Pardot Knowledge Base

What's the difference between a submission and a conversion?

Last Updated: Aug 30, 2016 | Print this Article

Both forms and landing pages have reporting on submissions and conversions. (See Why isn't my automation rule taking action when someone completes a form/landing page? for further explanation.)

Navigate to Reports > Landing Pages or Reports > Forms and click on the specific form or landing page to see its detailed report.


A conversion is when an anonymous visitor successfully fills out the form or completes the landing page and thus "converts" into a prospect, in other words a visitor with a known email address.


A submission is when the form or landing page has been successfully completed. This submission could be by an existing prospect or an anonymous visitor (who will then "convert" to a prospect upon completion).


  • A conversion will also count as a submission but a submission might not necessarily be a conversion.
  • A prospect could complete the same form or landing page more than once which would count as multiple submissions.
  • The conversion count may be higher than the number of prospects in the Prospects With At Least One Submission table for the asset — the table doesn't include archived prospects.
For more, see these articles: Forms Report How are prospects converted from visitors?

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