Question bank
Adobe Certified Expert - Marketo Engage Business Practitioner
42 Adobe Certified Expert - Marketo Engage Business Practitioner questions with the correct answer and a written explanation, organised across 7 exam domains.
- 42 questions
- 7 domains
- Foundation level
certilumQuestion index
Jump straight to any question. Answers and explanations are inline.
Analyze and Report on Performance
2 questions in this domain
- Question 1Single Choice
Which attribution model assigns full revenue credit to the first program that captured a lead?
- AFirst-TouchCorrect answer
- BMulti-Touch Equal
- CU-Shaped
- DCustom Weighted
Why this is the answer
First-Touch attribution credits 100% of revenue to the program that first acquired the lead, ideal for top-of-funnel analysis.
- Question 2Multiple Select
Which statements accurately describe Performance Insights in Marketo Engage? (Select two.)
- AUses machine learning for data modelingCorrect answer
- BProvides real-time data updates
- CReplaces Report Builder for custom reports
- DOffers visual snapshots of channel effectivenessCorrect answer
Why this is the answer
Performance Insights uses advanced data modeling and machine learning (correct) and provides visual snapshots (correct). It does not update in real-time nor replace Report Builder.
Design and Build New Assets and Forms
7 questions in this domain
- Question 3Single Choice
What is the standard breakpoint width used in media queries for responsive email design in Marketo?
- A480px
- B600pxCorrect answer
- C768px
- D320px
Why this is the answer
The standard breakpoint is 600px, following best practices for mobile-first email design.
- Question 4Multiple Select
Which two conditions are necessary for progressive profiling to work on a Marketo landing page form?
- AThe lead must be known (identified via email or cookie).Correct answer
- BThe form must contain at least five fields.
- CProgressive profiling must be enabled in the form settings.Correct answer
- DThe landing page must use a guided template.
Why this is the answer
Progressive profiling only works for known leads and must be explicitly enabled in the form editor's Progressive Profiling tab.
- Question 5Interactive
What is the purpose of the colon and the default text in this Marketo token: `{{lead.First Name:Valued Customer}}`?
- AIt sets a default value that appears if the lead’s First Name is empty.Correct answer
- BIt changes the font color of the token.
- CIt triggers a conditional rule to hide the field.
- DIt converts the token into a hyperlink.
Why this is the answer
The syntax `token:default_value` provides a fallback text when the lead field is empty, improving personalization reliability.
- Question 6Single Choice
What happens when you approve a form in Marketo?
- AAll landing pages using the form are automatically updated.
- BThe form becomes available for use in landing pages, but existing pages remain unchanged until re-approved.Correct answer
- CThe form is permanently deleted from the system.
- DThe form is sent to all leads in the database.
Why this is the answer
Form approval does not cascade to parent landing pages; each page must be re-approved individually to reflect form changes.
- Question 7Multiple Select
Which two token types can be used in email subject lines in Marketo?
- ALead tokensCorrect answer
- BMy tokensCorrect answer
- CTrigger tokens
- DSystem tokens
Why this is the answer
Lead and My tokens are commonly used in subject lines for personalization. Trigger tokens only resolve in triggered campaigns, and system.unsubscribe is not a valid token.
- Question 8Interactive
Based on the version history below, if you restore version 1, what will be the state of the email?
- AIt becomes the live approved version immediately.
- BIt creates a new draft based on version 1.Correct answer
- CIt overwrites version 2 and version 3.
- DNothing happens; restore is not possible.
Why this is the answer
Restoring a previous version creates a new draft from that historical version. You must then approve the draft to make it live.
- Question 9Single Choice
Which Marketo editor mode gives you full control over CSS media queries and conditional comments for Outlook?
- AWYSIWYG editor
- BHTML source editing modeCorrect answer
- CText editor
- DLitmus integration
Why this is the answer
The HTML source editing mode provides complete access to the email's code, enabling custom media queries and Outlook conditional comments.
Manage Master Data and List Imports
6 questions in this domain
- Question 10Single Choice
Which list type requires manual addition or import to change its membership?
- AStatic listCorrect answer
- BSmart list
- CProgram list
- DDynamic list
Why this is the answer
A static list holds a manually curated set of leads that does not change automatically. Smart lists update dynamically based on filters.
- Question 11Multiple Select
Which import modes are available when importing leads into a static list?
