Cert++
  1. Home
  3. Marketing Cloud Account Engagement Specialist

Marketing Cloud Account Engagement Specialist

Checklist progressProgress

0/183Learned

Marketing Cloud Account Engagement Specialist Study Checklist
  • Platform Administrator
  • Platform App Builder
  • Platform Foundations
  • Platform Developer
  • Platform Administrator II
  • Agentforce Sales Consultant
  • Agentforce Service Consultant
  • Platform Data Architect
  • Platform Development Lifecycle and Deployment Architect
  • Platform Identity and Access Management Architect
  • Platform Integration Architect
  • Platform Sharing and Visibility Architect
  • Heroku Architect
  • B2C Solution Architect
  • Experience Cloud Consultant
  • Agentforce Field Service and Operations Consultant
  • Agentforce Nonprofit Consultant
  • Data 360 Consultant
  • Omnistudio Consultant
  • CRM Analytics and Einstein Discovery Consultant
  • Platform User Experience Designer
  • Platform Strategy Designer
  • B2C Commerce Developer
  • JavaScript Developer
  • Omnistudio Developer
  • Platform Developer II
  • Marketing Cloud Engagement Administrator
  • Marketing Cloud Engagement Specialist
  • Marketing Cloud Engagement Consultant
  • Marketing Cloud Account Engagement Specialist
  • Marketing Cloud Next Consultant
  • Agentforce Sales Foundations
  • Business Analyst
  • Marketing Cloud Engagement Developer
  • Marketing Cloud Engagement Foundations
  • Agentforce Specialist
  • Agentforce Life Sciences Consultant
  • B2B Commerce Administrator AP
  • B2B Commerce Developer AP
  • Agentforce Communications AP
  • Agentforce Consumer Goods AP
  • Agentforce Financial Services AP
  • Agentforce Health AP
  • Agentforce Manufacturing AP
  • Public Sector Solutions AP
  • Revenue Cloud Consultant
  • MuleSoft Integration Foundations
  • MuleSoft Developer
  • MuleSoft Developer II
  • MuleSoft Platform Integration Architect
  • MuleSoft Platform Architect
  • Tableau Desktop Foundations
  • Tableau Data Analyst
  • Tableau Consultant
  • Tableau Server Administrator
  • Tableau Next Consultant
  • Tableau Architect
  • Slack Administrator
  • Slack Consultant
  • Slack Developer

