B2B Marketing Analytics Implementation Guide

B2B Marketing Analytics
Implementation Guide
Salesforce, Spring ’22
@salesforcedocs
Last updated: February 25, 2022
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CONTENTS
Set Up B2B Marketing
Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . 1
Dashboards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . 1
Prerequisites for B2B Marketing Analytics . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . 2
Set Up B2B Marketing
Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . 4
Permissions for B2B Marketing Analytics . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . 4
Migration for Legacy
Users . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . 8
Considerations for B2B Marketing
Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Create and Upgrade B2B Marketing Analytics Apps . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . 12
Create a B2B Marketing Analytics
App . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Reconfigure B2B Marketing Analytics . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . 13
Upgrade a B2B Marketing Analytics
Template . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Optional Uses for B2B Marketing Analytics . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . 14
Account-Based Marketing Dashboard . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . 15
Multi-Touch Attribution Dashboard . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . 18
Prospect and Activity Dataset . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . 21
Glossary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . 27
Dashboards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
Datasets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. 34
SET UP B2B MARKETING ANALYTICS

B2B Marketing Analytics is a Tableau CRM app that segments and visualizes your
marketing and sales data. After you assign user
permissions, marketers can create B2B Marketing Analytics dashboards in Tableau CRM
Analytics Studio.
Before you begin, you must have a verified Salesforce-Pardot connector. See Setting
Up a Salesforce-Pardot Connector for Accounts
Purchased After February 11, 2019 or Setting Up a Salesforce-Pardot Connector for
Accounts Purchased Before February 11, 2019.
B2B Marketing Analytics Dashboards
The B2B Marketing Analytics app template offers three dashboards of charts and
tables to explore. With a few more steps, you can
also create a Multi-Touch Attribution dashboard, Account-Based Marketing dashboard,
or an Einstein Behavior Scoring dashboard.
Each dashboard is built on predetermined datasets and filters, or lenses, that help
you draw insights from your marketing data.
Prerequisites for B2B Marketing Analytics
The setup process for B2B Marketing Analytics varies based on when the feature was
purchased or previously set up. Your permission
set license affects how you enable B2B Marketing Analytics. To get the newest tools
and data after the initial setup, users must update
their apps periodically.
Considerations for B2B Marketing Analytics
Keep these considerations in mind while you set up and use B2B Marketing Analytics.
Create and Upgrade B2B Marketing Analytics Apps
To explore dashboards and lenses, create an app with the B2B Marketing Analytics
template. As feature updates become available
to B2B Marketing Analytics, you must upgrade your apps. You can also change an
app’s settings at any time by reconfiguring it.
Optional Uses for B2B Marketing Analytics
Your business goals dictate how you set up each B2B Marketing Analytics app. For
example, track opportunities at each touchpoint
or dig into engagement on a specific account. Optional dashboards are available
with B2B Marketing Analytics.
B2B Marketing Analytics Glossary
Familiarize yourself with common Tableau CRM Analytics Studio terminology.
EDITIONS
Available in: Pardot Plus,
Advanced, and Premium
Editions with Salesforce
Enterprise Edition or higher
Available for additional cost
in legacy Pardot Pro or
Ultimate Editions with
Salesforce Enterprise Edition
or higher
The B2B Marketing Analytics app template offers three dashboards of charts and
tables to explore.
With a few more steps, you can also create a Multi-Touch Attribution dashboard,
Account-Based
Marketing dashboard, or an Einstein Behavior Scoring dashboard. Each dashboard is
built on
predetermined datasets and filters, or lenses, that help you draw insights from
your marketing data.
Engagement
This dashboard shows how your primary marketing assets perform and how they
contribute
to the sales pipeline and opportunity lifecycle.
Included metrics: asset engagement on list emails, forms, and landing pages.
Pipeline
The Pipeline dashboard shows your sales funnel from visitors to prospects and
through to
opportunities you’ve won. This dashboard is helpful for sales and marketing
leadership to see
which assets and campaigns push the most deals.
1
Included metrics: numbers of visitors, prospects, marketing qualified leads, open
opportunities, closed-won opportunities, and
velocity figures.
Marketing Manager
The Marketing Manager dashboard offers a quick look into the health of your
business and which campaigns are yielding the best
results. From this dashboard, you can drill into the Engagement and Pipeline
dashboards.
Included metrics: pipeline deals, revenue by campaign, and marketing asset
engagement.
Multi-Touch Attribution
The Multi-Touch Attribution dashboard shows the top drivers at each lifecycle
stage. Get a detailed view of marketing performance
when you filter the dashboard by influence model, opportunity, account, and more.
Included metrics: revenue, total value, cost, ROI, top channels, and revenue by
campaign.
Account-Based Marketing
The Account-Based Marketing dashboard brings together opportunities, contacts,
marketing engagement, and sales activities.
Narrow the dashboard by a certain account or a few, to find out how things are
going with your sales reps.
Included metrics: pipeline value, number of opportunities, Pardot score, won/lost
percentage, stage value, and a table of opportunities.
Einstein Behavior Scoring
The Einstein Behavior Scoring dashboard gives the factors that Einstein uses to
build your scoring model.
Included widgets: Most influential engagement activities, influential assets, and a
table of leads and contacts who perform these
activities.
Prerequisites for B2B Marketing Analytics
EDITIONS
or higher
USER PERMISSIONS
To enable Tableau CRM
platform:
• Customize Application
To create permission sets:
• Manage Profiles AND
Permission Sets
The setup process for B2B Marketing Analytics varies based on when the feature was
purchased or
previously set up. Your permission set license affects how you enable B2B Marketing
Analytics. To
get the newest tools and data after the initial setup, users must update their apps
periodically.
Note: Here’s how to find out what B2B Marketing Analytics version and Salesforce-
Pardot
connector version your org uses.
• To find out which license you’re using, head over to Salesforce Setup. Open
Company
Information, and look for the Permission Set License field.
• To find your connector version, open Pardot Settings. Under Account Information,
find
the Salesforce Connector Version field.
This information can help you determine which permissions your B2B Marketing
Analytics
users need.
User Permissions
If you have the B2B Marketing Analytics permission set license, the permissions you
need are already
available in your org.
If you have the Tableau CRM Embedded App permission set license, you must create
custom
permission sets. To give managers and users access to apps, make two permission
sets and name
them Manage Tableau CRM Templated Apps and Use Tableau CRM Templated Apps.
• Base each permission set on the Analytics Embedded Apps permission set license.
2
Set Up B2B Marketing Analytics Prerequisites for B2B Marketing Analytics
• For the Manage permission set, allow all the available permissions and add the
Create B2B Marketing Analytics Apps and Manage
Tableau CRM Templated Apps user permissions. Then, assign the Manage permission set
to the integration user (or connector user)
and other power users.
• For the Use permission set, allow the permissions that you want a typical user to
have. Add the Create B2B Marketing Analytics Apps
and Use Tableau CRM Templated Apps user permissions. Then, assign the Use
permission set to users who need access to B2B
Marketing Analytics dashboards and apps.
Important: Make sure that your connector user (either Connector User or Integration
User) retains the necessary permissions at
all times. If you unassign the connector user’s permissions, B2B Marketing
Analytics apps stop updating. Additional licenses are
available with Tableau CRM Platform licenses, if more users need access.
App Updates
If it’s your first time setting up B2B Marketing Analytics, follow the setup steps
and then tell users they can create their own apps in
Tableau CRM Analytics Studio.
If your org already contains B2B Marketing Analytics apps, make sure you’re using
the latest version. For information about legacy B2B
Marketing Analytics, check out Migration for Legacy Users on page 8.
When changes are made to the B2B Marketing Analytics product, users must update
each of their apps. A notification appears in the
toolbar. Upgrade a B2B Marketing Analytics Template on page 14
Multi-Touch Attribution Dashboard
If you want to use the optional Multi-Touch Attribution dashboard, set up
Customizable Campaign Influence first.
Set Up B2B Marketing Analytics
Review the prerequisites and permissions details for B2B Marketing Analytics, and
then enable the feature in the Marketing Setup
app.
Permissions for B2B Marketing Analytics
Create and assign permission sets for the connector user and B2B Marketing
Analytics users. The app version you use determines
which permission names are available.
Migration for Legacy Users
Datasets in legacy B2B Marketing Analytics apps are longer updated. Legacy apps
include any custom apps that you made without
selecting the B2B Marketing Analytics app template during setup. To get access to
the most recent features and data, upgrade to
templated apps.
3
Set Up B2B Marketing Analytics Prerequisites for B2B Marketing Analytics
Set Up B2B Marketing Analytics
EDITIONS
or higher
USER PERMISSIONS
To assign permission sets:
• Assign Permission Sets
AND
View Setup and
Configuration
To create B2B Marketing
Analytics apps:
• Manage Tableau CRM
Templated Apps
AND
Create B2B Marketing
Analytics Apps OR B2B
Marketing Analytics App
permission set
Review the prerequisites and permissions details for B2B Marketing Analytics, and
then enable the
feature in the Marketing Setup app.
If you’re new to Pardot and B2B Marketing Analytics, here’s the fastest way to get
started.
1. From Marketing Setup, select B2B Marketing Analytics, and then click Getting
Started.
2. Expand each section to complete each task.
a. Share Pardot Data: Click Manage Assignments, and then add the Integration user
to the
selected permission set. Then, add the sales and marketing users who need access to
B2B
Marketing Analytics apps.
b. Enable Tableau CRM: Click Open Tableau CRM Setup, and then turn on Tableau CRM.
If
the Data Rows heading and Setup tiles appear, it’s enabled.
c. Enable Data Sync and Connections: Click Open Tableau CRM Settings, select Enable
Data Sync and Connections, and then save.
3. Schedule replication.
4. After settings and permission sets are in place, you or your users can open
Analytics Studio and
begin creating apps.
To set up optional datasets and dashboards, select Optional Features in Marketing
Setup.
Tip: By default, archived prospect data is included in Tableau CRM datasets. To
exclude data
from archived prospects in the Pardot Prospects and Prospect and Activity datasets,
edit the
preference in Pardot Settings.
