"How Do I Set Up Website Tracking in Pardot to Monitor Our Visitors?"

Would you like to place the Pardot tracking code on your website? We'll show you how to implement this important feature effectively.

Understanding the Pardot Tracking Code

The Pardot tracking code is a JavaScript snippet that serves as the foundation for visitor tracking on your website. When implemented, this code creates a unique identifier for each visitor and tracks their journey across your web pages. The tracking code enables Pardot to:

• Track page views
• Identify returning visitors
• Monitor form submissions
• Record file access

Pardot uses a tracking code that enables visitor tracking across your website. This tracking code is tied to a specific campaign and domain, allowing you to monitor visitor activities effectively.

Implementation Steps

Let's walk through the process of implementing Pardot tracking on your website step by step.

Getting Your Tracking Code

Set up first-party tracking before implementing the tracking code to enhance reliability and ensure compliance.

1. Enable First-Party Tracking
   1. Navigate to Pardot Settings → Edit
   2. Locate and enable the first-party tracking checkbox
2. Set Up Tracker Domains
   1. For each website or subdomain you want to track, create a tracker domain. Navigate to Pardot Settings → Domain Management → Tracker Domains → Add Tracker Domain
   2. Ensure tracker domains align with your website name Example: For www.company.com, use domains like go.company.com or www2.company.com
   3. Select a dedicate Website Tracking campaign. If you don't have one yet, create the campaign accordingly and return to this step.
3. Create the DNS entry
   
   1. To create a DNS entry, you need to go to the website that manages your domain or talk to your IT department
   2. Once done, click validate
   3. Enable HTTPS
4. Generate the Tracking Code
   
   1. Scroll to the Tracking Code Generator
   2. Select your desired domain
   3. Optionally override the default campaign
   4. Copy the generated code

Placing the Code

Insert the tracking code in the HTML of your website, ideally just before the closing </body> tag. For optimal tracking:

• Place the code on every page you want to track
• Ensure the code loads after other essential scripts
• Verify there are no conflicts with existing scripts

Verification Process

After implementation, verify your tracking setup:

1. Wait 15 minutes for the tracking to activate
2. Visit your website in an incognito/private browsing window
3. Return to Pardot and check the "Visitors" page
4. Confirm your test visit appears in the tracking log

Troubleshooting Common Issues

While Pardot tracking setup is straightforward, you might encounter some challenges along the way.

Implementation Problems

1. Tracking Code Not Firing
   1. Verify the code is properly placed in your HTML
   2. Check for JavaScript errors in the browser console
   3. Ensure no ad blockers are interfering
2. Duplicate Tracking
   1. Look for multiple instances of the tracking code
   2. Check for conflicts with other marketing automation tools
   3. Verify campaign parameter settings
3. Missing Data
   1. Confirm all pages include the tracking code
   2. Check for proper code implementation across subdomains
   3. Verify your domain settings in Pardot

Best Practices and Tips

To ensure your tracking implementation remains effective and reliable, follow these recommended guidelines and best practices.

Optimal Configuration

1. Domain Configuration
   1. Whitelist all domains where tracking will be implemented
   2. Set up proper cross-domain tracking for multiple domains
   3. Configure cookie settings appropriately
2. Performance Optimization
   1. Implement asynchronous loading when possible
   2. Minimize script conflicts with other tracking tools
   3. Regular monitoring of tracking performance
3. Security Considerations
   1. Use HTTPS for secure data transmission
   2. Regularly review tracking permissions
   3. Monitor for unusual tracking patterns

Maintenance Tips

• Regularly verify tracking functionality
• Update tracking codes when making website changes
• Monitor tracking logs for potential issues
• Keep documentation of custom tracking implementations

Making the Most of Your Tracking Data

To maximize the value of your tracking implementation:

• Set up custom page actions for important conversions
• Create automation rules based on visitor behavior
• Use tracking data to inform your scoring models
• Regular review of visitor patterns to optimize content

Need expert guidance with your Pardot tracking setup? Our team of certified Pardot consultants is ready to help you maximize your marketing automation potential. Get in touch with us today.