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The December New Feature Roundup: Adwords, Wildcard Page Actions, & More

It may be the end of the year, but improving our product never slows down. In fact, we have three new releases ready for you: an update to our Paid Search report, the option for Salesforce users to log in to Pardot using their Salesforce credentials, and wildcard page actions. Consider these a small token of appreciation for our amazing clients — just in time for the holidays!

1. Pardot Paid Search Updates

Earlier this year, Google announced that AdWords would no longer provide information regarding what query (search term or phrase) a visitor used when clicking on an ad. This meant that tracking solutions, including Pardot, could no longer receive a complete set of data around a visitor’s session.

The good news is that Pardot now supports all of the updates and improvements that Google made to Adwords, and even includes a new addition to the Paid Search report page.

View the new “Google Adwords Keyword Report” table to see the following:

  1. Keyword
  2. Unique Clicks
  3. Prospects
  4. Opportunities
  5. Opportunity Value
  6. Revenue

By clicking on a “Keyword” for Adwords, you will be taken to a new page, where you’ll see information like: 

    • Match Type (see what types of searches triggered your ad)
    • Network (the percentage of traffic split between the following: Google, Search Partner, Display Network, and Unspecified)
    • Device (see where each of the clicks occurred)
    • Keyword details (view unique clicks, unique prospects, opportunities, opportunity value, and opportunity revenue for each keyword)
    • Ad click details (see the prospects that viewed the ad, the “Ad Headline,” match type, network, device, and when it was clicked)

Google Adwords Report

An additional Paid Search Ad table, pictured below, gives you a high-level overview of each paid search ad and how they’re performing with the given keywords.

Paid Search Report

What You Should Know

All current Pardot customers using the Adwords Connector will need to update the URL parameters on their search ads in order to fully support tracking. After updating your Connector settings to opt in to these updates, Pardot will make a copy of your ads and include the tracking parameters on these new versions.

Note: updating the ads will create a new ad and archive the existing ad information. To access archived ads, navigate to the “Ads” tab and change the view to “All Ads” instead of “All but deleted Ads” in AdWords. If you do not want to archive your existing ads, do not enable “Update legacy ads to fully support Pardot tracking.” 

Setting up the Adwords Connector for the first time? Get instructions and important notes in our Knowledge Base here.

Get a more in-depth look at these new Adwords updates and metrics captured here.

2. Log in with Salesforce Credentials

We have a handy new feature ready for our Salesforce users that will allow you to link your Pardot account to your Salesforce account, helping to simplify your workflow. As long as you are logged into Salesforce (or can log into Salesforce), you can just click the “Log in with Salesforce” button on the Pardot login screen and go straight to your dashboard — no Pardot credentials required!

salesforce login to pardot

There are four quick steps required to enable this feature in your account: 

  1. From the Pardot log in screen, click the “Log in with Salesforce” button
  2. This will take you to Salesforce to log in (if you don’t already have an active session)
  3. If you are asked to allow the Pardot app to read data from the org, click “Allow.”
  4. Verify the credentials of the Pardot account you want to link.

Once you are signed in, you will see a notification on your Pardot dashboard indicating that you have successfully logged into Pardot using your Salesforce credentials.

To learn more about how this process will work and view additional screenshots, please view our Knowledge Base article here. 

3. Wildcard Page Actions

We have now added the ability to apply page actions (i.e. completion actions triggered by page views) to wildcard URLs, which will allow you to customize your page actions even further. Instead of going page by page, you can now apply page actions to an entire section of your site to do something like adjust a score. For example, you can designate www.example.com/products/* as your Page URL (the asterisk is the wildcard). If a prospect visits www.example.com/products/page-A or www.example.com/products/page-B, the Page Action will be triggered.

wild card page actions

Note: For any to Page Action to work, including wildcards, each page must have a Pardot tracking code on it.

Learn more about which actions will be matched first in Pardot — and specific scenarios in which wildcard page actions might be triggered — by viewing our detailed Knowledge Base article.