Pardot Knowledge Base

Opportunities in Pardot Overview

Last Updated: Apr 26, 2016 | Print this Article
Opportunities allow a company to determine the revenue or pending revenue from the sale of a product. In Pardot, there are three ways opportunities (listed below) can be synced with a prospect in the system. Pardot uses won opportunities to determine Return on Investment (ROI) for the campaign the prospect is associated with. There are three stages of a prospect's opportunity: Open, Closed-Won or Closed-Lost.

Some things to keep in mind when tying prospects and opportunities in Pardot:
  • Creating or marking an opportunity as lost will result in a change in the prospect's score.
  • Any time an opportunity is linked to a prospect, Pardot records an opportunity activity in the prospect's activity record.

Opportunity Syncing with Salesforce and SugarCRM

Pardot syncs opportunities with Salesforce and SugarCRM via the CRM connector. Pardot does not sync opportunities with NetSuite or Microsoft Dynamics CRM.

Syncing with Contacts

In Salesforce and SugarCRM, if there is a contact associated with an opportunity and that prospect is also in Pardot, we will create the opportunity in Pardot and link it to that prospect. An opportunity's campaign will be set by the campaign of the first prospect associated with that opportunity.

Pardot will only create one opportunity, even if the CRM opportunity is tied to more than one contact -- we'll tie all prospects to the same opportunity. Setting a Primary Contact for the opportunity in Salesforce or SugarCRM is not required.

Note for Salesforce Customers: In order for opportunities to sync from Salesforce, there must be at least one Contact record listed under the standard Contact Roles related list on the Opportunity. This Contact record must also be syncing with a corresponding Pardot prospect. To bring an opportunity that is associated with a Person Account into Pardot, that Person Account must be added as a Contact Role on the opportunity since the opportunity is created at the account level.

Making Changes to Opportunities

When some information or the state of the CRM opportunity changes, Pardot will capture the change. If the opportunity becomes a Won or Lost Opportunity, we will at that point make the necessary changes in the prospects record.

Note: Changes made to an opportunity's contact roles in Salesforce will not sync to Pardot.

Syncing with Accounts

Pardot does not sync opportunities that are tied exclusively to accounts in your CRM. CRM opportunities must be tied to a syncing contact in order for it to be created in Pardot. To bring an opportunity that is associated with a Person Account into Pardot, that Person Account must be added as a Contact Role on the opportunity since the opportunity is created at the account level.


  • Opportunities are read-only in Pardot -- they cannot be edited.
  • Once you establish your connector between Pardot and Salesforce, we will retroactively bring in all existing CRM opportunities that are tied to contacts. You may see numerous prospects with higher/lower scores soon after creating the connector.
  • If you do not use opportunities in Salesforce, opportunity syncing can be disabled by our Support team (it will not allow for manual opportunity creation in Pardot though). Create a ticket to request this change by navigating to and clicking the Support tab on the left or the Contact Support button on the right.

Disabling Opportunity Syncing with Salesforce

Opportunity syncing between Pardot and Salesforce is a standard feature that is available to all clients with a Salesforce connector. It is an integral feature in developing ROI reporting based on the cost of running campaigns as compared to the amount of revenue that they generate. Because of its importance, opportunity syncing between Salesforce and Pardot has been a mandatory feature, however, there is now an option to turn opportunity syncing off if it is not part of your business process.

To have opportunity syncing turned off for your Pardot account, contact the Pardot Support Team to turn opportunity syncing off for your account.

While opportunity syncing can be turned off, the same opportunity caveats between Pardot and Salesforce still exist even after it is turned off. Please keep in mind the following caveats before requesting to turn off opportunity syncing:
  • You will still not be able to manually create opportunities in Pardot
  • If opportunity syncing is disabled, then re-enabled at a later time, Pardot will retroactively pull in opportunities that were created and updated during the time that opportunity syncing was disabled
  • You will still not be able to mass delete opportunities in Pardot. If opportunities that exist in both systems are deleted in Salesforce, these deletions will not be reflected in Pardot
  • Opportunities that had previously synced to Pardot from Salesforce will not be removed from Pardot when opportunity syncing is disabled
  • Updates made to opportunities that had previously synced to Pardot will not be reflected in Pardot once opportunity syncing is disabled

