Visitors and Prospects8% of the exam
Visitors, prospects and visitor association
How Account Engagement turns a cookied, anonymous visitor into a prospect with an email address, how manual association and duplicate email addresses decide which prospect gets the history, and what visitor association changes, visitor filters and first-party tracking do to that history.
Describe the relationship between visitors and prospects.
~8 min read · 13 practice questions ·
What the exam expects
- Explain the difference between an anonymous visitor and a prospect, and name the actions that convert a visitor and keep its earlier activity.
- Trace the prospect lifecycle from visitor to won deal and say what moves a prospect into each stage.
- Manually associate a visitor with a prospect, including the role it needs, what the visitor sees afterwards and which prospect wins when several share the email address.
- Predict what a visitor association change does to activities, score, emails and personal data, and pick the fix that prevents one.
- Choose visitor filters, Identified Companies or first-party tracking for a tracking requirement, and plan the first-party upgrade for an older business unit.
Key terms:
- Visitor: someone who visited your tracked assets; anonymous until associated with an email address.
- Prospect: a visitor that has converted and is identified by an email address.
- Visitor association change: a visitor's activities move from one prospect to another.
- Visitor filter: excludes matching activity from campaign results and email notifications.
- Tracker domain: your own domain that first-party tracking cookies are tied to.
Key facts
Lifecycle stages
- Detail
- Visitor, prospect, MQL (assigned), SQL (on an opportunity), won deal
Manual association role
- Detail
- Account Engagement Administrator or Marketing role
Duplicate address on manual association
- Detail
- Visitor goes to the prospect with the most recent Last Activity value
After manual association
- Detail
- The entered email address is prefilled in Account Engagement forms
AMPSEA default
- Detail
- On for business units created after June 14, 2016; cannot be turned off
VAC and score
- Detail
- Moved activities' points, incl. completion action adjustments, go to the new prospect
VAC and email
- Detail
- Emails stay recorded against the address they were sent to
Visitor cookie duration
- Detail
- 365 days by default, configurable
First-party tracking default
- Detail
- On for business units created after February 13, 2023; all editions
First-party tracker domains
- Detail
- Need a default campaign; go.pardot.com is not used
Identified Companies
- Detail
- Dashboard list of up to five recent identified-company visitors; More Visitors shows all
Sources for this section (7)
- Lifecycle Report Metricshelp.salesforce.com (opens in a new tab)
- Associate a Visitorhelp.salesforce.com (opens in a new tab)
- Multiple Prospects, Same Emailhelp.salesforce.com (opens in a new tab)
- Visitor Association Changehelp.salesforce.com (opens in a new tab)
- Configure Cookie Durationhelp.salesforce.com (opens in a new tab)
- Enable First-Party Trackinghelp.salesforce.com (opens in a new tab)
- Navigate the Lightning Apptrailhead.salesforce.com (opens in a new tab)
- Why can reloading the same landing page several times in a few minutes still count as a single page view?
- When a form is submitted from a browser whose cookie belongs to a prospect in the recycle bin, what happens to that prospect?
- Why does Salesforce recommend a landing page over an embedded form for the first touch?
- How long does the visitor_id cookie persist unless an admin changes it?
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
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