Exam AD0-E208

Certification journey for Adobe Analytics Business Practitioner Expert

Learn how to become a certified Analytics Business Practitioner Expert.

Minimum experience

You should have:

  • 2 years’ experience in digital analytics with a marketing background
  • An in-depth understanding of digital analytics metrics and dimensions
  • An understanding the business value of web technologies
  • The ability to translate business requirements into metrics or KPIs
  • The ability to build and interpret reports
  • The ability to communicate results and can propose a course of action based on analysis of reports
  • Helped clients understand how to extract/pull the information they want (for example, help them define their business questions)
  • An understanding how the technology works and understands a client’s implementation (for example, where the data sits, how it can be collected, how it is tracked) from a functional standpoint
  • At least one year of Adobe Analytics hands-on experience
  • A basic understanding of how digital analytics is filtering/structuring data
  • An awareness of the integration of Adobe Analytics with other Adobe solutions

Additionally, you should be familiar with the following technologies and environments:

  • FTP client
  • Current Adobe Analytics Workspace features and other reporting options outside of Workspace (ex. schedule projects and schedule reports)
  • Debugging tools relevant to Adobe Analytics (Packet monitor such as an Adobe Debugger, browser developer tools, Charles)
  • Admin console (Analytics Reports Suite Admin console and Experience Cloud Admin console)
  • Adobe Launch fundamentals/basics
  • Apps, SPA, basic website understanding
  • Mobile services UI
  • Adobe Help Center
  • Data export options (ex. right click to export, .csv download, Data feeds, Data Warehouse extract)

Your certification is valid for two years from when you pass. We recommend taking the newer version when possible, because it covers newer product capabilities.

Intended audience:

  • Digital marketers
  • Business analysts
  • Business consultants
  • Data analysts
  • Web analysts
  • Digital analysts
  • Media / marketing analysts
  • Product owners and managers
  • UI analysts
  • Conversion / optimization specialists

Exam details:

  • Level: Expert (1-3 years’ experience)
  • Passing Score: 31/50
  • Time: 120 mins
  • Delivery: Online proctored (requires camera access) or >test center proctored
  • Available languages: English
  • Cost: $225 (global) / $150 (India)
  • Exam ID: AD0-E208

Readiness self-assessment

Complete the online readiness questionnaire to see if your current experience matches the recommended minimum candidate qualification.

Exam objectives and scope

Section 1: Understanding Analytics in the Adobe Experience Cloud Ecosystem (10%)

  • Demonstrate knowledge on utilizing the Adobe Experience Cloud ID
  • Demonstrate understanding of Adobe Launch
  • Demonstrate understanding of common integrations across the Adobe Experience Cloud Ecosystem

Section 2: Reporting and dashboarding for projects (30%)

  • Consider the advantages of using a reporting tool based on a given scenario
  • Compare fallout and flow visualization and appropriate variable types for reporting
  • Apply the process to schedule Projects and Data Warehouse
  • 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 lookup the dimensions/components
  • Apply the process to create a visualization
  • Given a scenario, determine the appropriate item to use
  • Apply the process to create, configure, and use mobile scorecards

Section 3: Segmentation and calculated metrics (22%)

  • 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

Section 4: General tool knowledge and troubleshooting (12%)

  • Analyze reports and identify data quality issues
  • Define different types of dimensions and parameters existing in Adobe Analytics (eVars, props and events)
  • Determine how to bring data in and out of Adobe Analytics
  • Identify information from marketing URLs

Section 5: Administration (10%)

  • Apply the process to configure the Marketing Channel reports with Marketing Channel processing rules

  • Apply the process to configure Classification Importer and Rule Builder

  • Apply the process to configure a virtual report suite based upon an existing segment

  • Use the Data Feed Manager Admin UI

  • Understanding of data governance

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:

Section 1: Business analysis

Section 2: Reporting and dashboarding for projects

Section 3: Segmentation and calculated metric

Section 4: General tool knowledge and troubleshooting

Section 5: Administration


The following sections and links will function only after a successful login to the Adobe Credential Management System.

Now that you have successfully logged in, the following links will be directly accessible.

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.

Go to the Adobe Certification Exam Prep Portal now to take a practice test.

Take the certification exam

Adobe uses two vendors to administer proctored exams, PSI and Examity.

  • PSI offers test center and Japanese exam options (where available)
  • Examity offers a remote online option

To schedule, reschedule, or cancel your exam, simply click on the vendor of choice, and follow the instructions provided on screen. It’s that simple!

Your profile name in the Adobe Credential Management System must exactly match your Government ID. Failure to have identical information or any mismatch will result in the proctor terminating the exam and will require you to reschedule your appointment in addition to paying an additional exam fee.

Cancellations and rescheduling are possible if initiated prior to 48 hours before the scheduled exam appointment. Candidates must modify this appointment themselves.

Exam number: AD0-E208

PSI Examity

You can pay for your certification exam by voucher or credit card. To purchase an exam voucher go to: Adobe Certification Voucher Center.

You can apply the voucher code when you schedule your exam. If you have a discount, it will apply at checkout.


View the certification FAQ.

Additional questions? Contact us.

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