by Sophie Daniline 
Starting out with Pardot for the first time can be daunting, especially if you don’t know the lingo. Therefore, I’ve put together some terms to help get you started.
Here’s some of the key terminology in Pardot that might be different compared to what you are used to on other email platforms:
Term |
What it means |
Other names |
Active prospect |
Prospects with at least one activity is an active Pardot Prospect. These include; form submissions, page visits, or clicking a link. However, it does not include email sends, opens and bounces. | Engaged prospect / engaged contact |
Campaign |
A Pardot campaign tracks a prospect’s first touch. For instance, a campaign is set when that prospect first clicks on a Pardot tracked link, or when Pardot creates a new prospect via an import. | Source |
Connector |
Connectors sync with third-party applications, such as webinar services, social media and Google Ads. As a result, data is passed back and forth between the two applications via the connector. | Integrator |
Custom redirect |
You can track banner ad clicks, links to third-party sites and links on social media using custom redirects. You can also track Google parameters in your Analytics and set specific completion actions in Pardot. | Weblink |
Dynamic list |
You can use dynamic lists for rule-based segmenting. In other words, it automatically collects prospects when they match the set criteria. But, it also removes prospects when they no longer meet the selected rules. | Filter / list filter |
Layout template |
Layout templates are used to format landing pages and forms. They are made up of HTML and CSS code, that sit behind your form or landing page, defining its design and layout elements, for example the colours of labels. | Design template |
Mailable prospect |
Mailable prospects are prospects you can target with your marketing communications, because they have not become unmailable. | Active subscriber |
Unmailable prospect |
An unmailable prospect is someone you can’t email from Pardot. Either because they opted out of emails, were opted out on import, had a hard bounce or five soft bounces. | Unsubscribed / bounced |
Visitor |
A visitor is an anonymous or known website user who has visited your Pardot-tracked assets, for instance a landing page. Anonymous visitors become prospects when they are associated with an email address, for example by filling out a Pardot form. | Anonymous user |
What’s next?
That will give you a head start, but if you need more, you can find a full glossary here.
If you’re new to Pardot, make sure you follow our guide on setting up your first email campaign.