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Export Attendee Engagement Data from Zuddl to Pardot for an Event in Zuddl

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The Zuddl-Pardot integration lets you send registrant data (registration and event activities) from Zuddl to Pardot by leveraging segmentation lists and external activities. It allows you to create individual lists for users performing different activities and utilize the External activities in Pardot to pass on all event activities.

This integration lets you segment users by their activity. Registrants are passed to specific Pardot segmentation lists based on their activity in your Zuddl event. You can also utilize Pardot external activities instead of segmentation lists to view registrant data at a prospect level.


The following sections explain the installation steps:


The following permissions are required for integration:


To install the Pardot app:

  1. Go to the integration listing page and click View details for Pardot.
  2. Inside the integration page, click Install app. This initiates the installation.

    Install App.png

  3. In the Select authentication dropdown, click New authentication.

    New Auth.png

  4. Next, in the Create a new authentication page, enter the following:
    1. Your authentication name: A unique identifier for your authentication

      Salesforce environment: Select Production for Salesforce production account.  

      Pardot environment: Select Production for Pardot production account.  

      Business unit ID: Your 18-character business unit Id (starts with ‘0Uv’).

      Environment Selection.png

      1. To find your business unit Id, go to Setup > Account engagement > Business unit setup.

        Note: Alternatively, you can go to Marketing Setup > Setup for Marketing Automation > Business Unit Setup.

        BU Setup.png

        On the Prospect Field Mapping page, map the Zuddl standard fields to the corresponding Pardot fields. The mandatory fields namely, First NameLast Name, and Email are auto-mapped to their respective counterparts in Pardot.

        The Pardot fields are auto-populated from your account.

        The mandatory fields are required to create a lead in case the registrant email ID is not found in your Pardot instance. You can also map the below optional fields that we capture at the time of registration:

    2. Ip City
    3. Ip Country
    4. UTM Source
    5. UTM Medium
    6. UTM Campaign
    7. UTM Term
    8. UTM Content
    9. UTM Id

      Field Mapping.png

  5. Click Finish. This completes the installation of the Pardot app. After installation, the next step is to set up an event-level configuration.

Add External Activities

To capture activity details at a prospect level, external activities must be enabled in your Pardot instance. To create the external activities extension:

  1. Go to your Pardot homepage > Marketing Setup.
  2. Search for Marketing App Extensions and click New.
  3. In the form, add ‘Zuddl_Event_Activities’ as Extension Name.

    New Marketing App.png

  4. Select the Active in Automation checkbox and click Save. This creates a new external activity extension. The newly created external activity appears in the list of external activities.

    Now, inside the new external activity, under Related, click New on the Business Unit Assignments card.

    Select the Business Unit Name specified at the time of installation.

    Select BU.png

    Click New on the Activity Types card.

    In the New Activity Type form, enter the Activity Name. The Activity Name must be an exact match of the keywords shown inside the ‘Exact Activity Name’ column of the 'Activity-value Table' below:

    The table above also describes the Activity Names and their associated activities that are captured.

    New Activity Type.png

    Select the Active in Automations checkbox and click Save.

    This step must be repeated for all 9 activity types.

    Activity List.png

    1. All Zuddl activities performed by a registrant appear under external activities section as shown below:

      External Activity.png

    2. The table above also describes the Activity Names and their associated activities that are captured.

Understanding the activity format

The Zuddl Activities that appears in the External Activities follows the below format:

Activity_type: External_activity_name: value

As seen in the screenshot above, the Activity_type for Zuddl is always “Zuddl Event Activities”. The detailed list of external activity names and their respective values are shown in the Activity-Value table shown in the above section. An example activity entry is as follows:

Zuddl Event Activities: Registered: Acme events Global Summit

Character limitation

The character limit for describing the event/webinar activities in Pardot is 100 characters. Descriptions above 100 characters appear as truncated entries. So if you are searching for specific entries in the External Activities table, do account for any truncated entries as well.Event-level integration

Event-level Integration

When a user registers for your Zuddl event/webinar or is invited from the People’s menu, the integration checks if there already exists a prospect in Pardot with the same email address. If it does not exist in your Pardot instance, the integration creates a prospect automatically in Pardot.

