---
schema_version: "1"
id: 4ee835162079a7aefd66c059594d9682f28730b47a7c2e58a6eb61081162057c
title: Converting Visitors to Prospects
collection: admin
version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/pardot_converting_visitors_to_prospects.md
canonical_url: https://help.salesforce.com/s/articleView?id=mktg.pardot_converting_visitors_to_prospects.htm&release=264.0.0&type=5
source_site: help.salesforce.com
content_type: documentation
content_hash: 507dcbd2171ae15c55ad80efdbecd58998a370ec05298fed8ed891e2e22e75b6
description: A prospect is a visitor with a known email address. Account Engagement tracks visitors and converts them to prospects when an email address can be assigned, which typically happens via a form submit.
products:
  - Marketing
  - Marketing Cloud Account Engagement
release: "264"
---
# Converting Visitors to Prospects

A prospect is a visitor with a known email address. Account Engagement tracks visitors and converts them to prospects when an email address can be assigned, which typically happens via a form submit.

Here are common ways that prospect records are created.

- A visitor submits an Account Engagement form that is in an iframe on your web page
- A visitor submits a form on your site that’s connected to an Account Engagement form handler
- A visitor submits a form on a landing page
- A user manually associates a visitor with a prospect

#### See Also

- [Delete Visitor Records to Restore Paused Prospects](https://help.salesforce.com/s/articleView?id=mktg.mcae_delete_visitor_records_to_restore_paused_prospects.htm&release=264.0.0&type=5 "A prospect is paused when their activity level is high enough to impact Account Engagement performance, including prospects used for testing. You can restore a prospect by permanently deleting their visitor records. A paused prospect is restored when they have fewer than 1,000 visitor records.")