# Send context, NOW and View as Web Page

*Marketing Cloud Engagement Developer Study Guide · Programmatic Languages · Last updated November 3, 2026 · https://www.certifyforce.com/study-guide/marketing-cloud-engagement-developer/programmatic-languages/send-context-now-and-view-as-web-page*

When AMPscript values are fixed at send time and when they are rendered again: Now() versus GetSendTime() across sends, journeys, CloudPages and web views, system date strings, the _messagecontext values, send-log content for View as a Web Page, the channels that run AMPscript and ENT. lookups.

- Certification: Salesforce Marketing Cloud Engagement Developer
- Exam section: Programmatic Languages
- Study guide: https://www.certifyforce.com/study-guide/marketing-cloud-engagement-developer

**Official exam objective:**

> Describe how Marketing Cloud handles AMPscript processing.

## What the exam expects

- Predict which time `Now()`, `Now(true)`, `GetSendTime()` and `GetSendTime(true)` return after list, data extension, manual, triggered and journey sends, on CloudPages and in View as a Web Page, and in which time zone.
- Explain why system date strings and looked-up values stay fixed in a delivered email but change on CloudPages and web page views.
- Pick the `_messagecontext` value that shows, hides or guards content such as an UpsertDE() write.
- Keep View as a Web Page faithful with send logging, and name the channels that process AMPscript.
- Reach a parent business unit's data extension from a child business unit with the `ENT.` prefix.
- Key terms: **send time** (when Marketing Cloud Engagement renders AMPscript for each subscriber); **job publish time** (the triggered or journey send's start or republish moment); **`_messagecontext`** (the built-in variable naming the current rendering context); **VAWP** (View as a Web Page); **Enterprise awareness** (lookups that accept the `ENT.` prefix).

## Key facts

| Fact | Detail | Source |
|---|---|---|
| AMPscript channels | HTML and text email, landing pages, SMS, MobilePush | [Programmatic Languages](https://developer.salesforce.com/docs/marketing/marketing-cloud/guide/programmatic-content-overview.html) |
| `Now()` default | `false`: current time and date | [Now()](https://developer.salesforce.com/docs/marketing/marketing-cloud-ampscript/references/mc-ampscript-date-time/mc-ampscript-reference-date-time-now.html) |
| `Now()` on CloudPages | Current time whatever the parameter | [Now()](https://developer.salesforce.com/docs/marketing/marketing-cloud-ampscript/references/mc-ampscript-date-time/mc-ampscript-reference-date-time-now.html) |
| GetSendTime() time zone | CST without daylight saving time | [GetSendTime()](https://developer.salesforce.com/docs/marketing/marketing-cloud-ampscript/references/mc-ampscript-date-time/mc-ampscript-reference-date-time-get-send-time.html) |
| GetSendTime() in web contexts | Job publish or start time regardless of parameter | [GetSendTime()](https://developer.salesforce.com/docs/marketing/marketing-cloud-ampscript/references/mc-ampscript-date-time/mc-ampscript-reference-date-time-get-send-time.html) |
| Date strings | Fixed to send date in email and SMS; render date on CloudPages | [System Time and Date Strings](https://developer.salesforce.com/docs/marketing/marketing-cloud-ampscript/guide/mc-ampscript-guide-language-basics-personalization-strings-system.html) |
| Built-in variable names | Case-insensitive | [Built-In Variables](https://developer.salesforce.com/docs/marketing/marketing-cloud-ampscript/guide/mc-ampscript-guide-language-basics-personalization-strings.html) |
| `SEND` | Not the value for a web page view | [Message Context Variable](https://developer.salesforce.com/docs/marketing/marketing-cloud-ampscript/guide/mc-ampscript-guide-language-basics-personalization-strings-message-context.html) |
| Repeated sends with VAWP | Use send logging, or removed recipients lose the link | [Send-Time Content](https://developer.salesforce.com/docs/marketing/marketing-cloud-ampscript/guide/mc-ampscript-examples-send-time-content.html) |
| `ENT.` prefix | Lookup, LookupRows, LookupOrderedRows | [Enterprise Awareness](https://developer.salesforce.com/docs/marketing/marketing-cloud-ampscript/guide/mc-ampscript-guide-enterprise-awareness.html) |

## Check yourself

- What does `GetSendTime()` return during a send?
- When does `_messagecontext` hold `LINKRESOLUTION`?
- Why must an account contact Salesforce before using the send-time content example?
- What does `xtshortdate` output for 5 August 2023?
- When does `xtlongdate` show a date other than the send date?

## Sources

- [Message Context Variable (AMPscript)](https://developer.salesforce.com/docs/marketing/marketing-cloud-ampscript/guide/mc-ampscript-guide-language-basics-personalization-strings-message-context.html)
- [Now() (AMPscript)](https://developer.salesforce.com/docs/marketing/marketing-cloud-ampscript/references/mc-ampscript-date-time/mc-ampscript-reference-date-time-now.html)
- [GetSendTime() (AMPscript)](https://developer.salesforce.com/docs/marketing/marketing-cloud-ampscript/references/mc-ampscript-date-time/mc-ampscript-reference-date-time-get-send-time.html)
- [AMPscript System Time and Date Strings](https://developer.salesforce.com/docs/marketing/marketing-cloud-ampscript/guide/mc-ampscript-guide-language-basics-personalization-strings-system.html)
- [AMPscript Built-In Variables](https://developer.salesforce.com/docs/marketing/marketing-cloud-ampscript/guide/mc-ampscript-guide-language-basics-personalization-strings.html)
- [Display Send-Time Content Contextually](https://developer.salesforce.com/docs/marketing/marketing-cloud-ampscript/guide/mc-ampscript-examples-send-time-content.html)
- [Programmatic Languages](https://developer.salesforce.com/docs/marketing/marketing-cloud/guide/programmatic-content-overview.html)
- [Get Started with AMPscript Development, Lesson 1](https://developer.salesforce.com/docs/marketing/marketing-cloud-ampscript/guide/mc-ampscript-get-started-learning-lesson-1.html)
- [AMPscript Enterprise Awareness](https://developer.salesforce.com/docs/marketing/marketing-cloud-ampscript/guide/mc-ampscript-guide-enterprise-awareness.html)
- [Crafting Effective Scripts (Trailhead)](https://trailhead.salesforce.com/content/learn/modules/marketing-cloud-programmatic-languages/write-your-best-scripts-with-programmatic-languages-)

## About the full unit

The "Core concepts", "Exam traps" and "Worked scenario" sections of this unit, its 15 linked practice questions, and unlimited timed mock exams are included with the Marketing Cloud Engagement Developer pack (USD $19): https://www.certifyforce.com/practice-exams