Use Pardot? Use Wistia? Want to meld them together to execute a media-driven marketing automation strategy the likes of which this world has never seen? You’re in the right place, friend.

With the Wistia and Pardot integration, you can:

Generate new leads from your videos and channels
See how prospects are watching and listening to all the media on your website
Score leads based on media engagement data
Use media and email together in marketing harmony 💕

Sound fun? That’s because it is fun. And it’s easy! This page will give you everything you need to get started and be successful.

Connect the Pardot integration in Wistia

Note

You’ll need to be the Account Owner or a Manager in an account, on a plan with the Pardot integration enabled.

First things first, let’s connect the puzzle pieces. You’ll need:

A Pardot account
A Wistia account with Marketing Automation Integrations

If you have all of that, here’s how to get started:

1. Add your Pardot account in Wistia

First, head to the "Integrations" page in your account settings. In the Marketing Automation tab, select "Pardot." You'll be directed to a new page to start setting up the integration.

Click the blue "Set up" button to open the connection modal. Enter your Pardot Business Unit ID in the field, then click "Connect". Note that your Business Unit ID begins with a zero, not an "O".

In the new window, you'll be prompted to select or sign in to the desired Pardot instance.

Once connected, you'll be directed back to the Integration Details page, where a green "Connected" button will indicate if the integration has been connected successfully.

Connect and you’re halfway set up! Proceed to step 2. 👇

Note

If you're using a Pardot form to collect leads, Pardot does not need to be connected as the Primary integration in order for data to be sent. However, Pardot will need to be connected as the Primary integration when using a Turnstile connected to a Pardot list.

2. Enable the Wistia Connector in Pardot

In your Pardot account, click the "Admin" menu from the side panel, and choose "Connectors." From there, click "Add Connector," and choose "Wistia" under Video Connectors. That’ll bring you to a form quite like this:

Check off the "Show Video Play Heatmaps" box, and then fill in your API Token and Public Token from Wistia. Click "Create Connector" to complete the process in Pardot. Read on for details about what you can do with your newfound powers.

Tip

Looking to create an API token or find your account's Public Token? An Account Owner can access these features from the API Access page in Settings.

Note

To ensure the Wistia - Pardot integration operates as expected and stays healthy, the following scopes will be requested at setup:

pardot_api
refresh_token
offline_access

In addition to these scopes, Wistia will need to be able to interact with the following Pardot objects:

Forms (read)
Lists (read)
Prospects (read/write)
Layout Templates (read)

Collect leads from videos with Pardot forms

You can add forms created in your Pardot account to your Wistia videos. They’ll act exactly the same as Pardot forms, except that they’ll appear in your video like a Turnstile or CTA.

Once the integration is set up, you'll be able to utilize the “Pardot Form” section in the Customize panel. Here, you can choose which form to display in your video (either by selecting it from a drop-down list or typing in the form’s name), when to display it, and add helpful prompt text to encourage viewers to complete your form.

Note

Since Pardot Forms are iframes, Wistia does not have the ability to style the form.

Tip

We don't recommend adding any styling in Pardot, but if you do, be sure to check how the form looks when previewed in the “Pardot Form” Customize section in Wistia. Additionally, we don’t recommend using full page layouts for Pardot forms as they don’t fit well within the Wistia player.

Enable HTTPS for your Pardot form

You’ll notice a message at the bottom of the Customize section that indicates only Pardot forms with HTTPS enabled are available to use in Wistia. If you don’t see your form, ensure that your form’s Tracker Domain has HTTPS enabled in your Pardot account.

To enable HTTPS for your form:

Go to "Admin," then "Domain Management" in your Pardot account.
Choose a domain in the Tracker Domains section and verify that SSL STATUS is "ENABLED" and HTTPS STATUS is "HTTPS."

Follow these steps to enable SSL or use the go.pardot.com domain.
For HTTPS status, click the gear icon in the “Actions” column and select “Default HTTPS.”

3. Then, navigate to the form in Pardot and click “Edit form.” From here, update the form’s Tracker Domain to use a domain with HTTPS enabled.

