How to Capture Lead Source in Pardot

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Lead source is an important data point you need to capture in order to report on the value of your marketing campaigns. This article will walk you through how to setup and track lead source within Pardot.

About the Source field in Pardot

The lead source field is a default field in Pardot and can be synced with you Salesforce instance. The field can be found on the prospect’s record under additional fields.

pardot-lead-source-field

Default Sources

If you have the Pardot tracking code on your pages, Pardot will fill in lead source automatically based on the prospect’s first touch referring URL. The default values include:

  • Google Paid Search
  • Google Ad
  • Google Natural Search
  • Yahoo Natural Search
  • Bing Natural Search
  • Twitter Natural Search
  • Twitter
  • Facebook
  • Linkedin
  • PRWeb
  • Business.com

The default sources can be extremely useful since it’s not likely all your links will have source parameters. However, try to use custom sources where you can.

How to create custom sources

To create custom lead sources in Pardot, you will need to use URL parameters in you landing page links. Pardot looks for the parameter utm_source within your URL. This will override the default Pardot lead sources, so you can use both to track lead source.

URL example

http://www.jennamolby.com/MyLandingPage.html?utm_source=Webinar

The parameter can be whatever you want, but try to have a standard way of defining your lead sources for better reporting. Here are some common lead source values:

  • List Upload
  • Purchased List
  • Partner
  • Referral
  • Phone Inquiry
  • Cold Call
  • Tradeshow
  • Webinar
  • Whitepaper
  • Website

Remember, the lead source is the first touch-point with a prospect so the values will NOT get overwritten.

Questions?

Email me, or send me a tweet @jennamolby, or leave a comment

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I’m a Marketo & Pardot expert with a strong background in design and development. I specialize in email marketing, lead nurturing and CRM integrations for marketing and sales alignment. LEARN MORE

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