My grandfather used to say, “If you have a talent, use it.”

His sage advice holds for B2B Marketing Analytics: If you have it, use it.

Many companies have B2B Marketing Analytics (B2BMA), but it’s not enabled because they don’t know it exists, or the setup is often challenging. (Setup is the #1 question Salesforce gets about B2BMA.)

B2BMA is a reporting tool that gives you insights into your marketing performance. It’s included in Pardot Plus, Advanced and Premium editions. Check out the Pardot tiers here. (Scroll down and expand “Supercharge your marketing automation”)

Follow the steps below for a breezy B2BMA implementation experience.


Wait, don’t forget about prerequisites to get the most out of your B2BMA app:

• Pardot for Lightning
• Connected Campaigns
• Advanced Campaign Influence
• Engagement History
• Engagement History Custom Report Types

How to Enable B2BMA

Let’s get this B2BMA party started.

First, go to Pardot Settings and jot down your Pardot Account id. (This is how B2BMA connects to your Pardot data.)

Pardot Account ID

While you’re in settings, check your connector user. You can find it when you navigate to Pardot Settings>Connector> connector>Edit Settings.

If you are still using a v1 connector, consider making the upgrade to v2 (b2bmaintegration). Consideration to upgrade to v2 here.

Take note of your connector user because you need to add a license and permission set to this user in the next step.

Salesforce Pardot b2bmaintegratoin

1. Users

The connector user and each marketer need a special license and permission set to access B2BMA.

Go to Setup and in the Quick Find box, type Users. Find your connector user. (If you are using the b2bmarketing integration use, look under the letter “I.”)

A. First, go to Permission set licenses and add “B2B Marketing Analytics” permission to your connector user.
B. Next, add the “B2B Marketing Analytics” Permission Set License Assignments to your connector user.

The order is important: License first. Permission set second.

According to Salesforce B2BMA guru Cara Clanton, the license is like a passport. It gives you the ability to go, but permission a set is like a visa. The permission set states how MUCH you can do. Do you have a work visa, student visa, green card, etc.

Repeat steps A. and B. for each user who needs access.

B2BMA license and permission set

NOTE: Your Pardot may have a different name for these permissions (like Analytics Embedded App) based on the creation date of your Pardot instance, but the concept is the same. If you have the Analytics Embedded App permission set license, you must create custom permission sets. To give managers and users access to apps, make two permission sets and name them Manage Analytics Templated Apps and Use Analytics Templated Apps. More here on page 2.

You have a limit on your B2BMA licenses. Go to Setup>Company Information to see how many licenses you have. Most companies have 5 to 10, or if you have business units, you may have 11 licenses. It depends on your Pardot edition.

B2BMA available licenses

2. Analytics Studio Setup

Did you know that the B2BMA app lives in Salesforce Analytics Studio?

First, check that you have Analytics Studio enabled.

Go to Setup. In the Quick Find box navigate to Analytics>Getting Started. Enable Einstein Analytics.

Salesforce enable einstein analytics

If you’re unsure if you have Einstein Analytics enabled, scroll down to the bottom of the page. If you see “Disable Einstein Analytics” in red, you’re good.

Analytics Studio disable einstein analytics

Next, go into Analytics>Settings to ensure that “Enable Data Sync and Connections” is checked. This setting ensures that the data is regularly refreshing to keep your B2BMA reporting current.

B2BMA Settings enable data sync and connections

3. Analytics Studio – B2BMA

Are you still with me? Great. This is the last step before the analysis-fun begins.

Now let’s create your B2BMA app. Go to the app launcher and select Analytics Studio.

Salesforce analytics studio

Select “Create” on the right.

Analytics Studio main page

Scroll to B2B Marketing Analytics and follow the wizard. It asks for the Pardot Account ID.

There are a few dashboards available out of the box. I recommend selecting everything that’s not greyed out. (You can always come back and change the settings.)

Add your fiscal year start.

Name the app.

4. Error Messages

Ugh. Those pesky error messages! Occasionally, you may get error messages like the following:

B2BMA Error message

This means that you need to give your connector user the necessary access. Read the error message carefully and go to the respective Salesforce object and field to adjust the field security settings.