Enhancing your marketing efforts to ensure success and bigger ROI is only possible if you have data about the prospect. In fact, the more you know about your prospects the better you can target, engage, and close more deals.

As marketers, it is part of our job to be creative and find new ways to capture more information about our prospects. As such, in this short article, I will tell you how you can capture the conversion page link using Pardot (the B2B marketing automation tool by Salesforce) forms. Let’s do it step by step, shall we?

Step 1 – Create a hidden field

Let’s start by creating a hidden field. This field will be used to capture the conversion page link URL. And fortunately, you can create it in both Pardot Classic and Pardot Lightning.

In Pardot Classic, just navigate to: Admin -> Configure Fields -> Prospect Fields -> Add Custom Field.

In Pardot Lightning, go to Pardot Settings ->  Object Field and Configuration -> Prospect Fields -> Add Custom Field.

Now, pay attention to the following. You need to create this field as a Hidden field so that you can add it to your forms without allowing your prospects to see or edit it. When it comes to sync behavior, you can choose whatever option fits better. I usually recommend the behavior to “Use the most recently updated record”, but it depends on the objectives and sync options you have setup with Salesforce. Alternatively, you can also check the option for the field to save multiple values instead of replacing the existing value with the most recent one. Again, it depends on your strategy and objectives.

2. Add the hidden field to your forms

The second step of this process is for you to add the hidden field to all the forms in which you would like to capture the URL of the page where the conversion occurred. You should start by “informing” the field that it is meant to capture a URL as input.

For that, just edit the hidden form field, go to the advanced tab and paste “get-url” in the CSS Class.3. Add the javascript code to your form

We’re almost done! The final step, here we go! In Look and Feel, navigate to Below form, click on Source button and paste the following code:

<script>
document.querySelector(“.get-url input”).value = window.location.href;
</script>

Bonus Step (just for the winners)

If you followed all the above steps, you are now able to capture the Last Conversion Page URL in which the prospect converts. But what if you could differentiate and understand what was the First Conversion Page URL and the Last Conversion Page URL? That would be pretty useful, wouldn’t it?
If you would like to go down this route you should add another hidden field to your form. This way, you’ll be left with two fields: one to capture the first conversion URL and the other to capture the last one. Now, we already have the field to capture the last conversion URL. So, let’s create the other one!
Let’s put you to the test! Do you already know how to do create a hidden by yourself? If not, just practice a bit more the above three steps. Here, we have just one tiny detail we must pay attention to. So here it goes: on step 2, when you add the form field to your forms, check the option “Maintain the initial value upon subsequent form submissions” to ensure the field captures and remains with the value of the first conversion URL. Bear in mind, this will only work for new prospects and not for the ones that were already converted before you added this field.
I hope this short and rather hands-on approach article has been useful for you! At Stellaxius, we are always eager to help other Pardot users reach their full potential! Feel free to drop us a comment with your thoughts on this and other articles from our Knowledge Centre. Subscribe to our Knowledge Centre to receive more of our posts directly in your email inbox. 🙂