Custom Fields


Although Pardot has, by default, many of the fields relevant to your business, you may also use custom fields to capture and track additional data points about your prospects. These can be synced with your connected CRM much like the default fields. Both Custom Fields and Default Fields can be used in forms that you create. A few of the configuration options are set at the Custom Field level under Administration, while several others are available within each Form.

Creating or Editing a Custom Field

  1. Click Administration in the top navigation
  2. Click Prospect Fields in the sub-navigation
  3. Click + Create new custom field link above the top right corner of the custom fields table to create a new field, or select Edit under the Actions column next to an existing field to edit it.
  4. Create an internal Name for your Custom Field. This will not be visible to your prospects.
  5. Leave the Custom Field ID as automatically generated. This is the database field that Pardot uses and it is never visible to your prospects.
  6. Optionally enter Tags to organize your Custom Fields and other items in Pardot.
  7. Select a CRM Field Name if applicable to sync the field with one of your connected CRM’s fields.
    • Keep this field’s type and possible values (for dropdowns, radio buttons, checkboxes) in sync with the CRM (only available for Enable this option if you’d like changes to the type and values for your CRM field to be synced to Pardot. The values will be pulled in from your CRM, and you can uncheck any that you do not want to be included in Pardot.
    • Overwrite value in CRM: Enable this option  if you’d like the data in Pardot to overwrite the data for the corresponding field in your CRM in the event of a conflict (by default, the CRM value is the master).

Note: In the event that a value in Pardot or in the CRM is blank or empty, the system with any value for the field will overwrite the blank value in the connected system by default. You can use automation rules in Pardot to clear values for fields to prevent Pardot data from syncing up to fill blank values in your CRM.

  1. Select the Type of field you would like to create. You may choose from the following options:
    • Text – allows for free form data entry – character limit at 255 characters
    • Number –  only accepts numerical values; allows for incremental actions (ex: +20) in automation and segmentation rules, and “greater than” and “less than” criteria in rules and dynamic lists – more on number automation
    • Date – only accepts date values (YYYY-MM-DD is best); allows for time-based criteria (“is before”, “is after”, “days ago less than”, etc.) in rules and dynamic lists; allows for “date stamping” in completion actions (ex: setting the current date when a prospect fills out a form)
    • Radio Button – allows for customized radio buttons (multi-option)
    • Checkbox – allows for custom checkboxes (multi-select)
    • Dropdown – allows for a custom dropdown menu
    • TextArea- allows for a larger, free form text box – character limit at 65,535 characters
    • Multi-select – allows for a list with multi-select options in a list format
    • Hidden – allows for a field that will capture data but will not be visible to prospects viewing the form
  2. Enable the Record and display multiple responses option if the field will be set to Always Display (an option available in the Form wizard). This is useful for fields like “Comments” that prospects may be completing multiple times.  Please note that you will be unable to use fields as variable tags when this box is checked
  3. Set a default mail merge value to be used when this field doesn’t have a value: Useful when pulling in variable tags into email templates. For example, you could use something like “Valued Customer” for First Name in case a prospect does not have a First Name in their record in Pardot.
  4. If prospects will be choosing from a list of items, select the Use pre-defined values checkbox. A list will appear where you can enter the values, using the [+] or [-] to add and delete values. If you have the option to Keep this field’s type and possible values (for dropdowns, radio buttons, checkboxes) in sync with the CRM (only available for enabled, you will be able to uncheck any values that you do not want to be included in Pardot (they should all be checked by default).
    Note: If you update your field later, add new values using the [+] button. Do not simply change old values to new ones. Changing values without deleting or adding will cause the field value to be overwritten in the prospect record and may effect automation rules in place.
    For fields with pre-defined values, clicking the ‘A’ icon allows you to optionally enter a different label that will display in your forms, while the value will display on your prospects’ records.
    If applicable, select profile or list assignments for pre-defined fields. This will assign prospects who select the field value to the appropriate profile or list. To view the other ways to take actions on prospects based on values in fields, visit our Prospect Actions article.
  5. Enable Sync with GoodData if you’d like this field to be one of the 10 custom fields available in your GoodData for Pardot account. Also select whether it is a Fact (Numeric Data) or Attribute (Text Data).
  6. Click Create or Save custom field to save the field updates.

Note: Custom fields cannot be added in bulk.

Read Next


Ready to see how marketing automation can help you grow at record speeds?
Request a personalized demo today!
Need help?No problem. Chat with our sales experts or call us at 1-800-667-6389.