How does Pardot identify and track visitor activities on a website?

Pardot identifies and tracks visitor activities on a website primarily through tracking cookies. When a visitor arrives on a site that uses Pardot, a tracking cookie is placed in their browser. This cookie allows Pardot to monitor and record various interactions the visitor has with the website, such as pages viewed, forms submitted, and other engagement metrics over time. By relying on tracking cookies, Pardot is able to associate these activities with specific visitors and provide marketers with insights into their behavior, preferences, and interests.

The use of tracking cookies is crucial because it enables Pardot to maintain a continuous record of a visitor's journey without requiring any action on the part of the visitor for every interaction. This information is fundamental for segmentation, scoring, and nurturing leads effectively throughout the marketing funnel.