How to Report on Lead and Contact Engagement in Salesforce for Pardot Users
Understanding lead and contact engagement is crucial for optimizing marketing efforts as a Pardot user. Salesforce provides robust reporting capabilities that allow you to track and analyze this engagement effectively. This blog post’ll explore how to create insightful reports on lead and contact interactions within Salesforce.
1. Enable Connected Campaigns
Before diving into reporting, ensure that Connected Campaigns functionality is enabled for your Pardot account. This integration bridges Pardot campaigns with Salesforce campaigns, allowing seamless tracking of engagement data.
2. Create Custom Report Types
To report on Pardot engagement, create custom report types in Salesforce. These report types define the data you want to include in your reports. Follow these steps:
Navigate to Setup in Salesforce.
Search for “Report Types” and click on it.
Create a New Custom Report Type.
Select Pardot Objects (such as Leads, Contacts, or Campaigns) and related fields.
Save the Custom Report Type.
3. Build Your Reports
a. Lead and Contact Interaction Report
Create a New Report in Salesforce.
Choose the Custom Report Type you created earlier.
Apply Filters to select specific Pardot Engagement Studio programs or campaigns.
Select Columns relevant to your analysis (e.g., email opens, clicks, form submissions).
Group Columns by Program Name to see engagement metrics per program.
Calculate Totals for each column.
Save and Run Your Report to view engagement data.
b. Email Performance Overview Report
Create a report showing how your list and automated emails are performed.
Include metrics such as open rates, click-through rates, and bounces.
Group the report by campaign to analyze performance across different email sends.
4. Additional Reports and Insights
Consider these additional reports and features:
Engagement and Activity Report: Available with the Advanced Email Analytics Package, this report displays how recipients engage with your emails. It aggregates all engagement and activity (opens, clicks) as percentages of total email open.
Email Clients Report: Track email client usage for emails opened across your lists in Pardot.
Remember, effective reporting helps refine your marketing strategies, improve engagement, and drive better results. Dive into Salesforce’s reporting capabilities and unlock valuable insights for your Pardot campaigns!
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