Tracking Google Analytics conversions through Pardot forms and landing pages

In our Google Analytics series we’ve covered connecting Google Analytics to Pardot and adding the Google Analytics tracking code to Pardot form and landing page page layouts. 

Google Analytics can now see the Pardot assets but it will not track conversions until conversion code is added. 

To track conversion you will need to:

  • Add the tracking code to the nominated Pardot layout template [link]
  • Build a thank you webpage that the Pardot form and/or Pardot landing page will redirect too. This can be a separate Pardot landing page or a page created on your website. An example URL could be
  • Create a Goal in Google Analytics that includes information similar to the screenshot below

  • Create your goal conversion code with account number and goal URL (i.e.
  • Update the Pardot form by:
  1. Adding the Goal Conversion Code in the thank you code on the Pardot form
  2. Updating the redirect URL

Note, goal conversion code will look similar to this:

This Salesforce help knowledge article provides further information about tracking Google Analytics conversions in Pardot.

This solution works well for tracking Pardot form conversions on Pardot landing pages however it can register 404 links in Google Analytics if your Pardot form is on an external webpage (outside of Pardot). 

To find out how to track Pardot iframe form conversions when located on a webpage click here for our next blog in the Google Analytics series.

Recent Posts

Using Pardot and Sales Cloud for your COVID Visitor Registration tool

If you are a Pardot and Sales Cloud customer we have created an easy solution that you can set up to start tracking visitor and staff activity, allowing you to quickly generate reports. . This can also help you build out your marketing database at the same time if you have visitors on site.

Pardot Customers Need to Prepare for Changes to Pardot Only Logins

In June 2020 a message was sent to Pardot Users to that as of February 2021, the ability to use Pardot only logins to access Pardot will be retired.

Building a custom report for the Pardot Account Score 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.