Pardot Knowledge Base

How do I build my own reports?

Last Updated: Nov 29, 2017 | Print this Article
GoodData is not compatible with Pardot accounts that allow multiple prospects with the same email address (AMPSEA).
GoodData reports are constructed using three main components:
  • What
  • How
  • Filters
This article will walk you through what these components in GoodData are generally, and what they mean for your Pardot GoodData reports specifically.

If you want to take advantage of this feature, contact Pardot Support to have it enabled for your account.

"What" Components

The ‘What’ section is where we determine the metric that we are going to use to report on, for example:
  • The Number of Prospects
  • The Number of Activities
This shows where the focus on this report is based and you can choose to either use the pre-formatted metrics that come with your GoodData integration, or potentially create your own custom metrics.(see GoodData Support for more information when setting these up)

Pre-Formatted Metrics

Below is a list of the pre-formatted metrics that are automatically setup when you create your GoodData connector.
#Active Prospects Last 30 Days #Prospects (Hot, Non-archived)
#Active Prospects Last 30-60 Days #Prospects (Non-archived)
#Active Prospects Last 90 Days #Prospects (Warm, Non-archived)
#Active Prospects This Q #Prospects with Activity
#Active Prospects This Year #Prospects with Open Opptys
#Activities #Propsects with Opptys
#Clicks #Prospects with Opptys Last 30 Days
#Form Submissions #Prospects with Opptys Last 90 Days
#New Prospects Last 30 Days #Prospects with Opptys This Year
#New Prospects Last 30-60 Days #Sales Qualified Prospects
#New Prospects Last 90 Days % Prospects Touched Last 30 Days
#New Prospects This Year % Prospects Touched Last 30-60 Days
#Opportunities New Opportunities in Last 30 Days
#Opportunities Created this Q New Opportunities in Last 30-60 Days
#Opportunity Tags Opportunities Creation KPI
#Opportunity Won – Fast Timeframe Opportunity Close Time [Avg]
#Opportunity Won – Medium Timeframe Opportunity Close Time [Sum]
#Opportunity Won – Slow Timeframe Opportunity Win Timeline
#Oppty (Lost) Opportunity Win Timeline [Avg]
#Oppty (Won) Oppty Value by Prospect [Sum]
#Oppts Created Last Q Oppty Value [Sum of Won]
#Opptys with Activity Oppty Value [Sum]
#Opptys with Prospect Prospect Conversion Timeline
#Opptys with Prospect Created This Q Score [Avg]
#Opptys with Prospect [Won] Tagged Opportunities
#Prospect Tags Tagged Opptys (Created this Q)
#Prospects (Cold, Non-archived) Tagged Prospects (Created this Q)
As an example, one of the simplest metrics we have is : #Activities This metric simply tells GoodData that we want to measure the number of Activities. In the How section we will tell GoodData, how we want to show that. You can see that we can navigate to choose this metric by first selecting : View by: Activity > Metric: #Activities What Section

"How" Components

The How section of a GoodData report is where we list the fields or data that we want to display on this report. Essentially what we are determining here, is How we want to report on the What that we determined previously. So for example, if we continue using #Activities, and say we want to show the Prospects’ email addresses who had these Activities, we choose the following under the How section: View By: Prospects >> Attributes: Email  How Section This last section (Detail) allows us to be selective over which email addresses we would like to use and allows us to immediately determine the Filter that we wish to specify in relation to this field. So we could filter this report to only show prospects with email addresses of a specific domain, or to exclude specific prospects. Currently our Report looks like this: Report - How

This data is useful as it shows how active each Prospect is, however to include even more information in this report, let's also choose to show the Activity Type that each Prospect has associated with them. So that instead of just seeing a total for these activities, we can also see if they were a Form Submission or they were sent an email! We do this in exactly the same way that we chose to include the Email address for each Prospect: How-Activity Type
With this included in our report it now has an extra column included to display Activity Type and looks like this:

How - Activity Type

Filters in your Reports

Filters are incredibly straight forward, and function by specifying that we want to only see data that matches certain criteria within certain dates or specific types of activities etc They can be setup in two ways by either:
  • At the How tab - choosing an Attribute that will appear on the Report and then specifically how you want to filter it e.g. Activity Type - only show Forms
  • At the Filter tab - specificying any Attribute/Fact/Metric that will not necessarily appear on the Report.
The first of these methods is setup in the following manner, using the Activity Type field that we added, we can be even more specific and choose to only display Prospects with a Form Submission as opposed to including Prospects with any Activity Type.

Activity Type - Form

By choosing this, the report will now show:
  • The Activity Type column against each Prospect
  • Only count and show Prospects with the activity of Form
It now looks as follows, showing that, for example, the Prospect with the email address : has made a total of 20 Form Submissions.

Activity Type - Form Report

The second way that we can setup Filters, functions in an identical way but can be used to great effect with the main difference being that this same filter can be applied without including the now redundant field of 'Activity Type' To do this, we first of all remove the 'How' we setup for 'Activity Type'. Then you can select which attribute you wish to filter, and how you would like to filter it by navigating to the Filters tab and then selecting from one of the following 4 options:

Filter - #Activities
  1. Select From a List of Values(including date ranges) - Choose from any data to filter on. e.g. Activity Type - only show Forms. You can even choose at this stage to display the data based on relevant Date Ranges 
  2. Ranking Filter - Show only a certain cross section displaying only the highest or lowest values for a specific metric. e.g. Only the top 10 Prospects containing the most number of Activities
  3. Numeric Range Filter - Show only a certain range in data
  4. Variable Filter - N/A , Pardot does not integrate with any data that makes use of this filter in GoodData.
The main difference between filtering at this stage, and filtering at the HOW stage, is that the attributes we Filter on now, do not have to appear on the report. In this case, we want to choose option 1. as we are wishing to Filter a specific attribute by choosing the pertinent values we want to count in this report. By choosing this and then selecting Activity Type...

Filter - Activity Type

... and then choosing Form as the type we want to display...

Filter Activity Type Form

...we are saying that we want to create a report that : Counts the number of Activities that are Form submissions and display this count alongside these Prospects email addresses. Our report now looks like this:

Filter Report

You can see from this report that it is identical to the previous version, where we set the Filters at the How stage, however now we no longer need to include the Activity Type field, which was redundant as we only wanted to display one type (Form).  

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