How to build a custom report for the Pardot Account Score in Salesforce

So far in our series on Pardot’s Account Score, we have covered:

How to map your total and average Pardot Account Score into Salesforce
How to make the Pardot Account Score fields visible in Salesforce

The final blog in this series covers building a custom report for your Pardot Account Score to understand your highest engaged accounts and their related contacts. By the end of this blog, your report should look like something like the below:


Step 1: Create a custom report in Salesforce

To get you started, you will need to put your Administrator head back on as you will create a so-called custom report in Salesforce.

Click on Setup in the top right corner. From here, enter ‘reports’ in the Quick Find Box and click on Report Types. Click Continue.

On the next screen, click on ‘New Custom Report Type’:

On the next page complete all the details as per below:

Primary Object: Accounts
Report Type Label: Accounts with Pardot Account Score
Report Type Name: Completes automatically
Description: Account and Contact data including individual, total and average Pardot Score.
Store in Category: Other Reports
Deployment Status: Deployed
● Click Next

You might wonder at this stage why we are creating a custom report as there is a standard report Accounts & Contacts in Salesforce. The standard report does not provide access to all fields needed for this exercise.

On the next screen you will see Accounts as a Primary Object and identify to which object you’d want to relate it to (Contact):

To keep us flexible, we will choose that the Account record may or may not have a related B record. Click Save. You have just created your Report Type for the Account Pardot Score report. Now, let’s build the actual report.

Step 2: Build our Account Score report

Click on the 9 dots in the top left corner and type in ‘Reports’. Then click Reports

On the next screen, click ‘New Report’ in the top right corner underneath your main menu:

Choose your Report Type by clicking on ‘Other Reports’ and then ‘Accounts with Pardot Account Score’:

Build your Total Pardot Account Score Report broken down by the related Contacts:

Find the respective fields needed under the ‘Add column field’ and then drag them into the Groups.

● Group Rows by
○ Account Name
○ Total Pardot Account Score
○ Full Name

● Leave in Column
○ Pardot Score - Summarise by Sum

As for the Filters, you might need to play with them according to your needs. In my use case I’ve applied the following filters:

  • All Accounts
  • All Time
  • Total Pardot Account Score: Greater than 200 (I’ve chosen this number as it was the number which made the most sense for this use case to find Accounts with a higher number of related contacts & maturity)
  • Account Name: Excluding our own Account

Then you click on ‘Save & Run’ in the top right corner underneath the menu:

To name and save your report in a folder:


Your report should then look like this. I’d also recommend disabling the Row Counts & Subtotals on the bottom to have it cleaner.

To add a graph to it, you can use the following chart properties:

● Display As: Column
● Chart Title: Accounts with Total Pardot
● X-Axis: Total Pardot Account
Score & Account Name
● Y-Axis: Sum of Pardot Score
● Show Values
● Legend Position: Right

Et voila, here’s your Account with Total Pardot Score report:

As a variation, you could stack the graph by individual Score. Change your field outline as follows:

● Group Rows by
○ Account Name
○ Full Name
○ Pardot Score

● Leave in Column
○ Total Pardot Account Score - summarised by Sum

Change your chart properties as displayed below:

● Display As: Stacked Column
● Chart Title: Accounts with Total Pardot
● X-Axis: Account Name
● Y-Axis: Sum of Total Pardot Account Score
● Stack by: Pardot Score

And your graph should look something like the below:

If you do remember, we did not only create the Total Pardot Account Score but also the Average Pardot Account Score. You can build the same reports for the Avg Pardot Account Score by following the above steps.

And that’s a wrap. Thank you for stopping by. If you do have any feedback or would like to get in touch, please contact us

Author Bio:

Claudia Hoops

Senior Marketing Automation Consultant

Being exposed to different tools, Claudia has developed a special interest and passion for Marketing Automation and Salesforce' Pardot. At Destined, she is now helping clients to drive sales growth within their businesses through Pardot strategy consulting and training.

Recent Posts

International Women’s Day

International Women’s Day International Women’s Day is an opportunity to celebrate successes women are achieving in the workplace. To mark International Women’s Day 2022, we asked our women in tech what they most [...]