This blog was written before Pardot was renamed to Marketing Cloud Account Engagement. You can read more about the name change and what it means here.
UTM variables are incredibly useful for marketing attribution. They tell us which of our prospects came from particular marketing activities, such as LinkedIn ads, for example. When it comes to tracking UTM variables and passing these into Pardot, forms embedded in a Pardot iframe can cause some issues, as there is a lack of connection between the external page that the form sits on (i.e. on a WordPress web page) and the Pardot form within the iframe.
Step 1: Custom fields
Before we can track any field values, we first need to create the custom fields. For standard UTM tracking, you will want to create the following fields, exactly as shown:
Once these are created, you can add them to your forms. These will each need to be added as a hidden field with the text type that is not required.
If you would like to track any other field values, create these in the same format; spaces should be formatted as underscores, and all lowercase letters.
Step 2: Below-form code
Step 3: Landing page code
An example of how this code would look in its entirety on a landing page is shown below:
If you have more than one iframe form on a page, it is crucial that you give each iframe a new ID. An example of the full landing page code for an iframe with the ID of newsletter_form’ is shown below:
And that’s it! You have just successfully set up custom UTM tracking on a Pardot iframe.
For information about tracking conversions from Pardot forms in iframes within Google Analytics too (another common issue for Pardot users), you can visit our full guide to Pardot form tracking using Google Tag Manager.
If this all sounds a bit too technical for you and you’d prefer to have an expert assist you, feel free to send us a message. We can liaise with your web developer to ensure all of your Pardot form tracking is set up correctly.