Note: The Data Sync and Connections setting is recommended for most users, because
it
improves performance in Tableau CRM.
• When Data Sync is on, you must schedule replication to get the latest data.
• If you have any Tableau CRM apps besides B2B Marketing Analytics, Data Sync can
retain
other apps’ filters and show inaccurate data in B2B Marketing Analytics.
Permissions for B2B Marketing Analytics
USER PERMISSIONS
To select who can use B2B
Marketing Analytics:
• Customize Application
AND Modify All Data
Create and assign permission sets for the connector user and B2B Marketing
Analytics users. The
app version you use determines which permission names are available.
Here’s how to find out what B2B Marketing Analytics version and Salesforce-Pardot
connector
version your org uses.
Company
find the
Salesforce Connector Version field.
Analytics users need.
If your org uses the Analytics Embedded App permission set license, refer to
Migration for Legacy Users on page 8.
Note: Each B2B Marketing Analytics subscription provides five users.
4
Set Up B2B Marketing Analytics Set Up B2B Marketing Analytics
Connector User
The connector user is used in orgs with the v1 Salesforce-Pardot connector. The
connector user must retain access to the following
permissions at all times. If you reassign the connector user for other purposes,
B2B Marketing Analytics can’t receive updated data.
Permission Set Licenses
• B2B Marketing Analytics
• CRM User OR Sales User OR Service User
Permission Sets
• Pardot Connector User
• CRM User OR Sales Cloud User OR Service Cloud User
• B2B Marketing Analytics App
System Permissions
The B2B Marketing Analytics App permission set includes these system permissions by
default.
• Create B2B Marketing Analytics Apps
• Download Tableau CRM Data
• Edit Tableau CRM Dataflows
• Manage Tableau CRM Templated Apps
• Use Tableau CRM Templated Apps
Integration User
The integration user is found in orgs with the v2 Salesforce-Pardot connector. The
integration user must retain access to the following
permissions at all times. If you reassign the integration user for other purposes,
B2B Marketing Analytics can’t receive updated data.
Permission Sets
• Pardot Integration User
System Permissions
Make sure that the B2B Marketing Analytics App permission set includes these system
permissions.
Manage Analytics User
5
Set Up B2B Marketing Analytics Permissions for B2B Marketing Analytics
Permission Sets
System Permissions
Make sure that the B2B Marketing Analytics App permission set includes these system
permissions.
Use Analytics User
Use a custom permission set to create use-only users. We recommend that you clone
the original B2B Marketing Analytics permission
set and remove unnecessary system permissions.
Permission Sets
System Permissions
Make sure that the cloned B2B Marketing Analytics permission set includes these
system permissions.
• B2B Marketing Analytics Apps
Create Permission Sets
You can clone a permission set or create a new one. A cloned permission set starts
with the same licenses and enabled permissions
as the original one. A new permission set starts with no licenses selected and no
permissions enabled.
6
Create Permission Sets
EDITIONS
Available in: Salesforce
Classic (not available in all
orgs) and Lightning
Experience
Available in: Essentials,
Contact Manager,
Professional, Group,
Enterprise, Performance,
Unlimited, Developer, and
Database.com Editions
USER PERMISSIONS
To create permission sets:
• “Manage Profiles and
Permission Sets”
To assign permission sets:
• “Assign Permission Sets”
You can clone a permission set or create a new one. A cloned permission set starts
with the same
licenses and enabled permissions as the original one. A new permission set starts
with no licenses
selected and no permissions enabled.
Tip: If your org has many permission sets, using permission set groups can help
improve
performance.
1. From Setup, enter Permission Sets in the Quick Find box, then select Permission
Sets.
2. Click New.
3. Enter your permission set information.
4. Select the types of users for the permission set.
When you create a permission set, you select a specific user or permission set
license. If only
users with one type of license can use the permission set, select the license
that’s associated
with the users. For example, to create a permission set for users with
• the Salesforce license, select Salesforce. You can enable permissions only
allowed in the
Salesforce license.
• the Identity Connect permission set license, select Identity Connect. You can
enable
permissions only allowed in the Identity Connect license.
• different licenses, select None. Not selecting a specific license allows you to
assign the
permission set to any user whose license allows the permissions you enable in the
permission
set. For example, to assign the permission set to users with the Salesforce license
and to
users with the Salesforce Platform license, select None.
When creating a permission set for a specific permission set license, refer to that
feature’s documentation. For example, to create a
permission set for the Identity Connect permission set license, use these steps
along with the Identity Connect documentation.
Example: Let’s say you have several users with a profile called Sales User. This
profile allows assignees to read, create, and edit
leads. But you need some users to also delete and transfer leads. On the permission
set page that you create, go to Find Settings
and begin typing Lead. Under Object Settings, select Leads and enable delete.
“Transfer Leads” is an app permission (rather than
object permission). To enable it, in Find Settings, begin typing leads. “Transfer
Leads” is listed under App Permissions. Assign
the permission set to users who need these permissions.
Note:
• Permission sets with no license selected don’t include all possible permissions
and settings.
• Assign a permission set with no license only to users whose user licenses allow
the permissions and settings that you
are enabling in the permission set. For example, don’t create a permission set with
no user license and then enable
“Author Apex” and assign it to Salesforce Platform users. You can’t assign this
permission set to Salesforce Platform users
because the Salesforce Platform user license doesn’t allow Apex authoring.
7
Migration for Legacy Users
EDITIONS
or higher
Datasets in legacy B2B Marketing Analytics apps are longer updated. Legacy apps
include any
custom apps that you made without selecting the B2B Marketing Analytics app
template during
setup. To get access to the most recent features and data, upgrade to templated
apps.
Migration steps vary depending on when you purchased B2B Marketing Analytics and
whether you
enabled a recent version. Review these setup descriptions to identify which steps
to take.
If you choose to migrate your app’s customizations, learn what to do before and
after.
• Before You Upgrade
• After Your Upgrade
Set Up for Legacy Add-On Users
I purchased B2B Marketing Analytics as an add-on to Pardot Pro or Ultimate, and I
didn’t
migrate to the app template.
Migrate your legacy apps to the latest version of B2B Marketing Analytics. The
permission set license in your account is called Analytics
Embedded App.
1. Review the prerequisite settings.
2. Create the Manage Tableau CRM Templated Apps permission set, and assign it to
the connector user.
3. Create the Use Tableau CRM Templated Apps perm set, and assign it to sales and
marketing users.
4. Save custom lenses, datasets, or dashboards to the My Shared Apps or My Private
Apps folder.
5. Create an app.
Permissions for Analytics Embedded App License
The app version you use determines which permissions are available. After you
determine which permission set license your org
uses, assign the other permission sets and system permissions to different types of
users.
Permissions for Analytics Embedded App License
EDITIONS
or higher
The app version you use determines which permissions are available. After you
determine which
permission set license your org uses, assign the other permission sets and system
permissions to
different types of users.
Here’s how to find out what B2B Marketing Analytics version and Salesforce-Pardot
connector
version your org uses.
Company
find the
Salesforce Connector Version field.
Analytics users
need.
If your org uses the Analytics Embedded Apps permission set license, refer to the
following list of
permissions.
8
Set Up B2B Marketing Analytics Migration for Legacy Users
Note: In Summer ’21 some system labels were updated to refer to Tableau CRM. Some
older labels weren’t changed and continue
to include “Analytics.” This behavior is expected.
Connector User, Integration User, and Manage Analytics Users
• Tableau CRM Embedded App
Permission Sets
• Pardot Connector User (v1) or Pardot Integration User (v2)
• Manage Templated Analytics Apps (custom) or Manage Templated Tableau CRM Apps
(custom)
System Permissions
Make sure that the permission set you create to manage templated apps includes
these system permissions.
• Create and Edit Tableau CRM Dashboard
• Edit Dataset Recipes
• Upload External Data to Tableau CRM
• Use Tableau CRM
Use Analytics Salesforce User
• Analytics Embedded App
Permission Sets
• Pardot Connector User (v1) or Pardot Integration User (v2)
• Use Templated Analytics Apps (custom) or Manage Templated Tableau CRM Apps
(custom)
System Permissions
Make sure that the permission set you create to use templated apps includes these
system permissions.
• Use Tableau CRM
9
Set Up B2B Marketing Analytics Migration for Legacy Users
Considerations for B2B Marketing Analytics
EDITIONS
or higher
Keep these considerations in mind while you set up and use B2B Marketing Analytics.
Setting It Up
• The Multi-Touch Attribution Dashboard, Account-Based Dashboard, Einstein Behavior
Scoring
dashboard, and Prospect and Activity dataset are optional.
• We don’t recommend using B2B Marketing Analytics in sandbox orgs. To test
dashboards,
create a private app to configure and explore. Then, share the app with colleagues.
• The necessary permission sets provide Editor access for B2B Marketing Analytics
apps to every
user. To restrict this ability, you can update the sharing settings. To keep data
flowing as expected,
make sure that the connector or integration user retains Editor access.
• If you assigned all of your available licenses, the Tableau CRM Platform license
can share access
with additional sales and marketing users.
Updating the App Template
• B2B Marketing Analytics is built on a Tableau CRM app template, which is updated
a few times per year. An admin can enable the
feature, but users must install and upgrade their apps as needed.
• Each time users upgrade to the latest app, they can overwrite the existing app or
create one. When users overwrite an app, they lose
custom dashboards and settings. Make a note of which dashboards, datasets, and
lenses use any standard Pardot elements.
• To migrate customizations, move dashboards, datasets, and saved lenses into My
Shared App or My Private App. Next, upgrade the
app and edit the existing queries to reference the new dataset IDs. Confirm that
important assets and customizations are available
in the new app.
• Choose whether to keep older versions of apps for reference or delete them. When
a new app is available, the previous version is
no longer updated or supported.
Using Pardot Business Units
You can use B2B Marketing Analytics apps with Pardot business units, but individual
dashboards behave differently.
• Create an app for each business unit that you want to work with by entering the
Pardot account ID in when you set up the app.