Checklist progressProgress

0/183Learned

Describe the relationship between visitors and prospects

0/10

Anonymous visitors versus prospects

Learn this concept
Unseen

Ways a visitor converts to a prospect

Learn this concept
Unseen

Visitor cookies and activity carried over at conversion

Learn this concept
Unseen

Manually associating a visitor with a prospect

Learn this concept
Unseen

Form submissions versus conversions

Learn this concept
Unseen

First-touch campaign and Source attribution for prospects

Learn this concept
Unseen

Active prospects versus never-active prospects

Learn this concept
Unseen

Visitors report views, filters and graphs

Learn this concept
Unseen

Lifecycle report and the visitor-to-prospect funnel

Learn this concept
Unseen

Paused prospects and excessive tracked activity

Learn this concept
Unseen

Given a scenario, apply the appropriate plan of action using Prospect Audits

0/7

  • Prospect audits versus activities, Updated At and Last Activity
  • Audit Source values for tracing prospect field changes
  • Audit types for conversions, campaign changes and synced data
  • Diagnosing prospect assignment and reassignment with audits
  • Tracing unexpected list membership changes with audits
  • Troubleshooting form submissions with prospect audits
  • Tracing deleted or restored prospects through audits
  • Default prospect field mappings and Account Engagement-owned fields
  • Creating custom prospect fields in Account Engagement
  • Prospect field types and their uses
  • Optional prospect field settings and their effects
  • Global field settings versus field edits on a single form
  • Mapping a custom prospect field to a Salesforce field
  • Field type and API name rules for custom field mapping
  • Prospect field sync behavior options
  • Updating existing values after a new field mapping
  • Creating and mapping custom prospect account fields
  • Salesforce connector purpose and sync cadence
  • Salesforce objects that sync with Account Engagement
  • Prospect matching by email address versus CRM ID
  • Prospect assignment and sync from Account Engagement to Salesforce
  • Salesforce connector v2 improvements and the integration user
  • Connector user access and visibility conflicts
  • Account Engagement access controls versus Salesforce sharing
  • Engagement History features on Salesforce records
  • Connected Campaigns and Salesforce campaign alignment
  • Opportunity syncing for ROI reporting
  • Paused Salesforce connector behavior
  • Troubleshooting Salesforce sync errors
  • Account Engagement recycle bin purpose and core behavior
  • Restoring assets from the recycle bin
  • Deleted items that bypass the recycle bin or cannot be restored
  • Effect of deleting a campaign or list on associated records
  • Tracking, reporting and sync impact of deleted prospects
  • Activities that automatically undelete a prospect
  • Permanently deleting prospects from the recycle bin
  • Prospects flagged crm_deleted after Salesforce record deletion
  • Hosted form versus form handler feature comparison
  • Hosted form versus form handler for a business need
  • Form Builder steps, layout templates and Advanced tab settings
  • Form field settings and validation options
  • Thank You content, Thank You code and redirects after form submission
  • Placing a hosted form on an external website
  • Linking to forms from emails instead of embedding them
  • Gating content behind an Account Engagement form
  • Progressive profiling on hosted forms
  • Kiosk / Data Entry Mode for trade shows and manual entry
  • Bot and spam protection for forms and form handlers
  • Testing hosted forms and cookie behavior
  • Form handler setup and considerations
  • Form handler activity and autoresponder throttling
  • Form Statistics table metrics
  • Single form report unique and total metrics
  • Form handler reporting metrics
  • Landing page purpose and lead generation use cases
  • Classic versus enhanced landing page experiences
  • Enhanced landing page builder components and campaign association
  • Publishing and editing enhanced landing pages
  • Stock templates versus layout templates for classic landing pages
  • Account Engagement forms embedded on landing pages
  • Total versus unique landing page metrics
  • Landing page submission rate and error rate
  • Landing page conversions versus submissions
  • Landing page report versus form report for embedded forms
  • Multivariate testing of landing page versions
  • Multivariate test report metrics
  • Form and landing page engagement metrics in Salesforce
  • Automation rule criteria, rule groups and match type logic
  • Automation rule actions and common use cases
  • Repeat Rule setting on automation rules
  • Automation rule pause, preview and resume workflow
  • Choosing among completion actions, segmentation rules, dynamic lists and automation rules
  • Static versus dynamic list membership behavior
  • Creating and populating a static list
  • Building and running dynamic list rules
  • Email Test List, Public List, CRM Visible and Archive Date settings
  • Recipient lists versus suppression lists for sends and programs
  • Choosing a static or dynamic list for a business need
  • Assets that support completion actions
  • Available completion action types and what they automate
  • Salesforce task, campaign and assignment completion actions
  • Standard versus conditional completion actions
  • Completion action execution behavior and limitations
  • Segmentation rule one-time behavior and use cases
  • Segmentation rule actions applied to matching prospects
  • Page action triggers, tracking code and page-view use cases
  • Completion actions available in page actions
  • Page action score adjustments versus default page view scoring
  • Priority pages for surfacing buying signals to sales
  • Prospect score versus prospect grade
  • Default scoring rules and activity point values
  • Editing scoring rules and the effects of rescoring
  • Adjusting prospect scores with automation tools
  • Scoring categories for multi-product scoring
  • Einstein Behavior Scoring versus rule-based prospect scoring
  • Prospect grading scale and starting grade at conversion
  • Grading profiles, criteria and the Default profile
  • Assigning profiles and matching profile criteria
  • Score and grade thresholds in a lead qualification model
  • Custom redirect tracking use cases
  • Custom redirect setup options and click-recording behavior
  • Completion actions on custom redirects and visitor conversion timing
  • Custom redirect report metrics
  • Custom redirects in a permission pass campaign
  • Email template versus list email reusability
  • Email template anatomy and required footer elements
  • Email types built from an email template and the Available For setting
  • Email template content regions for controlled editing
  • Responsive email templates for mobile readers
  • Email template drafts versus list email drafts
  • Email templates versus email content in the enhanced email experience
  • Permission-based email marketing policy
  • Matching email send types to business needs
  • Enhanced versus classic email experience
  • Sender, reply-to, subject and scheduling options for list emails
  • Recipient lists versus suppression lists in email sends
  • Variable tags versus HML merge fields for email personalization
  • Dynamic content to tailor email sections per prospect
  • Email testing options before a send
  • A/B test mechanics for list emails
  • Choosing an A/B test winning criterion
  • Automation tools that send emails to prospects
  • Activating enhanced email content for automation
  • Operational emails for critical notifications
  • Einstein features for email send timing and frequency
  • Recipient list, suppressed, unmailable and duplicate prospect counts
  • Sent, queued, failed and delivered email counts
  • Hard bounces versus soft bounces
  • HTML opens, unique HTML opens and HTML open rate
  • Open tracking accuracy and filtered email activity
  • Total clicks versus unique clicks
  • Click-through rate versus click-to-open ratio
  • Opt-out and spam complaint metrics
  • List Email report tabs and the click-through rate heatmap
  • Engagement and Activity report read-time metrics
  • Email Template report versus List Email report
  • Engagement History email metrics on Salesforce records
  • Matching an email performance problem to the metric that reveals it
  • Engagement program use cases, including a simple email series
  • Engagement program step types and their purposes
  • Engagement program action step options
  • Engagement program trigger step options
  • Engagement program rule step criteria
  • Trigger steps versus rule steps for branching
  • Landing page trigger versus form trigger for embedded forms
  • Designing yes/no branches around prospect engagement
  • Wait periods by step type
  • The end step and closing program paths
  • Recipient lists versus suppression lists in a program
  • Program start and end scheduling
  • Scheduled send dates on Send Email action steps
  • Send emails during business hours only setting
  • Engagement Studio Build, Test, Report and Activity tabs
  • Engagement program report tooltips, report cards, versions and CSV export
  • How engagement program step metrics are counted
  • Repeating engagement programs and re-entry limits
  • Engagement program limits and inactive programs
  • Prospects sharing an email address in one program
  • Pausing a running program to edit and resuming it
  • Adding and copying steps in an existing program
  • Effect of step edits on prospects already in a program
  • Deleting a step that has prospects waiting on it
  • Wait periods when a program is paused and resumed
  • Planning end steps for future program additions
  • Email templates used by Send Email steps in a program
  • Updating assets referenced by multiple program steps
  • Asset readiness and missing-asset checks when starting a program
  • Testing a program in the Test tab before starting or resuming
  • Changing the recipient lists of a running program
  • Prospect list membership changes during a running program
  • Editing re-entry settings on an active repeating program
  • Concurrent editing and edit locks on engagement programs
  • Merging prospects who are in the same engagement program

