5 Ways to Include Pardot Forms on Your Wordpress Website


There are many ways to include a Pardot form on your WordPress website. You can use a plugin, write custom code, or integrate it using a 3rd party tool. Here are five methods that I’ve used and tested, along with a detailed breakdown of how each method works.

1. Add the embed code directly in WordPress

The first option to embed Pardot forms on your WordPress site is to simply copy the HTML embed code Pardot provides you with and paste it into a page or post. This is definitely one of the easier methods, however, if you often toggle between the visual and text (HTML) editor within WordPress, I’ve found sometimes it strips out code. If you use this method just make sure you test your form if you make any updates to your page or post.

2. Install the Pardot WordPress plugin

Another option is to install and configure the Pardot WordPress plugin. The plugin securely connects your Pardot instance with your WordPress installation. You will be able to track visitors, embed forms and dynamic content without touching a singe line of code.

How it works

Install the plugin and connect your Pardot account

Install the Pardot WordPress Plugin and activate it within WordPress. This will create a new menu item under Settings > Pardot

Enter in your Pardot credentials along with your user key and save the settings.

Add forms to your pages, posts, and widgets

Once the plugin is configured you will be able to use short codes to insert Pardot forms within posts, pages and widgets. Short codes can be generated by clicking on the Pardot icon within the WYSIWYG editor or by following their short code syntax located in the FAQ section of this page

3. Install a Short Code WordPress Plugin

Another option is to download a short code WordPress plugin such as Shortcoder. This won’t give you as many features as using the Pardot WordPress plugin, since it doesn’t connect with your Pardot account and it won’t pull in all the forms within your account. However, Shortcoder has many other uses beyond including Pardot forms within your WordPress website, so it’s a good option if you want to limit the number of installed plugins within WordPress.

How it Works

Download and activate the plugin

Download and activate the Shortcoder Plugin. This will create a new menu item under Settings > Shortcoder.

Copy & Paste Your Pardot Form Code

Create a new shortcode and give it a name. Make sure you select the code editor option.

Copy and paste the HTML for your Pardot form in the shortcode editor and save.

Your Shortcode is ready to use!

Now, you can use the shortcode to place your Pardot form on any page, post, and widget within WordPress.

4. Contact Form 7 Plugin + Pardot Form Handlers

With a bit of config work you can integrate the Contact Form 7 Plugin with Pardot form handlers. This method is great since Contact Form 7 is a popular WordPress plugin which you might already have installed. The form will also inherit any form styles you already have included on your website.

How it Works

Install and activate the plugins

Install the Contact Form 7 Plugin and activate it. You will also need to install and activate the 3rd Party Integration Plugin in order to integrate Pardot.

Create a new Contact 7 Form

Under Contact create a new form or edit the default form that’s provided.

Create a new Pardot Form Handler

Create a new form handler in Pardot. The form will not use the success and error locations configured in the form handler settings, so you can leave those blank.

Set up the Integration

In WordPress, navigate to Contact > 3rd Party Services.

Add a new 3rd Party Service. Service name can be anything you want. Submission URL should be the URL Pardot provides for your form handler. Select the form you want to attach the Pardot form handler to. You can leave the success condition and the failure message blank to keep the Contact Form 7 defaults.

Map your fields

The last piece is to map the fields within Contact Form 7 to your Pardot form handler. I like to keep the names for both the same.

5. Popup Builder Plugin

This Popup Builder plugin allows you to create highly customizable popups that can be used with any of the methods outlined in this post. Perfect for gating assets on your website with Pardot forms, blog subscription popups and more!

How it works

Install and activate the plugin

Install and activate the Popup builder plugin. This will create a new navigation item called Popup Builder.

Create a new popup

Create a new popup and select the type. You can select HTML if you want to copy & paste the iFrame code Pardot provides directly into WordPress. You can also use the short code option if you want to use the popup plugin in conjunction with another plugin, such as the Pardot WordPress Plugin.

Configure the popup

Configure your popup using one of the many options available and save.

Add it to your pages

The plugin will generate a shortcode which can be added to you post and pages.

How do you embed your Pardot forms within WordPress?

Share your tips with me via email, send me a tweet (@jennamolby), or leave a comment below.

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5 comment(s)
  • Isaac

    23/03/2018 at 9:27 am

    Hi Jenna, Thanks for this great information! I'm wondering if you've had any issues using Contact Form 7 due to it's default AJAX method of submissions. We have HTML forms on our site that submit form handlers using Ajax (no page refresh). We found out recently that when a prospect fills one out, their tracking cookie gets disassociated with their lead in Pardot. Using normal form submit brings it back together. Form fills and all other activity get tracked normally, just not page views or visits. So, knowing CF7 uses Ajax by default, I'm curious if you've seen any issues. Thanks, Isaac

    • Jenna Molby
      to Isaac

      27/03/2018 at 1:15 pm

      Hi Isaac, Sorry, I haven't come across that issue before.

    • Neil Monahan
      to Isaac

      25/04/2018 at 4:08 am

      Hi Isaac, We are having the same issue with Contact Form 7 and Pardot, just wondering did you find a solution? Thanks, Neil

    • Pierre
      to Neil Monahan

      04/05/2018 at 11:42 am

      Hi all! I have the same issue encountered by Isaac and Neil, when a visitor fill the form I do see the conversion in Pardot but then I loose every activities tracking such as page view. Any chance you succeed to solve this issue? Thanks!

  • Tom Vance

    23/01/2018 at 9:03 am

    Thank you for all of your helpful tips!

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Welcome to my blog, where I share, tips, tricks, thoughts and solutions that I learn in my daily life as a sales and marketing professional.


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