GET CERTIFIED

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.

Key info

EXAM ID:

AD0-E406

LEVEL:

Expert (1-3 years’ experience)

COST:

$225 USD / $150 USD (India)

LANGUAGE(S):

English, Japanese

DELIVERY:

Online proctored (requires camera access)

PASSING SCORE:

46/68

TIME LIMIT:

2 hours 16 minutes

LAST UPDATED:

Exam details

Job title:

  • Optimization
  • Personalization
  • Analytics
  • Digital and product marketing

At a minimum, the candidate seeking to become certified as a Target Business Practitioner has:

  • Typically 2+ years’ experience with optimization platforms, including Adobe Target
  • Hands-on experience with Adobe Target
  • Typically 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 (1) to understand and translate business KPIs into optimization goals and (2) 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 (e.g., ITP, GDPR/CCPA, SPA)
  • An understanding of how Recommendation Activities can be used as a solution

The candidate 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
  • Email

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

Study for your exam

You are not required to complete training before taking your certification 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 is critical to providing you with the repository of knowledge needed to pass the exam. We strongly recommend making use of the resources on this page to help you prepare.

We are excited to offer free practice tests and provide a detailed coaching report upon completion of each one. You will have unlimited access to all available practice tests for Adobe’s expert-level exams. Our practice tests are developed from the same blueprints as the live exams, so they can help you gauge how you are doing in each topic area. However, taking a practice test does not guarantee that you will pass the certification exam.

View Practice Test

If you are prompted to log in to the Exam Prep Guide, use your Adobe ID.

View Exam Prep Guide

Manage your exam

Visit the exam page to schedule, reschedule, or cancel your exam, or request accommodations. If you do not already have a voucher, you will be prompted to pay during the scheduling process.

Manage exam

Read this important information before scheduling

Exam delivery
Adobe has contracted Excelsoft’s easyProctor platform to deliver certification exams in an online proctored environment. Due to proctoring protocols, it is important to read the testing instructions (below, under "Take your exam") before your exam appointment.

Payment
You will be prompted for payment at the time of scheduling. If you have an active voucher, it will be automatically applied. If you do not have an active voucher, you will be prompted to purchase one at the time of scheduling. If you are eligible for an automatic discount, please ensure that you log in with the correct email (for example, your Adobe employee or Adobe partner email) so that the discount can be applied to your account.

Resources
Detailed information on pricing, payment, and discounts.
Voucher FAQ
How to schedule your exam
View video: How to schedule, reschedule, or cancel an exam

  1. Find your exam in the Certification Catalog.
  2. Click on the Manage exam button for your desired exam.
  3. If you do not already have a voucher in your account, you will need to purchase one by clicking on the Purchase voucher button and following the payment prompts.
  4. The Schedule exam button will now be available and you can choose your exam appointment date and time. You may also request accommodations at this time.
Rules regarding exam scheduling
  • You may schedule an exam up to 60 days in the future.
  • You may request accommodations up to 7 days before your exam appointment.


How to reschedule or cancel your exam
  1. Go to the Upcoming exams scheduled widget in your profile.
  2. Click on the Scheduling button.
  3. On the exam scheduling page, you can cancel or reschedule your exam.
Rules regarding rescheduling or canceling your exam
  • Cancellations and rescheduling must be initiated prior to 24 hours before the scheduled exam appointment. You cannot reschedule within the 24-hour window before your exam time. If you cancel during that window, you will forfeit your voucher.
  • Exams cannot be rescheduled for a date that falls after your voucher expires.
  • Exams that are being retired cannot be rescheduled.
  • Candidates must modify their exam appointment themselves. Neither Adobe Support nor exam proctors can process rescheduling and cancellation requests.
IMPORTANT government ID rules

  • Your legal name in your profile MUST match your name on your government ID. If the names do not match at the time of the exam, you may need to sign up for a new exam and pay the exam fee again. To update your legal name, you must submit a support ticket at least 72 hours in advance of your exam appointment.
  • Make sure your government ID is accessible. Soft copies or digital IDs are not allowed
  • You may use an ID with non-Western characters.

Before exam day

  • View the instructional video to understand what your exam experience will be like.
  • Double-check your time zone in your profile.
  • Make sure your government ID is accessible for your exam appointment.
  • Prepare your computer for your exam appointment:
    1. Using the Chrome or Edge browser, go to your Upcoming exams scheduled widget.
    2. Click on Scheduling.
    3. Download the Process Tracker.
    4. Run the system test on the exam page to ensure you will beable to take the exam.

