What Reporting Features Does Pardot Offer?
Pardot—now Salesforce Marketing Cloud Account Engagement—gives you asset-level reports, engagement history on Salesforce records, and B2B Marketing Analytics dashboards so you can connect emails, forms, landing pages, and campaigns to pipeline and revenue, not just clicks.
Pardot reporting starts with asset-level reports (emails, forms, landing pages, files) that show opens, clicks, submissions, and conversions. It adds Engagement History for a timeline of prospect interactions on Salesforce Campaigns, Leads, Contacts, Accounts, and Opportunities, plus B2B Marketing Analytics apps and dashboards to analyze engagement, pipeline, and ROI across Salesforce and Pardot. Together, these features answer the core questions: What’s working, for whom, and how does it impact revenue?
Core Pardot Reporting Surfaces
The Pardot Reporting Playbook
Use this sequence to move from “we have a lot of data” to revenue-grade reporting your C-suite can trust—from basic asset reports to cross-object dashboards and campaign ROI.
Define → Connect → Standardize → Visualize → Attribute → Optimize → Govern
- Define business questions: Align on what you need to answer: email performance, lead quality, funnel conversion, campaign ROI, channel effectiveness, and sales cycle velocity.
- Connect Salesforce & Pardot correctly: Enable the Account Engagement connector, map key fields, and turn on Connected Campaigns so Campaign, Opportunity, and prospect data flow into shared reporting.
- Standardize tracking & naming: Implement a campaign hierarchy, consistent naming, UTM structure, and required fields so assets, journeys, and opportunities can be grouped and compared reliably.
- Use asset & Engagement History reports: Start with standard email, form, and landing page reports; then embed Engagement History dashboards on Campaigns and records to bring context to every deal.
- Roll out B2B Marketing Analytics apps: Install and configure B2B Marketing Analytics dashboards for engagement, pipeline, and attribution; tune filters to match your regions, products, and segments.
- Design executive views: Build CRM Analytics dashboards that summarize sourced and influenced pipeline, win rate, and ROI by channel and program—then share them as a single source of truth.
- Govern & iterate: Establish a recurring reporting cadence to review dashboard insights, validate data quality, refine scoring and grading, and adjust marketing investments based on outcomes.
Pardot Reporting Capability Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Asset Reporting | Basic opens and clicks per email | Standardized reports across emails, forms, and landing pages with benchmarks and alerting | Marketing Operations | Email CTR, Form Conversion Rate |
| Engagement Visibility | Scattered activity history in Pardot | Engagement History dashboards on Campaigns, Leads, Contacts, Accounts, and Opportunities | Salesforce Admin / RevOps | Sales Adoption, Activity per Opportunity |
| Lifecycle & Funnel Reporting | Manual spreadsheets for lead stages | Automated funnel reports from first touch to opportunity close with clear conversion and drop-off rates | RevOps / Demand Gen | Stage Conversion %, Time-in-Stage |
| Campaign & Channel Performance | Click-based campaign metrics | B2B Marketing Analytics dashboards showing sourced and influenced pipeline and revenue by campaign and channel | Analytics / Marketing Leadership | Pipeline & Revenue per Channel, ROMI |
| Attribution & Forecasting | Last-touch guesses | Multi-touch attribution models and, with B2B MA Plus, advanced modeling and Einstein Discovery insights | Analytics / FP&A | Attributable Revenue, Forecast Accuracy |
| Data Governance & Trust | Conflicting reports in different tools | Single governed reporting stack with definitions, data quality checks, and a shared reporting calendar | RevOps / Data Team | Report Adoption, Data Quality Score |
Client Snapshot: From Email Metrics to Executive-Ready Dashboards
A B2B SaaS company moved from scattered Pardot email reports to a unified reporting stack that combined Engagement History and B2B Marketing Analytics dashboards. Marketing could finally see which campaigns sourced and influenced pipeline, while sales gained record-level engagement visibility. The result: fewer “spreadsheet wars,” faster budget decisions, and more confidence that marketing was driving revenue. Explore related success stories: Comcast Business · Broadridge
When Pardot reporting is wired into your Salesforce data model and revenue process, you move past “opens and clicks” to forecastable, board-ready insights. The Pedowitz Group helps teams align Account Engagement, Salesforce Campaigns, and analytics so every report tells a clear revenue story.
Frequently Asked Questions about Pardot Reporting & Analytics
Turn Pardot Data into Board-Ready Reporting
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