Pardot Knowledge Base

Using Page Actions

Last Updated: Oct 18, 2016 | Print this Article

You can trigger certain completion actions (notifications, field value changes, assignments, etc.) off of page views just as you would with forms, custom redirects, or other marketing modules. You can also set the score and priority for pages.

Available Completion Actions

Not all completion actions are available for use with Page Actions. You can choose from the following:

  • Add tags
  • Add to list
  • Add to Salesforce campaign
  • Assign prospect via active assignment rule
  • Assign to group
  • Assign to user
  • Change prospect custom field value
  • Change prospect default field value
  • Create task
  • Increment prospect field value
  • Notify assigned user
  • Notify user
  • Remove from list
  • Remove tags
  • Set prospect's source campaign

Creating Page Actions

  1. Navigate to Admin > Automation Settings > Page Actions.
  2. Click +Add Page Action.
  3. Name the Page Action (this will show up in email notifications about the action).
  4. Enter the full URL of the page on which to apply the action. Note the page must be a valid URL or wildcard and have Pardot tracking code on it.
  5. Choose a score you would like to apply to anyone viewing the page. Pages default to a score of one.
  6. Optional: Select a Scoring Category. See the Scoring Category Notes section for important information.
  7. Designate whether or not activity on this page should show up as a Priority Page (e.g. called out separately in prospect activity from other page views).
  8. Choose any available completion actions to apply to prospects accessing the page.
  9. When finished, click Save page action.

Using Wildcards

You can use URL wildcards for your Page Actions. For example, you can designate* as your Page URL. If a prospect visits or, the Page Action will be triggered.

Note: The wildcard must be at the end of the URL. For example,*?src=mypage will not work, but* will work.

Pardot will match the most specific Page Action first. If no specific Page Action is found, then Pardot will match wildcards. For example, let's say you have a Page Action set up to be triggered by and wildcard Page Action for*. If a prospect visits, the specific Page Action will triggered, not the wildcard.

Note: For any to Page Action to work, including wildcards, each page must have a Pardot tracking code or tracking code implemented via a tag manager (like Google Tag Manager).

Viewing a Page Action

Clicking on the name of a Page Action will display the action's settings, completion actions, and any prospects who have accessed the page since the Page Action was created.


  • Completion actions will only be applied if the person accessing the page is already tracked as an identified prospect — anonymous visitors browsing your site will not trigger the actions. Like other completion actions, actions are not applied retroactively — they happen as the page is accessed. If an anonymous visitor who previously accessed the page later becomes cookied by filling out a form or clicking a tracked link, the visitor session will be tied to the prospect record and this prospect will appear in the page action report, but the completion actions will not be applied. In this scenario, the page action will also appear in the prospect audits but will not appear in prospect activities.
  • Page actions can be made from non-visible pages, pages requiring a login and pages that do not have Pardot tracking code appended. However, the page action will only fire if the Pardot tracking code is found on the page.
  • Only one page action notification will be triggered per prospect per page per hour. If one prospect hits a page with a page action, a notification will then be sent to the designated user. If they return to that same page within the one hour time frame, a second notification will not be triggered. However, if the same prospect hits a separate page with a page action, that page action notification will trigger.
  • Page Actions match only exact URLs. If you create a page action for, and a prospect visits, the Page Action will not fire. In this case, you'd need two separate Page Actions.

Scoring Category Notes

  • The points from the Page Action will apply to the category and overall score.
  • Adding a Scoring Category does not change previous behavior of Page Actions. For example, changing point value will not retroactively change score -- it only affects the Page Action going forward).
  • Changing a Page Action's Scoring Category is retroactive. For example, if you assign the "Generators" Scoring Category to a Page Action, and you later decide to assign the "Power Drills" Scoring Category instead, all the points originally attributed to the "Generators" category will switch to "Power Drills".

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