What does Pardot's scoring system evaluate?

Pardot's scoring system primarily evaluates the engagement level of prospects with your marketing efforts. It assigns points based on various interactions, such as email opens, link clicks, website visits, and form submissions. This scoring reflects how actively a prospect is engaging with your content and brand, allowing you to prioritize leads based on their demonstrated interest and likelihood to convert.

Understanding engagement is crucial because higher scores indicate a greater level of interest, making it easier for marketing and sales teams to focus their efforts on the most promising leads. In contrast, other factors such as the age, geographical location, or financial status of prospects do not directly contribute to the scoring model in Pardot. These attributes may provide valuable insights about your audience, but they are not part of the engagement-focused scoring system designed to gauge potential customer behavior.