- ASkip new and update existingCorrect answer
- BSkip existing and add newCorrect answer
- CAdd new and update existingCorrect answer
- DCreate new and skip existing
Why this is the answer
The three valid import modes are: Skip new and update existing, Skip existing and add new, and Add new and update existing. 'Create new and skip existing' is not a valid mode.
- Question 12Interactive
Refer to the CSV sample below. When importing this file with default settings, which field does Marketo use to check for duplicate leads?
- AemailCorrect answer
- BfirstName
- ClastName
- DAll three combined
Why this is the answer
By default, Marketo uses the email field as the primary identifier for deduplication during list imports.
- Question 13Single Choice
How does a smart list determine its membership?
- AMembers join by manual import only.
- BMembership is recalculated based on defined filters.Correct answer
- CMembers are added automatically from all static lists.
- DMembership is static until a user runs a refresh.
Why this is the answer
Smart lists are dynamic; their membership is determined by filters and triggers and is recalculated when evaluated.
- Question 14Multiple Select
Which fields can be used as deduplication matching fields in Marketo?
- AEmailCorrect answer
- BMarketo Lead IDCorrect answer
- CFirst Name
- DPhone
Why this is the answer
Deduplication rules can use Email, Marketo Lead ID, external CRM IDs, or custom fields. First Name and Phone are not recommended or supported as matching fields.
- Question 15Interactive
A CSV contains a column 'State' with values 'CA', 'NY', 'TX'. The corresponding Marketo field is a picklist with only 'California', 'New York', 'Texas' as options. What happens during import?
- AThe values are automatically added to the picklist.
- BThe import fails for those rows with unmapped values.Correct answer
- CThe field is left blank for those rows.
- DA new custom field is created to store the abbreviations.
Why this is the answer
Picklist values must exactly match defined options. Unmatched values cause import errors for the affected rows. Values cannot be auto-created during import.
Manage Person Accounts, Lead Lifecycle, and Scoring
8 questions in this domain
- Question 16Single Choice
In a Marketo Engage lead lifecycle model, what does a 'status' represent?
- AA high-level phase that groups multiple statuses.
- BA specific condition of a lead within a stage.Correct answer
- CA rule that defines allowed movement between stages.
- DA numeric value assigned to a person based on behavior.
Why this is the answer
A status is a sub-state within a stage that provides granularity, e.g., 'New' or 'Attempted Contact'.
- Question 17Multiple Select
Which of the following are types of scoring rules in Marketo Engage? (Select two.)
- ABehavioral scoringCorrect answer
- BDemographic scoringCorrect answer
- CTemporal scoring
- DGeographic scoring
Why this is the answer
Behavioral scoring tracks actions (interest), demographic scoring evaluates fit (ICP attributes).
- Question 18Interactive
Examine the Marketo Smart Campaign flow step described below. What action does it perform?
- AIt merges two duplicate person records.
- BIt updates a person’s score by a given amount.
- CIt changes the program status of a person.
- DIt changes the person's lifecycle status.Correct answer
Why this is the answer
The 'Change Person Status' flow step moves a lead to a specific status in the lifecycle model.
- Question 19Single Choice
What is the purpose of a 'success path' in the lead lifecycle model?
- AIt automatically moves leads forward through all stages.
- BIt prevents a lead from moving backward to a previous stage.Correct answer
- CIt defines the default status for new leads.
- DIt triggers a notification to sales when a lead reaches that status.
Why this is the answer
A success path, when enabled on a transition, prevents backward movement to earlier stages once the lead reaches that status.
- Question 20Multiple Select
Which of the following are characteristics of a person record merge in Marketo Engage? (Select two.)
- AActivities from both records are preserved and linked to the winner.Correct answer
- BThe merge is reversible within 30 days via the recycle bin.
- CField values from the loser are always concatenated with the winner's values.
- DIf both records have the same program status, the winner's status is kept.Correct answer
Why this is the answer
Activities are consolidated to the winner. For program memberships, the winner's status is retained if both are in the same program.
- Question 21Interactive
The following Marketo Smart List filter is used to identify leads in a specific lifecycle stage. Which field is being filtered?
- AStatus
- BStageCorrect answer
- CScore
- DProgram Status
Why this is the answer
The filter uses the 'Stage' field, which is derived from the current status and used for reporting.
- Question 22Single Choice
In Revenue Cycle Analytics (RCA) model, what is the role of an assignment rule?
