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Pardot integration

Pardot is a marketing automation / tracking tool to help Crown Commercial Service make better decision on how to improve their website.

The CCS website has basic integration with Pardot, detailed below.

By default visitors in Pardot are anonymous. To convert a visitor to a "prospect" we need to associate them with an email. This is done via:

  • Submits a Pardot form that is in an iframe on your web page
  • Submits a form on your site that’s connected to a Pardot form handler

Setup

Add a Form Handler to Pardot to accept incoming email addresses from form submissions. You need to enable a mode on the form called "Kiosk/Data Entry mode" to support data being sent from the server.

Add the Form Handler submission URL to your .env.local file in the PARDOT_EMAIL_FORM_HANDLER_URL variable.

Example .env.local file (replace the URL with the actual Form Handler submission URL).

# Pardot form URL to submit email address to
PARDOT_EMAIL_FORM_HANDLER_URL='https://go.pardot.com/l/XXX'

Please note Form Handlers provide a robust and flexible way to integrate forms with Pardot, though do not support the Pardot cookie when data is sent from the server (in Kiosk mode) which may reduce tracking / reporting.

Website tracking

In Pardot tracking code is setup on a campaign. To get the tracking code view the campaign and select View Tracking code.

Tracking code has been added to the base template (templates/base.html.twig) and is added just before the closing body tag.

Submitting user's email address from a form

A range of Salesforce Web-to-Case forms exist on the CCS website. To submit the email address to Pardot without full server-side processing of forms we use a small AJAX JavaScript to submit the email address to Pardot.

Include this on the page via including the following JS in your Twig template:

{% block nonblocking_javascript %}
    {{ parent() }}
    <script src="/assets/scripts/pardot.js"></script>
{% endblock %}

Next, you need to assign a custom class name to the form tag and email input field.

  • Form tag: pardot-submit
  • Email input field: pardot-email
  • Any other fields you want to submit: pardot-field

For example:

<form class="pardot-submit" ... >
   <input type="email" name="email" class="pardot-email" ... >
   <input type="text" name="company" class="pardot-field" ... >

On form submission the JS will submit the email address, and any other fields, to the Pardot form handler.

Please note other form fields you submit to Pardot must exist in Pardot with the same name (in the example above the web form field company submits to the Pardot form handler company field).

Pardot cookies

These are detailed here https://help.salesforce.com/articleView?id=pardot_basics_cookies.htm&type=5

At present we have seen this cookie with the use of form handlers:

  • Cookie: visitor_id<accountid>
  • Purpose: Track user in Pardot
  • Lifetime: 10 years