Integrating Pardot with WordPress


WordPress is one of the most widely distributed and powerful free content management systems (CMS) and blogging platforms available today. In order to leverage this platform, Pardot has the ability to integrate with WordPress through a WordPress plugin (see WordPress Plugin for more information) as well as manual integration with Comments and Site Search (see below).

Note: The integration applies to, not Only will allow you to add javascript to your blog.

Embed Tracking Code & Forms and Adjust Page Values

The Pardot WordPress Plugin allows you to easily add tracking code and forms to your site.  See WordPress Plugin for more information on this integration.

Once you have installed and activated the plugin, you can use Page Actions to adjust the point value of any page that will not utilize the default point value (+1 per page viewed).

Integrating Pardot with Comments

If you have ever wanted to track what comments your prospects are saying on your blog, this can also be tracked. Please note, you will be changing a item in the core of your WordPress set up, so it may be a good idea to do a backup before proceeding.

    1. Start in Pardot and create a form handler based on the comments form you currently have on your blog. Most likely, you will have the fields: Name, Email, Website, Comments.  Since Pardot likes for first name and last name to be separate, I would just track email and the comments.  See screenshot below:
      In this, you would want to make the success location the site of your blog (i.e. with /wp-comments-post.php. Also, you will want to make sure you enable forwarding to the success location, that way Pardot can forward the post to WordPress. Lastly, map the fields as you would with a normal form handler.
    2. Once the form handler has been created, click on ‘View Form Handler Code” to grab the code in the quotes and copy it.
    3. The next step, we will want to go into the editor of your WordPress theme (Appearance >> Editor) and click on the comments.php file on the right side. Search for the part of the file that starts with “<form action=” and paste the copied Pardot URL over what is in quotes in the comments.php file.

Integrating Site Search with Pardot

  1. Create the Third-Party Site Search in Pardot.
  2. In WordPress, we will want to go into the editor of your theme (Appearance >> Editor) and click on the searchform.php file on the right side.
  3. Search for  action=”<?php bloginfo(‘url’); ?>/”> and replace what is in the quotes with the action of the site search you created in Pardot.
  4. Save the page and test.  Your site search should be sending the query to Pardot and to your results page.