How to Use the Natural Search Report in Pardot to Understand Your Buyers
Posted: Sun Dec 22, 2024 10:29 am
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.
The Natural Search report in Pardot looks fairly phone number cambodia basic when you first access it. Compared to an in-depth analytics tool like Google Analytics, this report only touches the tip of the iceberg in terms of understanding how prospects find and behave on your site when coming from natural search.
However, there are insights in the Natural Search report in Pardot that you won’t find in external website analytics tools.
How is the Natural Search Report in Pardot Different?
First, let’s consider that software like Google Analytics gives you a holistic overview of how many of your website users are visiting your site from organic search.
Accessing the Acquisition > Channels report in Google Analytics allows you to see the total number of unique visitors and page views that came from searches on Google, Bing and other search engines. For all sources except Google, you can dig into the keywords that brought these visitors to your site.
It also gives you visibility of how visitors from this channel source behave on site; how long they stay for and how many pages they view on average.
Importantly, Google Analytics tells you how many total goal conversions happened as a result of users visiting your website via natural search (termed organic search within Google Analytics).
As far as lead capture detail goes though, that’s as much as you get - a total figure that indicates how many people have converted on your website but not a whole lot more about who, specifically, these people are.
That’s where the Pardot Natural Search report comes in.
Linking Known Prospects With Their Initial Marketing Source
When you navigate to Reports > Connected Apps > Natural Search, you will access the dashboard for the Natural Search report in Pardot.
Similarly to Google Analytics, the first and second columns here tell you how many people have visited your site via natural search and which keywords they used to get there.
What’s exciting though, is when you continue to browse the columns to the right of Unique Searches’.
The Natural Search report in Pardot looks fairly phone number cambodia basic when you first access it. Compared to an in-depth analytics tool like Google Analytics, this report only touches the tip of the iceberg in terms of understanding how prospects find and behave on your site when coming from natural search.
However, there are insights in the Natural Search report in Pardot that you won’t find in external website analytics tools.
How is the Natural Search Report in Pardot Different?
First, let’s consider that software like Google Analytics gives you a holistic overview of how many of your website users are visiting your site from organic search.
Accessing the Acquisition > Channels report in Google Analytics allows you to see the total number of unique visitors and page views that came from searches on Google, Bing and other search engines. For all sources except Google, you can dig into the keywords that brought these visitors to your site.
It also gives you visibility of how visitors from this channel source behave on site; how long they stay for and how many pages they view on average.
Importantly, Google Analytics tells you how many total goal conversions happened as a result of users visiting your website via natural search (termed organic search within Google Analytics).
As far as lead capture detail goes though, that’s as much as you get - a total figure that indicates how many people have converted on your website but not a whole lot more about who, specifically, these people are.
That’s where the Pardot Natural Search report comes in.
Linking Known Prospects With Their Initial Marketing Source
When you navigate to Reports > Connected Apps > Natural Search, you will access the dashboard for the Natural Search report in Pardot.
Similarly to Google Analytics, the first and second columns here tell you how many people have visited your site via natural search and which keywords they used to get there.
What’s exciting though, is when you continue to browse the columns to the right of Unique Searches’.