Email Marketing20% of the exam
List email report metrics and Advanced Email Analytics
How the List Email report defines and calculates delivery, bounce, open, click, opt-out and spam metrics, why open tracking is unreliable, which reports cover templates, A/B tests and link heatmaps, what Advanced Email Analytics adds, how Engagement History fields and dashboards report email in Salesforce, and what the B2B Marketing Analytics standard dashboards show.
Distinguish between the metrics collected in Account Engagement email reporting.
~8 min read · 20 practice questions ·
What the exam expects
- Define each List Email report metric and calculate open rate, click-through rate, click-to-open ratio, opt-out rate and spam complaint rate from raw counts.
- Explain how opens and clicks are tracked, why open data is unreliable, and what the tracking settings switch off.
- Pick the right report: List Email, Email Template, Click-Through Rate, A/B overview or individual version.
- Know what Advanced Email Analytics adds and its editions, and how Engagement History fields and dashboards show email metrics in Salesforce.
- Read the B2B Marketing Analytics standard dashboards: which one answers an engagement, pipeline or campaign-results question.
Key terms:
- Unique HTML Opens: prospects who loaded the HTML images, each counted once.
- Click to Open Ratio: unique clicks divided by unique HTML opens.
- Advanced Email Analytics: the package that adds the Interaction and Email Clients tabs.
- Engagement History: fields, related lists and components that show engagement data on Salesforce records.
Key facts
Total Delivered
- Detail
- Sent minus hard and soft bounces; spam folder included
Five soft bounces
- Detail
- Prospect is marked as a hard bounce (the Report Metrics page says "opted out")
Unsubscribe clicks
- Detail
- Not counted in Total or Unique Clicks
Recipient-gap metrics
- Detail
- Not available on test list or A/B sends
Text emails
- Detail
- No tracking pixel; no Click-Through Rate report
Tracking settings
- Detail
- Administrator role, per business unit
Filtered activities toggle
- Detail
- Tools menu; affects all report pages
AEA editions
- Detail
- Plus, Advanced, Premium; extra cost in Growth
AEA history
- Detail
- Emails older than 14 months not recorded
Engagement History Dashboard
- Detail
- CRM Analytics, updated every 8 hours
B2BMA prebuilt dashboards
- Detail
- Engagement, Pipeline, Marketing Manager; Plus, Advanced, Premium with Enterprise or higher
Metrics fields exclusions
- Detail
- Archived prospects, filtered visitors, operational and autoresponder emails
Sources for this section (9)
- Report Metricshelp.salesforce.com (opens in a new tab)
- Email Statistics Datahelp.salesforce.com (opens in a new tab)
- Tracking Engagementhelp.salesforce.com (opens in a new tab)
- Click-Through Rate Reportshelp.salesforce.com (opens in a new tab)
- Tracking Settingshelp.salesforce.com (opens in a new tab)
- AEA Reportshelp.salesforce.com (opens in a new tab)
- Engagement History Featureshelp.salesforce.com (opens in a new tab)
- B2BMA Dashboardshelp.salesforce.com (opens in a new tab)
- Metrics Fieldshelp.salesforce.com (opens in a new tab)
- Why can an email viewed only in a preview pane count as opened?
- When will Advanced Email Analytics show nothing for an old send?
- What does the Winner tile show after a tied A/B test?
- Which emails never appear in campaign metrics fields even when connected campaigns are set up?
The questions are free to read. Answers with their sources and self-grading are included with the pack.
Keep reading with the Marketing Cloud Account Engagement Specialist pack
- Core concepts
- Exam traps
- Worked scenario
The pack includes:
- All 24 lessons of the Marketing Cloud Account Engagement Specialist guide, with reading progress
- Interactive decision walks and step-by-step sequence steppers
- Practice exams purchase adds inline bank questions and topic practice (20 questions for this lesson)
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