Adobe AD0-E207 Adobe Analytics Architect Master Exam Practice Test

When merchandising is enabled in Adobe Analytics, revenue attribution can vary based on the allocation method:

Linear Allocation: Distributes revenue equally across all instances of the product view and add-to-cart events. Thus, $100 would be attributed to bothmerch_category1andmerch_category2.

Most Recent Allocation: Attributes the revenue to the most recent instance of the variable. Thus, $100 would be attributed tomerch_category2.

This approach ensures that revenue attribution accurately reflects user interactions with products.

When different parts of a website use different methods to implement Adobe Analytics (hard-coded vs. tag management system), it can lead to inconsistencies in data reporting. This is because the two methods might not be perfectly synchronized in terms of how they handle data collection, processing rules, or variables. Despite using the same AppMeasurement version and operating on the same domain, differences in the deployment method can cause issues such as discrepancies in variable persistence, tracking cookies, or firing sequence of the analytics calls. These inconsistencies can make it difficult to maintain and accurately report on the collected data.

Segment IQ in Adobe Analytics is used to compare different segments of traffic to determine the statistical significance of differences between metrics. A high differential score of 0.9 or greater indicates a high statistical significance difference between the metrics of the two segments. This means that the differences observed in metrics like Page Views/Visitors, Searches/Visitors, Carts/Visitors, Cart Additions/Visitors, and Revenue/Visitors are not due to random chance but are significant and meaningful.

 Business Requirement: Ensure GDPR compliance for a new eVar tracking a site feature.

 Additional Configuration:

Data Governance Labels: Essential for ensuring that the data collected complies with GDPR by appropriately labeling the data for privacy and security.

 Explanation:

Data Governance Admin panel: Adding governance labels to the new eVar helps categorize and manage data according to GDPR compliance standards.

 Verification: According to Adobe Analytics GDPR compliance documentation, adding governance labels in the Data Governance Admin panel is a critical step for ensuring data privacy and compliance (Adobe Analytics GDPR Compliance Guide).

 Business Requirement: The company wants to ensure that the original search term ("Mobile") receives credit for the purchase, despite subsequent searches.

 Understanding Merchandising eVars: Merchandising eVars are used to attribute success events (like purchases) to specific values captured earlier (like search terms).

 Allocation and Expiration Settings:

Original Value (First) Allocation: This setting ensures that the first value captured (in this case, "Mobile") remains attributed to the visitor, regardless of subsequent values.

Expiration Setting: Setting the expiration to the purchase event ensures that the value ("Mobile") remains active until the visitor makes a purchase.

 Explanation:

Configure an eVar as Merchandising Variable: This allows tracking specific values like search terms in relation to product views and purchases.

Original Value (First) Allocation: Ensures that the initial search term ("Mobile") gets credit.

Expiration to Purchase Event: Keeps the eVar value until the purchase is made, ensuring accurate attribution.

 Verification: According to Adobe Analytics documentation on Merchandising eVars, using Original Value allocation with appropriate expiration settings ensures correct attribution of original search terms to final purchases (Adobe Analytics Implementation Guide).

 Business Requirement: Enable server-side forwarding to integrate Adobe Audience Manager (AAM) with Adobe Analytics.

 Configuration Location:

Adobe Analytics Report Suite settings: This is where server-side forwarding needs to be enabled to allow data to be sent from Adobe Analytics to AAM.

 Explanation:

Adobe Analytics Report Suite settings: This setting ensures that data collected in Adobe Analytics is forwarded to Adobe Audience Manager.

 Verification: According to Adobe's integration documentation, server-side forwarding is configured within the Adobe Analytics Report Suite settings (Adobe Analytics and Audience Manager Integration Guide).

 Business Requirement: Use dynamic variables to collect the current page URL in eVar32.

 Method:

Dynamic Variable Syntax:D=cpreferences the current page URL.

 Explanation:

s.eVar32="D=cp": This syntax tells Adobe Analytics to dynamically populate eVar32 with the current page URL.

 Verification: According to Adobe Analytics dynamic variables documentation, usingD=cpcorrectly references and captures the current page URL in eVars (Adobe Analytics Dynamic Variables Guide).

 Business Requirement: Ensure data captured by eVar1 is correctly reported.

 Potential Issues:

Tracking server is incorrect: Data might not be sent to the correct server for processing.

eVar1 is NOT enabled in admin settings: The eVar must be enabled in the admin settings to be recorded and reported.

Report Suite ID is incorrect: Data might be sent to the wrong report suite, causing discrepancies in reporting.

 Explanation:

Tracking server is incorrect: Ensures data reaches the correct Adobe Analytics server for processing.

eVar1 is NOT enabled in admin settings: Critical to have eVar1 enabled for it to collect and report data.

Report Suite ID is incorrect: Ensures data is reported in the correct report suite.

 Verification: According to Adobe Analytics troubleshooting documentation, ensuring the correct tracking server, enabled eVars, and correct Report Suite ID are fundamental steps in diagnosing reporting issues (Adobe Analytics Troubleshooting Guide).

 Business Goal: Increase website account registrations by tracking relevant metrics.

