Pardot is Salesforce’s B2B marketing automation platform that tracks prospect activities including website visits, email engagement, webinar participation, and event attendance. It filters out low-value system activities.
Event Classes
- Inbound Activity: Prospect engagement and interactions
- Outbound Marketing: Marketing communications
- Disengagement: Unsubscribes and negative engagement
- Operational: System processing
Event Types
(from type_name field, filtered)
- Page View: Website visitor tracking (querymap data)
- Click: Content and email clicks (type 1)
- View: Content consumption (type 2)
- Success: Goal completions (type 4)
- Session: Website session tracking (type 5)
- Sent: Email delivery (type 6)
- Open: Email opens (type 11)
- Unsubscribe Page: Unsubscribe page visits (type 12)
- Bounced: Email bounces (type 13)
- Spam Complaint: Spam reports (type 14)
- Email Preference Page: Preference center visits (type 15)
- Resubscribed: Resubscription actions (type 16)
- Click (Third Party): Third-party clicks (type 17)
- Visit: General visits (type 20)
- Custom URL click: Custom URL clicks (type 21)
- Olark Chat: Chat interactions (type 22)
- Invited to Webinar: Webinar invitations (type 23)
- Attended Webinar: Webinar attendance (type 24)
- Registered for Webinar: Webinar registrations (type 25)
- Social Post Click: Social media clicks (type 26)
- Video View: Video views (type 27)
- Event Registered: Event registrations (type 28)
- Event Checked In: Event check-ins (type 29)
- Video Conversion: Video conversions (type 30)
Technical Details
Source Field Mappings:
- event_type:
type_namefield from visitor_activity table - Activity Filtering: Excludes specific activity types:
- Type 3, 8, 9, 10, 18, 19 (operational/system activities)
Event Class Logic:
IF type IN [12, 13, 14]: // Unsubscribe, Bounce, Spam
event_class = "Disengagement"
ELSE IF type IN [6, 23]: // Sent, Invited to Webinar
event_class = "Outbound Marketing"
ELSE:
event_class = "Inbound Activity"