Marketing Automation26% of the exam
Journey splits, Path Optimizer and Sales Cloud activities
How Decision, Engagement and Einstein splits choose a path, how Path Optimizer tests variations and when Holdback is allowed, what Update Contact writes, and how the Sales and Service Cloud activities behave in a journey.
Given a customer scenario, build the appropriate Journey Builder solution.
~7 min read · 12 practice questions ·
What the exam expects
- Configure a Decision Split: path order, the path limit, the Remainder path, restricted values and attribute-to-attribute comparison on one-to-many data.
- State the prerequisites of an Engagement Split and predict which path Einstein Scoring and Frequency Splits use.
- Build a Path Optimizer test: winner metric, evaluation, and when Holdback can be used.
- Predict what Update Contact writes, and pick the right Sales and Service Cloud activity (Lead, Task, Campaign Member, Object, Convert Lead) and its constraints.
- Key terms: Remainder path (where contacts matching no Decision Split path go); restricted values (designated filter values defined in Contact Builder); attribute-to-attribute comparison (matching a journey data value to a linked data extension value); Holdback (contacts held out of a Path Optimizer test until a winner is chosen); On Target (the Frequency Split path for contacts at their ideal frequency).
Key facts
Decision Split order
- Detail
- Top to bottom; first qualifying path wins
Decision Split paths
- Detail
- Up to 20; identical paths block activation
No path matched
- Detail
- Remainder path
Restricted values
- Detail
- Created in Contact Builder; dropdown of designated values
One-to-many row
- Detail
- Attribute-to-attribute comparison picks the specific record
Engagement Split
- Detail
- After a message activity; email tracking enabled
Frequency Split, no history
- Detail
- On Target path
Path Optimizer
- Detail
- Up to 10 paths; remaining contacts take the winner
Holdback
- Detail
- Run Once entry schedule only
Update Contact
- Detail
- Overwrites existing rows; adds a row only if none exists
Sales and Service Cloud activities
- Detail
- Asynchronous, up to 24 hours
Convert Lead
- Detail
- Lead to contact or account; can create opportunity and task
Sources for this section (8)
- Configure a Decision Splithelp.salesforce.com (opens in a new tab)
- Linked Data Extensionshelp.salesforce.com (opens in a new tab)
- Build a Journey Campaigntrailhead.salesforce.com (opens in a new tab)
- Configure a Frequency Splithelp.salesforce.com (opens in a new tab)
- Path Optimizerhelp.salesforce.com (opens in a new tab)
- Configure Path Optimizerhelp.salesforce.com (opens in a new tab)
- Activity Typeshelp.salesforce.com (opens in a new tab)
- Sales and Service Cloud Activitieshelp.salesforce.com (opens in a new tab)
- Why does a Path Optimizer test run longer than its evaluation period?
- When does a Frequency Split include a Remainder path?
- Why keep each contact under 1,000 rows in a linked data extension used by journey filters?
- Who can the Task activity assign a task to?
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 Specialist pack
- Core concepts
- Exam traps
- Worked scenario
The pack includes:
- All 31 lessons of the Marketing Cloud 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 (12 questions for this lesson)
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