Certification journey for Adobe Target Business Practitioner Expert
This page provides information on how to attain this certification. It includes a description of the exam, study materials, step-by-step instructions on the certification process, and how to renew your certification.
Exam description
Learn who should take this exam, what experience is recommended, and what subjects are covered on the exam.
Exam details
- Level: Expert (1-3 years’ experience)
- Passing Score: 46/68
- Time: 136 mins
- Delivery: Online proctored (requires camera access)
- Available languages: English, Japanese
- Cost: $225 (global) / $150 (India)
- Exam ID: AD0-E406 (English), AD0-E406-J (Japanese)
Intended audience
- Optimization
- Personalization
- Analytics
- Digital and product marketing
Minimum experience
You should have:
- 2+ years’ experience with optimization platforms, including Adobe Target
- Hands-on experience with Adobe Target
- 2+ years’ experience leading/contributing to optimization programs
- An understanding of basics of Target/Adobe Marketing Cloud administrative tasks (preferences, user roles and permissions, settings)
- The ability to understand and translate business KPIs into optimization goals
- The ability to make suggestions based on needs assessment
- The ability to determine the appropriate Adobe Target activity types based on optimization goals
- Knowledge of how HTML and CSS can be used to optimize the user experience
- Understanding of JavaScript as a concept
- The knowledge of statistical concepts and data analysis as it applies to optimization
- An in-depth knowledge of the three-step workflow (experiences, targeting, goals and settings, including all reporting sources)
- The ability to translate Activity reporting results into actionable insights and suggestions
- An understanding of the impact of changing technologies on Target (ITP, GDPR/CCPA, SPA)
- An understanding of how Recommendation Activities can be used as a solution
Additionally, you should be familiar with the following technologies and environments:
Technologies:
- Marketing cloud debugger / also called Adobe Experience Cloud debugger
- Adobe Analytics as a reporting source for Target specifically A4T integration
- Browser’s console / Browser developer tools such as console, network tab
- Network tools in browser
- Basic understanding of other Adobe Tools
- Developer Console (any web browser)
- Adobe Target sample calculator
- Adobe Audience Manager fundamentals
- Adobe Experience Cloud (as audience source for Target)
- Adobe Experience Manager
- Basic knowledge of terminology used in statistics as related to Target
- Basic knowledge of cookies behavior
- How to read a Solution Design Reference
Environments:
- Desktop / Website including desktops and mobile devices
- Mobile App (basic understanding) / Use of Target for mobile devices
- Staging-development
- Production
- Production environments across mobile devices, tablet devices and desktop devices
- Related hosting platforms
- Use of target for single page applications
Exam objectives and scope
This section provides information on the exam content.
Section 1: Planning and strategy (31%)
- Identify business KPIs and successfully translate these into optimization goals given key business requirements
- Identify opportunities for optimization based on business KPIs and data analysis
- Prioritize test ideas based on business needs, level of effort, and potential for lift
- Based on the Adobe Sample Size Calculator, determine how variables impact the activity
- Construct test hypotheses based on a given scenario and identify hypotheses elements
- Analyze a test hypothesis based on a given scenario and identify aspects of a valid hypothesis
- Determine KPI-based primary and secondary success metrics
- Assess audience requirements
- Determine the appropriate analytics reporting sources (i.e., Target or Adobe Analytics)
Section 2: Configuring, executing and managing (42%)
- Explain the use of Form-Based Experience Composer vs. the Visual Experience Composer
- Apply procedures to create an experience using VEC
- Apply procedures to create an experience using Form-Based Composer
- Apply procedures to manage experiences within an experience composer
- Describe the workflow that applies to creating Target Activities
- Apply procedures to create an A/B test activity
- Apply procedures to create an XT activity
- Apply procedures to create an MVT activity
- Understand how AP is used for solutions
- Apply procedures to create a Recommendation activity
- Apply procedures to create an Audience in Target
- Apply procedures to set Goals and Settings
- Apply procedures to conduct Activity QA
- Apply procedures to manage Activities and Audiences within Target
Section 3: Analyzing and reporting (17%)
- Define and evaluate report settings to help set the elements that appear in a report
- Evaluate and compare Adobe Target Sample Size Calculator settings when both planning Target activities and validating Target activities reports
- Evaluate and identify common problems associated with A/B testing and how to avoid them
- Understand how Automated Personalization Summary reports differ from other reports
- Evaluate Experience Performance reports (MVT)
- Determine the winning variation based on the observed lift, confidence levels and business objectives
Section 4: Troubleshooting (10%)
- Diagnose activity qualification issues
- Use browser debugging tools (including Experience Cloud Debugger) to verify implementation
- Verify metrics and reporting
How to get certified
These steps take you through the certification process from beginning to end.
