# Page actions, wildcards and priority pages

*Marketing Cloud Account Engagement Specialist Study Guide · Lead Management · Last updated November 3, 2026 · https://www.certifyforce.com/study-guide/marketing-cloud-account-engagement-specialist/lead-management/page-actions-wildcards-and-priority-pages*

How page actions run completion actions, custom scores and priority-page callouts when known prospects view tracked pages, how exact URLs and trailing wildcards match, and the hourly notification limit.

- Certification: Salesforce Marketing Cloud Account Engagement Specialist
- Exam section: Lead Management
- Study guide: https://www.certifyforce.com/study-guide/marketing-cloud-account-engagement-specialist

**Official exam objective:**

> Define the capabilities of page actions.

## What the exam expects

- Choose a page action when a requirement depends on a known prospect viewing a specific tracked page, and name the completion actions it can run.
- Enter page action URLs correctly: exact URLs, a wildcard only at the end, and separate actions for URL variants.
- Predict which page action runs when a specific and a wildcard page action overlap.
- Explain how a page action's score replaces the default page view score, what a priority page changes, and the timing rules (prospects only, not retroactive, hourly notifications).

Key terms:
- **Page action**: a set of completion actions triggered by a prospect's view of one tracked page or wildcard URL.
- **Wildcard**: a trailing `*` that matches the base URL and anything after it.
- **Priority page**: a page action option that shows views of the page as a separate prospect activity.

## Key facts

| Fact | Detail | Source |
|---|---|---|
| Trigger | A prospect's view of a page that contains tracking code | [Page Actions](https://help.salesforce.com/s/articleView?id=mktg.pardot_automation_page_actions.htm&type=5&language=en_US) |
| Permission | Administrator or Marketing role creates page actions | [Create a Page Action](https://help.salesforce.com/s/articleView?id=mktg.pardot_automation_create_page_action.htm&type=5&language=en_US) |
| Wildcard position | Only at the end of the URL | [Create a Page Action](https://help.salesforce.com/s/articleView?id=mktg.pardot_automation_create_page_action.htm&type=5&language=en_US) |
| URL matching | Exact URLs only; a www variant needs its own page action | [Page Action Considerations](https://help.salesforce.com/s/articleView?id=mktg.pardot_automation_page_action_considerations.htm&type=5&language=en_US) |
| Overlap | Most specific page action first, wildcard only as fallback | [Page Action Considerations](https://help.salesforce.com/s/articleView?id=mktg.pardot_automation_page_action_considerations.htm&type=5&language=en_US) |
| Who triggers | Prospects only, never anonymous visitors; not retroactive | [Page Action Considerations](https://help.salesforce.com/s/articleView?id=mktg.pardot_automation_page_action_considerations.htm&type=5&language=en_US) |
| Notifications | One per prospect per page per hour | [Page Action Considerations](https://help.salesforce.com/s/articleView?id=mktg.pardot_automation_page_action_considerations.htm&type=5&language=en_US) |
| Custom score | Replaces the default +1 page view score for that page | [Default Scoring System](https://help.salesforce.com/s/articleView?id=mktg.pardot_leadqual_scoring_baseline.htm&type=5&language=en_US) |
| Priority Page | Shows the view as a separate prospect activity | [Priority Pages](https://help.salesforce.com/s/articleView?id=mktg.pardot_automation_priority_page.htm&type=5&language=en_US) |

## Check yourself

- When an earlier anonymous visitor converts, where does that page action visit appear?
- Why does a wildcard entered as /products* also fire on the /products/ page itself?
- Why can a page action fail on a page that is clearly in the right folder?
- How does a page action change a prospect's score, given that Adjust score isn't among its completion actions?

## Sources

- [Page Actions](https://help.salesforce.com/s/articleView?id=mktg.pardot_automation_page_actions.htm&type=5&language=en_US)
- [Considerations for Using Page Actions](https://help.salesforce.com/s/articleView?id=mktg.pardot_automation_page_action_considerations.htm&type=5&language=en_US)
- [Create a Page Action](https://help.salesforce.com/s/articleView?id=mktg.pardot_automation_create_page_action.htm&type=5&language=en_US)
- [Call Out Prospect Page Views as a Separate Activity](https://help.salesforce.com/s/articleView?id=mktg.pardot_automation_priority_page.htm&type=5&language=en_US)
- [Default Scoring System](https://help.salesforce.com/s/articleView?id=mktg.pardot_leadqual_scoring_baseline.htm&type=5&language=en_US)
- [Completion Actions](https://help.salesforce.com/s/articleView?id=mktg.pardot_completion_actions_overview.htm&type=5&language=en_US)

## About the full unit

The "Core concepts", "Exam traps" and "Worked scenario" sections of this unit, its 8 linked practice questions, and unlimited timed mock exams are included with the Marketing Cloud Account Engagement Specialist pack (USD $19): https://www.certifyforce.com/practice-exams