Available data is then limited to that business unit in the Engagement, Pipeline,
Marketing Manager, and Einstein Behavior Scoring
dashboards.
• Multi-Touch Attribution (MTA) and Account-Based Marketing (ABM) dashboards show
all available Pardot data, regardless of the
app’s associated business unit.
• To filter MTA or ABM dashboards, build a lens from available fields in the
datasets.
• Marketing Data Sharing and row-level settings don’t affect the data shown in B2B
Marketing Analytics dashboards.
The Data Sync and Connections setting is recommended for most users, because it
improves performance in Tableau CRM.
• When Data Sync is on, you must schedule replication to get the latest data.
• If you have any Tableau CRM apps besides B2B Marketing Analytics, Data Sync can
retain other apps’ filters and show inaccurate
data in B2B Marketing Analytics.
10
Set Up B2B Marketing Analytics Considerations for B2B Marketing Analytics
Using B2B Marketing Analytics
Note: As of the Summer ’20 release, datasets in legacy B2B Marketing Analytics apps
are no longer updated. Legacy apps include
any custom apps you made without selecting the B2B Marketing Analytics app template
during setup. For the latest datasets and
features, re-create your apps with the B2B Marketing Analytics app template.
• B2B Marketing Analytics uses the currency setting from your Pardot account.
Regardless of locale settings, currency formats in Tableau
CRM apps support only decimals for the decimal separator and commas for the
grouping separator.
• The Multi-Touch Attribution dashboard includes a filter for campaign influence
models. The filter list contains only models that have
campaigns and opportunities associated with them. The list can be empty for newer
users.
• In orgs with Engagement History enabled, Tableau CRM Analytics Studio contains a
read-only Pardot Engagement History app. Users
can work with lenses to explore the dataset: 90 days of engagement data from
connected campaigns and synced assets. This app
powers the Engagement History Dashboard Lightning component.
• B2B Marketing Analytics isn’t fully supported on Lightning Experience on iPad
Safari. Dashboards don’t always appear completely
inside Analytics Studio, so we recommend that you open the app from the Analytics
tab in Lightning Experience. Alternatively, try
the Tableau CRM mobile app for iOS.
Working with Data
• B2B Marketing Analytics uses Bulk API calls to aggregate data in the datasets.
This usage doesn’t count against your Salesforce or
Pardot API request limits.
• External datasets originate in Pardot and can’t be edited in the Data Manager.
They’re updated every 24 hours and can’t be synced
manually. The external datasets are:
– Pardot Campaign
– Pardot Email
– Pardot Email Template
– Pardot Form and Form Handler
– Pardot Landing Page
– Pardot Opportunity
– Pardot Prospect
– Pardot Tags
– Pardot Visitor
• For other datasets, you can schedule sync to avoid overlap and improve
performance. Learn how to Schedule Data Sync to Run
Automatically.
• If you use B2B Marketing Analytics without embedded Engagement History dashboards
enabled, you can sync up to 25 million rows
of data.
• For Growth Edition, Engagement History can sync up to 90 days or 50 million rows
of data, whichever comes first. For Plus, Advanced,
and Premium editions where B2B Marketing Analytics and the Prospect and Activity
dataset are enabled, these features can sync
up to 3 years or 35 million rows in total.
• Due to date filters, time zones, and other factors, you can encounter
discrepancies between Pardot reporting data and B2B Marketing
Analytics data. Find out more in this Knowledge Article: Data Discrepancies in B2B
Marketing Analytics.
11
Set Up B2B Marketing Analytics Considerations for B2B Marketing Analytics
Create and Upgrade B2B Marketing Analytics Apps
EDITIONS
or higher
To explore dashboards and lenses, create an app with the B2B Marketing Analytics
template. As
feature updates become available to B2B Marketing Analytics, you must upgrade your
apps. You
can also change an app’s settings at any time by reconfiguring it.
Create a B2B Marketing Analytics App
To create a B2B Marketing Analytics app in your org, navigate to Tableau CRM
Analytics Studio
and answer the setup questions.
Reconfigure B2B Marketing Analytics
If you make a mistake during setup or have new business needs, you can change the
configuration of your B2B Marketing Analytics app at any time.
Upgrade a B2B Marketing Analytics Template
Each time Salesforce releases new datasets and improvements to the B2B Marketing
Analytics
template, each user must update their B2B Marketing Analytics app. When an upgrade
is available, a link to upgrade appears in the
app header.
Create a B2B Marketing Analytics App
USER PERMISSIONS
To create a B2B Marketing
Analytics app:
Templated Apps AND
Marketing Analytics
permission set
To use B2B Marketing
Analytics
• Use Tableau CRM
Templated Apps AND
Marketing Analytics
permission set
To create a B2B Marketing Analytics app in your org, navigate to Tableau CRM
Analytics Studio and
answer the setup questions.
1. In Salesforce, from the App Launcher ( ), find and open Tableau CRM Analytics
Studio.
2. Click Create and select App.
3. Click Start from Template and then select B2B Marketing Analytics.
The app called B2B Marketing Analytics Legacy is no longer supported. Click through
to the
Details page, and verify that Version 2.0 appears in the sidebar.
4. Click Next and continue through setup.
5. Click Done.
Note: During the setup process, choose whether to include optional dashboards and
datasets.
12
Set Up B2B Marketing Analytics Create and Upgrade B2B Marketing Analytics Apps
The setup process continues in the background. To see the status of your app,
navigate to Settings > Data Manager > Dataflow View
in Tableau CRM Analytics Studio.
Reconfigure B2B Marketing Analytics
EDITIONS
or higher
USER PERMISSIONS
To reconfigure B2B
Marketing Analytics
Templated Apps AND
Marketing Analytics
permission set
If you make a mistake during setup or have new business needs, you can change the
configuration
of your B2B Marketing Analytics app at any time.
Important: Custom dashboards are overwritten during this process. Before you
reconfigure,
back up your app and save any Pardot dataset IDs.
1. Open your B2B Marketing Analytics app in Tableau CRM Analytics Studio.
2. Click Reconfigure app.
To migrate customizations, move dashboards, datasets, and saved lenses into My
Shared App
or My Private App. Next, upgrade the app and edit the existing queries to reference
the new
dataset IDs. Confirm that important assets and customizations are available in the
new app.
3. Work though the setup questions.
4. Click Done.
Check the update status at Settings > Data Manager > Dataflow View in Analytics
Studio.
13
Set Up B2B Marketing Analytics Reconfigure B2B Marketing Analytics
Upgrade a B2B Marketing Analytics Template
EDITIONS
or higher
USER PERMISSIONS
To upgrade B2B Marketing
Analytics:
Templated Apps AND
Marketing Analytics
permission set
To use B2B Marketing
Analytics
• Use Tableau CRM
Templated Apps AND
Marketing Analytics
permission set
Each time Salesforce releases new datasets and improvements to the B2B Marketing
Analytics
template, each user must update their B2B Marketing Analytics app. When an upgrade
is available,
a link to upgrade appears in the app header.
1. Open your B2B Marketing Analytics app in Tableau CRM Analytics Studio.
2. Click Upgrade to new version.
To migrate customizations, move dashboards, datasets, and saved lenses into My
Shared App
or My Private App. Next, upgrade the app and edit the existing queries to reference
the new
dataset IDs. Confirm that important assets and customizations are available in the
new app.
3. Review the release notes provided and continue through the setup questions.
4. Choose to overwrite your app or create a new one.
Check the update status at Settings > Data Manager > Dataflow View in Analytics
Studio.
Optional Uses for B2B Marketing Analytics
EDITIONS
or higher
Your business goals dictate how you set up each B2B Marketing Analytics app. For
example, track
opportunities at each touchpoint or dig into engagement on a specific account.
Optional dashboards
are available with B2B Marketing Analytics.
Account-Based Marketing Dashboard
Use Account-Based Marketing dashboards to understand how opportunities and contacts
from
one account engage with your marketing and sales assets. To use Account-Based
Marketing
dashboards, enable the integration user’s access to B2B Marketing Analytics.
Multi-Touch Attribution dashboards show you which marketing efforts are most
influential
during each stage of the purchase lifecycle. After you enable Connected Campaigns,
engagement
with Pardot’s marketing assets and data from Sales Cloud appear together in one
dashboard.
14
Set Up B2B Marketing Analytics Upgrade a B2B Marketing Analytics Template
Prospect and Activity Dataset
To identify which content influences prospects in your sales funnel, add the
optional Prospect and Activity dataset. Create a lens
using this dataset to identify the individual prospect record that acted on a
certain asset.
Account-Based Marketing Dashboard
EDITIONS
or higher
Use Account-Based Marketing dashboards to understand how opportunities and contacts
from
one account engage with your marketing and sales assets. To use Account-Based
Marketing
dashboards, enable the integration user’s access to B2B Marketing Analytics.
Dashboard Reference
B2B Marketing Analytics features optional account-based marketing offerings that
come from three
datasets: pdAbmContact,pdAbmEvent, and pdAbmOpp.
The Account-Based Marketing Dashboard can contain up to 10,000 accounts. If you
have more,
some accounts don’t appear.
Metric Label Description Formula Origin
ABM Opportunity
dataset
Sum of Amount values
on open opportunities
Sum of monetary value
associated with open
opportunities
Pipeline Value
ABM Opportunity
dataset
Count of open
opportunities with an
Amount value of more
than $0
Number of open
opportunities
associated with the
selected accounts
Open Opportunities
Count of contact ABM Contact dataset
records
Number of contacts
associated with
selected accounts
Contacts
(Sum of Pardot Score ABM Contact dataset
values) / (Count of
contacts)
Average Pardot Score
among all contacts
Avg. Engagement
Score
Number of sales Count of sales activities ABM Event dataset
activities for the
selected accounts
Sales Events
Other Charts
Pipeline Value by Account
Horizontal bar graph showing the sum of monetary value associated with
opportunities in the SQL stage
Engagement Score by Account
Horizontal stacked graph showing the average engagement score per account
Sales Events by Account
Horizontal stacked graph showing the number of sales activities
15
Set Up B2B Marketing Analytics Account-Based Marketing Dashboard
Opportunities: Revenue Win Percentage
Donut chart showing percent of revenue won versus lost. Uses opportunity record
from Salesforce.
