Underneath the graph you’ll see each campaign and these stats: Campaign reporting When you head to Reports > Campaigns with Pardot, you will see • Number of visitors an overview of all the campaigns you’ve created, including the • Prospects Campaign Performance graph. This gives you a visual aid so you can • Assigned prospects see at a glance which campaigns are most successful, where most • Cost per prospect of the budget is going, and where to focus your attention. • Opportunities • Number of opportunities vs Prospects % The graph is interactive, with dropdowns and sliders, so you can • Cost per opportunity switch between the metrics, campaigns, and date range that interest • Total value you most. • Revenue • ROI % When you click on the campaign you can then see all prospects who are associated with the campaign. It’s an intuitive report that comes out-of-the-box and makes it easy to see and report on campaign ROI. A few tips though: • Always enter a value for ‘Cost’ when creating a new campaign. • We’ve mentioned this already but assigning assets to campaigns You can update the figure later if needed but having an amount is vital for reporting. there lets Pardot figure out the cost per prospect, cost per opportunity and ROI % of the campaign. • To tell Pardot which prospect is assigned to an Opportunity in Salesforce, you need to update the contact role in the Opportunity. • Once a campaign is created, it will generate a campaign tracking This then updates the reporting in Pardot, attributing the code which you can place on your website or third-party landing Opportunity back to the prospect record. page. You’ll want to add this tracking code to pages that you’re promoting through paid ads, events, direct mail and any other offline marketing. Pardot landing pages will automatically be added Have questions about setting up campaigns according to best when you assign the landing page to the campaign in the editor. practices? Send us a message. 20 marcloudconsulting.com