4. Once done, your form will appear in the dropdown in Wistia. If you have a large number of forms, you can search for your form by its exact name.

Allow viewers to skip

When you add a Pardot form, "Allow viewers to skip" is checked off by default. In order to disable the skip button and require the form, you must have the Form Layout and Thank You Code scripts installed in Pardot. Read the section below for steps to install these scripts.

Automatic Continue Support

By default, Wistia is unable to detect when a Pardot form on a media has been submitted. This means that we’re unable to hide the form and continue playing automatically. However, by adding a couple of small code snippets to a Pardot form, we are able to detect form submissions, close the form, and continue playing.

The first snippet will need to go in your form’s layout in Pardot.

1. From the Marketing menu, click "Forms," then head to "Layout Templates."

2. View a template’s details by clicking on its name.

3. Choose “Edit Layout Template."

4. Copy the code snippet.

<script src="https://fast.wistia.com/assets/external/pardot-form-api.js"></script>

5. On the “Layout” tab, paste the code snippet in the tag.

6. Click “Save.”

7. Ensure the “Layout Template” is selected on your form’s “Look and Feel” tab.

The second snippet will need to go into your form’s Thank You Code in Pardot.

1. Open the Marketing menu, then under "Forms," click "Forms."

2. View a form’s details by clicking the form’s name.

3. After opening your form, click “Edit form.”

4. Edit the form, and choose “Completion Actions.”

5. Open the "Thank You Code" tab and add the following code snippet.

Add Thank You code snippet to Pardot form

Copy and paste this code snippet:

<script src="https://fast.wistia.com/assets/external/pardot-thank-you-api.js"></script>

6. Click the “Confirm & Save” button.

Confirm and Save Thank You code snippet in Pardot form

Collect Pardot prospects with Turnstile

With Turnstile, you can ask people to enter their names and email addresses at any point in your videos. Now that you have Wistia connected to Pardot, that information will automatically create a new Prospect record in your Pardot Account. Woo!

“Hold on, Wistia. What if the person is already an existing visitor in Pardot?” you ask. Good question! In that case, we’ll convert the existing record in Pardot from an anonymous Visitor to a known Prospect. Please note, our marketing integrations go in one direction. This means that Wistia will feed contacts over into Pardot, but that other Pardot form submissions will not feed into Wistia analytics.

Here’s an example Turnstile on one of the videos made here at Wistia HQ:

If that was your video, you’d be generating new leads right this very moment. So go ahead and embed your own video to get started! You can find Turnstile in the Customize panel.

You’ll want to be sure that you’ve selected a list to send Turnstile submissions to. Without a list selected, new prospects will only be identified by email in your Video report in Pardot. Adding a list will ensure that prospects are identified by their name in both your Video report and the selected list.

Note

Turnstiles cannot be added to audio episodes. If you’ve added a Subscribe button to your Channel, new subscribers will still populate in Wistia and in a Pardot list if you’ve selected one for your Subscribe form. If you’re embedding an audio episode individually, you’ll want to make sure that a Pardot form takes a visitor to a page with an audio episode upon submission, or that there is a Pardot form on the same page as your audio episode.

Tip

Here’s a handy blog post about how to use Turnstile most effectively.

Pardot tracking requirements

The table below compares the technical requirements for successful tracking using a Pardot form or Turnstile.

Form selection	Integration set to “Primary” in Wistia	Video embedded on landing page	Pardot tracking code	Wistia script
Pardot form	Not required	Not required	Not required	Required
Turnstile + Pardot list	Required	Not required	Only required if embedding on a Pardot Thank You page	Required

Connect Live Event registration

If you’re using Wistia Live with registration enabled, you can send registrants to your Pardot instance.

On your Event Overview page, under Event info, click "Edit" next to Settings.
From the Settings tab, turn Registration on, then click the "Wistia form" button that appears.
Click "Show advanced options" and choose the "Pardot form” option.
Select a Pardot form from the dropdown menu and save.

Refer to our Live documentation for more information on connecting your Live event to Pardot.

Track video-related events from your website in Pardot

With the Wistia Connector enabled in Pardot, data about how every person watches the videos and listens to the audio on your website will feed directly into your Pardot account.

