The best marketing campaigns aren’t just beautifully designed pieces that build your brand identity; they should also be measured on audience engagement, and allow marketers to learn more about the clients.  So if you are guilty of just focusing on the shiny object in front of you, let’s dive a bit deeper into the engagement analytics behind campaigns in Pardot® using Engagement History Data.

By setting up Engagement History Dashboards, your business can evaluate campaign performance over time, see how prospects have interacted with campaigns and individual campaign assets.

Step 1: Identify the Purpose of Your Marketing

Data is important not only to measure a campaigns success, but also for future planning purposes.  So before you set out to connect your Engagement History Data in Pardot®, it is important to gather with your team to identify the purpose of your marketing.  Is your marketing set for retention, new customer acquisition, client education, or simply guiding down the customer journey? Whatever it is, make sure you have full buy-in from your team. Discuss the metrics should be measured and tested for not only performance rating, but also for future planning.

>> Related: Check Out the Cloudtegic Difference <<

Step 2: Build the Engagement History Dashboard on Pardot®

Salesforce® recommends marketers begin this journey by setting up a series of custom reports.  These typical reports include Campaign Engagement, Landing Page Engagement, Email Engagement, Marketing Forms Engagement and Marketing Links Engagement.  Each report can dial into metrics that mean different importance to each internal team.  

For example, for your web designers, it may be important to show landing page metrics to guide the design of the next campaign.  For your sales team, they will be more engaged with the list emails metrics identifying interested leads.  While your digital marketing team will be more interested attentive to link engagement.

>> Related: Cloudtegic Blog <<

Step 3: Identify Metrics that Matter in Your Marketing

Also, you may want to check out our blog about “Marketing KPIs that C-Suite Cares About”.  Some examples could be CLV (Customer Lifetime Value) or ACV (Annual Contract Value).  Or possibly even as granular as A/B testing the actual graphics within a campaign. 

Available Pardot® Email List Metrics include:

  • Total Delivered 

  • Delivery Rate 

  • Total Soft Bounced 

  • Hard Bounced 

  • Total Opens 

  • Unique Opens 

  • Open Rate Click Through Rate 

  • Unique Click Through Rate

  • Click to Open Ratio

  • Unique Opt Outs

  • Opt Out Rate 

  • Total Spam Complaints

  • Spam Complaint Rate

  • Total Tracked Link Clicks 

  • Unique Tracked Link Clicks

Available Pardot® Landing Page Metrics include:

  • Total View

  • Unique Views 

  • Total Form Submissions

  • Unique Form Submissions

  • Form Submission Rate

  • Total Form Errors

  • Unique Form Errors

  • Form Error Rate

  • Total Tracked Link Clicks

  • Unique Tracked Link Clicks

Available Pardot® Marketing Link Metrics include:

  • Total Tracked Link Clicks

  • Unique Tracked Link Clicks

Available Pardot® Marketing Form Metrics include:

  • Total View

  • Unique Views

  • Total Form Submissions

  • Unique Form Submissions

  • Form Submission Rate

  • Total Form Errors

  • Unique Form Errors

  • Form Error Rate

  • Total Tracked Link Clicks

  • Unique Tracked Link Clicks

Step 4: Be Agile in Your Marketing

Lastly, technology is always changing, trends adapt, and humans engage with new types of media.  This means that the way we reach each person needs to be tweaked as time goes.  By consistently setting time to review these metrics with your team, you will become better at the craft of marketing. In addition, your business will benefit from learning more about your audience when metrics are reviewed.