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Pardot is a Salesforce product and a marketing automation solution that enables organizations to track and measure the effectiveness of their communications, gain insight into user behavior, and personalize content across campaigns based on any specific criteria.

RudderStack supports Pardot as a destination to which you can seamlessly send your event data.

Find the open source transformer code for this destination in the GitHub repository.

Getting started

Before configuring Pardot as a destination in RudderStack, verify if the source platform is supported by Pardot by referring to the table below:

Connection ModeWebMobileServer
Device mode---
Cloud modeSupportedSupportedSupported
To know more about the difference between cloud mode and device mode in RudderStack, refer to the RudderStack Connection Modes guide.

Once you have confirmed that the source platform supports sending events to Pardot, follow these steps:

Connection settings

To successfully configure Pardot as a destination, you will need to configure the following settings:

Pardot connection settings
  • Business Unit Id: Your Business Unit ID is the 18 character long string starting with 0Uv. You can find it in your Salesforce account by following the steps listed below:
    1. Go to Setup at the top right corner and click on Pardot.
    2. Click on Pardot Account Setup to obtain the Business Unit ID.
Pardot Business Unit Id
  • Campaign Id: You can find the Campaign ID (or piCId) under Marketing > Campaigns in your Pardot account. After selecting the desired website campaign, click on View Tracking Code.
Alternatively, you can go to the Pardot campaigns and select the desired campaign from the list. The last 5 digits of the campaign URL is your campaign ID. For example, 12345 is the campaign ID for the campaign URL https://pi.pardot.com/campaign/read/id/12345 .

Identify

The identify call lets you capture the details of a visiting user along with any associated traits such as their name, email address, etc.

A sample identify call is shown below:

rudderanalytics.identify("userId", {
  "active_seats": 6,
  "salutation": "Mr",
  "firstName": "Alex",
  "lastName": "Keener",
  "email": "alex@example.com",
  "website": "https://www.example.com",
  "score": 16,
  "company": "Example Organization",
  "job_title": "Sales Executive",
  "department": "Sales",
  "country": "USA",
  "address": {
    "street": "6649 N Blue Gum Street",
    "city": "New Orleans",
    "state": "LA",
    "zip": "00000"
  },
  "phone": "8005550100",
  "annual_revenue": "100000",
  "employees": "100",
  "industry": "Technology sector",
  "notes": "example notes",
  "address_two": "example address",
  "fax": "fax321",
  "years_in_business": 13,
  "comments": "good",
  "is_do_not_email": false,
  "opted_out": false,
  "is_reviewed": false,
  "is_starred": true,
  "territory": "territory",
  "campaign_id": 12345
}, {
  externalId: [{
    type: "crmfid", // can be pardotid for sending pardot ID
    id: "crmFidUser",
  }]
});

The following behavior can be observed whenever an identify call is made through RudderStack:

  • RudderStack throws an error if either email or externalId (crmfid/pardotid) is absent.
  • RudderStack calls the update API if email is absent but either pardotid or crmfid is present. However, if pardotid and crmfid are not already linked to a prospect, it throws an error.
  • RudderStack throws an error if email is absent and prospectid or crmfid is entered incorrectly.
  • If only email is present, or Pardot already contains more than one prospect with the same email ID, a new prospect is created as Pardot does not allow write operation on email IDs.
  • RudderStack considers only the first externalId in case of multiple externalId.

FAQ

How do I find the crmfid (used for upsert operation)?

You can find the crmfid (CRM Lead ID) under any Prospect by clicking on Sync with CRM as shown below:

Pardot CRM Lead ID The CRM Lead ID can be located here: Pardot CRM Lead ID

How do I update the prospect data?

To update the prospect data, you need to send a payload that contains externalId in the payload as shown below:

// Sample payload with `id` data for update
{
  "externalId": [{
    "type": "pardotid"
    "id": "12345",
  }]
}
  • type can contain either of the following fields:
    • Pardot ID with field name as pardotid.
    • CRM FID with field name as crmfid.
  • id field contains the actual value.

Can I send the event data to Pardot's Sandbox environment?

Unfortunately, you can currently send the event data only to the Pardot's production environment. Sandbox environments are not supported.

Contact us

For queries on any of the sections covered in this guide, you can contact us or start a conversation in our Slack community.

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