Subscriber Data Management18% of the exam
Data views for bounce, complaint and list health
Which system data view answers each list-health question (_Bounce, _Complaint, _Unsubscribe, _Job, _ListSubscribers, _Subscribers versus _EnterpriseAttribute, _AutomationInstance), how long each keeps data, which views run only at the parent or enterprise level, and the bounce and complaint thresholds that tell you a list is unhealthy.
Given a scenario, evaluate data quality.
~6 min read · 13 practice questions ·
What the exam expects
- Choose the system data view that answers a list-health question: undelivered addresses, spam reports, opt-outs, send job details, list membership or profile attributes.
- Recall which data views keep six months of data and which keeps only seven days.
- Explain which data views run only at the parent account or enterprise level, and where triggered-send data goes when it isn't added to a list.
- Use _AutomationInstance and _AutomationActivityInstance to spot automations that run long before they fail.
- Judge list health against Salesforce's bounce and complaint targets.
- Key terms: data view (a system table you query in Automation Studio); _Job (one row of metadata per email send job); hard bounce (a permanent delivery failure); complaint (a recipient marking mail as spam); enterprise level (the top of an Enterprise 2.0 account, above child business units).
Key facts
Where data views are queried
- Detail
- SQL Query activity in Automation Studio, up to six months
Six-month views
- Detail
- _Bounce, _Click, _Complaint, _FTAF, _Open (_Sent and _Unsubscribe also state six months on their own pages)
_ReconcilableDispositionView
- Detail
- Retained for seven days
_Subscribers
- Detail
- Statuses only, no attributes; enterprise level only
_EnterpriseAttribute
- Detail
- Subscribers with profile attributes
_BusinessUnitUnsubscribes
- Detail
- Parent account only
Triggered send not added to a list
- Detail
- Missing from enterprise-level views; query the sender's account
_AutomationInstance
- Detail
- Automation health for six months; finds long-running processes; single business unit; one row per notification address, so use a shared distribution list
List-health targets
- Detail
- Bounce rate under 2%; complaints at or under 0.1%
- Why does a query of _Subscribers return no profile attribute columns?
- When does a query of _ReconcilableDispositionView come back empty for a real send?
- Which data view lists who is on a publication list before a send?
- Why might opens from a child business unit's triggered send be missing at the enterprise level?
The questions are free to read. Answers with their sources and self-grading are included with the pack.
Keep reading with the Marketing Cloud Engagement Administrator pack
- Core concepts
- Exam traps
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The pack includes:
- All 20 lessons of the Marketing Cloud Engagement Administrator guide, with reading progress
- Interactive decision walks and step-by-step sequence steppers
- Inline practice questions and one-click topic practice (13 questions for this lesson)
- An official source cited for every claim
- An AI tutor that answers from the guide
- Unlimited timed practice exams