General Terms
Automation Rule: An automation rule is a repeatable, criteria-based rule that finds matching prospects and applies actions to them.
Campaign (Pardot): A Pardot campaign is a thematic touchpoint (similar to a source in other systems). A Pardot campaign tracks a prospect’s first touch. A prospect’s Pardot campaign is set when the prospect first clicks a Pardot tracked link or Pardot tracking code. After a prospect is associated with a campaign, the prospect remains associated with that campaign. Each prospect is associated with only one Pardot campaign. However, you can change a prospect’s Pardot campaign.
Campaign (Salesforce): A campaign is an outbound marketing project that you want to plan, manage, and track within Salesforce. It can be a direct mail program, seminar, print advertisement, email, or other types of marketing initiative. You can organize campaigns into hierarchies for easy analysis of related marketing tactics.
Connector: Pardot uses connectors to sync with third-party applications, like webinar services and Google Ads. Data is passed back and forth between the two applications. Using connectors, you can manage formerly disparate marketing channels from Pardot.
Custom Object: Custom objects allow Pardot to run automation around custom or default objects in your CRM that are not default objects to Pardot.
Custom Redirect: Use custom redirects to track banner ad clicks, links to third-party sites, and links on social media and to access files hosted outside of Pardot.
Dashboard: The Dashboard is a screen that you’re directed to when you log in to Pardot. From here, you can get a high-level overview of your notifications, active prospects, and more.
Dynamic Content: Use dynamic content to display custom HTML on your website or Pardot forms, landing pages, layout templates, and emails based on prospect criteria. When a prospect matches the criteria for your dynamic content, a variation of the content displays.
Grade: Grading reflects a prospect’s persona, fit, or demographic. The grade is based on the information you have about the prospect, like industry, job role, the number of employees, and department.
Landing Page: A landing page is a page that a visitor typically is sent to after clicking a link or advertisement. The page generally displays tailored content specific to the advertisement, search keyword, or link clicked.
Layout Template: Use a layout template to format landing pages, forms, and site search results.
Page Action: A page action is a completion action that is triggered by a prospect’s page view. You can apply page actions to any page that contains your Pardot tracking code.
Profile: A profile is used to grade prospects based on your ideal customer. Set criteria, such as location, company size, job title, and other factors, and use them to tier your prospects.
Score: A score is different from a grade. A score is based on activities (pages viewed, forms completed, and so on) that a prospect performs. Scoring indicates how interested or engaged a prospect is with your company.
Scoring Rules: Use scoring rules to adjust a prospect’s score. Pardot has baseline scoring rules, and you can create your own custom rules.
Tag: Use tags to filter data tables and asset lists, label prospects, and label assets for easier updating. You can create tags and apply them to assets and prospects from almost any table, record, or action.