Pardot Knowledge Base

Pardot Glossary

Last Updated: Apr 04, 2017 | Print this Article
Welcome to the Pardot Glossary! Here, you'll find the definitions for some of the terms you might run across in Pardot.

Active Prospect

Active prospects are prospects that have had at least one activity (any activity besides an email send, email open, email bounce, or opportunity). For a full list of available prospect activities, see the Prospect Activity Glossary.

Automation Rule

Automation rules allow you to perform certain marketing and sales actions based on criteria that you specify. Similar to segmentation rules, completion actions and prospect table actions, automation rules have unique functionality and are best used in certain scenarios. If you are unsure which action to use, review our Prospect Actions comparison table.

Campaign (Pardot)

Pardot campaigns are thematic touchpoints (similar to “source” in other systems). Pardot campaigns are used to track a prospect’s first touch. A prospect’s Pardot campaign is set when a prospect first hits a Pardot tracked link or Pardot tracking code.

Once a prospect becomes associated with a campaign, they remain associated with that campaign. Each prospect is associated with only one Pardot campaign. You can change prospects’ Pardot campaign.

Campaign (Salesforce)

Salesforce defines campaigns as such:

A campaign is an outbound marketing project that you want to plan, manage, and track within Salesforce. It can be a direct mail program, seminar, print advertisement, email, or other type of marketing initiative. You can organize campaigns into hierarchies for easy analysis of related marketing tactics.

For more information, see Salesforce's article about Salesforce Campaigns.


Connectors allow Pardot accounts to sync with third party applications such as a CRM system or Google AdWords. Data can be passed back and forth between the two applications allowing a user to manage many formerly disparate marketing channels from within Pardot interface.


Salesforce defines CRM as such:

CRM stands for Customer Relationship Management. At its simplest, a CRM system allows businesses to manage business relationships and the data and information associated with them. Pardot integrates with the following CRMs: Salesforce, SugarCRM, NetSuite, and Microsoft Dynamics.

See our CRM Integration page for more information.

Custom Objects

Custom Objects allow Pardot to run automation around any custom or default objects in your CRM that are not default objects to Pardot. For more information, see our article on Custom Objects.

Custom Redirect

Pardot’s custom redirects allow you to track any link on your website or a third party site (for example, a link your Twitter page, a banner ad on a third party site, etc.).


The Dashboard is the first thing you’ll see when you log in to Pardot. From here, you can get a high-level overview of your notifications, active prospects, and more.

Dynamic Content

Using Pardot’s advanced dynamic content, you can display certain HTML content on your website or Pardot forms, landing pageslayout templates, and emails based on a prospect’s score, grade, or field value for default fields or custom fields. As people match the criteria set for your dynamic content, a variation of content will display where you embed the generated code on your website or email.

Dynamic List

Dynamic lists are rule-based lists of prospects that automatically update as prospect data changes. You can’t add or remove prospects manually — instead, you set up list rules and Pardot automatically adds matching prospects and deletes them when they no longer match.

Email Draft

Email drafts are emails that haven’t been sent yet. They are created for one-time use — like a single list email send.

Email Preference Center Page

An Email Preference Center page is a page that allows your prospects to subscribe and unsubscribe from your public lists.

Email Template

Email templates allow you to create text and HTML email designs and store them for future use. Email templates are like blueprints for your emails — they are reusable and can be used for drip programs, autoresponders, one-to-one emails, and list emails.

Form Handler

Form handlers allow you to manage forms yourself and post the data to Pardot. This allows you to completely customize your form’s look and feel and still use Pardot to track the form submissions.


Not to be confused with ScoresGrades are based on explicit information about the prospect (industry, title, company size, and so on) and indicates how interested or engaged your company should be with that prospect. These criteria can be edited in the Pardot profile associated with a prospect. When you choose to match or not match these criteria in a prospect record, the grade will be increased or decreased by the amount set by each criterion in the profile associated with the prospect.

Landing Pages

A landing page is a specific web page that a visitor typically reaches after clicking a link or advertisement. This page generally displays content that is specific to the advertisement, search keyword, or link clicked. Simply driving visitors directly to your home page can be an ineffective method of converting prospects, because they aren’t presented with tailored content. A landing page presents a streamlined path designed to elicit a specific action by the visitor.

Layout Template

A layout template controls how elements managed by Pardot are displayed on web pages. Layout Templates are used for landing pages, forms, and site search results.


Mailable prospects are prospects that can receive emails through Pardot (they have not unsubscribed, had a hard bounce or 5 soft bounces, and were not manually opted out by a user).

Page Action

Page actions let you trigger certain completion actions (notifications, field value changes, assignments, etc.) off of page views just as you would with forms, custom redirects, or other marketing modules.


Profiles are used to grade your prospects based on your ideal customer profile. You can set criteria such as location, company size, job title, and other factors that you will use to tier your prospects before assignment.


Prospects are anonymous visitors that have converted and are now identified. For more information about how visitors become prospects, see How are visitors converted to prospects?

Prospect Account

Prospect Accounts give you the ability to group prospects that work for the same company under the same umbrella, allowing you to roll up and keep all the information about that company (e.g. shipping/billing information, company size, revenue, etc) in one place.


Not to be confused with Grades, Scores are based on implicit activities (pages viewed, forms completed, and so on) that prospect perform. Scoring indicates how interested or engaged a prospect is with your company.

Scoring Rules

Scoring Rules are rules that are used to adjust a prospects score. Pardot has baseline scoring rules, and you can create your own custom rules.


Broadly, segmentation is creating target lists of prospects for marketing needs. For example: lists for newsletters, drip programs, and so on.

Segmentation Rule

Segmentation rules allow you to pull a one-time list of prospects based on specific criteria. Unlike automation rules, segmentation rules do not run continuously.

Table Actions

Table actions allow you to apply actions to a whole table or selected items on a table. You can use table actions with most tables in Pardot, including:  Prospect Tables, User Tables, Forms, Lists, and so on. Available actions vary by table.


Tags are a lightweight, flexible, user-driven taxonomy for use in sorting/filtering data and reporting. Every asset in Pardot can be tagged with one or multiple keywords or phrases.


Unmailable Prospects are prospects who have opted out of email communication in Pardot, were imported as a “global opt out”, were manually marked as “Do Not Mail”, or had a hard bounce (or 5 soft bounces) when emailed through Pardot.

Unsubscribe Page

All Pardot accounts include a ready-made unsubscribe page that is represented by the %%unsubscribe%% variable tag in your emails. These pages allow your subscribers to opt-out of emails.


Website Visitors are anonymous visitors and identified prospects who have visited your Pardot-tracked assets. Anonymous visitors must be associated with an email address before they convert to prospects. For more information about how visitors become prospects, see How are visitors converted to prospects?

Visitors also refers to the first step in the Prospect lifecycle funnel.

Visitor Filters

Visitor Filters allow you to exclude certain types of visits, clicks, or other actions from your campaign results and email notifications. The most common use of this would be to filter out your own company's IP address to avoid skewing results. Filters will also hide activities from a filtered prospect's profile.  

Need more? Start a conversation with other Pardot users in the Trailblazer Community