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| IMPORTANT |
| Government ID required: You MUST use a government-issued photo ID as your valid form of ID. Soft copies or digital IDs are not allowed. Adobe ID account name: Your Adobe ID account name MUST match your name on your government ID. To update your Adobe ID account name, e-mail certif@adobe.com. Please request this correction 72 hours in advance. If the names do not match at the time of the exam, you will need to sign up for a new exam at an additional charge. |
You must have an Adobe ID to schedule and take your exam. If you do not have an Adobe ID, you can create one here.
It is necessary to have an Adobe ID for three reasons:
- You will need an Adobe ID to create and log in to your Adobe Credential Management System account. This is where you can view your certifications, exam history, exam scores, and additional information.
- You must be logged in to the Adobe Credential Management System in order to create and log in to your Examity account. That is where you will schedule, pay for, and take your test.
- You must be logged in to the Adobe Credential Management System to take practice tests on the Adobe Certification Exam Prep Portal.
Study Materials
You are not required to complete training before taking the exam, and training alone will not provide you with the knowledge and skills required to pass the exam. A combination of training and successful, on-the-job experience are critical to providing you with the repository needed to pass the exam.
Here are some suggested resources to help you prepare:
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| Some links in this section will only work after you have logged into the Adobe Credential Management System. Please take a moment to log in now. |
Section 1: Planning and strategy
- Set up Account Preferences in Adobe Target
- Understanding Enterprise User Permissions in Adobe Target
- Configure Enterprise User Permissions
- Set up Workspaces in Adobe Target
- Introduction to Administration Setup
- Set up Properties in Adobe Target
Section 2: Configuring, executing and managing
- Introduction to Adobe Target implementation
- Integrate Target with tags
- Benefits of using locations
- Introduction to Target requests
- Introduction to Target parameters
- Understanding How Adobe Target’s at.js 2.0 Works
- Implement Adobe Target’s at.js 2.0 in a Single Page Application (SPA)
- Design a Target implementation
- Next steps to designing a Target implementation
Section 3: Analyzing and reporting
- Use the Personalization Insights Reportss
- Integrate Target with Analytics
- Use Adobe Analytics as a Data Source for Adobe Target (A4T)
- Setting up A4T reports in Analysis Workspace for Auto-Target activities
Section 4: Troubleshooting
- Troubleshoot with the Experience Cloud Debugger
- Troubleshoot with Target Traces
- Troubleshoot mbox errors
- Troubleshoot activity errors
- Troubleshoot integration errors
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Take a practice test
We recommend taking the free practice test before you start. You’ll have unrestricted access to all available practice tests for Adobe’s expert-level exams.
Our practice tests are all developed from the same blueprint as the live exams. The practice test will help you understand the topics covered in the live exam.
Please remember that passing a practice test does not guarantee you will pass the certification exam.
To take the practice test:
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First, log in to the Adobe Credential Management System with your Adobe ID.
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Then, go to the Adobe Certification Exam Prep Portal to find your practice test.
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| NOTE |
| Some in this section will only work after you have logged into the Adobe Credential Management System. Please take a moment to log in now. |
Exam delivery
Adobe uses a vendor called Examity to administer scheduled, proctored exams. All new certification exams are proctored. Renewal exams are on-demand and unproctored.
Schedule, reschedule, or cancel exam
To schedule, reschedule, or cancel your exam:
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First, log in to the Adobe Credential Management System with your Adobe ID.
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Then, go to the Examity portal and follow the instructions provided on screen.
Cancellations and rescheduling must be initiated 48 hours before the scheduled exam appointment. Candidates must modify this appointment themselves. Neither Adobe Support or exam vendors can process rescheduling and cancellation requests. Cancellations under 48 hours are subject to a rescheduling fee in addition to the exam fee.
How to pay
Pay by credit card: When you schedule your exam, you will be prompted to enter your credit card for payment.
Pay by voucher: To purchase an exam voucher go to: Adobe Certification Voucher Center. You can apply the voucher code when you schedule your exam. See below for voucher discount information.
Purchasing a voucher
You can pay for an exam with a voucher. To purchase an exam voucher go to the Adobe Certification Voucher Center.
You can apply the voucher code when you schedule your exam. See below for voucher discount information.