Opportunities: Stage Value by Account
Horizontal stacked graph showing the sum of monetary value for each account,
grouped by pipeline stage. Uses opportunity record
from Salesforce.
Opportunities: Table
Table of data associated with selected accounts: account name, opportunity name,
owner name, amount, account industry, and
close date. To open an action menu, click an account, opportunity, or owner name.
Sales Activities: Time Spent on Events
Horizontal bar graph showing the sum of hours that opportunity owners have spent on
activities associated with the selected
accounts
Sales Activities: Number of Sales Events
Donut chart showing the number of activities that opportunity owners have spent on
activities associated with the selected accounts
Dataset Reference
Account-Based Marketing Contact Dataset
Label Field
Account Name AccountId.Name
Contact Pardot Score WhoID.pi__score__c
Account-Based Marketing Event Dataset
Label Field
Contact ID WhoId.ID
Contact Name WhoId.Name
Contact Pardot Grade WhoID.pi__grade__c
Contact Title WhoId.Title
Duration DurationInMinutes
Event Account ID AccountId.Id
Owner ID OwnerId.Id
Owner Name OwnerId.Name
Account-Based Marketing Opportunity Dataset
16
Label Field
Account Industry AccountId.Industry
Account Owner ID AccountId.OwnerId.Id
Amount Amount
Close Date CloseDate
Opportunity Name Name
Owner Name AccountId.OwnerId.Name
Give Analytics Integration User Access to B2B Marketing Analytics
The Analytics Integration User in your org facilitates the transfer of analytics
data to B2B Marketing Analytics. For transfers to work
properly, add field-level security to the Analytics Cloud Integration User profile.
Set Field-Level Security for a Field on All Profiles
Give Analytics Integration User Access to B2B Marketing Analytics
The Analytics Integration User in your org facilitates the transfer of analytics
data to B2B Marketing Analytics. For transfers to work properly,
add field-level security to the Analytics Cloud Integration User profile.
Pardot Grade and Pardot Score aren’t standard fields. Install the Pardot
AppExchange package to use these fields.
For each of these fields, set the field-level security to visible.
Object Fields
Event Type
Contact Lead Source, Pardot Grade, Pardot Score
17
Set Field-Level Security for a Field on All Profiles
EDITIONS
orgs)
Available in: Professional,
Unlimited, and Developer
Editions
USER PERMISSIONS
To set field-level security:
• Manage Profiles and
Permission Sets
AND
Customize Application
1. From Setup, open Object Manager, and then in the Quick Find box, enter the name
of the
object containing the field.
2. Select the object, and then click Fields & Relationships.
3. Select the field you want to modify.
4. Click Set Field-Level Security.
5. Specify the field's access level.
6. Save your changes.
EDITIONS
or higher
Multi-Touch Attribution dashboards show you which marketing efforts are most
influential during
each stage of the purchase lifecycle. After you enable Connected Campaigns,
engagement with
Pardot’s marketing assets and data from Sales Cloud appear together in one
dashboard.
To use Multi-Touch Attribution dashboards, set up Connected Campaigns and Campaign
Influence.
Dashboard Reference
Multi-Touch
Attribution dataset
Sum of Revenue values
on Closed/Won
opportunities
Total revenue for won
opportunities
Revenue
Multi-Touch
Attribution dataset
on Closed/Won
opportunities, grouped
by the ending month
Total revenue, with
monthly datapoints
Sum of Revenue Share
(line graph)
Multi-Touch
Attribution dataset
for all opportunities
Total potential value
for all opportunities
Total Value
Multi-Touch
Attribution dataset
Sum of Actual Cost
values
Total actual cost
associated with
selected campaigns
Actual Cost
18
Set Up B2B Marketing Analytics Multi-Touch Attribution Dashboard
([Sum of revenue values for all Multi-Touch Attribution dataset
campaigns - Sum of actual cost
Percentage of actual campaign
costs compared to net revenue
ROI
values for all campaigns] / Sum
of actual cost values)
Total revenue, grouped by N/A Multi-Touch Attribution dataset
individual Salesforce campaign
Top Salesforce Campaigns
Salesforce campaign type
Revenue Share by Campaign
Type
Dataset Reference
The dataset ID of this optional multi-touch attribution dataset is pdMultiAttrib.
Label Field
Account OpportunityId.AccountId.Name
Account Id OpportunityId.AccountId
Campaign CampaignId.Name
Campaign Actual Cost CampaignId.ActualCost
Campaign Budgeted Cost CampaignId.BudgetedCost
Campaign End Date CampaignId.EndDate
Campaign ID CampaignID
Campaign Influence ID Id
Campaign Influence Model ModelId.MasterLabel
Campaign Influence Model ID ModelId
Campaign Start Date CampaignId.StartDate
Contact ContactId.Name
Contact First Name ContactId.FirstName
Contact ID ContactId
Contact Last Name ContactId.LastName
Lead Source ContactId.LeadSource
Opportunity OpportunityId.Name
Opportunity ID OpportunityId
Revenue CimtaGenerated.TotalRevenue
Revenue Share RevenueShare
19
Label Field
ROI CimtaGenerated.Roi
Stage Name OpportunityId.StageName
Total Value CimtaGenerated.TotalValue
Enable Connected Campaigns
When you enable Connected Campaigns in your Pardot Settings, decide which record
types you want to connect from now on.
Enable Connected Campaigns
EDITIONS
orgs) and Lightning
Experience
Available in: All Pardot
Essentials, Professional,
Unlimited, and Developer
Editions
USER PERMISSIONS
To connect Pardot
campaigns to Salesforce
campaigns:
• Pardot Administrator
role
When you enable Connected Campaigns in your Pardot Settings, decide which record
types you
want to connect from now on.
Before you enable the feature or begin connecting campaigns, we recommend that you
outline
how your campaigns relate to each other. Consider the following tasks. For best
results, make sure
that every campaign you want to use has a counterpart.
• Identify the Pardot campaigns that you want to keep. Do their equivalent
Salesforce campaigns
exist?
• Identify the Salesforce campaigns that you want to keep. Do their equivalent
Pardot campaigns
exist?
• Identify which Pardot campaigns, if any, must stay in Pardot only.
• Create record types or assignments to organize your campaigns.
When the preparation is complete, head over to Settings and get started with
Connected Campaigns.
Note:
• The Pardot B2BMA Integration user does not need the Pardot Marketing User role to
enable and work with Connected Campaigns.
• Make sure that you create counterpart campaigns in Salesforce for Pardot’s
default and
required campaigns, including Website Tracking and Salesforce Sync. If you aren’t
using
the Email Plug-in campaign, delete it before you connect.
• A Pardot campaign is updated or created each time the Salesforce campaign is
edited
by a person or process. To limit the number of campaigns created in Pardot,
identify a
cut-off date for replication.
1. Open the Connected Campaigns page.
• In Pardot, open Settings and click Edit. Scroll to Connected Campaigns.
•
In the Lightning app, click the Pardot Settings tab and then select Connectors.
Click to edit the Salesforce connector,
and select the Campaigns tab.
2. Select Enable Connected Campaigns and Engagement History.
3. Select the Salesforce campaign record types that can be connected.
4. Save your work.
20
The previous steps prepare your org for the alignment stage of setup. Unconnected
campaigns continue to show in both places. Now,
your marketing team can connect campaigns individually or in bulk.
After they’re done, complete the Connected Campaigns setup process by giving
Salesforce access to manage the campaigns.
1. In the same connector settings, select Use Salesforce to manage all campaigns.
2. If you want to reduce the number of campaigns that are replicated over time,
enter a date under Limit Campaign Creation by
Date.
3. To let Pardot users continue to see the remaining unconnected campaigns, select
Show Unconnected Campaigns.
With the setting enabled, you can manage campaigns only in Salesforce. For details
about the changes you can expect to see, read
Considerations for Connecting Pardot and Salesforce Campaigns.
EDITIONS
or higher
To identify which content influences prospects in your sales funnel, add the
optional Prospect and
Activity dataset. Create a lens using this dataset to identify the individual
prospect record that acted
on a certain asset.
To use the Prospect and Activity dataset, enable it in Marketing Setup and then
select it during the
app setup in Tableau CRM Analytics Studio. In Marketing Setup, enter Pardot in the
Quick Find
box. Open the B2B Marketing Analytics setup page, and click Enable Dataset next to
the Prospect
Activity heading.
The Prospect and Activity dataset includes prospect demographic fields and fields
that describe
their associated engagement activity. Some metrics, such as email sends, don’t
appear in this dataset
and are derived by other methods. As a result, prospect activity metric values in
this dataset can
vary from values in other datasets and dashboards.
Account
API Name: AccountName
Name of the account associated with prospect activity
Account ID
API Name: AccountId
Salesforce identifier for the prospect’s associated account
Account Name
API Name: Prospect.account_name
Name of the prospect’s associated account
Activity
API Name: ActivityType
Engagement activity type: click, view, success, or open
Activity Campaign ID
API Name: ActivityCampaignId
Salesforce identifier for the associated campaign
Activity Campaign Name
API Name: ActivityCampaignName
Campaign associated with the activity
21
Set Up B2B Marketing Analytics Prospect and Activity Dataset
Activity Date
API Name: ActivityDate
Date and time the prospect engaged in the activity (UTC)
Address One
API Name: Prospect.address_one
Address One field associated with the prospect
Address Two
API Name: Prospect.address_two
Address Two field associated with the prospect
Annual Revenue
API Name: Prospect.annual_revenue
The prospect’s associated company’s annual revenue
Archived
API Name: Prospect.is_archived
True or false. Whether the prospect has been archived in Pardot.
