Exam AD0-E408

Certification journey for Adobe Target Business Practitioner Professional

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

Minimum experience

You should have:

  • 0-12 months experience with optimization platforms, including Adobe Target
  • Supervised hands-on experience with Adobe Target
  • 0-12 months experience leading/contributing to optimization programs
  • Ability to identify basic Target/Adobe Marketing Cloud administrative tasks (preferences, user roles and permissions, settings)
  • A basic knowledge of the three-step workflow (experiences, targeting, and goals and settings, including all reporting sources)
  • The ability to read and understand Activity reporting results

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: Professional (0-12 months’ experience)
  • Passing Score: 31/50
  • Time: 100 mins
  • Delivery: Online proctored (requires camera access)
  • Available languages: English
  • Cost: $125 (global) / $95 (India)
  • Exam ID: AD0-E408

Exam objectives and scope

Section 1: Planning and strategy (26%)

  • Identify business KPIs
  • Given a scenario of business KPIs and data analysis, identify opportunities for optimization
  • Describe how variables impact an activity
  • Construct test hypotheses based on a given scenario
  • Identify hypotheses elements
  • Describe KPI-based primary and secondary success metrics
  • Given a scenario, assess audience requirements
  • Describe appropriate analytics reporting sources (i.e., Target or Adobe Analytics)

Section 2: Configuring, executing and managing (50%)

  • Explain the use of Form-Based Experience Composer vs. the Visual Experience Composer
  • Describe procedures to create an experience using VEC
  • Describe procedures to create an experience using Form-Based Composer
  • Describe procedures to manage experiences within an experience composer
  • Describe the workflow that applies to creating Target Activities
  • Given a scenario, apply procedures to create an A/B test activity
  • Given a scenario, apply procedures to create an XT activity
  • Given a scenario, apply procedures to create an MVT activity
  • Identify how AP is used for solutions
  • Identify when to use the Recommendation activity
  • Describe procedures to create an Audience in Target
  • Describe procedures to set Goals and Settings
  • Describe procedures to conduct Activity QA
  • Describe procedures to manage Activities and Audiences within Target

Section 3: Analyzing and reporting (16%)

  • Describe settings to help set the elements that appear in a report
  • Describe the difference in Adobe Target Sample Size Calculator settings between planning and validating
  • Describe common problems associated with A/B testing
  • Identify how Automated Personalization Summary reports differ from other reports
  • Describe the features of Experience Performance reports (MVT)
  • Describe best practices that should be followed in A/B testing execution

Section 4: Troubleshooting (8%)

  • Given a scenario, identify activity qualification issues

  • Identify the features of browser debugging tools (including Experience Cloud Debugger)

  • Identify 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:

Sample questions

The sample questions allow you to see the type and format of items that you will encounter in the actual exam. There is no sign-on needed. The results of the sample questions are not stored, and do not predict your actual test results.

See sample questions

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.*

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-E408

Go to Examity portal


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