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You can trigger completion actions (notifications, field value changes, assignments, etc.) off of page views just as you would with forms, custom redirects, or other marketing modules. You can also set the score and priority for pages.

Creating Page Actions

  1. Navigate to Admin > Automation Settings > Page Actions.
  2. Click +Add Page Action.
  3. Name the Page Action (this will show up in email notifications about the action).
  4. Enter the full URL of the page on which to apply the action. Note the page must be a valid URL or wildcard and have Pardot tracking code on it.
  5. Choose a score you would like to apply to anyone viewing the page. Pages default to a score of one.
  6. Designate whether or not activity on this page should show up as a Priority Page (e.g. called out separately in prospect activity from other page views).
  7. Choose any completion actions to apply to prospects accessing the page.
  8. When finished, click Save page action. 

Using Wildcards

You can use URL wildcards for your Page Actions. For example, you can designate www.example.com/products/* as your Page URL. If a prospect visits www.example.com/products/page-A or www.example.com/products/page-B, the Page Action will be triggered.

Pardot will match the most specific Page Action first. If no specific Page Action is found, then Pardot will match wildcards. For example, let’s say you have a Page Action set up to be triggered by www.example.com/products/form and wildcard Page Action for www.example.com/products/*. If a prospect visits www.example.com/products/form, the specific Page Action will triggered, not the wildcard.

Note: For any to Page Action to work, including wildcards, each page must have a Pardot tracking code or tracking code implemented via a tag manager (like Google Tag Manager).

Viewing a Page Action

Clicking on the name of a Page Action will display the action’s settings, completion actions, and any prospects who have accessed the page since the Page Action was created.


  • Some completion actions, like score adjustment and send autoresponder email, have a throttling period. See this article for more information.
  • Completion actions (other than score) will only be applied if the person accessing the page is already tracked as an identified prospect — anonymous visitors browsing your site will not trigger the actions. Like other completion actions, actions are not applied retroactively — they happen as the page is accessed. If an anonymous visitor who previously accessed the page later becomes cookied by filling out a form or clicking a tracked link, the visitor session will be tied to the prospect record and this prospect will appear in the page action report, but the completion actions will not be applied. In this scenario, the page action will also appear in the prospect audits but will not appear in prospect activities.
  • Page actions can be made from non-visible pages, pages requiring a login and pages that do not have Pardot tracking code appended. However, the page action will only fire if the Pardot tracking code is found on the page.
  • Only one page action notification will be triggered per prospect per page per hour. If one prospect hits a page with a page action, a notification will then be sent to the designated user. If they return to that same page within the one hour time frame, a second notification will not be triggered. However, if the same prospect hits a separate page with a page action, that page action notification will trigger.