Asset Activity
API Name: AssetActivity
Combined label for asset and activity type: form view, form success, list email
click, list email open, file view success, file view, custom
URL click, landing page view, landing page success, form handler success, automated
email click, automated email open, website
visit, or priority page view
Asset ID
API Name: AssetId
Salesforce identifier for the asset a prospect engaged with
Asset Name
API Name: AssetName
The name of the asset a prospect engaged with: form, list email, file, custom URL,
landing page, form handler, automated email,
website, or priority page
Asset Type
API Name: AssetType
The type of asset a prospect engaged with
Assigned User First Name
API Name: Prospect.assigned_user_first_name
First name of the prospect’s assigned Pardot user
Assigned User Full Name
API Name: Prospect.assigned_user_full_name
Full name of the prospect’s assigned Pardot user
Assigned User Last Name
API Name: Prospect.assigned_user_last_name
Last name of the prospect’s assigned Pardot user
CRM Contact FID
API Name: Prospect.crm_contact_fid
22
Salesforce identifier for the contact record associated with the prospect
CRM Lead FID
API Name: Prospect.crm_lead_fid
Salesforce identifier for the lead record associated with the prospect
CRM Owner FID
API Name: Prospect.crm_owner_fid
Salesforce identifier for the prospect owner
City
API Name: Prospect.city
The prospect’s city
Comments
API Name: Prospect.comments
The text of Pardot user comments associated with the prospect
Company
API Name: Prospect.company
The prospect’s company
Country
API Name: Prospect.country
The prospect’s country
Created by First Name
API Name: Prospect.created_by_first_name
First name of the Pardot user who created the prospect
Created by Full Name
API Name: Prospect.created_by_full_name
Full name of the Pardot user who created the prospect
Created by Last Name
API Name: Prospect.created_by_last_name
Last name of the Pardot user who created the prospect
Department
API Name: Prospect.department
The prospect’s department
Email
API Name: Prospect.email
The prospect’s email address
Employees
API Name: Prospect.employees
Number of employees working at the prospect’s company
External ID
API Name: ActorExternalId
Pardot identifier for the prospect.
23
Fax
API Name: Prospect.fax
The prospect’s fax number
First Name
API Name: Prospect.first_name
The prospect’s first name
Full Name
API Name: Prospect.full_name
The prospect’s full name
Grade
API Name: Prospect.grade
The prospect’s Pardot Grade
ID
API Name: ActorId
Salesforce identifier for the prospect’s associated lead or contact record. This
field is used to match Pardot prospects to CRM leads
and contacts.
Industry
API Name: Prospect.industry
The prospect’s industry
Is Do Not Call
API Name: Prospect.is_do_not_call
True or false. Whether the prospect can receive phone calls.
Is Do Not Email
API Name: Prospect.is_do_not_email
True or false. Whether the prospect can receive emails
Job Title
API Name: Prospect.job_title
The prospect’s job title
Last Name
API Name: Prospect.last_name
The prospect’s last name
Name
API Name: ActorName
The prospect’s full name
Opted Out
API Name: Prospect.opted_out
True or false. Whether the prospect has opted out of marketing emails.
Pardot Account ID (external)
API Name: Prospect.pardot_account_id
Pardot identifier for the prospect. This field is used to match Pardot prospects to
CRM leads and contacts.
24
Pardot Activity ID
API Name: ActivityExternalId
Pardot identifier for the activity. This field is used to match Pardot activity to
prospects, leads, and contacts.
Pardot Asset ID
API Name: AssetExternalId
Pardot identifier for the asset a prospect engaged with
Phone
API Name: Prospect.phone
The prospect’s phone number
Prospect Archived
API Name: ProspectIsArchived
True or false. Whether the prospect has been archived
Prospect Assigned Date
API Name: Prospect.assigned_date
Date a prospect was assigned to a user (UTC)
Prospect CRM Last Activity Date
API Name: Prospect.crm_last_activity_date
Date of the prospect’s last recorded interaction with an asset (UTC)
Prospect Created At Date
API Name: Prospect.created_at_date
Date the prospect was created in Pardot
Prospect ID (external)
API Name: Prospect.id
Pardot identifier for the prospect. This field is used to match Pardot prospects to
CRM leads and contacts.
Prospect Job Title
API Name: ProspectJobTitle
The prospect’s job title
Prospect Last Activity Date
API Name: Prospect.last_activity_date
Date of the prospect’s last activity recorded
Prospect Pardot Campaign Id
API Name: ProspectCampaignExternalId
Pardot identifier for the first-touch (Pardot) campaign a prospect is associated
with
Prospect Type
API Name: ActorType
Type of record: Prospect, Lead, or Contact
Prospect Updated At Date
API Name: Prospect.updated_at_date
Date a prospect was last updated
25
Salutation
API Name: Prospect.salutation
The prospect’s preferred title
Score
API Name: Prospect.score
The prospect’s Pardot Score
Source
API Name: Prospect.source
How the prospect was added to Pardot
Source Campaign
API Name: Prospect.source_campaign
The name of the associated Pardot campaign
State
API Name: Prospect.state
The prospect’s state
Tags
API Name: Prospect.tags
Tags associated with the prospect
Territory
API Name: Prospect.territory
The prospect’s territory
Updated by First Name
API Name: Prospect.updated_by_first_name
First name of the Pardot user who last updated the prospect
Updated by Last Name
API Name: Prospect.updated_by_last_name
Last name of the Pardot user who last updated the prospect
Website
API Name: Prospect.website
Website URL associated with the prospect’s company
Years In Business
API Name: Prospect.years_in_business
Number of years the prospect’s company has been in business
Zip
API Name: Prospect.zip
The prospect’s ZIP code
Member Values for Recipes
When using recipes in B2B Marketing Analytics, use these labels and member values
to map your fields.
26
Field Label: Asset Type
Form, “1”
List Email, “2”
Custom Url, “4”
Landing Page, “5”
Form Handler, “6”
Automated Email, “7”
Website Visit, “8”
Priority Page View, “9”
Field Label: Activity Type
Click, “1”, “21”
View, “2”
Success, “4”
Open, “11”
Visit, “20”
Field Label: Asset Activity
Form View, “1 2”
Form Success, “1 4”
List Email Click, “2 1”
List Email Open, “2 11”
File View, “3 2”
Custom Url Click, “4 21”
Landing Page View, “5 2”
Landing Page Success, “5 4”
Form Handler Success, “6 4”
Automated Email Click, “7 1”
Automated Email Open, “7 11”
Website Visit, “8 20”
Priority Page View, “9 2”
Field Label: Prospect Type
Lead, “1”
Contact, “2”
Prospect, “3”
B2B Marketing Analytics Glossary
Familiarize yourself with common Tableau CRM Analytics Studio terminology.
27
Set Up B2B Marketing Analytics B2B Marketing Analytics Glossary
Aggregate
A summary of the data based on a grouping. For example, sum of the amounts or count
of rows of data, as in the initial exploration
state.
App
In Tableau CRM, an app contains dashboards, lenses, and datasets in any combination
that makes sense for sharing your data analysis
with colleagues. Apps are like folders, and let users control sharing and organize
their data projects.
Dashboard
A curated set of charts, metrics, and tables based on the data in one or more
lenses.
Dataset
Contains a set of source data that is formatted and optimized for interactive
exploration.
Dimension
A qualitative value, such as region, product name, or model number.
Filter
You can filter the data to narrow your results. For example, you can show only
opportunities within a certain fiscal year. Filters included
with B2B Marketing Analytics include:
• Date range
• Stage (Opportunity Stage)
• Tags (Pardot Tags)
Group
You can group the data by a specific dimension. For example: group by product name
or account.
Lens
A particular view into a dataset’s data. You use a lens to do exploratory analysis
and visualization.
Measure
A quantitative value, such as revenue or exchange rate. You can do math on
measures, such as calculate the total revenue or minimum
exchange rate.
Template
A framework for analytics apps that comes preset with KPIs and visualizations.
Visualization
A visual representation of data, such as a chart, graph, comparison table, or pivot
table.
The B2B Marketing Analytics app includes prebuilt dashboards to meet the needs of
everyone on the team. Each dashboard features
several widgets that outline or visualize helpful metrics.
B2B Marketing Analytics Datasets
Several datasets become available when you set up B2B Marketing Analytics. In the
B2B Marketing Analytics app, combine and filter
the fields to create helpful metrics that tell you more about your marketing and
sales performance.
28
Set Up B2B Marketing Analytics B2B Marketing Analytics Glossary
EDITIONS
or higher
The B2B Marketing Analytics app includes prebuilt dashboards to meet the needs of
everyone on
the team. Each dashboard features several widgets that outline or visualize helpful
metrics.
Note: Certain terms used in these descriptions can refer to fields in either Pardot
or Salesforce.
• Monetary value is derived from the Value field on a Pardot opportunity. The Value
field
maps to the Amount field on a Salesforce opportunity.
• Cost is derived from the Cost field on a campaign in Pardot. The Cost field on a
Pardot
campaign maps to the Budgeted Cost field in Salesforce when campaigns are
connected.
• Value in the Multi-Touch Attribution and Account-Based Marketing dashboards is
derived
from the Amount field on a Salesforce opportunity.
• Sales Activities in the Account-Based Marketing dashboard include all values from
the
Type field on your Event object.
Marketing Manager Dashboard
The Marketing Manager dashboard offers many widgets and charts. In addition to the
Pipeline Deals and Email Engagement widget
collections, the dashboard includes charts that group and rank campaign and asset
data.
Pipeline Deals Section
The metrics in this section use data from the Opportunity dataset on page 42,
pdOpportunity, which combines data from Pardot and
Salesforce.
Number of opportunities not in N/A Opportunity dataset
Won or Lost stage
Opportunities in Pipeline
Total number of opportunities N/A Opportunity dataset
(center) and the number of
Donut Chart (no label)
opportunities in SQL, Won, and
Lost stages (ring)
Sum of monetary value Opportunity dataset
opportunities
Total value of open
opportunities
Pipeline
Sum of monetary value Opportunity dataset
associated with opportunities in
the Won stage
Total value of opportunities in
the Closed/Won stage
Revenue
(Sum of [Opportunity Close Date Opportunity dataset
- Opportunity Creation Date]) /
Total Closed/Won opportunities
Average close velocity in days,
based on Closed/Won
opportunities
Avg. Conversion to Close
Sum of Value fields, based on Opportunity dataset
campaigns that are associated
with an opportunity
Total revenue associated with
individual campaigns
Revenue by Campaign
29
Set Up B2B Marketing Analytics B2B Marketing Analytics Dashboards
Email Engagement Widget
The metrics in this widget use data from the Email dataset on page 35, pdEmail,
which primarily contains data from Pardot along with
some CRM campaign and user information from Salesforce.
