1. Partner Certification - Gold
Little Known Parts of Pardot

2. Site Search
• Site search can be used to track what
prospects are searching for on your website
• Pardot Hosted
• Pardot hosts the site search and a landing page is
used to display the results
• Pardot needs a live XML/HTML sitemap to crawl and
find the pages
• Third-Party Site Search
• Pardot integrates with the current site search on your
website
• Works similarly to a form handler where we will grab
the query and send the prospect to the results page

3. Scoring Rules
• Allows you to change the default scoring rules in
the Pardot system
• Located in Administration >> Scoring Rules
• Any changes in default scoring will retroactively
change the score for any prospects previously
hit with a score
• Could cause a small influx of new leads if assigning based
on score

4. Custom Redirects
• Allows you to track any link on your website or a third
party site (twitter page, banner ad, etc.)
• When to use Custom Redirects:
• Banner ads on third party sites
• Social Sharing
• Links you don’t want to host. Videos are a great example for
this
• Any completion actions are for prospects already in the system,
will not retroactively have completion action when they convert

5. Grading
• Allows you to qualify a lead based on quality rather than
activity (score)
• Everyone starts out as a D for their grade
• Will not be shown until a score has been applied to/against
them
• Criteria set up in Marketing >> Segmentation >>
Profiles
• Criteria can be weighed at 1/3, 2/3, or a full letter
grade
• Give enough weight to move a prospect from a D to
an A if matches numerous criteria
• Grades can be applied manually in the prospects

6. Completion Actions
• Allows you to save automation rules for more
complicated actions
• Completion actions are available within forms, form
handlers, files, custom redirects, and page actions
• Completion actions are not retroactive, they will only
happen after the action is created
• Completion actions will not run on visitors
• Completion actions allow for a rule to occur every
time
• Only ‘add to score’ does not (once every 24 hours)

7. Form Field Actions
• The ability to add a prospect to a list based on a field
value
• Available for dropdown, checkbox, radio button, or
multi-selects
• When you list options for the field in admin >>
prospect fields, you will see a list icon next to the field
where you choose the list to add the prospect to
• If a prospect removes this option, it will not remove
them from the list

8. Form Field Labels
• The ability to have an external facing label different
from an internal one
• Available for dropdown, checkbox, radio button, or
multi-selects
• When you list options for the field in admin >>
prospect fields, you will see an ‘A’ icon next to the
input
• Type internal name in the left field and external name
in the right field

9. Opt-In Tracking
• To comply with some countries cookie privacy laws,
allows you to ask the prospect to opt into tracking
• Accessed in Administration >> Overview
• Can be turned on for a region or individual countries
• Will have a prompt at the top of the screen if a visitor
comes from a selected locale
• If prospect opts in, they will not be asked unless they clear
their cookies
• If prospect opts out, any form completions or tracked
email clicks will still be marked, but page visits will not

10. GoodData
• Pardot is integrated with GoodData to help you
customize your reporting capabilities, narrowing in
on long-term trends in your marketing efforts
• Not turned on for account by default, must be
activated by going to Admin >> Connectors
• Data is updated nightly
• Custom reports can be made and automatically
emailed on a time schedule that you select

11. Page Actions
• Track individual pages on your site if someone
accesses the page
• Set the page as a priority page so the activity has its
own activity in the prospects record
• Have completion actions to run if the prospect hits
the page
• Will only run on prospects and will not be retroactive once a
visitor converts
• Tracking code must be on the page you wish to
have a page action

12. Campaign Cohort Report
• Gives statistical information for each Pardot
campaign beyond the basic campaign report data
• Gives you a look over a selected period of time to
see how many prospects and opportunities were
created
• You can filter the graph by month and drill into campaigns to
see how that monthly cohort performs
• This alternative view on the data makes it easier to visualize if
there’s seasonality for a campaign, if the effectiveness is
increasing/decreasing over time, and more
• You can also drill into a specific campaign and view its
cohort report
• Accessed in Reports >> Overview and click on the
campaign name

13. Visitor Report by Geography
• Have the daily visitor filtered to only show a particular
geography
• Based on the visitors IP address and where the IP is
register to
• Accessed by going to Email Address (Top Right) >>
Edit User Preferences
• Allows you to have sales reps who get the daily
visitor report to only see their sales regions and not
other reps’.

14. End of Course Twelve
• You have reached the end of the Little Known
Parts of Pardot course
• You will now take a test of what you have
learned. You must score greater than 85% to
pass this portion of the test
• Good luck!