Exam AD0-E406

Certification journey for Adobe Target Business Practitioner Expert

Learn how to become a certified Adobe Target Business Practitioner Expert.

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:


  • 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


  • 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

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:

  • Optimization
  • Personalization
  • Analytics
  • Digital and product marketing

Exam details:

  • Level: Expert (1-3 years’ experience)
  • Passing Score: 46/68
  • Time: 136 mins
  • Delivery: Online proctored (requires camera access) or test center proctored
  • Available languages: English
  • Cost: $225 (global) / $150 (India)
  • Exam ID: AD0-E406

Exam objectives and scope

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

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: Planning and strategy

Section 2: Configuring, executing and managing

Section 3: Analyzing and reporting

Section 4: Troubleshooting


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

In addition, 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.*

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.

About the certification exam

Adobe uses Examity to administer proctored exams online. In the Examity portal, you can:

  • 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.

  • 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.

  • Take your exam.

Schedule or take exam AD0-E406 (English)

Go to Examity portal - English exam

Schedule or take exam AD0-E406-J (Japanese)

Go to Examity portal - Japanese exam

Japanese instructions for scheduling


View the certification FAQ.

Additional questions? Contact us.

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