- AIt defines which leads move to the next stage based on scores.
- BIt determines which stage a lead belongs to based on smart list criteria.Correct answer
- CIt sets the allowed transitions between stages.
- DIt maps opportunity stages to revenue amounts.
Why this is the answer
Assignment rules are smart lists that place leads into the correct stage. They are evaluated in priority order.
- Question 23Multiple Select
Which of the following are common causes of data integrity issues in Marketo Engage? (Select two.)
- ACRM sync conflicts due to duplicate external IDs.Correct answer
- BProperly configured Smart Campaign flow steps.
- CField type changes that nullify existing data.Correct answer
- DUsing the correct field mapping in admin settings.
Why this is the answer
Sync conflicts and field type changes are frequent causes of data corruption. Well-configured campaigns prevent issues.
Manage, Execute, and Measure Email Campaigns
7 questions in this domain
- Question 24Single Choice
Which program type should you use for a one-time newsletter send?
- AEmail ProgramCorrect answer
- BEngagement Program
- CDefault Program
- DEvent Program
Why this is the answer
Email Program is designed for one-time, batch sends like newsletters. Engagement Program is for drip nurture streams.
- Question 25Multiple Select
Which two statements about audience segmentation are correct?
- ASegmentation updates dynamically when lead data changes.Correct answer
- BSegmentation must be approved before it can be used in emails.Correct answer
- CSegmentation is identical to a Smart List.
- DSegmentation defines the audience for a campaign.
Why this is the answer
Segmentation is dynamic and requires approval. It is used for content variation, not for audience definition; Smart Lists define audiences.
- Question 26Interactive
Given the template snippet, which syntax makes the background color editable?
- A{{template.background}}Correct answer
- B{{background}}
- C<!-- background -->
- D<% background %>
Why this is the answer
Marketo Email Editor 2.0 uses {{template.variableName}} syntax for template variables that can be overridden per email.
- Question 27Single Choice
What is the maximum acceptable spam score before sending an email?
- A2Correct answer
- B3
- C4
- D5
Why this is the answer
A spam score of 2 or lower is acceptable. Scores above 2 indicate issues that may cause filtering.
- Question 28Multiple Select
Which two metrics are more reliable than open rate due to recent privacy changes?
- AClick-through rate (CTR)Correct answer
- BClick-to-open rate (CTOR)Correct answer
- CBounce rate
- DUnsubscribe rate
Why this is the answer
CTR and CTOR are based on clicks, which are not artificially inflated by privacy features like Apple MPP.
- Question 29Interactive
What is the main error in this A/B test configuration?
- AThe test type should be 'Content' because the body varies.Correct answer
- BThe test size should be 100%.
- COnly one variation is allowed for subject line tests.
- DThe winning criteria cannot be open rate.
Why this is the answer
A subject line test requires identical email bodies; here the bodies differ, so the correct test type is 'Content'.
- Question 30Single Choice
What must you do in addition to approving the email before launching a program?
- AApprove the program itself.Correct answer
- BActivate the smart campaign.
- CSet the time zone option.
- DAdd a token to the email.
Why this is the answer
Both the email asset and the program must be approved. The program approval enables the launch button.
Manage, Execute, and Measure Other Digital Channels
4 questions in this domain
- Question 31Single Choice
Which Marketo social app is designed to capture profile data from social networks to pre-fill forms?
- ASocial Button
- BReferral Offer
- CSocial Sign-InCorrect answer
- DSocial Publishing
Why this is the answer
Social Sign-In allows leads to authenticate using their social media accounts, capturing profile data to pre-fill Marketo forms.
- Question 32Multiple Select
Which two steps are required to set up a social campaign using a Social Button in Marketo?
- AAuthorize social accountsCorrect answer
- BCreate a social appCorrect answer
- CSet up a webhook
- DConfigure a push notification
Why this is the answer
Before using a Social Button, you must authorize the social networks in Admin and then create a Social App in Marketing Activities.
- Question 33Interactive
Refer to the URL in the code block. What does the mkt_tok parameter represent?
- AA tracking token for attributing the click to the social shareCorrect answer
- BAn authentication token for lead sign-in
- CA session identifier for the landing page
- DA token for personalizing the page content
Why this is the answer
The mkt_tok parameter is a tracking token added by Marketo to shared URLs, enabling attribution of clicks from social shares.
