Mistakes were made: how best to use wait periods in Pardot Engagement Studio
- March 22, 2024
- Engagement Studio, Pardot Geeks
Not too long ago I made a rookie mistake with an Engagement Studio that I had built in Account Engagement (Pardot).
In this Engagement Studio, a series of emails were being sent. After each email send, a listen step was in place to look for actions taken by the recipient. Each of these actions would increase a Scoring Category.
Once I completed the set up and felt comfortable with how the flow would run, I turned it on. I made a mental note to go back and check on it in a couple days.
I didn’t take advantage of the test function. I thought, I’ve been doing this for a while, it’s not a necessary step. But if I had used it, my mistake would have been caught at the beginning.
A couple days pass so I go back to check on the Engagement Studio. Immediately I noticed something odd: 0% on every Yes path. I was not expecting to see big numbers here, but 0% on every Yes path was a red flag.
It took only a moment to realize what I had done: the wait period for each email was set on the sending of each email, not the evaluation step. Each email would send and then prospects immediately ran through the evaluation step and stood waiting for the next email send.
I clicked into each email and found a list of prospects who had at least opened the email. No one received points in the scoring category associated with the email. Each email had two listen steps: Opened the email and clicked a link in the email. A quick review found that prospects had taken both actions, and needed the necessary points for each action.
Engagement Studio is great. But it wasn’t built to manage someone’s poor planning. So there was no “quick and easy” fix… only “tedious and time-consuming.”
I fixed the issue that was causing the scoring mishap. Now I needed to fix the scoring for prospects who already went through. Fixing the issue meant following these steps:
- Create tags for each email and each form being evaluated (i.e. Clicked Link in Email 1, Completed form from Email 1)
- Find each email related to the Engagement Studio
- Narrow down the dates to the date the ES began and the last date the ES ran before the fix was implemented (Account Engagement Reports > Emails > Templates > Published Email Templates > Select Email > View Report > Date Range > Custom)
- Open the “Unique Clicks” link
- Select all prospects and at the bottom, use Table Actions and “Add Tag” then either write the tag name or select it if already created. Then apply tag.
- Follow this step for all emails. The same can be done for forms.
- Create a new Engagement Studio. Use the seed lists from the original Engagement Studio.
- Create Evaluate steps for each email and form. (ex: Prospect Tag is Clicked Link in Email 1)
- Down the Yes path, click Adjust Score > Scoring Category > Select Scoring Category > by + > Save
- Follow this step for each email and form. Go in order from the beginning to the end.
This will ensure that the prospects who were supposed to get scored in the previous Engagement Studio, will get the scores they should have.
Pardot Geeks Blog Article
This Pardot article written by: Ben LaMothe
Original Pardot Article: https://pardotgeeks.com/2024/03/pardot-scoring-mistake-engagement-studio/
Find more great Pardot articles at https://pardotgeeks.com/author/blamothe/
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