Concept

Pardot’s various marketing elements can be associated with a campaign. Pardot campaigns can be used for reporting.

Pardot campaigns are typically thematic touchpoints (similar to “source” in other system). They track the first touch that a prospect has with your online marketing materials.

Note: Pardot campaigns are different than lists.  Please see the article on lists for more detail,

Instructions

  1. Navigate to MarketingCampaigns.
  2. Click + Add Campaign.
  3. Choose an internal Name for the campaign.
  4. Optional:
    • Add Tags to help organize campaigns.
    • Set a Cost (e.g. cost for a trade show or ad sponsorship) for the campaign with which you can track ROI.
    • Enter values for Archive Date to filter reports and only show “Current” or “Archived” campaigns.
    • A campaign is considered active if the “Archive Date” has not passed.
  5. Click Create campaign to save the new campaign.

The new campaign has its own unique tracking code, which you can use to track pages on a microsite (e.g., to separate visitors from your primary website).

To access the tracking code:

  1. Click on the name of the campaign.
  2. Click View tracking code.
  3. For more information, view this article on Pardot tracking code.

How are prospects associated with a Campaign?

You have the option of associating a prospects to a specific campaign. The Pardot campaign is the first piece of marketing collateral, which the prospect interacted with ( Google Ad, banner, webpage, etc.). There are ways to overwrite or alter campaigns.

For more information, see How are prospects associated with campaigns.

Campaign vs. Source

When should you use Pardot Campaigns and when should you use Pardot Source?

For more information, see Using lead source or Pardot campaign: when to use which

Campaign vs. List

When is it useful to create a Pardot campaign and when should you create a Pardot list?

For more information, see Pardot campaigns vs. Pardot List

Campaign Reports

There are two types of campaign reports: basic summary and campaign cohort report.