On exam day

  • Be early! Your proctor will start your session precisely at your appointment start time.
  • Take your exam in a quiet workspace where you are alone.
  • Clear your desk of all papers, notebooks, and electronics, including phones, smartwatches, headphones, and earbuds.
  • Remove any external monitors.
  • Turn off your pop-up blocker before starting the exam.
  • Plug in your computer.
  • Note: If you become disconnected during your exam, or encounter any other technical issues, please contact Support using the chat function in the easyProctor dashboard, or by email: certif@adobe.datamatics.com.

Exam rules

Be sure to abide by all exam rules and conduct codes. You will be monitored by both AI and human proctors.
  • Candidates must be alone in the testing environment and should not have another person enter or remain in the room during the exam.
  • The testing area must be clear of unauthorized materials and devices.
  • Candidates must follow all instructions provided by the proctor throughout the session.
  • Candidates must remain visible to the proctor and should not leave the testing area during the exam unless specifically permitted by the proctor.
  • Candidates must not communicate with or receive assistance from another person during the exam.
  • The use of unauthorized applications, tools, materials, or devices is prohibited.
  • Any suspicious activity or violation of the exam rules may be documented and referred for further review, which could result in the exam being terminated or the result being invalidated.
  • Do not close the browser, end the screen share, or cover your camera during the exam. Any of these activities will result in the exam being terminated.
  • Any suspicious activities during the exam will result in warnings. If the activity continues after you have been warned, your exam will be terminated.

The additional rules in this section apply to Adobe Captivate and Adobe ColdFusion ONLY:

Open-book exam policy:
  • Online documentation and reference websites are permitted.
  • Captivate and ColdFusion applications are permitted.
  • Google and other search engines are permitted.
  • AI assistants, including ChatGPT, Claude, Gemini, Copilot, and similar tools, are not permitted.
  • Additional devices, including mobile phones and tablets, are not permitted.
  • ColdFusion ONLY: Printed notes or reference materials are not permitted.
  • Captivate ONLY: Written notes are allowed as long as they are presented prior to the training during the proctor room scan phase.


Questions

View the Self Help Page for detailed information about proctored exams. Or, send a message through our Contact us page.

After your exam

Once you complete an exam, you receive a provisional pass or fail. Your final score can take up to 72 hours to populate. If any irregularity is surfaced after that time, we reserve the right to investigate, and, if necessary, revoke the certification. You can find your result and score report in your Completed exams widget.

If you fail to pass an Adobe certification exam on your first attempt, you must wait at least 24 hours before retaking the exam. Failure to pass an exam on the second or any subsequent attempt requires a waiting period of 15 calendar days before retaking the exam. Each attempt will incur a separate exam fee.
After you pass a certification exam, you will receive a digital badge. This 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 showcase your skills in these applications. When someone clicks on your digital badge, they will be taken to a webpage verifying that your certification belongs to you, as well as what skills it is associated with. This allows you to prove your accomplishment to your supervisor, potential employers, and clients.

To view your badges:
  1. Go to My Account.
  2. Click on the Achievements tab.
  3. Your badges appear in your Trophy case as well as in the Active certifications section.
To share your badge from your Trophy case:
  1. Go to My Account.
  2. Click on the Achievements
  3. Click on your badge. This will open the Credential page.
  4. Click on the logo for the social media account you would like to share to.
To share your badge from the Active certifications section of your profile:
  1. Go to My Account.
  2. Click on the Achievements tab.
  3. Click on the Share button. This will open the Credential page.
  4. Click on the logo for the social media account you would like to share to.

Renew certification

Your Adobe certification must be renewed every two years. That’s why we’ve made renewing faster and simpler than ever – and it’s still free!

Do you have any certifications that need to be renewed?

Check now

How do I renew?


All you need to do is pass two short renewal courses (about 15 minutes each), and your certification will be renewed automatically for two years. Click on the Renewals tab in My Account to begin your renewal. 

When do I renew?
You will be notified 180 days before your certification expires that your renewal window has opened. You may complete your renewal any time within those 180 days.

When does my certification expire? 
Click on the Certifications tab in My Account. Your expiration date and a countdown is in the Active certifications widget. 

What happens if my certification expires?
To reactivate an expired certification, you must take the certification exam and pay the accompanying fee. Avoid the hassle and expense by renewing now for free!  

I have more questions!
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