How Do You Track Prospect Activity in Pardot?
Pardot (Account Engagement) tracks what prospects view, click, submit, and download so you can see which accounts are active, prioritize follow-up, and prove marketing’s impact in Salesforce. The key is wiring tracking code, campaigns, and automation so every visit rolls up to named prospects and opportunities.
You track prospect activity in Pardot by combining a tracking code on your site and landing pages with cookied prospects in your database. When someone fills out a Pardot form or clicks a tracked link, Pardot ties their browser cookie to a prospect record. From that point on, every page view, email open, click, file download, form submit, and custom redirect is captured as activity on the prospect timeline, rolled up to the Salesforce lead/contact, and used for scoring, grading, segmentation, alerts, and pipeline reporting.
What Counts as Prospect Activity in Pardot?
A Simple Workflow for Tracking Prospect Activity in Pardot
Use this sequence to move from basic tracking to a governed activity model that sales trusts and leadership can use for revenue decisions.
Install → Identify → Enrich → Score & Grade → Alert → Report → Govern
- Install tracking everywhere: Add the Pardot tracking code to all key web properties, landing pages, and blogs. Verify that visits are logging and that domains are properly whitelisted.
- Identify anonymous visitors: Use Pardot forms, form handlers, and tracked email clicks to convert anonymous cookies into known prospects linked to Salesforce leads/contacts.
- Enrich profiles with forms: Design forms with progressive profiling to capture role, buying timeline, and product interest over time rather than all at once.
- Score & grade activity: Configure scoring for high-intent behaviors (e.g., pricing page, demo request) and grading based on fit (industry, company size, title) so reps see who is both engaged and qualified.
- Alert sales on real intent: Use automation rules and Engagement Studio to send real-time alerts for activities like repeated high-value page views or form submissions linked to active opportunities.
- Report in Salesforce: Align Pardot campaigns with Salesforce Campaigns so you can roll activity, influence, and pipeline back to channels, offers, and journeys.
- Govern & iterate: Establish a monthly review across marketing, RevOps, and sales to tune scoring, adjust alerts, retire noisy activities, and prioritize new tracking requirements.
Pardot Activity Tracking Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Tracking Code Coverage | Installed on a few key pages; inconsistent domains | Installed on all core web properties and landing pages with QA and monitoring | Marketing Ops / Web | Tracked Sessions, % Tracked Pages |
| Prospect Identification | Mostly anonymous traffic, few form conversions | Strategic forms, form handlers, and email clicks converting visitors into named prospects | Demand Gen | MQL Volume, Visitor→Prospect Conversion |
| Scoring & Grading | Default Pardot score; grading not used | Custom scores and grades aligned to ICP, buyer stages, and sales feedback | RevOps / Marketing Ops | % SQLs from A/B Prospects, Win Rate |
| Sales Alerts & SLAs | Reps log into Pardot occasionally to browse activity | Real-time alerts and list views in Salesforce tied to follow-up SLAs | Sales Leadership | Speed-to-Lead, First Meeting Rate |
| Campaign & Offer Attribution | Email and form metrics live only in Pardot | Pardot and Salesforce campaigns aligned for multi-touch influence reporting | Analytics / RevOps | Pipeline & Revenue by Campaign |
| Governance & Change Management | One-off changes to fields and scoring | Documented playbook, change log, and steering committee for tracking and scoring | Center of Excellence | Adoption, Data Quality, User Satisfaction |
Client Snapshot: From Anonymous Traffic to Sales-Ready Signals
A B2B tech company had Pardot in place but little trust in the data. After standardizing tracking code, aligning Pardot and Salesforce campaigns, and redesigning scoring and alerts, the team doubled sales-accepted leads and gave reps a single timeline of all activity per account. Explore how we connect activity to revenue in practice: Comcast Business · Broadridge
When you combine Pardot tracking with governed journeys like The Loop™ and a framework such as RM6™, every view and click can be tied to measurable pipeline and revenue impact.
Frequently Asked Questions about Tracking Prospect Activity in Pardot
Turn Pardot Activity into a Revenue Signal System
We’ll help you standardize tracking, align Pardot and Salesforce, and tune scoring and alerts so every visit and click becomes actionable insight for your revenue teams.
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