Ana Laura Zain
Tracking Prospect’s Activity in Pardot with First Party Cookies
Updated: Jan 17, 2022
Implementing the Pardot Campaign Tracking Code on your website is key to understanding visitors and prospects behaviour. The level of behavioural data that you, as a Pardot user, can leverage for segmentation and automations is very powerful. For example, you could create an automation to adjust the prospect’s lead score every time they visit a certain page.
Recently (Spring ‘21 release), Salesforce Pardot developed a first-party tracking service to be able to develop personalised experiences based on prospect’s journeys. Pardot made this feature available to its users because the marketing industry is moving away from third-party cookies.
Pardot’s legacy tracking was campaign-based. First-party tracking is domain-based and ties your websites to tracker domains.
You will need to work with your web team to create or edit subdomains and place new tracking code on your webpages. So how do you enable Pardot first-party tracking?
Pardot Cookie Tracking Implementation Checklist
We’ve developed a quick checklist to go through whilst kicking off your implementation process. There are a couple of checkboxes you need to tick off your list before enabling Pardot first-party cookie tracking.
Steps to implement first party tracking
1. Enable first party tracking in Pardot.
2. Update the tracker domain in Pardot and choose a default campaign (you can choose website tracking or create a new one for this purpose).
Admin > Domain management
3. Add a tracker domain for first party tracking
Work with your web team on this one. You can find all the detailed instructions here.
By default, the first validated domain is set to primary. To use a different primary validated tracker domain, click the gear icon and select Set as primary. You can designate one primary tracker domain per account.
Next, generate and place the tracking code in your web pages.
How do you know your implementation works?
You can test it by creating a new page action under automations in Pardot.
Page Actions are automated actions when Prospect visits a specific page.
Page actions are very useful to incorporate prospect behavioural data into segmentation, lead scoring, and more.
If you need help implementing Pardot’s tracking code, don’t hesitate to contact our team.