Infographic: Getting To Know the Pardot Lifecycle Report

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Infographic Pardot Lifecycle Report   •   Training

The Pardot Lifecycle Report is a marketers dream when it comes to reporting because it combines both marketing and sales reports. As long as you have Salesforce configured and being used correctly, then you’ll benefit from some extremely useful statistics. This includes a breakdown of visitor/prospect stage in the funnel, velocity chart showing the average transition time in each stage and you’ll be able to see a list of individual prospects in these stages.

Now, we all know what a marketing qualified lead is. But, what is a Pardot MQL? How does Pardot define a SQL?

Take a look at the infographic we created below to find out what it all means:

Pardot infographic lifecycle report

Text version:

Pardot Terminology Fact Sheet

The Lifecycle Report
The Pardot lifecycle report is incredibly powerful. The definitions below help you to understand this report.

Understanding Pardot
If you’re going to utilise marketing automation and ensure it drives growth for your business, you will need to understand Pardot’s terminology so that you can translate all of the data into meaningful information. This fact sheet is designed to be a quick reference guide that helps you understand what’s going on in your platform.

Terminology Defined

A visitor is an anonymous person who visits your site. Whenever a reference is made to a visitor, it means that you aren’t aware of them yet. The ‘Identified Companies’ section on your dashboard shows the companies that Pardot has recognised based on IP. Tip: Pardot will retain web history for up to a year for all visitors. This means that Pardot can recognise when a visitor checks a page in January and converts in December, for example.

Prospects are people who you have identified and have stored in Pardot. There are three ways a prospect may reveal themselves. The first is when a visitor completes a form on your website and is then converted into a prospect with all of the updated information. The second is to have the prospect information stored in Pardot already, an email is sent to them which they open and subsequently their browser is cookied. The final way a prospect is created is via Salesforce when a lead or contact is created or updated.

Also known as a ‘Marketing Qualified Lead’. In Pardot terms, a MQL is a prospect who would typically be nurtured within Pardot and has consequently been assigned to someone in sales. As soon as the prospect is assigned to a user the MQL status is triggered and reflected in the lifecycle report.

You guessed it… It’s a ‘Sales Qualified Lead’. When a CRM user creates an opportunity and associates it to a lead or contact, this will sync back to Pardot and update the reports to show the prospect becoming a SQL. To put it another way, SQL’s are triggered when a MQL has an opportunity associated to it.

Won Deals
Being able to clearly demonstrate the revenue generated from marketing over a given time period is the nirvana for marketers. Any opportunity that is marked as won in Salesforce will feed back into Pardot and will enable you to attribute marketing campaigns to revenue generated. This helps marketing teams to justify new campaigns, request more budget and clearly identify the most profitable channels.

Need help with Pardot?
We can help you optimise Pardot and unlock its true potential. We help clients with: – Implementing Pardot – Auditing your Pardot account – Custom form and landing page templates – Engagement Studio creation  – Training and support Get in touch with us today by dropping an email to

By |2018-11-26T08:51:16+00:00December 25th, 2017|Training|

About the Author:

Tom is a is a Salesforce Certified Pardot Consultant and has a passion for all things marketing automation. He's written blogs for and, featured in a Pardot e-book and hosted a webinar with Pardot on custom form templates and landing pages.


  1. Rob April 13, 2018 at 9:22 pm - Reply

    Hey Tom,

    I hope this message finds you well. Do you know if there is anyway that these stages can be modified org by org? For example, I use Pardot in the Higher Education Space. The way we have our org set up, Prospects and MQLs are the same since we assign all of our prospects to a user right away. That being said, can you modify these stages at all?


    • Tom Ryan April 14, 2018 at 1:07 pm - Reply

      Hi Rob,

      Thank you for your comment!

      There isn’t currently a way to modify these stages within Pardot. The lifecycle report is an integral part of Pardot and relies heavily on the use of opportunities and contact roles within the Salesforce CRM (this may differ for other CRM’s).

      With regards to your context in the Higher Education space, you could still make good use of the lifecycle report however, like you say, the prospect part is redundant. Therefore, your velocity chart will probably show ‘Prospect to MQL’ time as ’10 seconds’ or something silly but the rest of the velocity chart still works. Same with the lifecycle funnel. You will probably see matching numbers for Prospects and MQL’s but the rest of the funnel will work.

      I’m not aware of any upcoming changes to this, however it’s very possible that in the future Pardot might make this customisable.

      If you need some help working out a way to utilise the report as you are using it now, drop me a message via the contact page and have some conversations about how to acheive your Pardot objectives!

      Best regards,


  2. Aaron Daniel September 10, 2018 at 10:34 pm - Reply

    I have a question in regards to SQLs and New Opportunities on the Lifecycle dashboard. The numbers for a particular time period for SQL and New Opp. is not the same. How is that possible if you are comparing? What’s the difference between SQL and Opportunity, if any?

    • Tom Ryan September 11, 2018 at 7:39 am - Reply

      It depends on the business because you may have several individuals who generate more than 1 opportunity so in this case the SQL could be 1 be the opportunities could be 5. It’s also possible that you might have prospects in the recycle bin too so these will not show up as SQL’s as they’ve been removed.

      To clarify the difference, an SQL is a prospect who has an opportunity associated to them and this relationship is 1-many. An opportunity is its own object and you can create as many as you need but you must make sure you’re updating the ‘Contact Role’ because this is how Pardot works out who the SQL is.

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