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Act-On Software

Gate a website asset

Premium content can be a great lead generation tool. This premium content should be gated behind a form on your website or landing page and require some very basic prospect information in exchange for the PDF download of your content.

When prospects visit your website and click on a gated content URL, they will be asked to fill out and submit a registration form before they can access the underlying content. They get cookied in the process, and will not need to register again if they click on the gated content URL in the future.

Some PDF content you can gate:

  • White papers
  • Case studies
  • Research documents
  • Webinars

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Get Started with Gating a Website Asset

Let’s get started with gating your premium content! Don’t just hand out your content. Be sure to get contact information in-return.


  1. Identify your premium content that you would like to gate.
  2. Need a refresher on uploading Media Files? Click here.


  1. Create a new form to capture your prospects information. Out of the box, creating a new Act-On form will give you the recommended basic fields. 
  2. If you have already created a form with the required fields you would like filled in - awesome, move along to step 3.
  3. If you have not yet created a form, click Content > Forms > New Form to create a new form.

After your form has been created we will need to associate it with your gated PDF.

  1. Click on Content > Media Files.
  2. Hover over your document or media link and click the Down Arrow > Gated Content URL.
  3. Click Add and specify the form you would like to be associated with this content
  4. Click Create
  5. A unique URL is generated which is to be used if you wish to have the content gated. Copy the unique URL that was generated to your clipboard.

Getting to know your prospects progressively

Gating a website asset doesn’t have to be just one form! Use progressive profiling to understand your potential buyer and their level of interest.

Create a series of forms to use with progressive profiling. The number of forms you create will be determined by how much information you need to collect from projects.

Since we already created the first form that captures the prospects name and email address, serve the prospect new forms on subsequent visits with one or two questions at a time.


  • On the first return visit, the form may display the name and email address already filled in, showing the website recognizes the person, which usually feels friendly.
  • The second form might ask one or two questions about the person’s company, or intent.
  • The second return visit may ask one or two follow-up questions depending upon how the prospect answered the previous question(s).
  1. Within the Act-On dashboard, click Content > Progressive Profiling > New.
  2. Give your progressive profile series a name and choose the list that prospects will end up in.
  3. Create your progressive profile rules.
  1. Click Content > Media Files.
  2. Hover over your document or media link and click the drop down arrow > Gated Content URL.
  3. Click Add.
  4. In the drop-down list, you will see any existing progressive profiling rules display at the top.
  5. Choose the desired set of progressive profile rules, and click Create. The URL will appear in the Gated Content URL window.
  6. Repeat this step for each media asset you want to tie to progressive profiling rules.
  1. Click on Content > Forms.
  2. Locate the specific form that you would like to see reporting for and click the down-arrow > View Form Report.
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