In this article, we will cover:

How to Identify PostBeyond-Generated Prospects and Leads in Pardot

Capturing PostBeyond UTM parameters in Pardot though Google Analytics

Considerations for using the GA connector

How to Identify PostBeyond-Generated Prospects and Leads in Pardot

Identify prospects and leads generated through your employee advocacy program.

Follow these steps to track in Pardot:

  1. See All PostBeyond Prospects Generate ➡️ Create a list ➡️ Filter by UTM Campaign: PostBeyond

  2. See Prospects Generated by Specific Users ➡️ Create a list ➡️ Filter by UTM term: user ID (found in PostBeyond Admin view)

3. Identify PostBeyond generated prospects by creating a dynamic list in Pardot.

4. Generate a list using PostBeyond's UTM parameters.

5. Find general PostBeyond generated prospects in Pardot.

6. Find who converted the prospect from PostBeyond.

Capturing PostBeyond UTM parameters in Pardot though Google Analytics

The Google Analytics connector pulls UTM parameters into Pardot, where they can be synced with Salesforce. Pardot collects data from five Google Analytics tags: campaign name, medium, origin, content, and term. This connector simplifies the flow of Google Analytics data between Pardot and Salesforce.

  1. Open the Connectors page.

    • In Pardot, select Administrator and then Connectors .

    • In the Lightning app, select Pardot Settings and then Connectors .

  2. Click + Add Connector.

  3. Click on Google Analytics.

  4. Click Create Connector.

Considerations for using the GA connector

This connector does not sync directly with Google Analytics. It captures Google Analytics keyword tags on your Pardot assets.

To capture keyword tags in Pardot, you must add Google Analytics tracking code to your Pardot assets (like forms and landing pages).

The "utm_source" value captured by Google Analytics parameters populates the Source field in the Google Analytics section of a prospect record. It can also be set for the default Source field.

The "utm_campaign" value captured by the Google Analytics parameters populates the Campaign field in the Google Analytics section of a prospect record. It is not set for the Pardot Campaign field unless “Automatically create Pardot campaigns and associate prospects to Pardot campaigns from Google Analytics campaigns” is enabled.

For more information on Pardot, visit their help centre here.

For more information on building a custom report on Google Analytics, please visit their support site here.

If you have any questions, please contact us at support@postbeyond.com

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