Pardot Knowledge Base

Prospect Lifecycle Reporting

Last Updated: Jul 25, 2016 | Print this Article

The Prospect Lifecycle report combines your marketing and sales reports in one place to give you a high-level view of your sales cycle's health. By reviewing the report, you will have an idea of how well your marketing and sales organizations are working together, as well as see areas for improvement.

The Date Range filter at the top refers to the time frame in which prospects were created. The date filter binds the lifecycle report so you can adjust the dates to view the trends over a predefined range (last 7 days, last 30 days, etc.) or a custom date range. For example, if you look at a lifecycle report for the past 30 days, you're showing the sales pipeline (from visitor to won deal) for prospects who were created in the past 30 days.

Dashboard Overview

Found under Reports > Lifecycle, the Lifecycle Dashboard includes your Pipeline funnel, trends over time and the Velocity chart. The entire page can be filtered by a desired date range, selected at the top left of the dashboard. This will update all reports on the page to reflect that time frame.

Lifecycle Report

Dashboard Metrics Captured

Metric Definition
Net New Prospects The number of net new prospects created in the selected date range. Prospects can be created through imports, CRM sync, manually or through a Pardot form/form handler/landing page submission.
New Opportunities The number of new opportunities created in the selected date range.
Won Opportunities The number of won opportunities in the selected date range.
Percentage comparisons Percents below each captured metric show the percent change between the previous time frame and the selected one.

Pipeline Funnel

The Pipeline Funnel is programmed to display the number of visitors or prospects in each stage of the prospect lifecycle during the selected time frame.

Lifecycle Pipeline

Pipeline Metrics Captured

Metric Definition
Visitors Number of unique visitors in the selected date range as determined by the Pardot tracking code. If a visitor returns multiple times during the selected time frame, they will only be counted once in this metric.
Prospects Number of newly created prospects in Pardot during the selected time frame. Prospects can be created through imports, CRM sync, manually or organically through a Pardot form/form handler/landing page submission.
Marketing Qualified Leads (MQL) Number of prospects created in the specified time frame (in the Date Range selector for the report) that became assigned. Assignment means that the Marketing team has qualified this lead for their Sales team. Assignments can occur in Pardot manually, via the API, via a CRM sync, or during a Pardot import.
Sales Qualified Leads (SQL) Number of prospects created during the selected time frame (in the Date Range selector for the report) that have been associated with opportunities. Associating a prospect with an opportunity means that the Sales team has qualified this lead as a potential customer. Opportunities can be created in Pardot manually, via the API, via a CRM sync (Salesforce or SugarCRM), or imported into Pardot via a CSV file.
Won Deals Number of opportunities closed during the selected time frame.
Total Revenue Total revenue of all won opportunities in the selected time frame. Pardot pulls this value directly from the value for these opportunities in the CRM.
Trending Percents Trending percents on the right side of the graph show a historical comparison or percentage change between prospects created in the current selected time frame and prospects created in the last (e.g., if you're showing a 30-day range, Trending Percents will show a comparison of this 30-day range to the last 30-day range).

Prospects in each Pipeline Stage

Drill into each stage to see a table of the prospects in that stage. The table includes the Entered Stage date (the date the prospect entered the stage and the Exited Stage date (the date the prospect left the stage, if applicable). Note that this table is automatically filtered by the date selected on the Lifecycle dashboard but can be adjusted here too. This table can be exported and includes the prospects' usual information as well as the entered stage and exited stage dates.


Velocity Chart

The Velocity chart displays the average time a visitor or prospect is in each stage over a selected period of time -- the average transition time. The Velocity Chart is also bound by the Date Range filter so you can adjust the dates to a custom date range or a predefined option (last 7 days, last 30 days, etc.) to compare the transition times by stage for that time period.


Stages compared (stages defined in Lifecycle pipeline table, above):
  • Visitor to Prospect
  • Prospect to Marketing Qualified Lead
  • Marketing Qualified Lead to Sales Qualified Lead
  • Sales Qualified Lead to Won opportunity
  • Total days to get through the full prospect lifecycle

Lifecycle on Prospect Record

Each individual prospect record will show you the dates that the prospect entered and exited each stage. Click Lifecycle in the menu under the prospect's name to view their lifecycle stages.



  • The creation and assignment dates determining prospects' lifecycle stages are based on Pardot dates, not CRM dates. Pardot only references the CRM for opportunity creation and opportunity won dates if the account is connected to a CRM. If the account is not connected to a CRM, Pardot looks internally for the opportunity creation and won dates.
  • New Pardot clients may see skewed lifecycle reports during the first month or quarter since Pardot doesn't back date creation and assignment dates.
  • The lifecycle reports don't account for unassignments then reassignments, or opportunity created then deleted. In short, once the prospect is added to a stage it can't move backward and be removed. It can only wait in the current stage until it the next stage's criteria is met.
  • It also doesn't account for multiple opportunities created and won. A prospect won't move through the lifecycle funnel and reports twice.
  • Currently there are no automation or segmentation rule criteria based on prospects' lifecycle stages.
  • In order for Pardot to pull down opportunity data from Salesforce or SugarCRM, the opportunity must be associated with a contact in the CRM. You can read more on syncing opportunities in Pardot here.


Is it possible to have a higher number in my SQLs stage than my MQLs stage? SQLs reference the number of prospects associated with opportunities, while MQLs reference the number of prospects that were assigned. It's possible to associate more than one opportunity with a contact in your CRM, however, the tables referenced in the Lifecycle Report for the SQL and MQL stage reference the number of prospects--you should not be seeing a number in the SQLs stage that's larger than the MQLs stage.

Is it possible to have a higher number in my Won Deals stage than my MQLs stage? Technically, yes! Practically, probably not. Since the MQL stage counts the number of prospects who became associated with opportunities, and the Won Deals stage counts only opportunities, it's possible that one prospect with multiple opportunities closed on all of them! We typically don't find this to be the case often, but it is possible.

I have multiple contacts tied to one opportunity. How does that pull down into the Lifecycle Report? Multiple contacts tied to the same opportunity will appear as separate entries in the SQL portion of the report, but when the deal closes, it will only appear as one "win" in the Won Deals end of the funnel.

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