The Pardot website already has a glossary with definitions for the important Pardot terms.  Being familiar with these terms will help you differentiate between a “Grade” and a “Score”.  I’m taking the Glossary one step further and adding some animated GIFs alongside the definition of the term.  Perhaps this will be especially useful for all the visual learners out there.


active prospect

Active Prospect

Active prospects are prospects that have had at least one activity (any activity besides an email send, email open, email bounce, or opportunity). For a full list of available prospect activities, see the Prospect Activity Glossary.

Automation Rule

Automation rules allow you to perform certain marketing and sales actions based on criteria that you specify. Similar to segmentation rules, completion actions and prospect table actions, automation rules have unique functionality and are best used in certain scenarios. If you are unsure which action to use, review our Prospect Actions comparison table.

first touch

Campaign (Pardot)

Pardot campaigns are thematic touchpoints (similar to “source” in other systems). Pardot campaigns are used to track a prospect’s first touch. A prospect’s Pardot campaign is set when a prospect first hits a Pardot tracked link or Pardot tracking code.

Once a prospect becomes associated with a campaign, they remain associated with that campaign. Each prospect is associated with only one Pardot campaign. You can change prospects’ Pardot campaign.










Campaign (Salesforce)
Salesforce defines campaigns as such:

A campaign is an outbound marketing project that you want to plan, manage, and track within Salesforce. It can be a direct mail program, seminar, print advertisement, email, or other type of marketing initiative. You can organize campaigns into hierarchies for easy analysis of related marketing tactics.

pardot connector








Connectors allow Pardot accounts to sync with third party applications such as a CRM system or Google AdWords. Data can be passed back and forth between the two applications allowing a user to manage many formerly disparate marketing channels from within Pardot interface.

custom redirect

Custom Redirect
Pardot’s custom redirects allow you to track any link on your website or a third party site (for example, a link your Twitter page, a banner ad on a third party site, etc.).

pardot dashboard

The Dashboard is the first thing you’ll see when you log in to Pardot. From here, you can get a high-level overview of your notifications, active prospects, and more.


Dynamic Content
Using Pardot’s advanced dynamic content, you can display certain HTML content on your website or Pardot forms, landing pages, layout templates, and emails based on a prospect’s score, grade, or field value for default fields or custom fields. As people match the criteria set for your dynamic content, a variation of content will display where you embed the generated code on your website or email.

Dynamic List
Dynamic lists are rule-based lists of prospects that automatically update as prospect data changes. You can’t add or remove prospects manually — instead, you set up list rules and Pardot automatically adds matching prospects and deletes them when they no longer match.


Email Preference Center Page
An Email Preference Center page is a page that allows your prospects to subscribe and unsubscribe from your public lists.

Email Template
Email templates allow you to create text and HTML email designs and store them for future use. Email templates are like blueprints for your emails — they are reusable and can be used for drip programs, autoresponders, one-to-one emails, and list emails.

Form Handler
Form handlers allow you to manage forms yourself and post the data to Pardot. This allows you to completely customize your form’s look and feel and still use Pardot to track the form submissions.

Not to be confused with Scores, Grades are based on explicit information about the prospect (industry, title, company size, and so on) and indicates how interested or engaged your company should be with that prospect. These criteria can be edited in the Pardot profile associated with a prospect. When you choose to match or not match these criteria in a prospect record, the grade will be increased or decreased by the amount set by each criterion in the profile associated with the prospect.

Landing Pages
A landing page is a specific web page that a visitor typically reaches after clicking a link or advertisement. This page generally displays content that is specific to the advertisement, search keyword, or link clicked. Simply driving visitors directly to your home page can be an ineffective method of converting prospects, because they aren’t presented with tailored content. A landing page presents a streamlined path designed to elicit a specific action by the visitor.

Layout Template
A layout template controls how elements managed by Pardot are displayed on web pages. Layout Templates are used for landing pages, forms, and site search results.

Mailable prospects are prospects that can receive emails through Pardot (they have not unsubscribed, had a hard bounce or 5 soft bounces, and were not manually opted out by a user).
red prospect’s profile.

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