Opportunity Fields in Pardot

Below is a table of all opportunity fields in Pardot and their corresponding Salesforce or SugarCRM field names.
Opportunity Field Name in Pardot Opportunity Field Id in Salesforce Opportunity Field Id in SugarCRM
Opportunity Name Name name
Created CreatedDate date_entered
Value amount amount_usdollar
Probability probability probability
Stage StageName sales_stage
Type type opportunity_type
Status -- --
Updated At LastModifiedDate date_modified
Deleted IsDeleted deleted

Create Salesforce Custom Opportunity Fields in Pardot

If your Pardot account is connected to Salesforce and there are more opportunity fields you want to see in Pardot than those listed above, follow the instructions here to create custom opportunity fields in Pardot. For instructions on using opportunity custom fields in segmentation and automation rules, see Using Opportunity Custom Fields in Automations.

Stage and Status fields


The Stage and Status fields in Pardot are both controlled by the Stage field in Salesforce. When a Salesforce opportunity stage is set to “Closed-won” the Stage in Pardot will be “Closed-won” and the Status will be “Won.” When a Salesforce opportunity stage is set to “closed-lost” the Stage in Pardot will be “Closed-lost” and the Status will be “Lost.” For any other Salesforce stage, Pardot will match the Stage and Status will be set to “Open.”


The Stage and Status fields in Pardot are controlled by the respective Sales stage and probability fields in SugarCRM. Pardot will match its Stage to whichever value is set for Sales stage in SugarCRM. When Probability is set to 0 in SugarCRM, Pardot Status will be set to “Lost.” When Probability is set to a value between 1-99 in SugarCRM, Pardot Status will be set to “Open.” When Probability is set to 100 in Sugar CRM, Pardot Status will be set to “Won.”

Using Opportunities in Rule-Based Logic

The opportunity rule type "Prospect Opportunity" uses relation group functionality to allow users to define multiple rules that must ALL match a single opportunity related to a prospect for that prospect to be considered a match for the rule. When used in conjunction with the "Match All" operator, this rule type requires that a prospect's opportunity match all listed criteria for the prospect to be considered a match.

Import Opportunities

Importing opportunities allows you to easily import a .csv file of new opportunities or perform a mass update of existing opportunities in Pardot. This feature is available to accounts without the SugarCRM connector or the Salesforce connector. For more information, see our full documentation in our Import Opportunities article.

Manually Creating Opportunities in Pardot

Opportunities can also be created directly in the Pardot system if you do not have a connector with Salesforce or SugarCRM. This will allow you to have the opportunity functionality (campaign and opportunity reporting) within the Pardot interface.
  1. Find the prospect you wish to create the opportunity for. Open the prospect record in Pardot.
  2. While viewing the prospect record, mouse over Prospects and click Opportunities.
  3. In the Opportunity screen, click +Add Opportunity.
  • Name is an internal reference to the opportunity. A common entry here is the company's name.
  • Value is the monetary amount for the opportunity if it becomes a sale.
  • Probability is the percentage of probability the deal will become closed. Your sales team may have pre-defined percentages for different stages of the deal.
  • Campaign is the marketing initiative you would like to contribute the ROI to for the deal becoming won.
  • Status can be either Opportunity Created, Opportunity Won, or Opportunity Lost.
  • Type is a public view with information about the deal. A common entry here is information about the deal and what they are purchasing.
  • Stage is used to note the last activity that occured with the opportunity. For example, "Proposal Sent" could be used.
  • Created Date allows you to back-date opportunities that were created prior to importing them into Pardot.
  • Closed Date allows you to specify a closed date for opportunities.

Using the API

If you are familiar with APIs and API documentation, we have the ability to sync opportunities with Pardot via our API. More information on this is available in our developer section.

This may be the best and easiest option for clients that are not using Salesforce as their CRM.

Note: You may need help from your IT or technical team to take full advantage of Pardot's API for opportunity creation and maintenance.

Deleting Opportunities

Mistakes happen, and sometimes you'll need to delete an opportunity in your CRM and start over. Here are a few things to keep in mind:
  • Prospect activities will still show that an opportunity was tied to the prospect, even when the opportunity is deleted.
  • Opportunities in the Recycle Bin won't appear in your Opportunity Report (Reports > Opportunities).
  • You cannot delete opportunities from within Pardot -- you must delete them from the CRM (SugarCRM only).
  • Deleting opportunities in Salesforce will not remove them from Pardot.

Need more? Start a conversation with other Pardot users in our Success Community