Pardot Knowledge Base

Pardot Reporting Overview

Last Updated: Apr 04, 2017 | Print this Article
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This article gives a high-level overview of the reports that Pardot offers.

Standard Reports

These reports are available in the Reports tab in Pardot:

Campaigns Report: Gives an overview of a campaign’s overall health in comparison to other campaigns in a graphical, configurable interface. Provides insight into how your Pardot Campaigns are affecting your ROI.

Content Report: Provides reporting on content files and custom redirect links. The data includes either the number of file views or number of redirect link clicks.

Conversions Report: Allows you to see how many net-new prospects your site is generating and how many visitors are turning into prospects (as opposed to people you meet at a tradeshow and import into Pardot for example).

Emails Report: The List Email Report breaks down important data for your sent emails. The data includes number of emails sent, unique clicks, unique click rate, total clicks, and total click rate.

Note: The Activity Date Range filter at the top refers to the timeframe in which prospects interacted with your email (clicks, HTML opens, etc).

Events Report: Pardot syncs with Eventbrite to provide reporting and scoring on event registrations and attendance from inside of Pardot. Eventbrite events are synced down and displayed in Pardot prospect activities and reports. Display both your upcoming events and past events. The numbers of prospects who registered, number of tickets sold and number of prospects who checked in can all be drilled into by clicking on them. You can then see a list of prospects to export, segment into a list, or tag.

Forms Report: See how successful or active a form has been on your site, giving you insight into the total number of views, submissions, and conversions (when an anonymous visitor becomes an identified prospect) related to that form.

Landing Pages Report: If your form is on a Pardot landing page, you should look to the Landing Page Report for insight into the form’s true performance. This report track the success of or activity on landing pages.

Lifecycle Report: This gives a great overview of the sales cycle and how prospects are moving through the funnel. Note that Pardot is great for tracking activity at the top of the funnel, and a CRM will give you deeper insight into bottom of funnel activity.

Natural Search Report: Get insight into popular search terms that drive prospects to your site with Pardot Natural Search Reports. Natural Search Report associates search terms with opportunities based on campaigns.

Olark Report: View all prospects in your Pardot database who have chatted with your company via Olark. The table displays all prospects with a chat activity including the day and time of their last chat.

Opportunities Report:  Provides reporting on opportunities that have synced down from Salesforce or SugarCRM or were manually created or imported by a user. Statistics include the created date and time, value, probability %, stage, and status.

Paid Search Report:  Provides reporting on paid search keywords from several vendors (Google AdWords, Bing, Yahoo!,, and Indeed), as well as statistics on your Google AdWords campaigns (pulled in through the Google AdWords connector). These statistics are tied back to opportunity value and revenue to measure ROI.

Scoring Category Report: Provides prospect scores for each Scoring Category.

Site Search Report:  Provides reporting on 3rd-party site search forms placed on your website. Statistics include the number of indexed pages, keywords, queries, the number of prospects that searched for each term, and the number of opportunities linked to prospects that searched for each term.

Social Report: See the number of Clicks, Likes, Replies, and Comments, and the Sent At date and time by clicking on the name of a message. All messages are grouped by social platform.

Webinars Report: For more info on how this report integrates with your webinar tool, see articles on GoToWebinar, ReadyTalk, and WebEx.) View both your upcoming webinars and those that have finished. The numbers of prospects who registered, attended, and were absent can all be drilled into by clicking on them. You can then see a list of prospects to export, segment into a list, or tag. Pardot will query GoToWebinar and create prospect records for new registrants, as well as pull down registration data. You can access this data under Reports > Webinars.

Other Reports

Individual Prospect Lifecycle Report: This report shows how a particular prospect moved through the sales lifecycle and which prospect-initiated activities changed their activity score at each step along the way.

Add-on/Upgrade Reports

There are two advanced reporting features included with our Advanced Email Analytics package. Contact the Client Advocates if you are interested in these features and Reports.

Engagement and Activity Reporting: Gives insight into how your prospects are engaging with your emails. We will show how long they had the email open and if they skimmed, read, forwarded or printed the email.

Email Client Reporting: Track email client usage, offering insight into the main email clients to focus on for email sending. For example, if you have a very small percentage of clients using Lotus Notes, you can focus more on the email rendering correctly in Outlook or Gmail.

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