Both Qualified and Pardot can be set up to track activity in Pardot. You can add Qualified conversations to the Pardot prospect activity list and to the Salesforce lead or contact engagement history for prospects that are synced to Salesforce. This article includes:
- What the activity history looks like in Pardot and Salesforce
- A Pardot API exists, but might not be the simplest approach to sync activity history
- The Qualified approach: set up a form submission to create the activity in Pardot
- How to set up the form submission in less than five minutes
- Which Qualified conversations are added to Pardot
Activity History in Pardot
Pardot prospect activities are shown on the right-hand side of the Pardot prospect page. Tracked activities include:
- When a visitor chats with a sales rep or chatbot
- When a visitor books a meeting
- Form visits or submissions
- Landing page visits
- Email opens and clicks
- Website page URL clicks (if they are tracked in Pardot)
- Engagement with other assets
If connected campaigns are enabled (the default for all Pardot orgs created after the Winter 2020 Release) and the prospect is synced to Salesforce, this activity is also included in the Salesforce Engagement History. If you do not have Connected Campaigns enabled, consider reviewing their setup and advantages.
Engagement History can be placed in a component in various locations on a Salesforce lead or contact’s lightning record page or as one of the lightning page tabs.
Pardot admins can create automation based on a prospect's activities that will automatically add a prospect to a list, update the prospect's score, and more!
No Official API or Connector Model
Standard Pardot actions such as web visits, form completions, and link clicks automatically create prospect activities. Although Pardot has an API available for third-party applications (such as Qualified) to connect and include their activities in Pardot, it may be simpler and faster to capture Qualified data via a form submission.
Qualified Shortcut: Set Up a Form Submission
Qualified has developed a workaround that is simpler than connecting via the API to track our conversations on a Pardot prospect record. The Pardot admin creates a Pardot form named "Conversation via Qualified" and Qualified is configured to log activity by submitting that form every time a conversation happens with a Pardot prospect in the Qualified application.
How to Set Up the Qualified ⇔ Pardot Form Submission in Under 5 Minutes
In the Salesforce App Launcher, select the Pardot Lightning app.
On the Content tab in the Pardot Lightning app, click Forms in the left side-bar if not already selected.
Click +Add Form to create a new form.
Give the form this name exactly: Conversation via Qualified. Select the folder, tracker code, and campaign for the form and click Next.
Click the trashcan icon to the right of each form field except Email to delete those fields.
Click Next with only the Email field remaining on the form.
Choose the Standard layout template, and click Next.
Click Next again and then click Confirm & Save.
Verify the Setup in Qualified
In the Qualified icon menu on the left side, click the gear icon to access settings.
Scroll to the INTEGRATIONS section in Qualified Settings and click Connection under Pardot to access Qualified Pardot Settings.
Scroll to the Prospect Tracking section of Pardot Settings and click Verify Activity/Engagement History Setup.
If your setup was successful, you'll see the following message:
Prospect activity tracking is configured
When are Activities Added to Pardot?
Qualified Conversations (including bot conversations, rep conversations, pouncing) will be added as a Pardot form completion activity (with the associated playback URL) once a conversation ends.
The activity is added to the prospect record in Pardot either:
- Five minutes after the prospect has closed their Qualified browser tab or window
- One hour after the prospect has been idle on the Qualified site with no mouse movement or scrolling
The activity will then appear in Pardot on the prospect record's Activity History, as shown below.