Here are some useful articles on the topic: • A Complete Guide to Pardot Campaign Reporting & Multi-Touch Attribution • How to Pass UTM Variables to a Pardot iFrame • Pardot vs Google Analytics: Why is My Data Different? Custom redirects Custom redirects are a game-changer. This Pardot feature makes it even easier to report on marketing assets hosted anywhere - not just within Pardot! It’s another method of link tracking that allows us to track engagement with marketing content across our website and third-party sites. However, where UTM tracking is used for attributing the first-touch source of a prospect, custom redirects allow us to see all link engagements. Once a prospect clicks on a link with a Pardot Custom Redirect, it will populate on their Pardot record as an activity. This can also be visible in Salesforce, which means the sales reps are able to also see at a glance what topics have been of most interest to leads and contacts. Your tasks for this one are fairly straightforward: Not using custom redirects yet? Learn more about them: • Custom redirects are used to track engagement with • 4 Unique Ways to Use Pardot Custom Redirects our website content. • The Expert’s Guide to Great Pardot Email Marketing • Custom redirects are used to track engagement with direct marketing i.e. email. • Custom redirects are used to track engagement with content on third-party sites. 14 marcloudconsulting.com