Mastering Custom Reports in Salesforce Account Engagement (formerly Pardot): A How-To Guide6 minute read

Creating custom report types and building reports for enhanced marketing insights in Salesforce Account Engagement (formerly Pardot) can significantly drive better decision making. In a recent tutorial, Sarah, IMG’s Director of Marketing Automation, walks you through the process step-by-step.

Step 1: Create a Custom Report Type

1. To start, ensure you have admin privileges as creating a custom report type requires them.
2. Access Report Types:
   1. Log into your Salesforce org.
   2. Click the gear icon in the upper right corner.
   3. Type “Report Types” in the search bar and select it.
3. Create a New Custom Report Type:
   1. Click “New Custom Report Type.”
   2. For the primary object, select “Campaigns” since Account Engagement (AE) and Salesforce interact via campaigns.
4. Define Your Report Type:
   1. Label: Name the report something descriptive that explains what the report is for.
   2. Description: Add a detailed description to clarify the purpose of the report.
   3. Deployment: Select “Deployed” and click “Next.”
5. Define Your Report Type:
   1. Choose the next object to relate to based on what you want to report on. Common objects include:
      i. List Emails: A list of emails you’ve sent
   2. Marketing Forms: Forms or form handlers
   3. Marketing Links: Clickable links in an email
   4. Landing Pages: Pages with forms are considered landing pages in AE
6. For this demo, we’ll use “List Emails.”
7. Hit “Save” to finalize your custom report type.

Step 2: Build Your Report

1. Access the Reports Tab:
   1. Navigate to the App Launcher and open Reports.
   2. Navigate again to the Reports tab.
   3. Click “New Report.”
2. Select the Custom Report Type:
   1. Scroll down to “All” or “Campaigns.”
   2. Select your custom report type and click “Start Report.”
3. Configure Report Filters
   1. Change the filter from “My Active Reports” to “All Reports.”
   2. Adjust the time frame filter from “Current FQ” (Fiscal Quarter) to “All Time.”
4. Customize Your Report:
   1. Group your rows or add columns with specific data you want to see, such as the email subject line.
   2. When customization is complete, click “Run” or “Save & Run” if you plan to reuse the report.
5. Naming and Saving:
   1. If you change the API name, use underscores instead of spaces in the naming convention.
   2. Select the correct folder like “Public Reports” to define who can access the report within your organization.

Step 3: Export and Review

Your report is now ready to view. You can export it to CSV and add it to dashboards.

By following these steps, you’ll have a powerful custom report that can be used to analyze your marketing effectively.

Need Assistance?

IMG is here to help with all your Salesforce and Account Engagement projects and inquiries. Whether you need detailed reporting or other marketing automation support, reach out to us for expert guidance.