Salesforce Pardot API Connector

• Channel: Email Marketing, Lead Generation, Sales, Forms
• Data Stream Type: Messaging (for Pardot’s Email Marketing data); CRM Leads (for Pardot’s Prospects data); CRM (for Pardot’s Opportunities data); Conversions (for Pardot’s Forms data)
• Data Lagging: 1 Day

Prerequisites

• New Pardot data streams - To connect to a new data stream you must use the credentials of an SSO-enabled Salesforce user who has Pardot access.
  • In cases where the organization section displays “Manual Business Unit ID Input”, insert your Business Unit ID in the extended properties section. To find your Business Unit ID:
    1. Log into Salesforce using the same account you use to log into Pardot.
    2. Go to Setup > Pardot > Pardot Account Setup.
    3. The Pardot Business Unit ID (BUID) begins with "0Uv" and is 18 characters long.
• Existing Pardot data streams - will continue to work using the legacy authentication method (API Key & Pardot User name). However, we strongly recommend that you reauthenticate using the new approach, leveraging the BUID (if needed) as described earlier.

Details

Data is retrieved according to a Daily breakdown and not LIFETIME. In order to retrieve LIFETIME data, process the Data Stream from the Campaign start date.

In Marketing Cloud Intelligence Data Pipelines, data is tracked by the day, therefore a measurement such as 'Opens' increases over time as more people open the email. For example, if you filter on the send date of Jun 14, you’ll see a discrepancy between Marketing Cloud Intelligence Data Pipelines and Pardot.

General Setup

In this section, after entering your credentials, select the relevant Organization you want to retrieve data for.

Advanced Settings

This section allows you to define advanced settings for your API connector. The settings are the same for all API connectors.

Extended Properties

• Get Email Name - Select this checkbox to retrieve the email name when pulling data from Pardot.
  

  Note Retrieving the Email Name dramatically increases the number of API calls that could result in you reaching your profile’s rate limit (see ‘Known Issues’).
• Get Prospect Data - Select this checkbox to retrieve prospect data as well as email marketing data.
• Get Opportunity Data - Select this checkbox to retrieve opportunity data as well as email marketing data.
• Business unit ID - In cases where the organization section displays “Manual Business Unit ID Input”, insert your Business Unit ID as described earlier.
• Get Forms Data - Select this checkbox to retrieve forms data as well as email marketing data.

Known Issues

Pardot has a rate limit for API calls on the profile level that could lead to processing failures when processing failed statistics or large sets of days. Before engaging in bulk processing, check your concurrent API calls rate limit under the Pardot User Profile to avoid failures. For more information about Pardot API, see the Pardot API documentation.

How to QA Your Data

Deleting Pardot Data

Deleting your Pardot connector only deletes email marketing data and not CRM leads or CRM data. This is because the Prospects and Opportunities data is retrieved from Pardot via the CRM data stream types that upload data at the workspace level and not at the data stream level. You can only delete the CRM-related data from the Dimension Explorer. Complete the following steps to delete the CRM related data:

1. Navigate to Import.
2. Expand the Dimensions tab and select Dimension Explorer.
3. In the search box, select the entity you want to delete, for example, Lead. Notice that there are two ‘Lead’ entities and two ‘Opportunity’ entities that appear. When deleting an entity, always pick the bottom entity of the two.
4. All the data that has been retrieved into the workspace for the selected entity, is displayed. For example, if ‘Lead’ has been selected then all the leads that have been retrieved into the workspace are displayed.
5. Click Delete to delete all the keys within the selected entity, or select the specific key you want to delete and then click Delete.

Suggested Best Practices

• It’s recommended to rename the display names for the following dimensions so that you can easily recognize what each dimension is:
  • Message Send Name to Pardot Campaign (Email)
  • Lead Custom Attribute 01 to Pardot Campaign (Leads)
  • Opportunity Custom Attribute 01 to Pardot Campaign (Opportunities). Custom Attribute 01 is preserved for longer values. If your values are short, then it’s recommended you map to another custom attribute to avoid any issues.
• In order to create interconnectivity at the Pardot Campaign level, between the different data stream types that retrieve your Pardot data, it’s recommended to create the following two fusions:
  • Pardot Campaign (Email) <---> Pardot Campaign (Leads)
  • Pardot Campaign (Leads) <---> Pardot Campaign (Opportunities)
  These fusions will transitively also fuse between Pardot Campaign (Email) and Pardot Campaign (Opportunities) meaning that for any Pardot Campaign, you are able to see measurements and attributes from all three data stream types.

  However, the example assumes that you changed the display names as suggested above, if not, use the original dimension names.

• In Pardot, prospects don’t have a ‘Status’ dimension, however, the prospect’s status can be determined from the Prospect’s Stage dimension. It’s recommended to not leave the Marketing Cloud Intelligence Data Pipelines Lead Status dimension unmapped. Instead, you can use a mapping formula to create the lead status value based on the prospect stage. The following image shows an example of how this can be set up:

  

  When you set up the above logic yourself, it’s important to apply the appropriate logic according to what prospect stage values are considered to be prospects that have been converted to opportunities within your data, for example with a ‘QUALIFIED’ status, and which are still just leads, for example an ‘UNQUALIFIED’ status.