Add the Engagement Metrics Component: See Pardot Campaign Performance [Tutorial]

May 27, 2022
Reporting, Salesforce Ben | The Drip

The Engagement Metrics component in Salesforce displays marketing asset performance, directly within Salesforce Campaigns. Thanks to Connected Campaigns, Pardot customers can sync all activities (engagement) happening with Pardot marketing assets (emails, forms, landing pages etc.). Having key Pardot stats in one interface is a nice capability.

The Engagement Metrics Lightning component is part of the Engagement History collection of Pardot features for the Salesforce interface.

The component needs to be added to Salesforce Campaign Lightning record pages (doesn’t come out of the box). The good news is that you can add the component super quickly and without any code.

Salesforce Engagement Metrics Component: Overview

The Engagement Metrics component in Salesforce displays marketing asset performance, directly within Salesforce Campaigns.

Think of the marketing campaigns you run – it’s likely you’ll use multiple ‘assets’ (emails, landing pages, forms, files, custom redirects (tracked links)). These are created (or hosted) in Pardot, and tied together when building out a campaign in Pardot.

Naturally, you want to record how well each asset resonated, in order to make sensible decisions for future campaigns.

What can you see?

The component will show campaign-level statistics, in a clear grid display, for:

Email Open Rate
Email Click-through Rate
Emails Delivered
Form Submissions
Form Views
Unique Marketing Link Clicks (Custom Redirects)

Plus, translated into clear charts, like this:

Where can you place it?

The Salesforce Lightning Experience gives us Lightning Record Pages. These are component-based page layouts, meaning you drag-and-drop building blocks (vs. building page layouts, which are field by field).

Popular locations to place the component include the ‘Details’ subtab, the sidebar, or a new subtab dedicated to Engagement Metrics.

Your choice will depend on who needs to see the information and how much information is already on your Campaign pages.

Step 1: Edit the Lightning Record Page

PREREQUISITE: before you start, you must have Connected Campaigns enabled.

We are going to edit the Campaign Lightning Record Page.

Go to any campaign. Click on the cog in the top right-hand corner
Click Edit Page.

Step 2: Drag and Drop the Component

There’s a list on the left-hand sidebar called ‘Lightning Components’. Grab Engagement Metrics and drag and drop it onto the page, where ever the green overlay appears – your choice!

Step 3: Add the Metric Types

Now switch your attention to the right-hand sidebar. You may see the message: ‘No metric types are selected’.

When you click to add metrics, you will see the pop-up (shown below). All you need to do is select the metric in the left list, and use the arrows to move it to the right list.

Step 4: Save & Activate

When you save, Salesforce will prompt you to activate the Campaign Record Page.

This is where you can decide who and where this page appears (if you want different components shown by Salesforce app or profile).

Choosing Assign as the Org Default will mean all users with default visibility settings will see this cool new Campaign layout.

Summary

In this guide, I’ve shown you how simple it is to (quite literally) drag and drop your key Pardot statistics on marketing performance into your Salesforce Campaign view (the ultimate cockpit view for marketers).

Before we get ahead of ourselves, let’s take a step back and check our campaigns are set up properly. In my experience, I’ve seen Campaigns are not respected as much as they should be. Taking a look at what campaigns our marketing assets are actually associated within Pardot will give us accurate metrics on the Salesforce side for all our campaigns.

If needs be, invest the time in reassociating Pardot emails, landing pages, forms, files, custom redirects (tracked links) to the correct Connected Campaign on the Pardot side.

With such a great display of statistic, it’s probably worth investing the time – wouldn’t you agree?

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