What reporting feature in Pardot helps in understanding the buyer’s journey?

The visitor activity report is an essential tool in Pardot for understanding the buyer's journey as it provides detailed insights into the interactions prospects have with your marketing assets. This report tracks various activities, such as page views, form submissions, and email engagement, creating a comprehensive picture of how a prospect is engaging with your content over time.

By analyzing these activities, marketers can gain valuable insights into the interests and behaviors of prospects at different stages of the sales funnel. This understanding allows for more targeted marketing efforts, as it reveals what content resonates most with specific individuals and can inform strategies to nurture leads effectively through their journey.

Other reporting features, such as page view analysis, primarily focus on individual pages rather than the full scope of interactions across the buyer’s journey. The campaign performance dashboard provides insights into overall campaign effectiveness but lacks the granularity of individual prospect activities. The lead scoring summary offers a view into how leads are scored based on their interactions but does not provide detailed insights on specific activities and interactions that can illustrate the full buyer's journey.