | Clicks and opens in spreadsheets | End-to-end funnel and multi-touch attribution in Salesforce/B2BMA | Marketing Ops / Analytics | MQL→SQL→Opportunity Conversion, Influenced Revenue |
| Sales Insights | Reps hunt for signals | Prioritized work queues based on score, grade, and recent activity | Sales Leadership | Win Rate, Productivity per Rep |
| Governance & Training | Tribal knowledge and one-off dashboards | Documented standards, shared dashboard library, recurring audits | RevOps / Center of Excellence | Dashboard Adoption, Data Quality Score |
Client Snapshot: From Email Metrics to Revenue Insights
A B2B technology company connected Pardot with Salesforce reporting, standardized campaigns, and centralized dashboards. Within a single quarter, marketing moved from “opens and clicks” to pipeline, win rate, and influenced revenue by program—and sales gained prioritized views of high-intent accounts and contacts.
When Pardot and Salesforce reporting are aligned, you can measure how every program affects pipeline, revenue, and retention—not just engagement.
Frequently Asked Questions about Pardot and Salesforce Reporting
Make Pardot and Salesforce Reporting Work Together
Align your Pardot programs, Salesforce campaigns, and dashboards so every stakeholder sees the same story—from first touch to closed-won revenue.
Take Revenue Marketing Test Start Your Revenue Transformation