Total Sent Total emails sent Count of sent emails Email dataset
Hard Bounces Total hard bounces Count of hard bounces Email dataset
Unique clicks / Total delivered Email dataset
Delivered is (Sent emails - hard
bounces)
Percentage of prospects who
clicked email links
Unique CTR
Unique HTML opens / Total Email dataset
delivered
Delivered is (Sent emails - hard
bounces)
Percentage of unique HTML
opens compared to the total
delivered emails
Unique Open Rate
Total number of prospects that N/A Email dataset
have clicked the link to
Opt-Outs
unsubscribe or that opted out
of all email communications in
the Email Preference Center
Total number of prospects that N/A Email dataset
reported the email as spam
SPAM Complaints
Other Charts
Revenue by Campaign
Donut chart showing the sum of monetary value of opportunities in the Won stage;
grouped by campaign name. Stage values come
from Salesforce.
Top Forms
Horizontal bar graph showing the top 10 forms based on the number of unique form
submissions. Form data comes from Pardot.
Landing Page Completion
Donut chart showing the top 10 landing pages based on the number of unique landing
page submissions. Landing Page data comes
from Pardot.
Pipeline
The metrics throughout the Pipeline dashboard originate from the Opportunity,
Prospects, and Visitors datasets.
The Lifecycle Snapshot area displays stages in your prospect lifecycle: Visitors,
Prospects, MQLs, SQLs, and Closed Won. The number
between two tiles represents the average number of days for people to move stage to
stage.
After the Pipeline Breakdown section, are three graphs: Source Campaigns, Pipeline
by Company, and Lead Sources. The first two
graphs show the monetary value that is associated with opportunities’ individual
campaigns, companies, and marketing channels. The
Lead Sources graph indicates the count of lead sources.
Pipeline Breakdown Widget
30
The metrics in this widget use data from the Pardot Opportunities dataset, Pardot
Visitors dataset, and Pardot Prospects dataset.
Sum of monetary value Pardot Opportunities dataset
associated with opportunities
Total value of opportunities in
the pipeline
Total Value
not in Closed/Won or
Closed/Lost stage
Count of all opportunities not in Pardot Opportunities dataset
Won or Lost stage
Number of opportunities in the
pipieline
Opportunities in Pipeline
Sum of budgeted cost fields for Pardot Opportunities dataset
selected campaigns
Cost Total cost of selected campaigns
Sum of monetary value Pardot Opportunities dataset
associated with opportunities in
the Closed/Won stage
Revenue Total value of won opportunities
Pardot Visitors, Pardot Prospects
datasets
Percentage of prospects (Prospects / visitors) * 100
compared to total visitors
Visitor Conversion Rate
(Closed/Won opportunities / Pardot Opportunities dataset
Closed opportunities) * 100
Percentage of won
opportunities
Opportunity Win Rate
(Total revenue / Sum of actual Pardot Opportunities dataset
cost fields for campaigns) * 100
Percentage of campaign cost
compared to net revenue
ROI
Engagement
Note: Some values are used in more than one widget.
List Email Engagement Widget and Email Template Widget
Metric descriptions are the same for both tables. The origin for List Email widget
data is the Email dataset on page 35, pdEmail. Email
Template widget data originates in the Email Template dataset on page 37,
pdEmailTemplate.
Metric Label Description Formula
List Emails Sent Total number of emails sent N/A
Total Opens Total number of emails opened N/A
Unique HTML opens / (Sent emails -
bounces) * 100
Percentage of unique opens based on
delivered emails
Unique Open Rate
Total number of prospects who opened the N/A
email
Unique Opens
Percentage of visitors who click links N/A
contained in emails delivered. Delivered
equals sent emails minus bounces.
Total CTR
Percentage of spam complaints received on Spam complaints / sent emails
all emails sent
Spam Rate
31
Sum of prospects that clicked Unsubscribe
+ Prospects who opted out in Email
Preference Center
Total number of prospects that don’t want
to receive marketing email
Opt-Outs
Bounce Rate Percentage of emails that bounced Bounced emails / Sent emails
Unique Clicks Number of unique clicks N/A
Number of emails that didn’t arrive in email Sum of soft bounces and hard bounces
inboxes
Total Bounces
Forms Engagement Widget
The metrics in this widget originate in the Forms and Form Handlers dataset on page
39, pdFormAndHandler, which primarily contains
data from Pardot along with some CRM campaign and user information from Salesforce.
Percentage of how often forms are Form submissions / Total form views
completed
Total Submission Rate
Visitor-to-prospect conversions / Total form
submissions
Form Conversion Rate Percentage of visitors who convert via forms
Total Views Number of form views N/A
Total Submissions Number of forms completed N/A
Form Submissions Number of form submissions N/A
Number of forms submitted via form N/A
handler
Handler Submissions
Landing Page Engagement Widget
The metrics in this widget originate in the Landing Page dataset on page 41,
pdLandingPage, which primarily contains data from Pardot
along with some CRM campaign and user information from Salesforce.
Unique Views Number of unique landing page views N/A
Landing page submissions / Landing page
views
Total Submission Rate Percentage of submitted landing pages
Total Views Number of landing page views N/A
Total Submissions Number of landing page submissions N/A
32
Multi-Touch Attribution
High-level metrics and two charts are available on the Multi-Touch Attribution
dashboard. Choose an Influence Model from the dropdown
to see an attribution breakdown that works for you.
Sum of Revenue values on Multi-Touch Attribution dataset
Closed/Won opportunities
Total revenue for won
opportunities
Revenue
Sum of Revenue values on Multi-Touch Attribution dataset
Closed/Won opportunities,
grouped by the ending month
Total revenue, with monthly
datapoints
Sum of Revenue Share (line
graph)
Sum of Revenue values for all Multi-Touch Attribution dataset
opportunities
Total potential value for all
opportunities
Total Value
Total actual cost associated with Sum of Actual Cost values Multi-Touch Attribution
dataset
selected campaigns
Actual Cost
([Sum of revenue values for all Multi-Touch Attribution dataset
campaigns - Sum of actual cost
Percentage of actual campaign
costs compared to net revenue
ROI
values for all campaigns] / Sum
of actual cost values)
individual Salesforce campaign
Top Salesforce Campaigns
Salesforce campaign type
Revenue Share by Campaign
Type
Account-Based Marketing
The Account-Based Marketing dashboard includes an Account Details table alongside
pipeline, opportunity, and sales activities charts.
Choose an account to filter available widgets, and see the opportunity table update
with historical information associated with the
selected account.
Accounts Details Widget
Sum of Amount values on open ABM Opportunity dataset
opportunities
Sum of monetary value
opportunities
Pipeline Value
Count of open opportunities ABM Opportunity dataset
with an Amount value of more
than $0
Number of open opportunities
associated with the selected
accounts
Open Opportunities
Number of contacts associated Count of contact records ABM Contact dataset
with selected accounts
Contacts
(Sum of Pardot Score values) / ABM Contact dataset
(Count of contacts)
Average Pardot Score among all
contacts
Avg. Engagement Score
33
Number of sales activities for the Count of sales activities ABM Event dataset
selected accounts
Sales Events
Other Charts
Pipeline Value by Account
Horizontal bar graph showing the sum of monetary value associated with
opportunities in the SQL stage
Engagement Score by Account
Horizontal stacked graph showing the average engagement score per account
Sales Events by Account
Horizontal stacked graph showing the number of sales activities
Opportunities: Revenue Win Percentage
Donut chart showing percent of revenue won versus lost. Uses opportunity record
from Salesforce.
Opportunities: Stage Value by Account
Horizontal stacked graph showing the sum of monetary value for each account,
grouped by pipeline stage. Uses opportunity record
from Salesforce.
Opportunities: Table
Table of data associated with selected accounts: account name, opportunity name,
owner name, amount, account industry, and
close date. To open an action menu, click an account, opportunity, or owner name.
Sales Activities: Time Spent on Events
Horizontal bar graph showing the sum of hours that opportunity owners have spent on
activities associated with the selected
accounts
Sales Activities: Number of Sales Events
Donut chart showing the number of activities that opportunity owners have spent on
activities associated with the selected accounts
B2B Marketing Analytics Datasets
EDITIONS
or higher
Several datasets become available when you set up B2B Marketing Analytics. In the
B2B Marketing
Analytics app, combine and filter the fields to create helpful metrics that tell
you more about your
marketing and sales performance.
The tables include label and field text. When you create or edit queries by hand in
Tableau CRM
Analytics Studio, use the value in the field text column.
Note: Dates and times are returned in Coordinated Universal Time (UTC) unless
otherwise
noted.
Pardot Campaign Dataset
The dataset ID of this dataset is pdCampaign. Each row of this dataset represents
an individual
Pardot campaign. Any connected Pardot campaign includes a Campaign ID (CRM) value,
which
corresponds to its Salesforce counterpart. This dataset doesn’t include data from
archived campaigns.
34
Set Up B2B Marketing Analytics B2B Marketing Analytics Datasets
Label Field Description Origin
Date the campaign is created in Pardot
Pardot
Campaign Date campaign_date
Associated Salesforce campaign Salesforce
ID
Campaign ID (CRM) campaign_crm_id
Campaign ID (external) campaign_id Pardot campaign ID Pardot
Total cost of Pardot campaign Pardot
(currency based on account
locale)
Cost cost
Name campaign_name Name of Pardot campaign Pardot
Pardot tags associated with the Pardot
campaign
Tags tags
Pardot Email Dataset
The dataset ID of this dataset is pdEmail. Each row of this dataset represents one
day of statistics for an individual Pardot list email.
