How to track and report on a Pardot form used on multiple web pages

When building a demand generation and lead generation plan that involves forms there are two approaches: create a form for every asset, or use a single form for everything.

Both choices come with benefits and drawbacks. Since Account Engagement (Pardot) focuses heavily on first-touch, my recommendation is typically to create a single form per asset. This allows you to more cleanly track conversion metrics and lead sourcing.

Choosing to use a single form for everything reduces the amount of effort required when building out assets because you only need to build a form once. However that comes with drawbacks on reporting because it becomes difficult to identify the true source of a form completion.

Since this is an issue that many marketing teams faced, I was very happy to have Laura Formby present to the Tampa Pardot Community Group about a solution she has for this issue. Laura is a Salesforce Certified Pardot Consultant, Salesforce Marketing Champion, and Marketing Campaign Strategist with KirkpatrickPrice in Liverpool, UK.

The solution that Laura developed for reporting, builds on a solution that Laura worked with MarCloud Consulting to create.

Unfortunately I neglected to record the meeting. However I do have her presentation, which tells the story clearly of what the issue is, and how the solution solves for it.

Click the image below to view the presentation

Ben LaMothe

Leave a Reply