New conversion reports and stats


Pardot has always been good at showing you when prospects were created, when they submit forms, etc. Sometimes, however, you want to see how many net new prospects your site is generating. How many visitors are turning into prospects (as opposed to people you meet at a tradeshow and import into Pardot for example).


The dashboard has been updated to show conversions by timeframe. You will still also see the total number of prospects created in a given timeframe but bear in mind that that stat will generally be a higher number as it includes records pushed into Pardot from any source (pushed down from your CRM, imported via CSV, etc.) as opposed to those created via forms, landing pages, etc. Note that in the example below, it shows 2,550 prospects created in the past week but only 174 conversions. The majority of the created prospects in this case were imported (from an event, partner marketing, etc.).

Conversions on the Pardot Dashboard

Conversion Report

There is a new report available called Conversions, which details conversions by day and shows you a list of all of the net new prospects generated. You can drill down by date to narrow the list of prospects using whatever parameters you like.

Conversion Report

Prospect Screen

We now show the Conversion Point (how) and Conversion Date (when) on individual prospect screens. Note that many prospects may not have conversion points (e.g. prospects you imported as opposed to those who converted naturally from visitors on your site). Eventually we will start syncing these two fields into your CRM system (, SugarCRM, NetSuite, and Microsoft Dynamics CRM) and we will keep you updated on our progress with that.

Note that if the prospect did not come from a conversion (e.g. they already existed in your database due to an import, email plugin, etc.) Pardot will not display the Conversion Point and Conversion Date fields.

Prospect Conversion Details

Note: Previously we displayed a conversion metric in one or two areas of the app. This new metric may differ from that one in that this does not include any prospects that you delete (e.g. add to your recycle bin). The previous metric counted deleted prospects which caused confusion.