Prepare for the Exam

Play Today's Certle

Study Community

Ask questions and get the latest info from other Marketing Cloud Account Engagement Specialist studiers. 670 members and growing.

Go to Discord
  1. Marketing Cloud Account Engagement Specialist Checklist
  3. Visitors and Prospects

Visitor cookies and activity carried over at conversion

Explainer

Learn More

Practice Question

Studying for this exam?

This is one of 183 concepts on the Salesforce Marketing Cloud Account Engagement Specialist exam.

Looking for practice exams? Click below to try one!

Keep going

Next conceptManually associating a visitor with a prospect

Checklist progress

0/183 (0%)

0 of 183 concepts learned

Tip: You can filter concepts by status.

Prepare for the Exam

Play Today's Certle

Study Community

Ask questions and get the latest info from other Marketing Cloud Account Engagement Specialist studiers. 670 members and growing.

Go to Discord
Close
  1. Marketing Cloud Account Engagement Specialist Checklist
  3. Visitors and Prospects
Visitor cookies and activity carried over at conversion

Explainer

Learn More

Practice Question

Studying for this exam?

This is one of 183 concepts on the Salesforce Marketing Cloud Account Engagement Specialist exam.

Looking for practice exams? Click below to try one!

Keep going

Next conceptManually associating a visitor with a prospect

Explainer

An anonymous visitor is someone Account Engagement tracks with a browser cookie after they view a page that has your tracking code. A visitor becomes a prospect, which is a record with a known email address, when an email address can be assigned to them, usually through a form submission. At that conversion, most prospects are linked to the visitor activity tracked before they were identified, and the cookie keeps tying that browser to the prospect afterward.
Core information
  • An anonymous visitor has visited a page with your tracking code but hasn't converted yet. A prospect is a visitor with a known email address. Think of a visitor as a browsing history with no name on it, and a prospect as a record that has an email address attached.
More details and nuances
  • Shared browsers can mix up records. Form submissions tie to the browser cookie, so cookieing everyone at a tradeshow booth, or someone keying in data from a signup sheet, can relate one prospect's information to another prospect's cookie. Kiosk / Data Entry Mode prevents this because it doesn't cookie visitors, so a form can be submitted many times without changing visitor associations. You turn it on for each form on the Advanced tab of the Look and Feel step.

Explainer

An anonymous visitor is someone Account Engagement tracks with a browser cookie after they view a page that has your tracking code. A visitor becomes a prospect, which is a record with a known email address, when an email address can be assigned to them, usually through a form submission. At that conversion, most prospects are linked to the visitor activity tracked before they were identified, and the cookie keeps tying that browser to the prospect afterward.
Core information
  • An anonymous visitor has visited a page with your tracking code but hasn't converted yet. A prospect is a visitor with a known email address. Think of a visitor as a browsing history with no name on it, and a prospect as a record that has an email address attached.
More details and nuances
  • Shared browsers can mix up records. Form submissions tie to the browser cookie, so cookieing everyone at a tradeshow booth, or someone keying in data from a signup sheet, can relate one prospect's information to another prospect's cookie. Kiosk / Data Entry Mode prevents this because it doesn't cookie visitors, so a form can be submitted many times without changing visitor associations. You turn it on for each form on the Advanced tab of the Look and Feel step.