Know that Email report in Pardot, where you can track the performance of all your email campaigns? Well, now you’ve got a report just like that one, but for all of your embedded Wistia media.

Behold, the Video report:

In the Video report, you can see how your videos are performing across the board and drill down to measure the activity on each one. For each video, you can see every prospect or visitor that watched it:

Then, for each prospect and visitor, you can see a full record of which videos they’ve watched, and even how much of the video they watched, down to the second:

Target your marketing based on prospect video behavior

From the Video report (see above 👆), you can add all the prospects who engaged with a certain video or podcast episode to a list in your Pardot account. You can also give them all tags if you’d like. Or heck, do both!

On a specific video’s page in Pardot (which you can access from the full list in the Video report), click the "Tools" menu on the right:

From there, just choose what you’d like to do with the prospects who watched your video, and let Pardot work its magic.

Use video events in prospect scoring

Want to adjust prospect scores based on media data? Me too. Let’s do this.

First, check out Pardot’s overall guide on setting up Custom Scoring. Now with the Wistia and Pardot integration set up, you’re able to use three specific media-related events to adjust a Prospect’s score:

Video Play: Simply, the person began playing a video or audio.
Video Watched 75%+: The person watched or listened to at least 75% of the video or audio.
Video Conversion: The person entered their contact information into Turnstile on a video.

Score!

Add video to your email campaigns

Email is a great way to nurture leads and stay engaged with your growing audience. Then add a little video or audio to the mix, stir in some tracking and analytics, and baby, you got a stew goin'!

To add a video thumbnail link to an email campaign, just follow this quick process:

Open the video's media page in your Wistia account.
Click "Embed."
In the "Email" tab, select "Pardot" as your email provider.
Adjust the thumbnail image size and choose the URL where you want people to watch the video. It can be the media page in your Wistia account, or anywhere you have it embedded.
Copy the Email Merge Tag from Wistia and paste it into your email in Pardot.
Profit!

Fun fact: When people receive your email and click through to watch the video, their email addresses will automatically pass through to the Wistia stats.

Tip

Learn more about video and email marketing with Wistia.

Troubleshooting

Having trouble? Shoot! Let’s troubleshoot. Here are some common issues, and how to fix them:

I can't find my Business Unit ID in Pardot.

First, log in to Salesforce.
Next, click the gear icon on the top right-hand side of the page.
Select “Setup.”
Finally, search for “Business Unit” in the Quick Find and click on “Business Unit Setup.”

Note

Your Business Unit ID starts with a zero, not an “O“

Salesforce covers this here for reference.

My Wistia video views aren’t tracking in Pardot.

First things first, you'll want to ensure that you've covered all of the tracking requirements. Here are some questions to ask yourself:

Is there a Wistia or Pardot form on my video or page?
Is my Pardot integration set to “Primary” in Wistia?
If I'm embedding on a Pardot Thank You page, does that page have a Pardot tracking code?
Is the Wistia script on my page?

If you've double-checked your setup and you're still stuck, reach out to us and we'll take a look!

I’m only seeing page and video views, no new Prospects or Heatmaps.

If you’re only seeing video views in Pardot, but no other details, this likely means that you have the Wistia Connector enabled in Pardot, but not in Wistia.

In order to collect new Prospects, associate video views with prospects, and see heatmaps and conversions, you’ll need to make sure that the Wistia Connector is enabled within Pardot and that the Pardot integration is set up on the Wistia side. Lastly, in order to collect prospects, don’t forget to have Turnstile or Pardot form enabled on your embedded video!

There are some discrepancies in the registrant data for my Live Event.

If you're using a Pardot registration form, Wistia will not store any registrant data. You can find that info in Pardot! However, please note that we cannot capture or send identifiable attendance data to Pardot. Check out our Registrant Data Flow Comparison chart for a breakdown of what to expect.

If you're using a Wistia registration form connected to a Pardot list, you may just need to re-sync it. From the "Audience" page, click the "Connected" button, then click "Disconnect From List." Connect to your list again. Note that it can take up to 30 minutes for registrants to re-sync.