Integration20% of the exam
Extension products for activation, personalization and reporting
Which product fits a requirement beyond Engagement itself: Data 360 activation targets for unified segments, Marketing Cloud Personalization for real-time web experiences, Marketing Cloud Intelligence or Intelligence Reports for reporting, and what the Advertising Studio retirement changes.
Given a customer use case, recommend which extension product(s) addresses the requirement.
~7 min read · 8 practice questions ·
What the exam expects
- Recommend the Data 360 activation target that delivers unified segments to Engagement business units or to Marketing Cloud Personalization, and explain why unification happens in Data 360, not Contact Builder.
- Recommend Marketing Cloud Personalization when a requirement reacts to in-session behaviour on the web.
- Choose between Marketing Cloud Intelligence and Intelligence Reports for Engagement from the data sources a report needs.
- Advise a customer on the Advertising Studio retirement: what stops, what continues and the recommended successor.
- Key terms: Data 360 (formerly Data Cloud); activation target (where Data 360 publishes segments); identity resolution (the Data 360 engine that builds unified profiles); Marketing Cloud Personalization (formerly Interaction Studio); Marketing Cloud Intelligence (formerly Datorama); Intelligence Reports (Engagement reporting powered by Intelligence).
Key facts
Engagement activation target
- Detail
- Publishes segments and batch DMOs to Engagement business units
Target with several business units
- Detail
- Segment arrives as a shared data extension
Personalization activation target
- Detail
- Publishes segments to Personalization (formerly Interaction Studio)
Permission to create targets
- Detail
- Data Cloud Architect or Data Cloud Activation Manager
Unified profiles
- Detail
- Key ring to source records; no winning values picked
Merging contacts in Engagement
- Detail
- Not possible
Intelligence Reports data
- Detail
- Email, push and journey campaign level, daily aggregates
Marketing Cloud Intelligence sources
- Detail
- Marketing, advertising, web analytics, CRM, e-commerce
Advertising Studio renewals
- Detail
- Not renewable from August 15, 2026
Exam release baseline
- Detail
- Questions align to Spring '24
Data Cloud rename
- Detail
- Data 360 since October 14, 2025
Lead Capture apps
- Detail
- Not affected by the retirement
Sources for this section (9)
- Engagement Activation Targethelp.salesforce.com (opens in a new tab)
- Personalization Activation Targethelp.salesforce.com (opens in a new tab)
- Identity Resolutionhelp.salesforce.com (opens in a new tab)
- Contact Builder Best Practiceshelp.salesforce.com (opens in a new tab)
- Intelligence Reportstrailhead.salesforce.com (opens in a new tab)
- Marketing Cloud Intelligencehelp.salesforce.com (opens in a new tab)
- Advertising Studio Retirementhelp.salesforce.com (opens in a new tab)
- Exam Guidehelp.salesforce.com (opens in a new tab)
- Data 360 Release Noteshelp.salesforce.com (opens in a new tab)
- Where does a user open Intelligence Reports for Engagement?
- When an admin deletes a Data 360 activation target, which segments are affected?
- Which product names does the Advertising Studio retirement cover?
- Why is a Data 360 unified profile not a golden record?
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 Consultant pack
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- All 20 lessons of the Marketing Cloud Engagement Consultant guide, with reading progress
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