How to Integrate Gravity Forms With Pardot


Gravity Forms is one of the easiest tools to create advanced forms for your WordPress website and with some customization they can be integrated with Pardot. In this post, I will show you how to integrate Gravity Forms using Pardot Form Handlers.

Step 1: Create your Gravity form

The first step is to create your Gravity form. I won’t be diving into how to set up the Gravity form, but if you’re new to this WordPress plugin take a look at their product documentation to get started.

Step 2: Create your Pardot form handler

In Pardot, navigate to Marketing > Forms > Form Handlers and create a new form handler. Enter a name for the form handler, select your campaign and set your the rest of the settings to the following:

  1. Kiosk/Data Entry Mode: Do not cookie browser as submitted prospect should be UNCHECKED
  2. Enable data forwarding to the success location should be CHECKED
  3. Enable data forwarding to the success location should be CHECKED
  4. Disable Visitor Activity throttling and send auto-responder emails after every submission. Why disable throttling? should be UNCHECKED
  5. SUCCESS LOCATION should be the URL of your thank you page.
  6. ERROR LOCATION should be the referring URL.

Here’s a screenshot of the settings within my form handler.

Step 3: Add your fields

Next step is to add your form fields to your form handler. I recommend only making email address required. The validation for the other required fields will be handled via Gravity Forms.

Here’s what the fields in my form handler look like.

Step 4: Update the settings in your Gravity Form

Navigate to your form within the Gravity Forms plugin and click on Settings > Confirmations > Add New. Give it a name and select the confirmation type as redirect. Copy & paste your form handler URL into the redirect URL box.

Now here comes the tricky part, in order for the data from the Gravity form to sync to Pardot, the fields need to be mapped. Select Pass Field Data Via Query String and a textarea will appear. This is where you will input the field names in your Pardot Form Handler and select the corresponding Gravity form field.

The syntax for this query string looks like this:

pardot-field-name={Gravity Form Field Name}&pardot-field-name={Gravity Form Field Name} etc…

You can find the field names for your Pardot Form Handler, by editing your form handler and scrolling down to Form Fields.

You can find the field names for your Gravity form, by selecting the arrow that appears next to text box within your Gravity form settings.

The last setting you need to update is the conditional logic. I’m not sure why the Gravity form doesn’t give the option to remove the conditional logic completely, but for this part, you can select email is not empty.

Here’s what my settings look like all together.

Step 5: Test, Test, Test

Last but not least, test your Gravity form and make sure the data is going into Pardot.


Send them to me via email, send me a tweet @jennamolby, or leave a comment.

Related Posts

  • 23/09/2020
    7 Ways Pardot Users Can Use Chrome Developer Tools For Troubleshooting & Testing

    Chrome Developer Tools is widely used by developers to help edit pages on-the-fly and diagnose issues. Pardot users can use DevTools to troubleshoot and test landing pages and forms. In this post, I’ll show you 7 ways you can use DevTools, including how to identify errors on a landing page, how to customize the CSS of a form and how to view hidden form field values.

  • 23/07/2020
    How to Add an Opt-in Message & Privacy Policy Message to Pardot Forms

    GDPR and CASL compliance are just a few reasons to add an explicit opt-in message or a privacy policy to your Pardot forms. In this post, I’ll show you how to add a custom opt-in message to your form and a privacy consent message above the form submit button.

  • 23/06/2020
    How to Use Pardot Form Handlers

    Pardot form handlers allow you to use your own forms to post your data to Pardot. A Form handler is a great alternative to use instead of Pardot iFrame forms. They allow you to fully customize the look of your form and submit data to more than 1 database. In this tutorial, you will learn how to create a form handler from scratch.

16 comment(s)
  • Bailey Rudd

    07/02/2020 at 9:20 am

    Hi Jenna, Thank you so much for the tutorial. I was totally stumped on how to do this. I've got everything set up per you instructions, but it seems that that when submitted the form, the form handler is being loaded as http and is considered 'mixed content' by wordpress/gravity forms, ie insecure content. Any way to fix this that you know of?

  • Andrew

    31/01/2020 at 3:11 pm

    If I have no thank you page, what success location shall I add as per Step 2 ?? Thanks

    • Jenna Molby
      to Andrew

      03/02/2020 at 12:59 pm

      Hi Andrew, You can try leaving it as the "referring URL". Cheers, Jenna

  • Tiffany

    05/10/2019 at 7:23 am

    Have you experienced a slow submit on the form? Not sure if the redirect is taking too long or if the gravity form submit is slow. Would love any insights.

    • Jenna Molby
      to Tiffany

      07/10/2019 at 11:02 am

      Hi Tiffany, No, I haven't experienced a slow submit. Is the data going into Pardot?

    • James Whaley
      to Tiffany

      02/02/2020 at 3:20 am

      i am also experiencing slow submit times using form handler vs pardot salesforce plugin. ( trying to migrate to Gravity Forms to get better designed forms and more form process options). We are also finding that we can acheive a successful form submission but we can trigger a completion action for an autoresponder emial ( even with trottle limiting turned off) and then handing the notification of errors on the free isp emial flag ( i guess you have to find a way to do that in gravity too) beginning to wonder if i should just use gravity for my marketing automation and my CRM as well ;)

  • Rebekah

    09/08/2019 at 8:00 am

    Yeah - I echo Owen too. I use this method already, and while it's great and works, I don't get the cookie tracking. Trying to solve that one.

    • Alex Trammell
      to Rebekah

      18/05/2020 at 12:50 pm

      Did you find any way to solve the issue of form handlers dropping cookie tracking? I'm hitting the same problem.

  • Owen

    25/06/2019 at 12:15 am

    Form handlers gives a faster load time but does not allow full pardot cookie tracking.

Leave A Comment

Your email address will not be published. Required fields are marked *

About Me

Welcome to my blog, where I share, tips, tricks, thoughts and solutions that I learn in my daily life as a Marketing Operations leader.

Most Commented
Popular Posts