What is Pardot? What is Engagement History in Salesforce in 2023?

Pardot is a software as a service (SaaS) marketing automation platform by SalesForce offering email automation, targeted email campaigns, and lead management for B2B sales and marketing organizations. Pardot automates common marketing tasks, including tracking customer behaviors and creating digital marketing campaigns.

Pardot automates common marketing tasks, including:
1) Tracking customer behaviors
2) Creating digital marketing campaigns
3) Webform management
4) Website tracking
5) Search engine optimization (SEO)
6) Social marketing
7) Landing page marketing
8) Creating reports to track performance
9) Lead generation
10) Personalization of landing page content for the current viewer

Engagement History

Engagement History is a generic term for a collection of fields, related lists, and other Lightning components that make it possible to show valuable prospect engagement data on your most used records. Engagement History features display Pardot engagement data on connected Salesforce records.

Don't forget to check out: How Salesforce Pardot AI Boosts Email Engagement? | Learn Here

How to add an Engagement History in Salesforce Org

Click the Gear Icon and then Click the Setup button from the dropdown
Click on Object Manager
Select the Object (Account, Contact, Lead, Campaign, etc) to which you want to add the Engagement History
Related list
After Selecting the Object to go to the Page Layout of that Object
Add the Engagement History to the Related List

This is what it Looks like on Front End

Now our Next Step is to Enable the Pardot in our Salesforce Org

From Marketing Setup, under Pardot Setup Home, click Assign Admin
Name your business unit and assign your Pardot admin. If you’re working with multiple business units, we recommend setting up one business unit at a time
Save your changes. After you save, Pardot sends the Pardot admin an email to start the setup process for their business unit
From Marketing Setup under Pardot Setup Home, turn on Pardot in your Salesforce org to make the Pardot Lightning app available only to your Pardot admins
After you complete the provisioning and admin assignment, contact your Pardot admin to make sure they received the email to set up their assigned business unit. Work closely with your Pardot admin to complete key Pardot setup tasks, such as setting up Salesforce User Sync

Configure and Unpause the Salesforce-Pardot Connector in Pardot (Connector v2):

Version 2 of the Salesforce-Pardot connector is created in a paused state. A Pardot admin must configure the connector and unpause it to begin syncing data.

Open the Salesforce Connector Page:

In Pardot, select Admin and then select Connectors. Click the gear icon next to the Salesforce connector, and select Edit
In the Lightning app, select Pardot Settings and then Connectors. Click the gear icon next to the Salesforce connector, and select Edit Settings
Review your connector settings
To begin syncing, click the gear icon, and select Unpause

Object Sync for Pardot:

Now we are all set, now log in to Pardot and Experience its Features.

Sync Salesforce Campaign with Pardot Campaign:

Go to Connectors in Pardot and click the gear icon in front of the salesforce connector, then click on edit settings.
and then go to Campaign And check the required Checkbox.

Prospects in Pardot:

Any Record in Salesforce whether it is Account, Contact, Lead, etc is considered a Prospect, and their engagement with any other record and data is known as Prospects Activity.

All of these prospects are related to the Campaign in Pardot which is in Sync with Salesforce Campaign.

Automations:

Automation is used for doing the process automatically. In this, we have an Engagement Studio, where we defined our all Logic and according to that logic, it works. Like Sending Emails, and performing many Tasks. Basically, it's a Flow of Pardot.

Pardot Email:

In this Section, we can create our Email Templates. There are lots of sample email Templates provided in the Pardot Email Templates. We can use these Templates According to Our Requirements.
or We can Create a New Template from Scratch for that you need to have a good knowledge of Html. It can work in three Parts:

Building.
Testing.
Sending.

and Building works in Four Parts:

Editor.
HTML.
Preview.
Text.

Check out another amazing blog by Mohit here: Some Questions and Answers on Salesforce Pardot API

Content:

In this Part, all the content of Pardot Has Occurred Like Forms, Form Handlers, Landing Pages, Layout Templates, etc

Pardot Reports:

In this Section, the Report of Overall Pardot Engagement Data has been shown.
Like Campaigns, Marketing Assets, Emails, Connected Apps, etc.

Pardot Settings:

In this Section, we can manage Our Pardot Account

Pardot Campaigns:

In this Tab, the campaigns of Pardot have been created or Synced with Salesforce Campaign.

Now it's time to understand how the Engagement History Works Under Pardot. So, in Pardot we create Forms, Form Handlers, Landing Pages, Emails, Marketing Links, etc. So, whenever a User fills these Forms, their record has been created under the Pardot as prospects and their Engagement with Forms Occurs inside the Prospects Activities

Example: Suppose we create a Form in Pardot And share its Link with Someone (Account, Contact, Lead)
so, whenever a user fills that form, the record of its name will create in Pardot under Prospect Section.
or we can also get a full report of that form. Like how many times a user has opened a form, how many times a user submit a form, how many times a user click on the links etc

Engagement History of Lead Account Before Filling the Form:

Fill out The Form Now:

Engagement History of Lead Record After Filling the Form:

So we can clearly see that the Data of Form has been Occoured inside the Engagement History, or these records Also get Created in Pardot:

And the Engage data has been shown in the Prospect Activities of that Prospect. Sometimes the data of the prospect has not Synced with salesforce properly. In that case, you have to click the button which is provided in the Prospect SYNC With CRM. Also, all the Related Activities of an object, Opportunities, Event, etc of this Prospect Also occurs in The Prospect Activities Section

How to Count the Number of Form Submissions, Views, Link Clicked, Average Score of Form Submission, & Count of Landing pages?

So All this Data has been Shown Inside The Campaign Related List And Detailed Section because all these Prospects, Forms, Email, etc works for a particular Campaign of Pardot which is synced with the Salesforce campaign.
We can Add All the related Lists and Detailed Items in the Campaign from the Campaign Page Layouts. And We Can Also Add Engagement Metrics, Engagement History Dashboard from Lightning App Page.

Detailed Page :

Engagement History DashBoard:

Related Lists :

In These Sections, you can clearly see your Engagement history with Pardot and How many times a form got viewed, submitted, etc, or you can also check which record the user fills the which form by clicking the name of a Form.