Depending on the options enabled in your Pardot instance, the integration either adds registrants automatically to appropriate segmentation lists based on their activity or the activities of each registrant are recorded individually at a prospect level and shown under the External Activity section inside the prospect detail view.

Event-level integration step is mandatory for every event/webinar that requires this integration.

  1. On the common dashboard, click on Home and create a new event/webinar.
  2. Inside the event/webinar setup dashboard, click on Integration.
  3. On the Pardot card, click the Customize link. This initiates the data flow set up to export registrants from Zuddl to Pardot.

    Export Section.png

  4. Toggle on the Pardot integration. This enables all the integration settings.

One-time Sync .png

The event-level integration is split into:

    1. Campaign Id
    2. Add to list
    3. External activities
    4. Custom fields

These steps are explained in the below sections

Campaign ID

A campaign Id indicates the source of prospects captured in your Pardot instance. All existing campaign names in your Pardot instance are listed as dropdown options. Your campaign selection entirely depends on your marketing communication strategy. You can either choose a campaign commonly used for capturing prospects coming from all Zuddl events/webinar or create a new one specifically for your Zuddl events/webinar.

After selecting a campaign, click Save.

Campaign ID.png

Add to list

There are two ways of capturing Zuddl event/webinar activities; using Segmentation lists or External activities. Under the Add to list tab, the integration lets you add registrants to Pardot segmentation lists based on their activity.

You can use Segmentation list if you don’t wish to use External activities (available in Pardot Plus edition and above).

If you wish to use segmentation list, you must have them already created to link it with Zuddl.

  1. Under the Add to list tab, select the Activity type from the following list:

  2. Under Target list ID, add the appropriate Pardot Segmentation list where you wish to receive the registrants. The list Id can be obtained from the URL. To copy the segmentation list Id:
    1. Go to HomeMarketing > Segmentation.
    2. Click the required Segmentation List from the list


    3. On the Segmentation list details page, copy the 4-digit numeral code from the URL.
    4. Paste the Segmentation List Id for a Zuddl activity.

      Activity Mapping.png

    5. Click Save. This establishes a data flow from Zuddl to Pardot.
    6. Optional. Click +Add field to map add more activity-to-list mapping to Target list ID in the same way.

You can also delete a mapping by clicking on the bin icon.

Now, when the registration begins, registrant details are passed to Pardot segmentation list based on the activities they do in your Zuddl event.

Select external activities

You can select the event activities which you can receive under External activities in Pardot.

External activity needs to be enabled in your Pardot instance.

  1. Under External activities tab, toggle on the Zuddl activities that you wish to see inside External activities in Pardot. Based on your selection, Zuddl sends the activity information to your Pardot instance.

    External Activity.png

By default, no external activities are selected.

Map Custom fields

If you have custom fields in your registration form you can map them to a suitable field in Pardot.

Custom Field Creation.png

To map a custom field

  1. Under the Custom fields tab, select a Zuddl field and map it against its Pardot counterpart.
  2. Click the + Add field button to add more fields.
  3. Click Save. This saves your custom field mapping. This will map the custom fields which are shown under the Custom fields section inside the prospect detail view.

    While mapping custom fields, ensure that the compatible data types are selected

    Custom Field Mapping.png

  4. Optional. If your event registration has started and you wish to sync the registrations that were created in Zuddl before the integration was set up, you can click the Sync button on top next to the integration toggle.

    This is a one-time option to sync already existing data for your event. Once used, this option does not show up again.

    One-time Sync.png

The activity Registered and Attended are passed on to Pardot in real-time. However, the other activities are only passed one hour after the event’s end time.

The integration allows passing the following fields for all registration at the program member-level apart from registration fields

  • Ticket type: The name of the ticket tier created in Zuddl for ticketed event.
  • UTM Parameters: Urchin Tracking Module data(UTM Source, UTM Medium, UTM Campaign, UTM Term, UTM Content, and UTM Id)
  • Ip data (Ip City and Ip Country): Ip details
  • Attendee Type: This fields is useful for onsite events to distinguish between Virtual and In-person attendance.


  1. Ensure that both Zuddl and Pardot object fields have compatible data types. If fields with incorrect data types are mapped, there could be a loss in data.
  2. Once the integration is turned on, the integration status changes to Active on the Export section as shown below:

    Active Status.png

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