List emails associated with a connected campaign include values labeled (CRM),
which correspond to the counterpart Salesforce
campaign. This dataset includes data from active and archived emails. (In demo
orgs, archived emails aren’t included.)
Percentage of total bounces Pardot
compared to emails sent
Bounce Rate bounce_rate
Campaign campaign_name Associated campaign name Pardot
ID
Campaign ID (external) campaign_id Associated Pardot campaign ID Pardot
Percentage of unique link clicks Pardot
compared to unique HTML
opens, totaled by day
Click To Open Ratio click_to_open_rate
Date the email is created in Pardot
Pardot
Created At Date created_at
First and last name of Pardot Pardot
user who created the email
Created By created_by
Salesforce user ID of associated Salesforce
Pardot user who created the
email
Created By - User ID (CRM) created_by_crm_id
Percentage of emails delivered Pardot
compared to emails sent, totaled
by day
Delivery Rate delivery_rate
35
Email ID email_id Pardot email ID Pardot
Percentage of unique HTML Pardot
opens compared to emails
delivered, totaled by day
HTML Open Rate html_open_rate
Name email_name Name of the email Pardot
Percentage of opt outs Pardot
compared to emails delivered,
totaled by day
Opt Out Rate opt_out_rate
Sent On Date sent_at Date the email is sent Pardot
Names of Pardot lists the email Pardot
is sent to
Sent To sent_to
Percentage of spam complaints Pardot
totaled by day
Spam Complaint Rate spam_complaint_rate
Date the email statistics are Pardot
pulled
Stats Date stats_date
Stats ID stats_id Stats ID of the email Pardot
Subject subject Subject line of the email Pardot
Names of Pardot lists the email Pardot
can’t be sent to
Suppressed From suppressed_from
email
Tag tags
Sum of soft-bounced and Pardot
hard-bounced emails, totaled by
day
Total Bounced total_bounced
Number of link clicks, totaled by Pardot
day
Total Clicks total_clicks
Percentage of link clicks Pardot
totaled by day
Total CTR total_ctr
Number of emails delivered, Pardot
totaled by day
Total Delivered delivered
Number of emails that hard Pardot
bounced, totaled by day
Total Hard Bounced hard_bounced
Number of HTML opens, totaled Pardot
by day
Total HTML Opens total_html_opens
36
Number of opt outs, totaled by Pardot
day
Total Opt Outs opt_outs
Number of emails queued, Pardot
totaled by day
Total Queued queued
Number of emails sent, totaled Pardot
by day
Total Sent sent
Number of emails that soft Pardot
Total Soft Bounced soft_bounced
Number of spam complaints, Pardot
totaled by day
Total Spam Complaints spam_complaints
Number of unique link clicks, Pardot
totaled by day
Unique Clicks unique_clicks
Percentage of unique clicks Pardot
totaled by day
Unique CTR unique_ctr
Number of unique HTML opens, Pardot
totaled by day
Unique HTML Opens unique_html_opens
Date the email is last updated in Pardot
Pardot
Updated At Date updated_at
user who edited the email most
recently
Updated By updated_by
Pardot user who edited the
email most recently
Updated By - User ID (CRM) updated_by_crm_id
Pardot Email Template Dataset
The dataset ID of this dataset is pdEmailTemplate. Each row of this dataset
represents one day of statistics for an individual Pardot
email template. Email templates associated with a connected campaign include values
labeled (CRM), which correspond to the counterpart
Salesforce campaign. This dataset includes data from active and archived email
templates.
Note: Email metrics in this dataset are total values based on the emails associated
only with the email template.
Percentage of unique link clicks Pardot
compared to unique HTML
opens, totaled by day
Bounce Rate bounce_rate
37
Name of Pardot campaign Pardot
associated with the email
template
Campaign campaign_name
ID
Campaign ID (external) campaign_id Associated Pardot campaign ID Pardot
Date the email template is Pardot
created in Pardot
Created At Date created_at
Percentage of emails delivered Pardot
compared to emails sent, totaled
by day
Delivery Rate delivery_rate
Email Template ID email_template_id Pardot email template ID Pardot
Percentage of unique HTML Pardot
opens compared to emails
delivered, totaled by day
Open Rate html_open_rate
Name of email template in Pardot
Pardot
Name email_template_name
Percentage of opt outs Pardot
totaled by day
Opt Out Rate opt_out_rate
A name in the Sender field of the Pardot
email template. This field
Sender sender
displays the specified user or
general user name that appears
at the end of the sending
hierarchy, if the name is
available.
Percentage of spam complaints Pardot
totaled by day
Spam Complaint Rate spam_complaint_rate
Date the email template Pardot
statistics are pulled
Stats ID stats_id Stats ID of the email template Pardot
Subject line of the email Pardot
template
Subject subject
email template
Tag tags
38
Sum of soft-bounced and Pardot
hard-bounced emails, totaled by
day
Total Bounces total_bounces
day
Percentage of link clicks Pardot
totaled by day
Total CTR total_ctr
Number of emails delivered, Pardot
totaled by day
Total Delivered total_delivered
Number of emails that hard Pardot
Total Hard Bounced total_hard_bounced
Number of HTML opens, totaled Pardot
by day
Total HTML Opens total_html_opens
Number of opt outs, totaled by Pardot
day
Total Opt Outs opt_outs
Number of emails queued, Pardot
totaled by day
Total Queued queued
Number of emails sent, totaled Pardot
by day
Total Sent sent
Number of emails that soft Pardot
Total Soft Bounced total_soft_bounced
Number of spam complaints, Pardot
totaled by day
Total Spam Complaints spam_complaints
Type of email template: HTML Pardot
or Text
Type type
totaled by day
Percentage of unique clicks Pardot
totaled by day
Unique CTR unique_ctr
Date the email template is last Pardot
updated in Pardot
Updated At Date updated_at
Pardot Form and Form Handler Dataset
The dataset ID of this dataset is pdFormAndHandler. Each row of this dataset
form or form handler. Assets associated with a connected campaign include values
labeled (CRM), which correspond to the counterpart
Salesforce campaign. This dataset includes data from active and archived forms and
form handlers.
39
Form or Form Handler ID asset_id Pardot asset ID Pardot
Campaign ID (CRM) campaign_crm_id Associated Pardot campaign ID Salesforce
Associated Salesforce campaign Pardot
ID
Campaign ID (external) campaign_id
Number of conversions, totaled Pardot
by day
Conversions conversion
Name asset_name Name of Pardot asset Pardot
Date the form and form handler Pardot
statistics are pulled
email
Tags tags
day
Percentage of conversions Pardot
compared to form and form
Total Conversion Rate total_conversion_rate
handler submissions, totaled by
day
Percentage of errors compared Pardot
to form and form handler
submissions, totaled by day
Total Error Rate total_error_rate
Total Errors total_errors Number of errors, totaled by day Pardot
Percentage of submissions Pardot
compared to form and form
handler views, totaled by day
Total Submission Rate total_submission_rate
Number of form and form Pardot
handler submissions, totaled by
day
Total Submissions total_submissions
Number form and form handler Pardot
views, totaled by day
Total Views total_views
Type of asset: Form or Form Pardot
Handler
Type asset_type
totaled by day
Number of unique errors, totaled Pardot
by day
Unique Errors unique_errors
40
Number of unique submissions, Pardot
totaled by day
Unique Submissions unique_submissions
Number of unique views, totaled Pardot
by day
Unique Views unique_views
Pardot Landing Page Dataset
The dataset ID of this dataset is pdLandingPage. Each row of this dataset
landing page. Assets associated with a connected campaign include values labeled
(CRM), which correspond to the counterpart Salesforce
campaign. This dataset includes data from active and archived landing pages.
Campaign ID (CRM) campaign_crm_id Associated Pardot campaign ID Pardot
ID
Campaign ID (external) campaign_id
Associated Salesforce campaign Pardot
ID
Conversions conversion
Date the landing page is created Pardot
in Pardot
Created created_at
user who created the email
Created By created_by
Pardot user who created the
email
Created By - User ID (CRM) created_by_crm_id
Name of the included form, if Pardot
applicable
Form form_name
Unique identifier for the landing Pardot
page
Landing Page ID landing_page_id
Name landing_page_name Name of the landing page Pardot
Short URL short_url Short URL of the landing page Pardot
Date the landing page statistics Pardot
are pulled
Percentage of submissions Pardot
compared to landing page
views, totaled by day. (Hidden)
Submission Rate submissionRate
landing page
Tags tags
41
day
Number of form errors, totaled Pardot
by day
Total Errors total_errors
Number of form and landing Pardot
page submissions, totaled by
day
Total Submissions total_submissions
Number of landing page views, Pardot
totaled by day
Total Views total_views
totaled by day
Number of unique form errors, Pardot
totaled by day
Unique Errors unique_errors
Number of unique submissions, Pardot
totaled by day
Unique Submissions unique_submissions
Number of unique landing page Pardot
views, totaled by day
Unique Views unique_views
Date the landing page is last Pardot
updated
Updated updated_at
user who edited the landing
page most recently
Updated By updated_by
Pardot user who edited the
landing page most recently
Updated By - User ID (CRM) created_by_crm_id
URL url Full URL of the landing page Salesforce
Pardot Opportunity Dataset
The dataset ID of this dataset is pdOpportunity. Each row of this dataset
represents an individual Pardot opportunity. Opportunities
associated with a connected campaign include values labeled (CRM), which correspond
to the counterpart Salesforce campaign. This
dataset includes data from active and archived opportunities.
Account ID the prospect or lead Salesforce
is assigned to
Account ID (CRM) account_crm_id
Name of a Pardot campaign the Pardot
prospect is assigned to
Pardot Campaign campaign_name
42
Date and time the campaign is Pardot
created in Pardot
Campaign Date campaign_date
Campaign cost amount Pardot
associated with the opportunity.
Campaign Cost campaign_cost
Currency based on Pardot
account’s locale setting.
Salesforce ID of opportunity’s Salesforce
associated Pardot campaign
CRM Campaign ID campaign_crm_id
Pardot ID for the opportunity’s Pardot
associated campaign
Pardot Campaign ID campaign_id
Date and time that the Pardot
opportunity is closed
Close Date close_date
Dollar amount of the Pardot
opportunity’s value. Currency
Monetary Value monetary_value
based on Pardot account’s locale
setting.