- Question 34Single Choice
How frequently does Marketo's Ad Bridge sync audiences to ad platforms?
- AEvery 24 hoursCorrect answer
- BReal-time
- CEvery 7 days
- DEvery 30 minutes
Why this is the answer
Ad Bridge syncs audiences every 24 hours, meaning changes to smart lists take up to a day to reflect in the ad platform.
Manage, Execute, and Measure Webinar, Event, and Engagement Programs
8 questions in this domain
- Question 35Single Choice
In Marketo Engage, which program type should be used for an in-person trade show?
- AEvent ProgramCorrect answer
- BWebinar Program
- CEmail Program
- DEngagement Program
Why this is the answer
An Event program is designed for in-person events like trade shows, while Webinar programs are for online sessions. Email and Engagement programs serve different purposes.
- Question 36Multiple Select
Which of the following are true about webinar provider integration in Marketo? (Select all that apply.)
- AThe LaunchPoint service must be enabled globally in Admin.Correct answer
- BCustom field mapping is only available for ON24.
- CRegistration data can be synced automatically from Marketo to the provider.Correct answer
- DAttendance data is pulled in real-time from all providers.
Why this is the answer
The integration requires global LaunchPoint setup, and registration sync is automatic for many providers. Custom field mapping is available for multiple providers, and attendance sync is scheduled, not real-time for all.
- Question 37Interactive
Review the token snippet below. Which token prefix correctly refers to a custom program-level field?
- A{{lead.Event Date}}
- B{{my.Event Date}}Correct answer
- C{{system.Event Date}}
- D{{trigger.Event Date}}
Why this is the answer
Program-level custom tokens use the '{{my.}}' prefix. '{{lead.}}' is for lead fields, '{{system.}}' for system values, and '{{trigger.}}' is not a valid Marketo token prefix.
- Question 38Single Choice
What does the cadence setting in an Engagement Program determine?
- AHow often content is sent from a streamCorrect answer
- BThe total number of emails a lead can receive
- CWhich stream a lead is placed in upon entry
- DThe order in which content pieces are delivered
Why this is the answer
Cadence defines the interval between content sends from a stream. It does not control total email count, stream assignment, or content order.
- Question 39Multiple Select
Which of the following are true about program membership statuses in Marketo?
- AStatuses can only move forward in the numeric ladder.Correct answer
- BThe 'Not in Program' status can be assigned manually.
- CA lead can have multiple statuses simultaneously.
- DChanging a status to a lower number requires removing the lead from the program.Correct answer
Why this is the answer
Statuses are progressive and cannot be regressed. 'Not in Program' is a pseudo-status that cannot be assigned directly; leads are removed from the program. A lead has one current status per program.
- Question 40Interactive
A lead is currently at status 'Registered' (value 2) in an Event program. The channel has statuses: Invited (1), Registered (2), Attended (3). Which action will successfully update the lead to 'Attended'?
- AUse a 'Change Program Status' flow step to set 'Attended'.Correct answer
- BUse 'Change Program Status' to set 'Registered' and then another step to 'Attended'.Correct answer
- CRemove the lead and re-add them with status 'Attended'.
- DUse 'Change Data Value' to update a status field.
Why this is the answer
Because statuses are progressive, you can move forward directly (e.g., from 1 to 3) as long as the target number is higher. The flow step 'Change Program Status' can set any higher status. Option 2 also works but is unnecessary. Removing the lead loses membership data, and 'Change Data Value' does not affect program status.
- Question 41Single Choice
In Marketo's attribution models, what does First-Touch attribution credit?
- AThe program that first had a success status for the leadCorrect answer
- BThe program with the highest engagement score
- CThe last program the lead interacted with
- DThe program that generated the most revenue
Why this is the answer
First-Touch gives all credit to the first program where the lead reached a success status. Engagement scores and last interactions are not used for this model.
- Question 42Multiple Select
Which of the following are required to measure ROI for a webinar program in the Revenue Cycle Explorer?
- AA Period Cost must be entered on the program.Correct answer
- BSuccess status must be defined for the program.Correct answer
- CThe program must be linked to a CRM opportunity.
- DEngagement scores must be calculated.
Why this is the answer
Period Cost and a success status are mandatory for ROI reporting. Linking to CRM opportunities is part of attribution but not a direct prerequisite for the report to show cost/revenue. Engagement scores are not used in RCE ROI.
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