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Campaign Cohort Report

Concept

This page gives statistical information for each Pardot campaign beyond the basic campaign report data. The Monthly Cohort graph gives you a look over a selected period of time to see how many prospects and opportunities were created. You can filter the graph by month and drill into campaigns to see how that monthly cohort performs. This alternative view on the data makes it easier to visualize if there’s seasonality for a campaign, if the effectiveness is increasing/decreasing over time, and more. You can also drill into a specific campaign and view its cohort report.

Monthly Cohort Report

  1. Click on Reports in the left navigation.
  2. Click on Overview in the resulting sub-navigation.
  3. Scroll down to view the Monthly Cohort graph for all campaigns.

Each data point in the graph represents results only from prospects or opportunities generated that month (e.g. a prospect generated in January with an Opportunity created from it in March would show up as an Opportunity in January because the oldest prospect associated with it came from January). This overview includes prospects and opportunities from all campaigns.

Specific Campaign’s Cohort Report

  1. Click on Reports > Overview
  2. Select the name of a campaign to view specific prospect and visitor data.
  3. Click Cohort Report at the top of the page.

You can also navigate to the Campaign reports from Marketing > Campaigns > Select campaign’s name from the table > Click Reports at the top of the page > Click Cohort Report.

First you see the Campaign Cohort Chart:

Next you see the Campaign Cohort Report with specific reporting metrics.

Each data point in the graph and chart represents results only from prospects or opportunities generated that month (e.g. a prospect generated in January with an Opportunity created from it in March would show up as an Opportunity in January because the oldest prospect associated with it came from January). This data only includes prospects and opportunities associated with this specific campaign.

Campaign Cohort Report: Metrics Captured

Metric Definition
Prospects The number of anonymous visitors who converted as part of this campaign (see How are prospects associated with campaigns? for more details).
Assigned The number of prospects who are associated with the campaign who have been assigned to a user.
Opps The number of prospects who are associated and who have opportunities.
Opps / Prospects The percentage of prospects associated with the campaign who have an opportunity. This is calculated by dividing the number of prospects with opportunities by the number of prospects in the campaign.
Avg. Days to Opp The average number of days it takes for an opportunity to be created after the prospect is created.
Value The total value for any opportunities for prospects associated with the campaign (sum of all opportunities), that are not archived.
Revenue The total value for opportunities marked closed-won for prospects associated with the campaign (sum of closed-won opportunities), that are not archived.