Overview
The article provides a detailed guide on integrating PostBeyond with Pardot to track and measure the success of marketing efforts. It explains how to identify prospects and leads generated by PostBeyond, capture UTM parameters using the Google Analytics connector, and outlines important considerations for setting up and using the connector effectively. The steps include creating lists and dynamic lists in Pardot based on UTM parameters and determining the conversion sources.
Information
How to Create a PostBeyond Report in Pardot
Learn how to measure the success of PostBeyond through Pardot marketing reporting.
How to Identify PostBeyond-Generated Prospects and Leads in Pardot
This section will guide you through the process of identifying prospects and leads generated by PostBeyond within Pardot.
Capturing PostBeyond UTM parameters in Pardot through Google Analytics
Learn how to capture UTM parameters from PostBeyond in Pardot by utilizing Google Analytics.
Considerations for using the GA connector
Understand the important considerations when using the Google Analytics connector with Pardot.
How to Identify PostBeyond-Generated Prospects and Leads in Pardot
Identify prospects and leads generated through your employee advocacy program by following these steps to track in Pardot:
Step 1: See All PostBeyond Prospects
Create a list in Pardot and filter by UTM Campaign: PostBeyond.
Step 2: See Prospects Generated by Specific Users
Create a list in Pardot and filter by UTM term: user ID (found in PostBeyond Admin view).
Step 3: Identify PostBeyond Generated Prospects with a Dynamic List
Create a dynamic list in Pardot to identify PostBeyond generated prospects.
Step 4: Generate a List Using PostBeyond's UTM Parameters
Use PostBeyond's UTM parameters to generate a list in Pardot.
Step 5: Find General PostBeyond Generated Prospects
Locate general PostBeyond generated prospects within Pardot.
Step 6: Find Who Converted the Prospect from PostBeyond
Determine who was responsible for converting the prospect from PostBeyond.
Capturing PostBeyond UTM Parameters in Pardot through Google Analytics
The Google Analytics connector pulls UTM parameters into Pardot, where they can be synced with Salesforce. Pardot collects data from five Google Analytics tags: campaign name, medium, source, content, and term. This connector simplifies the flow of Google Analytics data between Pardot and Salesforce.
Setting Up the Connector
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Open the Connectors page in Pardot by selecting Administrator and then Connectors.
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In the Lightning app, navigate to Pardot Settings and then Connectors.
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Click + Add Connector.
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Select Google Analytics from the list of available connectors.
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Click Create Connector to finalize the setup.
Considerations for using the GA connector
This connector does not sync directly with Google Analytics. It captures Google Analytics keyword tags on your Pardot assets.
To capture keyword tags in Pardot, you must add Google Analytics tracking code to your Pardot assets (like forms and landing pages).
The "utm_source" value captured by Google Analytics parameters populates the Source field in the Google Analytics section of a prospect record. It can also be set for the default Source field.
The "utm_campaign" value captured by the Google Analytics parameters populates the Campaign field in the Google Analytics section of a prospect record. It is not set for the Pardot Campaign field unless “Automatically create Pardot campaigns and associate prospects to Pardot campaigns from Google Analytics campaigns” is enabled.
For more information on Pardot, visit their help centre here .
For more information on building a custom report on Google Analytics, please visit their support site here .
Helpful Resources
- Revenue Attribution Models
- How to Track PostBeyond Salesforce Attribution via Eloqua
- How to Create a PostBeyond Report in Hubspot
FAQ
How can I identify prospects generated by PostBeyond in Pardot?
You can identify PostBeyond-generated prospects by creating lists in Pardot filtered by UTM Campaign: PostBeyond, or by specific user IDs found in the PostBeyond Admin view, and by using dynamic lists based on PostBeyond's UTM parameters.
What are the key UTM parameters that Pardot collects from Google Analytics?
Pardot collects data from five Google Analytics tags: campaign name, medium, source, content, and term.
What should I consider when using the Google Analytics connector with Pardot?
Consider that the connector does not sync directly with Google Analytics but captures keyword tags on Pardot assets. You must add Google Analytics tracking code to your Pardot assets, and understand how UTM values populate prospect records in Pardot.
How do I set up the Google Analytics connector in Pardot?
To set up the connector, navigate to the Connectors page in Pardot, select 'Administrator', then 'Connectors', click '+ Add Connector', choose 'Google Analytics' from the list, and click 'Create Connector' to finalize the setup.
Where can I find more information on custom reporting in Google Analytics?
For more information on building custom reports in Google Analytics, you can visit their support site.