# Enterprise 2.0 hierarchies, unsubscribe scope and filters

*Marketing Cloud Engagement Consultant Study Guide · Account Configuration · Last updated November 3, 2026 · https://www.certifyforce.com/study-guide/marketing-cloud-engagement-consultant/account-configuration/enterprise-2-0-hierarchies-unsubscribe-scope-and-filters*

How to match an Enterprise 2.0 business unit hierarchy to who owns creative, branding, content and subscribers, and how subscriber filters, unsubscribe scope settings and re-parenting decide what each business unit can reach.

- Certification: Salesforce Marketing Cloud Engagement Consultant
- Exam section: Account Configuration
- Study guide: https://www.certifyforce.com/study-guide/marketing-cloud-engagement-consultant

**Official exam objective:**

> Given a customer scenario, determine the appropriate account hierarchy.

## What the exam expects

- Match a customer's operating model to one of the three documented Enterprise 2.0 patterns: distributed messaging, multi-branded companies or marketing campaigns.
- Decide which level of the hierarchy owns templates, branding, content, subscriber lists and the send calendar.
- Explain how subscriber filters give child business units access to subscribers who are stored in the parent account.
- Choose the unsubscribe scope setting for a business unit, and sequence a reactivation when an enterprise-wide unsubscribe blocks it.
- Change a business unit's place in the hierarchy without rebuilding it.
- Fit user roles and SFTP accounts to each team's job.
- Key terms: **business unit** (a unit that controls access to and sharing of information); **Enterprise 2.0** (the hierarchical account type that uses business units and roles); **subscriber filter** (the rule that selects which account subscribers a business unit can access); **unsubscribe scope** (the business unit property that decides whether a business-level unsubscribe reaches the whole Enterprise).

## Key facts

| Fact | Detail | Source |
|---|---|---|
| Distributed messaging top level | Owns creative assets, subscribers and the calendar | [Enterprise 2.0 Overview](https://help.salesforce.com/s/articleView?id=mktg.mc_es_enterprise_20_overview.htm&type=5&language=en_US) |
| Multi-branded third level | Adds content and manages subscriber lists | [Enterprise 2.0 Overview](https://help.salesforce.com/s/articleView?id=mktg.mc_es_enterprise_20_overview.htm&type=5&language=en_US) |
| Hybrid campaign structure | Manage subscribers at every level; use suppression lists | [Enterprise 2.0 Overview](https://help.salesforce.com/s/articleView?id=mktg.mc_es_enterprise_20_overview.htm&type=5&language=en_US) |
| Where subscribers are stored | Parent account, whichever unit imports them | [Subscriber Filters](https://help.salesforce.com/s/articleView?id=mktg.mc_es_subscriber_filters.htm&type=5&language=en_US) |
| Who defines a filter | Parent business unit user with the define subscriber filter permission | [Define a Subscriber Filter](https://help.salesforce.com/s/articleView?id=mktg.mc_es_define_a_subscriber_filter.htm&type=5&language=en_US) |
| Profile attributes | Top-level only, shared Enterprise-wide, unlimited | [Profile and Preference Attributes](https://help.salesforce.com/s/articleView?id=mktg.mc_es_enterprise2_profile_pref_attributes.htm&type=5&language=en_US) |
| Unsubscribe scope options | All business units in the Enterprise, or this business unit only | [Unsubscribe Settings](https://help.salesforce.com/s/articleView?id=mktg.mc_es_unsubscribe_settings.htm&type=5&language=en_US) |
| Reactivation under enterprise-wide scope | Enterprise level first, then business unit | [Subscriber Filter Unsubscribe Settings](https://help.salesforce.com/s/articleView?id=mktg.mc_es_enterprise_2_0_and_business_units.htm&type=5&language=en_US) |
| Changing a parent | Business Unit Parent section in Setup, Enterprise 1.0 and 2.0 | [Update Parent Account](https://help.salesforce.com/s/articleView?id=mktg.mc_es_update_parent_business_unit.htm&type=5&language=en_US) |
| Standard roles per user | One Marketing Cloud Engagement role and one Email Studio role | [Roles and Permissions](https://help.salesforce.com/s/articleView?id=mktg.mc_overview_roles.htm&type=5&language=en_US) |
| SFTP user accounts | Up to 10 active per MID; files kept at least 21 days | [Create SFTP User Accounts](https://help.salesforce.com/s/articleView?id=mktg.mc_overview_add_ftp_accounts.htm&type=5&language=en_US), [SFTP Accounts](https://help.salesforce.com/s/articleView?id=mktg.mc_overview_ftp_accounts.htm&type=5&language=en_US) |
| Login model | Always logged in as self, never as another user | [Compare Enterprise Functionality](https://help.salesforce.com/s/articleView?id=mktg.mc_es_compare_enterprise_functionality.htm&type=5&language=en_US) |
| Migration from Enterprise 1.0 | Earlier SFTP users are deactivated; surveys unsupported | [E2.0 Known Issues](https://help.salesforce.com/s/articleView?id=mktg.mc_es_enterprise2_known_issues.htm&type=5&language=en_US) |