All candidates can receive a discount on bulk purchases of 10 or more exams when they purchase via the Adobe Certification Voucher Center.
For more information on vouchers, please see the FAQ.
Discounts
Bulk discounts are available:
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| Quantity | Discount |
| 10-24 | 20% |
| 25-49 | 25% |
| 50+ | 33% |
Partner discounts: Bronze level Partners and above get discounts on all Adobe certification exams and classes. You can read more about these discounts and how to access partner benefits on the Solution Partner Portal.
Voucher discounts: All candidates can receive a discount on bulk purchases of 10 or more exams when they purchase via the Adobe Certification Voucher Center.
Note: Bulk discounts cannot be combined with any other offer or discount.
Before exam day
- Run your system test.
- Make sure Zoom is installed on your computer. Zoom must have permission to use your camera and microphone, to share your screen, and to let your proctor take over your computer temporarily.
- Turn off your pop-up blocker before starting the exam.
- Double-check your time zone in your Examity profile by going to the Adobe Credential Management system, clicking on Schedule/Modify my Exam Appointment, selecting your exam, and going to your Examity profile.
| note important |
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| IMPORTANT |
| Government ID required: You MUST use a government-issued photo ID as your valid form of ID. Soft copies or digital IDs are not allowed. Adobe ID account name: Your Adobe ID account name MUST match your name on your government ID. To update your Adobe ID account name, e-mail certif@adobe.com. Please request this correction 72 hours in advance. If the names do not match at the time of the exam, you will need to sign up for a new exam at an additional charge. |
Day of exam
- Be early! Your proctor will start your session precisely at your appointment start time, so allow time to log into Examity before your appointment.
- Prepare your desk space. Remove any additional monitors, electronics, books, notebooks, papers, etc. from your desktop.
- Plug in your computer.
- Close all applications except the screen share and browser. Your proctor will direct you to open the task manager to show that no other applications are running.
- Note: If you are disconnected, you will receive an email notification from Examity Support to assist with reconnecting. You also have the option to reach out to Examity support direct to reconnect.
After the exam
- Upon completion of the exam, you will receive a provisional pass/fail; however, your final score can take up to 72 hours. Once the exam is reviewed and finalized, you will find the score card in Adobe Credential Management under the “History” tab.
- If you fail an Adobe certification exam on your first attempt, you must wait at least 24 hours before retaking the exam. A failing grade on the second or any subsequent attempt requires a waiting period of 14 calendar days before retaking the exam. Each attempt will incur a separate exam fee.
Adobe uses Examity to administer proctored exams online. In the Examity portal, you can:
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Schedule, reschedule or cancel your exam. Please note that canceling and rescheduling must be initiated prior to 48 hours before the scheduled exam appointment. Candidates must modify this appointment themselves.
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Pay for your exam. Pay for your certification exam either by voucher or credit card in the Examity portal. To purchase an exam voucher go to: Adobe Certification Voucher System. You can apply the voucher code when you schedule your exam. If you have a discount, it will apply at checkout.
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Take your exam.
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| You must log in to the Adobe Credential Management System before clicking on the Examity button below. |
Schedule or take exam AD0-E406 (English)
Go to Examity portal - English exam
Schedule or take exam AD0-E406-J (Japanese)
Please schedule your exam between Sunday – Thursday 5pm – 2am ET to ensure we are able to assign a Japanese-speaking proctor. If you schedule outside of these hours, we cannot guarantee a Japanese-speaking proctor.
Once you’ve passed your certification exam, you will receive an Adobe Experience Cloud digital badge from Credly, a provider of digital credentialing services.
Your badge serves as tangible evidence of your proficiency with Adobe Experience Cloud products. By displaying it on your social media profiles or resume, you can demonstrate your accomplishment to potential employers and clients and showcase your skills in these applications.
For existing users, there are two ways to accept your Adobe Certification badge:
- Step 1: Sign into Credly. (You must use the same email that you used to earn your Adobe credential, or you will not see your badge.)
- Step 2: Or go to the email you received from Credly to the accept the badge.
- Step 3: Accept and share your badge.
For new users, follow the instructions below to accept your Adobe Certification badge:
- Step 1: Go to the email you received from Credly to accept the badge.
- Step 2: Create an account. (You must use the same email that you used to earn your Adobe credential, or you will not see your badge.)
- Step 3: Accept and share your badge.
Renewing your certification
Certifications expire after two years. To maintain your certification, you must renew it before it expires. Visit the Renew your certification page for more information.
Questions
View the certification FAQ.
Additional questions? Contact us.