Question:

How do you get a B2B marketer’s attention?

Answer:

Break their systems.

Google Chrome’s recent announcement to phase out third-party cookies is making a significant impact in the web ecosystem. Read more here.

To be ready, you need to make changes to your website and upgrade your Pardot system or your website tracking won’t work correctly.

Note: Pardot First-Party tracking is in the BETA stage.  This involves rolling the feature out publicly for testing. Read more here.

What happens if I don’t upgrade to Pardot’s first-party tracking?

Because Pardot never had to operate in a first-party context, skipping the changeover procedures to a first-party context has consequences:

  • Your web engagement will be less trustworthy
  • You may have orphaned visitors
  • Visitors may not be created

 

Pardot steps to move to a first-party context

So what do you need to do?

I’m glad that you asked.

1.) Determine how many domains you have (firstbrand.com, secondbrand.com etc.).

If you only have one domain, this will be easy!

 

2) Go to your Pardot account settings and enable First-Party Tracking (you can turn it on and off). Scroll down and Save Account.

The system will automatically “Enable third-party cookies” at this time. Keep this checked to ensure that you create new Pardot visitors correctly during this transition phase. It ensures that the information behind the scenes is tracked properly.

 

Pardot enable first-party tracking

 

3) Make sure that your domains align with your tracker domains.  For first-party tracking to work, the domain of your website and the tracker domain must match.

 

First party tracking grid

 

4) Go to Pardot Settings > Domain Management.  Click the gear and edit the tracker domain.  Set the default campaign.

Pardot - Edit tracker domain

 

5) Add the new tracking code to your website.  Ensure that the appropriate tracking code is used for that specific domain (go.firstbrand.com tracking code is added to the firstbrand.com website).  This is an important step in switching to a first-party context.

The Pardot team added the tracker code generator for your convenience.

 

Pardot First Party Tracking new tracking code

 

6) Keep “Enable 3rd party cookies” checked until you are done with the entire process – this a safety net while getting started (less important if you only have one domain).

 

7) Checking the third box “Disable legacy third-party tracking” means that your site no longer uses third-party tracking.   This will stop accepting analytic requests from the old tracking.

You should only check this when you are finished updating the tracking codes on your website and observe that you’re tracking as expected.

Success!

 

Pardot Assets

If your company has multiple domains and multiple tracker domains, look across the different Pardot assets to ensure that all the files and assets are in the same domain to help avoid any complications.

Changing campaigns

Want to change the campaign on your tracker domain?

No problem.

We understand that you may want a specific campaign tied to track web activity.

For example, you have an annual event and you want website activity tied to it.  In the Domain Management setting, you can override the default campaign and select a different campaign.

One note of caution here. Once you take this step, if you ever want to replace the campaign, it will require you to replace the tracking code.