Date and time the opportunity Pardot
is created in Salesforce
Opportunity Created Date opportunity_date
CRM Opportunity ID opportunity_crm_id Salesforce ID of the opportunity Salesforce
Pardot Opportunity ID opportunity_id Pardot ID of the opportunity Pardot
Status of the opportunity: Open, Salesforce
Won, or Lost
Opportunity Status opportunity_status
Lifecycle stage of the Salesforce
opportunity in Salesforce
Opportunity Stage opportunity_stage
Type of opportunity, from Salesforce
Salesforce
Opportunity Type opportunity_type
Name of the opportunity in Salesforce
Salesforce
Opportunity Name opportunity_name
Percentage of estimated Salesforce
confidence in closing the
opportunity, from Salesforce
Opportunity Probability opportunity_probability
opportunity
Tags tags
Pardot Prospect Dataset
The dataset ID of this dataset is pdProspect. Each row of this dataset represents a
unique Pardot prospect. Prospects associated with
a lead or contact in Salesforce include values labeled (CRM). By default, this
dataset includes data from active and archived prospects.
An admin can edit this option in Pardot Settings.
43
Account Name account_name Prospect’s account name Pardot
Address One address_one Prospect’s address, line one Pardot
Address Two address_two Prospect’s address, line two Pardot
Annual Revenue annual_revenue Annual revenue for prospect’s company Pardot
Indicates whether the prospect record is in the Pardot
recycle bin: True or False
Is Archived is_archived
Assigned Date assigned_date Date and time that prospect is assigned to a user
Pardot
Indicates whether the prospect is assigned to a user: Pardot
true or false
Is Assigned is_assigned
Assigned User First assigned_user_first_name First name of the prospect’s assigned
user Pardot
Name
Assigned User Full assigned_user_full_name First and last name of the prospect’s
assigned user Pardot
Name
Assigned User Last assigned_user_last_name Last name of the prospect’s assigned
user Pardot
Name
City city Prospect’s city Pardot
Comments comments User comments about the prospect Pardot
Company company Prospect’s company name Pardot
Country country Prospect’s country Pardot
Created At Date created_at_date Date and time that prospect is created Pardot
Created by First Name created_by_first_name First name of the user who created the
prospect Pardot
First and last name of the user who created the Pardot
prospect
Created by Full Name created_by_full_name
Created By Last Name created_by_last_name Last name of the user who created the
prospect Pardot
CRM Account ID account_crm_id Salesforce ID for the prospect’s account Salesforce
CRM Contact ID crm_contact_fid Salesforce ID for prospect’s synced contact
Salesforce
Salesforce ID of prospect’s assigned lead or contact Salesforce
record
CRM Lead/Contact ID contact_crm_id
Date and time of last activity in Salesforce on the Salesforce
prospect’s lead or contact record
CRM Last Activity Date crm_last_activity_date
CRM Lead ID crm_lead_fid Salesforce ID for prospect’s synced lead Salesforce
CRM Owner ID crm_owner_fid Salesforce ID for the prospect’s assigned user
Salesforce
Department department Prospect’s department Pardot
44
Email email Prospect’s email address Pardot
Employees employees Number of employees who work at the company Pardot
Fax fax Prospect’s fax number Pardot
First Name first_name Prospect’s first name Pardot
Date and time of first visitor activity. Identified by IP Pardot
address and associated to prospect with email
address.
First Visit Date first_visitor_date
Full Name full_name Prospect’s first and last name Pardot
Pardot Grade grade Prospect’s Pardot Grade Pardot
Industry industry Type of industry for prospect’s company Pardot
Indicates whether prospect has fully opted out of Pardot
phone calls: true or false
Is Do Not Call is_do_not_call
Indicates whether the prospect has opted out of all Pardot
email types: true or false
Is Do Not Email is_do_not_email
Job Title job_title Prospect’s job title Pardot
Date and time that prospect last interacted with a Pardot
marketing asset
Last Activity Date last_activity_date
Last Name last_name Prospect’s last name Pardot
Date and time of most recent visitor activity. Pardot
Identified by different IP address and associated to
prospect with the same email address.
Most Recent Visitor most_recent_visitor_date
Date
Date and time that the prospect is assigned to the Pardot
MQL stage
MQL Date mql_date
Indicates whether the prospect has opted out of Pardot
marketing emails: true or false
Opted Out opted_out
Pardot account ID associated with the B2B Marketing Pardot
Analytics app
Pardot Account ID pardot_account_id
Pardot Visitor ID visitor_id Prospect’s Pardot visitor ID Pardot
Phone phone Prospect’s phone number Pardot
Pardot Prospect ID id Prospect’s Pardot ID Pardot
Salutation salutation Prospect’s preferred title, as a picklist Pardot
Pardot Score score Prospect’s Pardot Score Pardot
Vendor name and source type that indicates Pardot
prospect’s original source. See How a Prospect’s
Source Field Is Populated
Source Campaign source_campaign
45
Source source Campaign associated with prospect’s first touch Pardot
Stage stage Prospect’s stage in Pardot lifecycle Pardot
State state Prospect’s state Pardot
Tags tags Pardot tags associated with the prospect Pardot
Territory territory Prospect’s territory Pardot
Updated At Date updated_at_date Date and time that the prospect was updated Pardot
Updated By First Name updated_by_first_name First name of the user who last updated
the prospect Pardot
Updated By Last Name updated_by_last_name Last name of the user who last updated
the prospect Pardot
Website website URL of the prospect’s company website Pardot
Length of time the prospect’s company has been in Pardot
business
Years In Business years_in_business
Zip zip Prospect’s ZIP code Pardot
The dataset ID of this dataset is pdProspectActivity. Each row of this dataset
represents a unique engagement activity and data
associated with the prospect who performed it.
The fields and labels vary slightly depending on whether you have Object Sync for
Pardot turned on.
• Prospect and Activity Dataset on page 21
• Prospect and Activity Dataset for Object Sync
Note: For emails sent through Engagement Studio, the Pardot Engagement History
dataset includes send data only for engagement
programs that were created after December 14, 2018.
Pardot Tags Dataset
Each row of this dataset represents a unique, assigned Pardot tag. This dataset
includes active tags for campaigns, emails, forms, form
handlers, landing pages, opportunities, and prospects.
Label Field Origin
Name tag_name Pardot
Tag ID tag_id Pardot
Pardot Users Dataset
The ID of this dataset is pdUser. It’s used in app templates with Object Sync for
Pardot only. Each row of this dataset represents one
Pardot user.
46
Label Field Origin
Created At Date created_at Pardot
Email email Pardot
First Name first_name Pardot
Full Name full_name Pardot
Is Archived is_archived Pardot
Job Title job_title Pardot
Last Name last_name Pardot
Updated At Date updated_at Pardot
User ID (external) user_id Pardot
Username username* Pardot
* The username field can contain a Pardot or Salesforce username. If a Salesforce
username is available, it’s shown instead of the Pardot
username.
Pardot Visitor Dataset
The ID of this dataset is pdVisitor. Each row of this dataset represents one day of
statistics for an individual Pardot visitor. This dataset
doesn’t include data from archived visitors.
Label Field Origin
Campaign Name campaign_name Pardot
Campaign ID (CRM) campaign_crm_id Salesforce
Campaign ID (external) campaign_id Pardot
Stage stage Pardot
Stats Date stats_date Pardot
Tags tags Pardot
Visitor Count visitor_count Pardot
Account-Based Marketing Datasets
B2B Marketing Analytics features optional account-based marketing offerings that
come from three datasets. These datasets include
active data only. They exclude data from archived accounts.
Account-Based Marketing Contact
The dataset ID of this optional account-based marketing dataset is pdAbmContact.
Each row of this dataset represents an individual
Salesforce contact.
47
Label Field
Account-Based Marketing Event
The dataset ID of this optional account-based marketing dataset is pdAbmEvent. Each
row of this dataset represents an individual
Salesforce event. This data originates in the Email object and pulls records for
events that have passed. Event types include Call, Email,
Meeting, Prep, and Other.
Label Field
Contact ID WhoId.ID
Contact Name WhoId.Name
Contact Pardot Grade WhoID.pi__grade__c
Contact Title WhoId.Title
Duration DurationInMinutes
Event Account ID AccountId.Id
Owner ID OwnerId.Id
Owner Name OwnerId.Name
Account-Based Marketing Opportunity
The dataset ID of this optional account-based marketing dataset is pdAbmOpp. Each
row of this dataset represents an individual
Salesforce opportunity.
Label Field
Account Industry AccountId.Industry
Account Owner ID AccountId.OwnerId.Id
Amount Amount
Close Date CloseDate
Opportunity Name Name
Owner Name AccountId.OwnerId.Name
48
Multi-Touch Attribution Dataset
The dataset ID of this optional multi-touch attribution dataset is pdMultiAttrib.
Each row of this dataset represents an individual
Salesforce campaign influence record and includes additional campaign, contact,
opportunity, and account field values for context.
Label Field
Account OpportunityId.AccountId.Name
Account Id OpportunityId.AccountId
Campaign CampaignId.Name
Campaign Actual Cost CampaignId.ActualCost
Campaign Budgeted Cost CampaignId.BudgetedCost
Campaign End Date CampaignId.EndDate
Campaign ID CampaignID
Campaign Influence ID Id
Campaign Influence Model ModelId.MasterLabel
Campaign Influence Model ID ModelId
Campaign Start Date CampaignId.StartDate
Contact ContactId.Name
Contact First Name ContactId.FirstName
Contact ID ContactId
Contact Last Name ContactId.LastName
Lead Source ContactId.LeadSource
Opportunity OpportunityId.Name
Opportunity ID OpportunityId
Revenue CimtaGenerated.TotalRevenue
Revenue Share RevenueShare
ROI CimtaGenerated.Roi
Stage Name OpportunityId.StageName
Total Value CimtaGenerated.TotalValue
49

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