So you want to begin tracking visitor activity on your website for the first time.
Your marketing practice is maturing, and you’re laying down the foundational bricks for future marketing segmentation that will allow you to dynamically engage individual buyer personas and convert those individuals more effectively.
But if you’re going to begin researching how to cookie your visitors’ browsers appropriately, let’s address the elephant-sized myth in the room.
There’s a fairly common misconception when it comes to tracking your website activity in that it starts with planting a visitor tracking code on your site that Google Analytics registers and reports on. This is called Google Analytics Tracking Code (GATC). It can be installed on every page of a company’s website, and it tracks information about their visit.
GATC is king, but what’s equally as important is installing your unique Pardot tracking code that can be registered specifically through your Pardot instance too.
Because there are limitations in how businesses can leverage actionable data collected by Google Analytics compared to Pardot.
Here are some of the most important data GATC can collect:
And when customized, Google Analytics can help you collect this data too:
PRO TIP: If you conduct business within the European Union, you will have to make sure that your tracking practices are GDPR compliant. You can learn more about what that entails for your Pardot org here.
Third-party cookies are primarily used for marketing functions like cross-site tracking, retargeting and ad-serving. Third-party cookies can also allow website owners to host live chats and in turn track those live chats.
Now that we’ve established why it’s important to embed Pardot tracking code on top of Google Analytics tracking code, let’s walk through how to do it.
PRO TIP: If you’ve already enabled Connected Campaigns in Pardot, create a campaign in Salesforce instead and skip these first four steps.
1. Login to your Pardot home page.
2. In the left hand navigation bar, hover your cursor over “Marketing”.
3. Then, select “Campaigns”.
4. Click “Create Campaign”
5. You can title it something generic like “Website Tracking.”
6. In the top right-hand corner, click “View Tracking Code”
If you use Google Tag Manager (GTM) to track visitor activity, follow the below steps.👇 If you don’t, proceed to step number 19.
8. Login to GTM.
9. Navigate to the “Account” and “Container” you would like to create the tag in.
10. Navigate to “Tags” and click “New”.
11. Click Custom HTML Tag.
12. Paste your Pardot tracking code in the “Configure Tag” box.
13. Click “Continue”.
14. Configure how you’d like the triggers to fire. If you haven’t configured triggers before, refer to Google’s guidelines.
15. Click “Create Tag”.
16, Rename the tag. We suggest something like “Pardot Tracking Code-[name of your campaign]”.
17. Click “Save”.
18. Click “Publish” when you’re done editing tags in your container.
Non-GTM users, login to your content management system (CMS) of choice, and follow the rest of the below steps.👇
19. Login to your content management system (WordPress, Joomla, Squarespace, Wix etc).
Now that you’ve got the Pardot cookie code dropped in. Test to make sure it’s firing by:
Now that you know your Pardot cookie code is firing, use Pardot data to your advantage by:
Need more help with your Pardot instance? Contact one of our Pardot consulting experts.
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