How to record the date a prospect viewed a web page in Pardot

Have you ever been asked who has viewed a specific page on your website last month? Or how many prospects have viewed your blog? By providing greater flexibility when creating reports, lists, automation rules, and engagement studio programs—you can easily give answers to those questions with a few simple steps.

1. Create a custom prospect field.

Give it a name. Example: “Date Viewed Blog.”

Set it to “Use the most recently updated record” as sync behavior to record a new date every time a prospect views the page.

Set the type to “Date.”

Click “Save Custom Field.”

TIP: Set up another field to record only the first visit date by setting the sync behavior to “Salesforce’s Value.”

2. Create a page action.

For page actions to work, a Pardot tracking code must be implemented on every page you wish to track. More info here

Give it a name. Example: “Date Viewed Blog.” If you want to capture any visit to a group of pages, use a wildcard (*) after the URL to capture any pages that follow the URL hierarchy. In this example, I used the wildcard because I wanted to capture the date of any blog page viewed.

Set up the score, priority page, and scoring category as you wish.

Set up completion actions: Change prospect custom field value > Name of your field > Submission date. Set other completion actions as needed.

Click “Create page action.”

TIP: If you set up two fields in step one, make sure you add two completion actions to record the date to each field.

3. Test by visiting the webpage.

Since the page action doesn’t work retroactively, you will only capture prospect page view dates moving forward.

Go to the page you set up in the page action. Go back into Pardot and view your prospect record. You should see today’s date recorded in the custom prospect field you created.

Now that you have the set up done, you will need to create a few more assets to answer the previous questions:

Q: How many prospects have viewed your blog?

If you create a dynamic list, you can keep a running list of prospects who have viewed the page at least once. Use this list to feed engagement studio programs, send list emails, create other lists, and create automation rules.

Create a dynamic list

Set one rule: Prospect custom field > Name of your field > is not empty

Q: Who has viewed a specific page on your website last month?

If you create a static list and populate it using an automation rule, you can capture prospects who viewed the page during a certain time frame. Be sure to set up the list and automation rule ahead of the month so you can capture the prospect each time/month they visit again (if your date field is set to overwrite). Remember that a prospect will only appear on a list once, even if they visited twice during the month.

Create a static list for the month(s) you want to track then create an automation rule for each month 

Set match type to “match all.”

Set two rules: prospect custom field > name of your field > is after > last day of previous month and prospect custom field > name of your field > is before > first date of next month.

Set one action: add prospect to list > choose the static list. Preview results and run automation rule.

TIP: Delete automation rules after month is over to save on usage limits.

That’s it! If you have a FAQ page, this is a great way to know which prospects are visiting and could potentially have an issue with your product or service. Try sending out a monthly email to those page visitors letting them know how they can get in touch with you.

Have you captured this data and used it in any creative ways? Let me know!

Marah Studniski

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