Expert Guidance on Adobe Analytics Certifications
September 4, 2020
Industry certifications are a great way to improve your marketability and expertise as an analytics professional – and we all know how important data is these days. Adobe provides extensive certifications across its cloud suite. Most of the exams can be tricky and you want to avoid multiple attempts since the test costs about $200 per attempt.
We are a long-time Bronze level Adobe Partner, so many LiveArea team members have passed tests for multiple Adobe certifications. We’d like to share key learnings and a study guide with you to assist you in preparing for the Adobe Analytics Business Practitioner Certification Exam.
We work alongside many clients with Adobe certifications and it enhances our collaboration to speak the same language – so to speak.
Am I ready?
We recommend two years of experience in the web analytics industry before taking an Adobe certification test. This is to ensure a general understanding of analytics functionality and that you “speak the language” when it comes to the questions Adobe is asking. Adobe expects you to know common industry terms such as average order value (AOV), bounce rate, or visits. If you are inexperienced, it’s hard to contextualize the questions even if you’ve memorized the Adobe documentation.
Additionally, you should have at least one year of experience working with the Adobe Analytics Tool and you should be actively working with the tool regularly in the six months leading up to the exam. Adobe frequently releases new functionality, so it’s important to be working with the tool before attempting the test.
You should study at least two weeks leading up to the exam. Unless you are getting re-certified, jumping straight to the test should be avoided. Even Adobe Analytics power users should take some time to familiarize themselves with the details before attempting.
If you want a good gauge on what the test will be like, and to see if you are ready for the exam, try the Adobe Practice Exam for free below. This practice exam is similar to the real test so it’s a good indicator of how you will perform.
Studying for the test
It’s important to get into the right frame of mind when studying to take the exam. Adobe is going to ask hyper-specific questions with a clear correct answer(s) to provide an online test. These questions can be difficult since Analytics is extremely flexible and often there are many ways to achieve a solution. You may know how to answer any business question your company needs, but that’s not usually what Adobe is testing.
Adobe wants to gauge how much you know about their tools’ specific functionality. Make sure you are specific in your study. A general understanding of what a feature does isn’t going to pass the exam. You need to know specifics and nuances. It’s important to note Adobe also likes to ask questions about default, limitations, or exclusions. Pay special attention if you see special notes in documentation when studying.
Leverage the Adobe learning resources in your study. Adobe has plenty of online documentation, webinars, classes (with a fee), and videos. Mix up your studying on the resources available to keep things fresh to improve your recollection.
Finally, we recommend you space out your studying. Review topics in chunks to recall them better. Below are focus areas that may help you break up your studying, but avoid approaching the entirety of Adobe and getting overwhelmed. Pace yourself, taking everything a piece at a time and do a little each day.
Adobe’s exam is broken up into the following sections (from the Adobe Exam Guide). Of course, we can’t share the actual questions, but beneath each section is important documentation. Some of the information is on the Adobe exam guide itself as well as our additions. We have also added links to Adobe documentation and helpful videos.
Section 1: Business Analysis (25%)
• Given a business need/question, identify the most appropriate reporting strategy to perform an analysis
• Analyze data to answer business questions and recommend new optimization hypotheses
• Identify conversion funnels
• Interpret Solution Design Reference (SDR) to determine what data is available in reports
• Analyze report data to summarize and draw conclusions
• Understand outliers and anomalies in reports
• Familiarize yourself with default metrics and common reporting
Section 2: Reporting and Dashboarding for Projects (25%)
• Apply the process to configure projects using the most appropriate tool(s)
• Compare fallout and flow visualization and appropriate variable types for reporting
• Link One
• Link Two
• Apply the process to schedule Projects, Report Builder and Data Warehouse
• Link One
• Link Two
• Link Three
• Link Four
• Apply the process to share Projects and Reporting and Analytics dashboards for different users and/or groups
• Apply the process to set alerts
• Apply the process to look up the dimensions/components
• Apply the process to create a visualization
• Given a scenario, determine the appropriate item to use
• Workspace custom functionality
• Understand classifications
Section 3: Segmentation and Calculated Metrics (25%)
• Determine how to develop and configure segments
• Apply the process to share segments with others in the organization
• Compare segments
• Apply segments to projects and components
• Apply the process to generate calculated and/or segmented metrics
• Determine metric types
• Understand segment creation and sharing
Section 4: General Tool Knowledge and Troubleshooting (15%)
• Analyze reports and identify data quality issues
• Define different types of dimensions and parameters existing in Adobe Analytics
• Link one
• Link two
• Link three
• Link four
• Link five
• Determine how to bring data in and out of Adobe Analytics
• Apply the process to configure Report Builder
• Understand the data Insertion API
• Adobe Processing Order
• Recommended usage guidelines
Section 5: Administration (10%)
• Apply the process to configure the Marketing Channel reports with Marketing Channel processing rules
• Link one
• Link two
• Apply the process to configure Classification Importer and Rule Builder
• Identify information from marketing URLs
• Apply the process to configure a virtual report suite based upon an existing segment
• Understand Report Suite admin console settings
• Understand how to exclude by IP address and use cases for this feature
Now you’re ready!
You’ve studied up, feel prepared, and now you are ready for the exam. Here are a few details you should know in advance of the test.
• Exam name: Adobe Analytics Business Practitioner
• Available languages: English, Japanese
• Number of questions: 69
• Format: Multiple choice
• Duration: 120 minutes
• Delivery: Online proctored (requires camera access) or test center proctored
• Passing mark: 69.57% or 550 using a scaled score format
• Price: $180
• Adobe’s proctors have several testing windows, but they do fill up fast. Make sure you secure your time slot a week or two in advance.
• There are two testing companies you can choose from and we have had good experiences with both.
• The process is strict, you cannot have anyone else in the room and your desk should be empty — no written materials, etc. You aren’t allowed to read the questions aloud to yourself. You can join early, up to 30 minutes, to get set up and go through the authentication process.
• You will have to download a special browser that closes all other programs in the background.
• The authentication process is about 15 minutes. You will need a driver’s license and you must walk your camera around the room and record a 30-second video to prove no one else is in the room.
• Someone will be watching you take the exam the entire test.
• We have had instances where the Internet connection can drop. This will kick you out of the exam, but the proctor should be able to re-open the test and place you back on track.
• Good Luck!