Pardot Knowledge Base

How are prospects associated with campaigns?

Last Updated: Apr 28, 2016 | Print this Article

You may choose to associate prospects with a specific campaign in Pardot. By default, Pardot associates all prospects with Pardot campaigns. However, you can contact Pardot Support to have your account settings changed to allow campaigns to be optional for prospects. Updating this setting will associate prospects with Pardot campaigns only if you explicitly set campaigns to be associated with prospects upon import, via completion actions, automation rules or manual edits.


Pardot campaigns can be associated with individuals when they are still an anonymous visitor. Pardot will remember which marketing element the individual first touched even if the first touch occurs months before the individual fills out a form and becomes a prospect. Pardot campaigns can also be set when:

  • New prospects are imported into Pardot via a .csv file.
  • A completion action is created to associate prospects with a campaign.
  • An automation rule is created to associate prospects with a campaign.
  • The Google Analytics connector is enabled within Pardot, which will associate prospects with your third-party campaigns.

Prospects can currently be associated with only one campaign at a time. Associating a prospect with one campaign helps with ROI analysis because the associated campaign can be defined as the lead generation and sales vehicle for that prospect. It is also important to note that Pardot campaigns are unlike Salesforce campaigns. A Pardot campaign is the first marketing element that a prospect encounters (e.g. a paid search ad, landing page or webpage). Click here for a short video that explains the differences between Pardot and Salesforce campaigns.

Changing a Prospect's Campaign

A prospect's campaign can be changed in one of five ways:
  • Manually change the prospect's campaign when editing the prospect record.
  • Create an automation rule to change campaign for prospects meeting certain criteria (e.g. file download or form submission).
  • When importing prospects (in Step 3 of the Import wizard) choose to override the campaign of all prospects who exist in the .csv file.
  • Using Page Actions.
  • Using Completion Actions.

Using Campaigns with Third-Party Ads

To associate third-party ads with different campaigns rather than creating separate landing pages for each one, you would take the following steps:
  1. In Pardot, navigate to Marketing > Campaigns
  2. Select the campaign you would like to use.
  3. Click View tracking code.
  4. Note the piCId (Pardot campaign identification) number in the tracking code.
  5. Now simply append ?pi_campaign_id=[ID number] to the end of your  destination links for third-party ads. For example, if your ID number for the campaign were 10113, and your URL were, you would change the link to be

Setting Campaigns with the API

To set a campaign using Pardot's API, use the value found at the end of the campaign's URL instead of the piCId. To locate this value:
  1. In Pardot, navigate to Marketing > Campaigns
  2. Select the campaign you would like to use.
  3. Copy the value at the end of the URL in the address bar. It appears after /id/.

Campaign ID


  • If you use campaigns with third-party ads, this method will not work if in Kiosk/Data entry mode.
  • If you delete a campaign:
  • If a prospect's first touch is a Pardot landing page with a form and the landing page and form are tagged with different campaigns then the prospect will be tagged with the landing page's campaign.
  • If you have more than one parameter in your URL string and the Pardot campaign parameter is not the first one then you would use a & instead of a ? in the string. For example,
  • The link must point to a page on your site that includes the Pardot Javascript tracking code.

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