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To connect your Pardot instance to Conversion, you’ll create a Salesforce Connected App, confirm the user Conversion will authenticate as, and locate your Business Unit ID. This generates the credentials Conversion needs to access Pardot. The process takes approximately 15 minutes.

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Step 1: Create a Connected App

The Connected App is how Salesforce grants Conversion OAuth access to Pardot.
  1. In Salesforce, click the gear icon → Setup.
  2. In the Quick Find box, search for App Manager and open it.
  3. Click New Connected App. In some Salesforce orgs, you’ll first choose Create a Connected App and click Continue.
  4. Enter the following basic information:
    • Connected App Name: Conversion
    • API Name: Conversion
    • Contact Email: Your admin email address
  5. Under API (Enable OAuth Settings), check Enable OAuth Settings.
  6. Callback URL: Enter the callback URL provided by your Conversion team.
  7. Under Selected OAuth Scopes, add the following scopes:
    • Access Pardot services (pardot_api)
    • Manage user data via APIs (api)
    • Perform requests at any time (refresh_token, offline_access)
  8. Click Save, then Continue. Salesforce may take up to 10 minutes to activate the new Connected App.

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Step 2: Retrieve the Consumer Key and Consumer Secret

  1. On the Connected App detail page, click Manage Consumer Details.
  2. Verify your identity if prompted. Salesforce sends a verification code to your email.
  3. Copy the Consumer Key and Consumer Secret.

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Step 3: Confirm the integration user

Pardot requires that the Salesforce user who authorizes Conversion also has an Account Engagement user record. We recommend using a dedicated integration user rather than an individual employee’s account.
  1. In Salesforce Setup, go to Users → Users and create or select the user Conversion will authenticate as. For example:
    • Username: conversion-api@yourcompany.com (The email address is used as an identifier and does not need to belong to an active inbox.)
    • First Name: Conversion
    • Last Name: Integration
  2. Confirm the user’s profile has the API Enabled permission.
  3. Give the user Account Engagement access. If you use Salesforce User Sync, add the user to a profile or permission set mapped to the Administrator role. Otherwise, in Account Engagement go to Admin → User Management → Users and create the user with the Administrator role, linking it to the Salesforce username above.
  4. Make sure you can sign in to Salesforce as this user. You’ll use it to authorize Conversion in Step 5.

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Step 4: Locate your Business Unit ID

  1. In Salesforce Setup, search Quick Find for Pardot Account Setup. In some orgs, this appears as Business Unit Setup.
  2. Find the business unit you want to connect to Conversion.
  3. Copy the Business Unit ID. It is 18 characters long and begins with 0Uv.

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Step 5: Share the connection details

  1. Share the Consumer Key, Consumer Secret, and Business Unit ID with your Conversion team.
  2. When prompted by Conversion, sign in to Salesforce as the integration user from Step 3 and click Allow to authorize access.