## Check yourself

- Why can't an Enterprise 2.0 admin troubleshoot a child unit by logging in as one of its users?
- When a business unit uses "this business unit only" and an import activates a subscriber in its All Subscribers list, what happens?
- Which data collection method isn't supported in Enterprise 2.0 business units?
- How many profile and preference attributes can an Enterprise 2.0 account create?

## Sources

- [Enterprise 2.0 Overview](https://help.salesforce.com/s/articleView?id=mktg.mc_es_enterprise_20_overview.htm&type=5&language=en_US)
- [Unsubscribe Settings](https://help.salesforce.com/s/articleView?id=mktg.mc_es_unsubscribe_settings.htm&type=5&language=en_US)
- [Subscriber Filter Unsubscribe Settings](https://help.salesforce.com/s/articleView?id=mktg.mc_es_enterprise_2_0_and_business_units.htm&type=5&language=en_US)
- [Define a Subscriber Filter in Marketing Cloud Engagement](https://help.salesforce.com/s/articleView?id=mktg.mc_es_define_a_subscriber_filter.htm&type=5&language=en_US)
- [Subscriber Filters in Marketing Cloud Engagement](https://help.salesforce.com/s/articleView?id=mktg.mc_es_subscriber_filters.htm&type=5&language=en_US)
- [Business Units in Marketing Cloud Engagement](https://help.salesforce.com/s/articleView?id=mktg.mc_es_business_units.htm&type=5&language=en_US)
- [Update Business Unit Parent Account](https://help.salesforce.com/s/articleView?id=mktg.mc_es_update_parent_business_unit.htm&type=5&language=en_US)
- [Profile and Preference Attributes](https://help.salesforce.com/s/articleView?id=mktg.mc_es_enterprise2_profile_pref_attributes.htm&type=5&language=en_US)
- [Compare Enterprise and Enterprise 2.0 Functionality](https://help.salesforce.com/s/articleView?id=mktg.mc_es_compare_enterprise_functionality.htm&type=5&language=en_US)
- [Enterprise 2.0 Known Issues](https://help.salesforce.com/s/articleView?id=mktg.mc_es_enterprise2_known_issues.htm&type=5&language=en_US)
- [Roles and Permissions in Marketing Cloud Engagement](https://help.salesforce.com/s/articleView?id=mktg.mc_overview_roles.htm&type=5&language=en_US)
- [User Roles in Marketing Cloud Engagement](https://help.salesforce.com/s/articleView?id=mktg.mc_overview_marketing_cloud_roles.htm&type=5&language=en_US)
- [SFTP Accounts in Marketing Cloud Engagement](https://help.salesforce.com/s/articleView?id=mktg.mc_overview_ftp_accounts.htm&type=5&language=en_US)
- [Create SFTP User Accounts](https://help.salesforce.com/s/articleView?id=mktg.mc_overview_add_ftp_accounts.htm&type=5&language=en_US)
- [Multi-Org Account Configuration in Marketing Cloud Connect](https://help.salesforce.com/s/articleView?id=mktg.mc_co_multi_org_account_configuration.htm&type=5&language=en_US)

## About the full unit

The "Core concepts", "Exam traps" and "Worked scenario" sections of this unit, its 7 linked practice questions, and unlimited timed mock exams are included with the Marketing Cloud Engagement Consultant pack (USD $19): https://www.certifyforce.com/practice-exams