 Key Dimensions and Metrics: Visitor Login Status, Form Name, Form Starts, Forms Submitted With Errors, Forms Submitted Successfully.

 Calculated Metrics:

Registration Form Completion Rate: Measures the percentage of forms started that are successfully completed, providing insights into form usability and effectiveness.

Return Visitation Rate: Tracks how often visitors return but is not directly related to registration form completion.

Registered Visitor Transaction Rate: Useful for post-registration analysis but not directly for increasing registrations.

Registered Visitor Form Start Rate: Redundant as registered visitors are less relevant for new registrations.

Unregistered Visitor Registration Form Start Rate: Tracks the engagement of unregistered visitors with the registration form, crucial for understanding initial interest.

 Explanation:

Registration Form Completion Rate: Essential for evaluating the effectiveness of the registration form.

Unregistered Visitor Registration Form Start Rate: Provides insights into how many new visitors are interested in registering, a direct indicator of potential registration increase.

 Verification: According to Adobe's Measurement Planning documentation, these calculated metrics are vital for tracking and improving form conversion rates (Adobe Measurement Planning Guide).

 Business Requirement: Track the login status of visitors on a secure website.

 Potential Login Statuses:

"Unregistered / Logged Out": Tracks users who have not registered or have logged out.

"Anonymous": Generally used for visitors who browse without logging in, but does not apply in a secure login-required context.

"Registered / Logged Out": Important for tracking users who have accounts but are currently logged out.

"Registered / Logged In": Essential for tracking active, logged-in users.

"Incomplete Registration": Useful for identifying users who started but did not complete the registration process.

"Unregistered / Logged In": Typically not applicable as unregistered users cannot be logged in.

 Explanation:

"Unregistered / Logged Out": Helps in understanding the behavior of users who visit but have not completed registration or logged out.

"Registered / Logged In": Critical for identifying and analyzing the behavior of active users.

"Incomplete Registration": Helps in identifying and addressing barriers in the registration process.

 Verification: According to Adobe Analytics best practices, capturing various login statuses helps in comprehensive user behavior analysis (Adobe Analytics User Guide).

To add a new enterprise user via the Adobe Admin Console for enterprises, the Architect should follow these steps:

Input the user's email address: This is the primary identifier for the user in the Adobe Admin Console.

Assign a product profile: Product profiles determine the level of access and permissions the user will have within the specific Adobe products.

Assign the user to a user group: User groups help in managing users by grouping them based on their roles or responsibilities, simplifying the process of assigning permissions and product profiles.

This method ensures that the user has the correct access and can utilize the Adobe products as intended.

 Business Requirement: The company needs to report on internal search keywords and their contribution to revenue by creating thedigitalData.search.keyworddata object in the data layer.

 Recommended Syntax: The syntax must be correctly structured to allow Adobe Analytics to map the data object to eVar1 efficiently.

 Explanation:

 Overview of the Issue: The "None" value in Marketing Channel reports indicates visits that are not attributed to any of the defined marketing channels.

 Potential Diagnostic Steps:

Break down "None" Marketing Channel by Tracking Code: This can provide insights but does not directly address the underlying configuration issues.

Review Marketing Channel Processing Rules: Ensures that the rules are correctly defined and applied. Incorrect or missing rules can result in visits being categorized as "None".

Review Marketing Channel Data Feeds: Useful for data validation but not for configuration troubleshooting.

Check that Internal URL Filters are configured correctly: Ensures that internal traffic is filtered out and does not interfere with marketing channel attribution.

Review Marketing Channel Data Connector settings: Relevant for integrations but not for basic processing rule configurations.

 Explanation:

Review Marketing Channel Processing Rules: Essential to verify that all necessary rules are correctly set up to attribute visits to the correct channels.

Check that Internal URL Filters are configured correctly: Ensures that visits from internal sources do not affect marketing channel data, preventing incorrect attribution to "None".

 Verification: According to Adobe Analytics Implementation documentation, reviewing processing rules and internal URL filters is crucial for accurate channel attribution (Adobe Analytics Implementation Guide).

The issue arises because the calculated metric "Orders / Visits" is not aggregating correctly at the product level in the Products report. To resolve this, the Architect should create a calculated metric that uses the Total versions of the Orders and Visits metrics. This ensures that the calculation is performed on the overall totals rather than individual line items, providing an accurate percentage of visits that resulted in purchases.

 Business Requirement: Ensure compliance with GDPR and CCPA by updating mobile data collection practices.

 Tracking Methods:

getGeoCoordinates: Retrieves geographical coordinates but is typically not the method used for tracking purposes.

trackState: Tracks the state of the application and user interaction.

trackAction: Tracks specific user actions within the application.

trackLocation: Explicitly tracks geographic location data, including latitude, longitude, and iBeacon data.

 Explanation:

trackLocation: Must be removed to comply with regulations as it directly tracks and transmits geographic location data.

 Verification: According to Adobe Mobile Services documentation, removing the trackLocation call ensures compliance with data protection regulations by eliminating the collection of sensitive geographic data (Adobe Mobile SDK Guide).