Pardot and Salesforce Integration

Getting the integration between Pardot and Salesforce right is one of the most important and challenging aspects of making the most out of Pardot.

Getting the integration between Pardot and Salesforce right is one of the most important and challenging aspects of making the most out of Pardot.

Pardot and Salesforce hold data in two separate databases, but sync with each other every few minutes. We want to ensure that this process happens seamlessly, however it’s very common for the connector to not have been set up correctly in the first place, meaning that data is not syncing correctly, or as desired.

We’ve got lots of experience in helping customers troubleshoot issues with the Salesforce connector, particularly with some of these points below:

Sync Errors

Pardot and Salesforce Sync Errors are caused by Pardot being unable to update or create a Lead or Contact in Salesforce. This is typically due to data validation rules in Salesforce, such as Pardot attempting to save a record which is missing required fields, or saving a record with a field value which does not match the permitted list in Salesforce. Alternatively, sync errors can also be caused by issues with the Connector User’s permissions, or by process issues in Salesforce, for example automations such as flows, process builder or triggers being unable to run when Salesforce attempts to save the record.

The list below from the Salesforce Knowledgebase shows the most common sync errors. The knowledgebase does include instructions on how to debug these errors, but if you would like help from our Certified Pardot Consultant team, feel free to get in touch.

  • Duplicate value found: unknown duplicates value on record with id:
  • Insufficient access: insufficient access rights on object id:
  • Custom Validation Exception: field must be populated
  • Tasks cannot be owned by/assigned to queues
  • Unable to execute update statement
  • Deduplication matching rule conflict: You’re creating or editing a duplicate record
  • Invalid picklist value: bad value for restricted picklist field:
  • Invalid ID: Record Type ID: id value of incorrect type
  • Invalid field length: Field is too long - max length is
  • Field Integrity Exception: There’s a problem with this country/state, even though it may appear correct
  • Uniqueness error with prospect. Consider merging
  • Cannot execute flow trigger: The record couldn’t be saved because it failed to trigger a flow. A flow trigger failed to execute the flow with
  • Operation with invalid user type: Operation not valid for this user type
  • Owner ID: id value of incorrect type:

Lots of Prospects in the CRM Sync Queue Problems

”My Sync Queue is full of prospects, what does this mean?”

When a prospect is identified as requiring a Salesforce sync, it will enter the CRM Sync Queue. If you notice that there are lots of prospects in the sync queue, the first thing to do is to come back an hour later. If you still notice a high volume of prospects, there could be an issue with your CRM connector, or automated processes in Salesforce or Pardot which are queuing prospects for sync unnecessarily. Get in touch and we can help with troubleshooting your issues.

Custom field mapping to leads / contacts

“I can’t segment my database by Salesforce fields or add Salesforce fields to Pardot forms”

”Any updates to my fields in Pardot are always overwritten by Salesforce”

We can help with matching Pardot and Salesforce fields, setting them up to sync correctly, and importantly, working with you to define the logic of which system is the master for each record, or whether you’d prefer to use bi-directional sync to keep the most recently updated value.

Salesforce & Pardot campaigns

”How do I track the performance of my campaigns, and in which system should I do this?”

The concept of Campaigns is fundamental to being able to track your Return on Marketing Investment with Pardot, and demonstrate the value your team and your Marketing Automation strategy is adding to the bottom line of the business.

However it’s important to understand the difference between Salesforce and Pardot campaigns, and how to set them up correctly. Pardot Campaigns are used to track the first touchpoint of prospects with your Marketing initiatives, whereas Salesforce campaigns are used to track the multiple touches along the buying journey (and beyond!).

We can advise on best practice for using Pardot and Salesforce campaigns, and even how to use the new Connected Campaigns functionality to keep both types of campaigns in sync and reduce de-duplication of effort in campaign management.

Database synchronisation issues

”My Pardot prospects aren’t visible in Salesforce”

”Some of my leads and contacts are not synced to Pardot”

These are perhaps the most common issues we assist with in terms of the Salesforce connection to Pardot. As a summary, Pardot prospects are only synced to Salesforce when they are qualified, by assigning them to a user. Salesforce records are only synced to Pardot when the connector is automatically set up to create them. However, your existing database may also need a manual sync to match the two systems if this hasn’t been done in the past. Get in touch if you need help to diagnose issues with prospect syncing.

User sync

Having your users correctly set up in Pardot is a vital step in ensuring that your system is optimised. Without it, you may have issues with:

  • Logging in correctly
  • Assigning prospects
  • Seeing the assignment status of your prospects
  • Sending emails on behalf of your Sales team
  • Notifying or creating tasks for Sales
  • Sending tracked Salesperson emails in Salesforce
  • Seeing Pardot information on Lead and Contact records in Salesforce

We can advise on best practice in user management and help you sync your users correctly.

Business Units

We can help with setting up Pardot Business Units, which enables you to partition your Pardot prospects and assets so that they are only available to be used by certain teams or geographies.