Concept

Pardot syncs with Eventbrite to provide reporting and scoring on event registrations and attendance from inside of Pardot. Eventbrite events are synced down and displayed in Pardot prospect activities and reports.

Functionality:

  • Display registrations and attendance as prospect activities
  • Automatically score event registrations and attendance in Pardot
  • Report on registrations and attendance for Eventbrite events
  • Quickly view important statistics for each event
  • Automatically pull in prospects who exist in Eventbrite but not yet in Pardot

Setting up the Eventbrite Connector in Pardot

  1. Navigate to Admin > Connectors.
  2. Click + Add connector.
  3. Select Eventbrite from the list of event connectors.
    • Note: Eventbrite uses a secure OAuth authentication model where users must login to Eventbrite and explicitly grant access to Pardot.
    • You will not be asked to authorize an Eventbrite account until after creating and verifying the connector.
  4. Select a Campaign to assign to any prospects that are created via attendee syncing with Eventbrite.
    • We suggest something generic like “Eventbrite Sync”.
    • This is similar to prospects who are auto-created by being pulled down from your CRM (if applicable) or email plug-in.
  5. Optional: You can disable Create prospects in Pardot if they don’t exist. When Pardot receives a list of registrants and/or attendees for an event, if the checkbox is checked and the prospects do not exist in Pardot, they will be created as a prospect.
  6. Optional: You can enable Pull historical events.
    • Select this if you want past events to be pulled in and displayed in Pardot.
    • This is retroactive for all time and if you enable it later after the connector is set up it is still retroactive.
    • If you enable this and “Create prospects in Pardot if they don’t exist,” all prospects who registered and/or attended past events will be created in Pardot as prospects.
  7. Optional: You can enable the connector to Pull Additional Fields from Eventbrite onto the Prospect record. See the section “Field Mapping” below for more info on what’s brought over.
  8. Click Create connector to save your settings.
  9. Your Eventbrite connector will now appear in the Connectors table. Note that the connector status is marked as Not Verified.
  10. Click Verify now. You will be taken to the Eventbrite login page where you should log in with your Eventbrite credentials.
  11. You will next see a screen saying “Allow Pardot to Access Eventbrite?”. Click Allow.
  12. You will be taken back into Pardot where you should see the Eventbrite connector now verified as shown by a green checkmark under the “verified” status.
  13. Repeat the process for your multiple Eventbrite accounts.

Field Mapping

When you enable the connector to Pull Additional Fields (an optional setting), here is a detailed list of what fields in the Eventbrite form will be mapped onto Prospect records. If there is a case where more than one field is mapped in this table, the first field filled in will “win.” Eventbrite will also never overwrite prospect data in Pardot. It will only add data when Pardot has an empty field.

Eventbrite FieldPardot Field
 PrefixSalutation
 CompanyCompany
 Website, BlogWebsite
 Job TitleJob Title
 Work Address, Home AddressAddress One
 Work Address 2, Home Address 2Address Two
 Work City, Home CityCity
 Work Country, Work Country Code, Home Country, Home Country CodeCountry
 Work Postal Code, Home Postal CodeZip
 Work Phone, Home PhonePhone
 Work Region, Home RegionState

Prospect Activity

Registration and actual attendance (“Checked In”) will both be displayed on the prospect record as activities.

Pardot_Event_ProspectActivity

Scoring

You can set a default score for your events by

  1. Navigating to Admin > Automation Settings > Scoring Rules.
  2. Click Edit Scoring Rules.
  3. Select Event Checked In or Event Registered to apply a score for each activity
  4. Click Save.

Changing scoring rules is a significant change. Please be sure to review the documentation related to custom scoring, particularly if you have a connected CRM system or automation rules based around scoring, before making changes.

Reports

To view event reports, navigate to Reports > Events.  This will display both your upcoming events and past events.

The numbers of prospects who registered, number of tickets sold and number of prospects who checked in can all be drilled into by clicking on them. You can then see a list of prospects to export, segment into a list, or tag.

Events Report – Overview: Metrics Captured

MetricDefinition
NameThe name of the event
OrganizerThe event organizer, as defined in Eventbrite
Registered ProspectsNumber of prospects who registered via the Eventbrite form
Checked InNumber of prospects who checked in to the event (event attendees)
Tickets SoldNumber of tickets sold to registrants
Ticket QuantityTotal number of tickets available for the event
Start TimeEvent’s start time
End TimeEvent’s end time
Table FilterFilter the table by event’s Start Time: All time, This month, This week, Tomorrow, Today

Pardot_Events_Report

Events Report – A Single Event’s Reports

Drill into a specific event from the event reports to see that event’s statistics. At the top you can quickly see the number of prospects who registered, the number of prospects who checked in and the percent of registered prospects who checked in.

There are three additional tabs of information–Fields, Prospect, Description.

The “Prospect” tab displays the prospects who registered and attended the event. You can use this table to export, tag or add to a list the prospects who registered and/or checked into the event.

Event Metrics captured in the “Prospect” tab:

MetricDefinition
TicketsNumber of tickets purchased per person
Registered AtThe time the prospect registered for the event
Checked InWhether the registered prospect checked in or not
Checked In AtNumber of prospects who checked in to the event (event attendees)
Last ActivityLast activity recorded by Pardot
Table Filter“Checked In”: Filter the prospects to find those who registered and checked in or didn’t check in

Pardot_EventReport_1

The “Details” tab displays data on the event itself.

Metrics captured in the “Details” tab:

MetricDefinition
NameThe name of the event
StatusThe event’s status as set in Eventbrite
Venue NameThe name of the venue where the event is hosted
Event URLThe events’ details page hosted by Eventbrite
OrganizerThe event organizer, as defined in Eventbrite
Registered ProspectsNumber of prospects who registered via the Eventbrite form
Checked InNumber of prospects who checked in to the event (event attendees)
Tickets SoldNumber of tickets sold to registrants
Tickets CountTotal number of tickets available for the event
Private EventWhether the event was marked as private
Start TimeEvent’s start time
End TimeEvent’s end time

Pardot_EventReport_Details

The “Description” tab displays the description of the event taken from the Event’s URL.

Pardot_EventReport_Description

Notes

  • Events have to be published in Eventbrite in order for us to pull them into our system. If you can’t see your event in Pardot, make sure it is published in your Eventbrite account.
  • You can have multiple Eventbrite connectors in your Pardot account. Feel free to set up one for each of your Eventbrite accounts.
  • You can opt to pull all historical data and past events into Pardot. This is retroactive and can’t be reversed once the events are imported into Pardot.
  • There could be a difference between the number of prospects who registered for the event and the number of tickets purchased. This is usually due to the prospect purchasing more than one ticket at a time. If you drill into a specific event, you can see how many tickets each prospect purchased.
  • If you publish an event for testing purposes, you can hide the event from the report table by checking that event and selecting “Hide” from the dropdown at the bottom left of the table. Hidden events can be viewed and unhidden by the dropdown at the top right of the table. Hidden events will still be tracked by Pardot.
  • This is a read only feature from Eventbrite, we are not able to register prospects for events via Pardot forms or completion actions. This is due to a restriction of Eventbrite’s API.