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

https://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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4 comment(s)
  • Elliott Kirk

    26/02/2020 at 9:28 am
    Reply

    Hi Jenna I am trying to implmemnt this my Pardot Form Hander so we can begin populating the lead sources. It seems to be working some of the time. Are there some instances where pardot cannot populate the lead source? Thanks

    • Jenna Molby
      to Elliott Kirk

      26/02/2020 at 1:33 pm
      Reply

      Hi Elliott, It should be working in all instances. Are you sure there aren't instances where people would be filling out your form handler with no parameters in the URL? Cheers, Jenna

  • Joe

    24/01/2018 at 4:46 pm
    Reply

    Thanks for the info. I do have a follow up question. I'm using completion actions on my forms to set prospect lead source, but Pardot is auto-populating the field with Google Natural Search. Is there a way to get around this and force Pardot to use the lead source I specify in my completion action? I have reports and workflow rules in SF that rely on the lead source field, so I need it to be specific. Any help would be GREATLY appreciated!

    • James
      to Joe

      16/01/2019 at 11:33 am
      Reply

      Hey Joe, Do you have no need to know that a prospect came from Google? What's an example of a lead source that you're wanting to override "Google Natural Search" with?

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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 Marketing Operations leader.

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