Alert
The Pardot-built Wistia integration no longer tracks and updates video plays and percentage watched. You must connect the new Wistia-built Pardot integration to sync leads and video engagement data.
See this guide to learn how to update your integration and resume syncing video engagement data in Pardot.
With the Wistia and Pardot integration, you can:
Generate new leads from your videos, webinars, and channels
See how prospects are engaging with content on your website
Score leads and trigger automation workflows using viewing engagement data
Use video and email together in marketing harmony.
Connect the Pardot integration in Wistia
Note
You must be an Account Owner or Manager in Wistia to connect the Pardot integration.
To connect the integration, you'll need:
A Pardot account
A Wistia account with Marketing Automation Integrations
Head to the "Integrations" page in your Wistia account settings and select the Pardot integration. You'll be directed to a new page to start setting up the integration.
Click the blue "Connect" button to open the connection modal. Select the data you want Wistia to send to your Pardot account, then click “Connect.”
You’ll be prompted to sign in to your desired Pardot instance and select your Pardot Business Unit ID.
Note
To ensure the Wistia - Pardot integration operates as expected and stays healthy, the following scopes will be requested at setup:
pardot_api
api
refresh_token
offline_access
In addition to these scopes, Wistia requires access to the following Pardot objects:
Forms (read)
Lists (read)
List memberships (create)
Prospects (read/write)
Custom fields (read/create)
Visitors (read)
External activities (create)
Layout Templates (read)
To set up engagement activities, Wistia also requires access to the following Salesforce objects:
PardotTenant (read)
MarketingAppExtension (read/create)
MarketingAppExtActivity (read/create)
MarketingAppExtAssignment (read/create)
Once connected, you'll be directed back to the Integration Details page, where a green "Connected" button will indicate whether the integration has been successfully connected.
Connected Pardot before April 2026?
Disconnect and reconnect the integration from the Integrations page. Reconnecting grants a new Salesforce permission that Wistia needs to send video activity to your prospects' activity timeline. Your existing field syncing keeps working either way, but activity syncing only starts after you reconnect.
During setup, keep "Engagement activities" turned on to send video activities to Pardot. If you turn it off, the integration still connects and updates prospect fields, but no activities appear on the prospect timeline.
Collect Pardot prospects with Wistia Forms
Note
If you're using a Pardot form to collect leads, Pardot does not need to be the primary integration for data to sync. However, Pardot must be set as the primary integration when using a Wistia Form connected to a Pardot list.
With Wistia Forms, 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 Pardot record 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 a screenshot of an example Wistia Form:
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 Wistia Forms in Customize.
You’ll want to be sure that you’ve selected a list to send Wistia Form 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
Wistia Forms 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 Wistia Forms most effectively.
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 Wistia Form or CTA.
Note
Pardot forms currently serve only as a lead-capture sync. To sync Wistia video engagement data to Pardot, you’ll need to use a Wistia Form.
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 cannot 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 indicating that only Pardot forms with HTTPS enabled are available 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.comdomain.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 cannot detect when a Pardot form on a video 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 can 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.
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.
Pardot tracking requirements
The table below compares the technical requirements for successful tracking using a Pardot form or Wistia Form.
Alert
The Pardot-built Wistia integration no longer tracks and updates video plays and percentage watched. You must connect the new Wistia-built Pardot integration to sync leads and video engagement data.
See this guide to learn how to update your integration and resume syncing video engagement data in Pardot.
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 |
Wistia Form + Pardot list | Required | Not required | Required | Required |
Note
To sync Wistia video engagement data to Pardot, you must use a Wistia Form. Engagement data cannot be synced when using a Pardot form.
Video engagement only syncs from pages that include your Pardot tracking code. Pardot doesn't load the tracking script automatically, so add it to every page where your video is embedded.
Connect webinar registration
If you’re using Wistia Webinars with registration enabled, you can send registrants to your Pardot instance.
On your Webinar Overview page, under Webinar info, click "Edit" next to Settings.
From the Settings section, 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 webinar documentation for more information on connecting your webinar to Pardot.
See video engagement in Pardot
Wistia sends engagement to Pardot in two ways:
Prospect fields hold the most recent state: last video watched, last video watched date, and percent watched. Each new view replaces the last.
Activities record every interaction on the prospect's timeline: Video played, Watched 25%, 50%, 75%, and 100%. Each one shows as
<video name> - <media ID>.
Use Activities to build segmentation rules, trigger automations (for example, "watched 50% → send follow-up"), and score prospects on engagement across several videos.
Note
Activities are only created for viewers Wistia can identify by email, through a Wistia Form, or the Player API email attribute. Anonymous views, and views from before the viewer was identified, don't appear in Pardot.
Target your marketing based on prospect video behavior
Use Wistia video activities to group prospects by how they engage with your videos. In Pardot, create a dynamic list or segmentation rule using the Wistia activity you care about, for example, "Watched 75%" for a specific video, and choose the video by its name and media ID. You can then:
Add those prospects to a list or nurture program
Tag them for follow-up
Trigger an automation, like sending a follow-up email to anyone who watched at least half of a product demo
For a simpler "current state" filter, you can also segment on the Wistia prospect fields: last video watched, last video watched date, or percent watched. These fields only hold a prospect's most recent view.
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.
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, make sure you've covered all the tracking requirements. Here are some questions to ask yourself:
Is there a Wistia Form on my video?
Is my Pardot integration set to “Primary” in Wistia?
Does the page my video is embedded on have my 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!
There are some discrepancies in the registrant data for my webinar.
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.
My Business Unit dropdown is empty during setup.
Wistia pulls your Account Engagement Business Units from Salesforce. If none show, the Salesforce user you signed in with can't see a Business Unit. In Salesforce, go to Setup → Quick Find → "Business Unit Setup" and confirm the Business Unit exists and your user has access, or ask your Salesforce admin. Then reconnect.
I get an error about external activities (Marketing App objects) during setup.
Your Salesforce org may not support the Marketing App Extensions that activity syncing needs. Some Account Engagement editions, like Growth, don't. Either enable Marketing App Extensions for your Account Engagement org and try again, or reconnect with "Engagement activities" turned off. Prospect fields still sync, but timeline activities won't.
My prospects are known in Pardot, but their video views still aren't showing up.
Pardot recognizing a visitor (from page visits or emails) doesn't identify them to Wistia. Make sure the viewer is identified through a Wistia Form on the video or the Player API email attribute, and that you reconnected with External activity support on.
My video is an iframe embed.
For iframe embeds, the Wistia player script (E-v1.js or player.js) also needs to load on the page itself, outside the iframe.
The setup instructions ask for a Wistia API token.
Those are the old Pardot-built connector instructions. Connect from Wistia's Integrations page instead: sign in to Salesforce and select your Business Unit. No API token is needed.
Your problem isn’t covered there? 👆
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