Overview
B2B marketing automation platform owned by Salesforce (now Salesforce Marketing Cloud Account Engagement). Tracks website visitor behaviour, manages lead scoring, and automates marketing campaigns. Integrates deeply with Salesforce CRM.
Detection Capabilities
- Signature count
- 2
- Detection methods
- network
Performance Impact
Performance Impact
- Requests per page
- 2
Common Mistakes
- 1 Loading the Pardot tracking code before marketing consent, which sets tracking cookies immediately
- 2 Not verifying that the Salesforce DPA explicitly covers Pardot/Marketing Cloud Account Engagement data processing
- 3 Failing to configure the pi_opt_in cookie to respect CMP consent decisions
Compliance Considerations
Sets first-party cookies (visitor_id, pi_opt_in) to track website visitors and link browsing behaviour to Salesforce CRM records. Marketing consent is required for the tracking and lead scoring functionality. Data is processed on Salesforce infrastructure — verify the Salesforce DPA covers Pardot processing.
Related Services
Braze
Med Braze
Customer engagement platform for cross-channel messaging including push notifications, email, in-app messages, and SMS. Collects user behaviour data to power personalised marketing campaigns and customer journey orchestration.
2 detection signatures
Hubspot
Med Hubspot
Inbound marketing, sales, and CRM platform. The tracking code monitors page views, form submissions, and user engagement to power marketing automation, lead scoring, and contact management within the HubSpot CRM.
2 detection signatures
Kit
Med Kit
Email marketing platform designed for creators and small businesses (rebranded from ConvertKit to Kit in October 2024). Provides email automation, landing pages, and subscriber management. Embeds forms and tracking scripts to capture leads and measure email campaign performance.
2 detection signatures
Klaviyo
Med Klaviyo
Email and SMS marketing platform for ecommerce. Collects customer behaviour data, purchase history, and browsing activity to power personalised marketing automation, segmentation, and campaign targeting.
2 detection signatures
Need help governing Pardot?
Our governance diagnostic identifies compliance gaps across your entire tag estate.
Start your Governance Diagnostic