This guide outlines methods to set up Form Handlers and Automation in Pardot to create standardized lead management workflows triggered from Formulayt form submissions.
Master Form Handler Setup
The basic setup requires one master Pardot Form Handler that receives all leads. This Master Form Handler can execute Completion Actions that should trigger for every lead, such as:
Add to static tag
Add to static list
Notify Assigned User
For dynamic or custom completion actions, you can use the methods described below.
Ways to Trigger Actions in Pardot
There are two practical ways to trigger Completion Actions in Pardot:
Form Re-posts
Automation Rules
Setting Up Form Re-posts
Form re-posting allows submissions from one Form Handler to be sent to another. Follow these steps:
Create a Hidden Field called "success_location"
Set Pre-Population Source to "Gate editor" and click "Configure"
Set the field Label to "Repost to Form Handler (URL)" or similar
Close the popup and Create the field
Publish your configuration changes (Push to Live)
In Pardot, ensure the Master Form Handler has "Enable data forwarding to the success location" checked
Ensure any Form Handler you are re-posting to does NOT have "Enable data forwarding to the success location" checked (to prevent re-posting loops)
Configuring a Gate to Re-post:
In Pardot, copy the Endpoint URL from the Form Handler you wish to repost to (always use the HTTPS URL)
Paste this URL into your gate in the Misc tab in the "Repost to Form Handler (URL)" field
When the gate is submitted, Pardot will forward the submission data from the Master Form Handler to your re-post Form Handler
Triggering Actions from Fields
Actions can also be triggered from field changes using Automation Rules:
Create a new automation rule based on a Prospect field equaling or containing a specific value
Choose any field received in Pardot as the trigger
Example use cases:
Trigger based on a specific gate using GateID (use "Contains" clause for specificity)
Use a hidden field like SFDC Campaign ID to trigger adding users to a Salesforce campaign
Rule Repetition Note:
If you don't tick "Repeat Rule," the action triggers only once
If you tick "Repeat Rule," it will re-run every day (or configured interval) as long as the field value remains
To prevent continuous triggering, add a completion action to change the evaluated field's value (e.g., to "Cleared By Automation Rule")
The minimum automation rule re-run time is 24 hours; for faster repeating actions, form repost works better
Typical Lead Management Actions
AutoResponders
Can use Form Re-post or Automation Rule
Automation Rules run once per 24-hour period and may not be immediate
For a generic solution, send the email template name in a hidden field and set up an Automation Rule per template
Assigning to a Salesforce Campaign
Can use Form Re-post or Automation Rule
For generic values (e.g., Product of Interest), use as triggers for Automation Rules
A robust method: Create an SFDC Campaign ID field that syncs to Salesforce, then use a process flow in SFDC to handle the assignment
Creating a Salesforce Task
Can use Form Re-post or Automation Rule
Automation Rules work better for standardized tasks
Example: Trigger a rule based on Last Asset ID to record guide downloads
Notification Emails
Can trigger from Re-posts or Automation Rules
Also possible to use the "Notify Assigned User" Completion Action if user assignment rules are configured
Adding to a List
Can be done from Form Re-post or Automation Rule
Adjust Score
Can be done from Re-post or Automation Rule
Useful method: Send a hidden value for score ("High," "Medium," "Low") and trigger different Automation Rules
Configure a Gate Editor field in Formulayt with these values as a dropdown
Set rules to repeat and clear the score field after completion
Register for Webinar
Depends on your Pardot integration
Might use Completion Actions or re-post to an external endpoint in the webinar system
Typically uses a hidden Webinar ID field
Implementing an Immediate MQL Process
An efficient lead management improvement is to create a standardized MQL process:
Create a hidden field called "TriggerMQL" in Formulayt (with corresponding field in Pardot)
Set the Pre-population Source to "Gate editor"
Configure the gate editor settings as a Yes/No toggle labeled "Immediate MQL"
Create an Automation Rule triggered by a value of "true" in the TriggerMQL field
Configure typical MQL actions:
Sync Prospect into SFDC
Assign an owner in SFDC
Add to an SFDC Campaign
Send a notification email to owner
Record an MQL date
Set a lead status value
Set a lead source
Gate authors can now simply select "Immediate MQL" when creating high-value forms