Reporting on User Activity in Pardot

November 20, 2014 Uberflip Customer Success

Some basics to know before you keep reading: "Lead" can also refer to a Prospect in Pardot, and "List" can refer to a "Prospect List" in Pardot. 

The Basics 

Lead Attribute Changes

Content Type Counting Attribute Changes

Conversion Type Attribute Changes

Hub Page View Events

Flipbook Page View Events



The Basics

As long as you have created the Custom Tracking Fields in Pardot, you will be able to view your users’ activities in Pardot in several places. If you're on the Overview page, for example, in the Custom Fields section you'll see activities look like: ItemType Viewed [Hub ID:XXXXX].  

  • ItemType will be replaced with something like Articles, Flipbooks, Videos etc.
  • XXXXX will be the ID of the specific Hub that the user was viewing.  

We do this just in case you have multiple Hubs that are being used to target different audiences.  

For example, in the screenshot below, by looking at his Lead Info, we can see that this particular user has viewed 3 tweets in Hub 20379: 

In this screenshot, we have four different ItemType's showing - 3 Tweet ItemType Hubs and one Presentations ItemType.

You can also view your Prospects' activities by clicking on the 'Activities' tab on their profile. In the example below, you can see that everything is tracked as a 'Visitor Page View'. You can see the activity for a user who has:

  1. Visited a specific URL/Title;
  2. The type of view it was;
  3. The time they spent on the page;
  4. How you're scoring that type of behavior; and
  5. When the behavior happened. 



Lead Attribute Changes

This is the most straightforward way to report on the Prospects being generated or updated from your Hub's Form CTAs. 

When submitting a Form CTA, a Prospect can either be created or updated with the given information.  If you've chosen to add users who fill out a specific CTA to a Pardot List, you can also find them in that List. All of this data is then stored on the Prospect’s profile.  Reporting on this information is as simple as creating and setting a Filter to find leads with the specific value for this attribute.

For example, in the screenshot below, we have used a filter to find all the Prospects who were added to the List we created in Pardot called Content Marketing White Paper. Setting up one unique List per Form CTA you create can be an easy and effective way of reporting which Prospects have viewed certain pieces of content.



Content Type Counting Attribute Changes

Reporting on the number of Hub Item views inside Pardot will allow you to easily tailor workflows based on the extent of your users' activity. 

When a Prospect views a specific piece of content inside a Hub, a counter attribute is attached to the Prospect’s profile based on the content’s type.  

If the content being viewed was a video for example, a video counter attribute on the Prospect’s profile would change from 3 to 4 upon the fourth view of a video in the Hub.  The name of these fields is given in the format of “Videos Viewed [Hub ID:XXXX]”, where XXXX is your Hub ID.  

These fields are numeric, so when reporting on them in Pardot you can set the filter to say where “Videos Viewed [Hub ID:XXXX]” is greater than 4, for example.

For example, again referencing the below screenshot, we are able to tell that this particular Prospect has viewed 1 video in Hub 20379. Based on this information, we could then create a List with a Rule for users who have viewed at least 1 video and target them with nurture campaigns accordingly. 



Conversion Type Attribute Changes

When a Lead interacts with an Item in various ways, these interactions are sent to Pardot in the format of updating special Lead attributes.  

When a user views a Hub Item, the field uf_last_visited_item_id is updated on the Lead with the specific Item ID that was viewed.  When a user fills out a Form CTA that is associated with a particular Hub Item (a Form CTA appearing on an Item page, or when your Form CTA links to an Item through the 'Link to Content' feature), the fields uf_conversion_item_id and uf_conversion_item_title will be updated.  These attributes can be reported on just like all other Lead attributes. 

Click here to learn more about these custom fields. 

In the example below, by viewing the Custom Fields section of a Prospect's 'Overview' page, we 're able to see that the last item that a particular Prospect viewed in a Hub was item #16476320 (which can can cross-reference in Uberflip to find the item's true name or use the Conversion Item Title field as a filter):



Hub Page View Events

When a Prospect views a page, this information is automatically sent to that Prospect’s profile inside Pardot.  

To report on this information and understand which pages of your Hub have been viewed,  you'll have to create a Page Action that specifies what to do when a Prospect visits the URL from your Hub that you wish to trigger some sort of action on. 

For example, if you wanted to change a Prospect's score based on the fact they've visited the page: (a blog), you would need to create a Page Action as follows: 

  1. In the top navigation, click on Admin > Automation Settings > Page Actions; and click on + Add Page Action;  
  2. Enter the required information for Name, Page URL, Page Score, and specify whether it's a Priority Page

If you wish, you can also use the Completion Actions stage to add a Prospect who meets this criteria to a List, add a tag to their profile based on this action, assign them to a user, or a number of other options. 



Flipbook Page View Events

If you have enabled Flipbook Tracking capabilities, when a Prospect views a Flipbook page this information can be automatically sent to the Prospect's profile page in Pardot. 

In order to see if your prospects have been viewing a specific Flipbook or Flipbook page, you'll need to set up a Page Action so that when a prospect views a Flipbook or a specific page inside a Flipbook, some type of action will take place, such as adding them to a specific list, adjusting their prospect score, or assigning prospects to a specific user.

To create the new page action: 

  1. In the top navigation, click on Admin > Automation Settings > Page Actions; and click on + Add Page Action;  
  2. Enter the required information for NamePage URLPage Score, and specify whether it's a Priority Page

​​If you choose, you can also mark the page as a Priority Page to ensure it is highlighted in a prospect’s activity reports. 

For example, in the below example we are looking to score users who view Page 17 of the Flipbook named 'Flipbook 1'. So we set up the Page Action as follows: 

  1. Name: Flipbook 1 Page View 17 
  2. Page URL:
  3. Page Score: 10 
  4. Priority Page?: Yes

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