Amazon Marketing Cloud Certification Exam Answers 2024

 Amazon Marketing Cloud Certification Exam Answers 2024

Question 1: Why are developer resources required for creating first-party tables in AMC?

·        Because first-party table creation is an API-only feature

·        Because you must build a custom architecture for automating table creation

·        Developer resources are not required for creating first-party tables in AMC

Question 2: For sponsored ads Cost-per-Click (CPC) campaigns, only click events are eligible for attribution of conversion events.

·        False

·        True

Question 3: Iris, a consumer electronics brand, recently started using AMC to perform analytics on events related to their  Amazon Ads campaigns. Why should Iris consider using the instructional query library?

·        To find a searchable list of AMC tables and fields available to query, including  Amazon Ads events and tables uploaded by Iris

·        To ensure minimum aggregation thresholds are met on all queries

·        Iris should not consider using the instructional query library as it does not apply to advertiser uploaded inputs

·        To save time and reduce errors when compared to writing custom SQL queries from scratch

Question 4: There is not a field for campaign ID in the sponsored_ads_traffic table, so the _____________ field can be used to filter to traffic events from the relevant sponsored ads campaigns.

·        campaign

·        sponsored_ads_traffic

·        user_id

·        supply_source

Question 5: If you run multiple  Amazon DSP and sponsored ads campaigns and reached similar audiences, which query can help you understand your customers’ conversion paths that have the highest conversion rate?

·        Sponsored Products and DSP Display Overlap

·        Audience Overlap Analysis

·        Path to Conversion by Campaign Groups

Question 6: Super Power Batteries, a consumer-packaged goods brand, is new to AMC and wants to learn more about what tables are available to query. Where in the AMC UI can they find this information?

·        Query editor

·        Schema explorer

·        Instance info

·        Submitted queries

Question 7: How can you determine if NULL values are the result of aggregation thresholds or a natural occurrence within your report?

·        Check the aggregation thresholds for the event tables in the Schema explorer

·        Run the report multiple times and look for a variance in the results

·        Use the Append aggregation threshold columns option in the Query editor

·        NULL values don’t occur naturally within reports unless the query is invalid.

Question 8: In AMC, a conversion is defined as an  Amazon.com purchase event.

·        True

·        False

Question 9: Which value is not available for Sponsored Products?

·        campaign_id

·        user_id

·        engagement_scope

·        purchases

Question 10: Which AWS service can be leveraged by the AWS Admin to provide appropriate permissions and access keys to AMC  API users?

·        SageMaker

·        QuickSight

·        IAM

Question 11: What types of Sponsored Products records will have spend metrics?

·        Records representing audience membership insights for Sponsored Product impression events

·        Records representing Sponsored Product click events

·        Records representing Sponsored Product impression events

·        Records representing Sponsored Product view events

Question 12: Why is it considered a good best practice to exclude NULL user_id values from reach and frequency queries?

·        Because NULL user_id values are deemed invalid traffic in post-impression server-side models.

·        This would be redundant; records with NULL user_id values have been removed upstream of query processing anyway.

·        Reach and frequency cannot be accurately determined for NULL user_id values, so this group is excluded to prevent NULL user_id values from skewing the results.

Question 13: Which of the following  Amazon services can be used to visualize aggregated AMC reports in a dashboard?

·         Amazon QuickSight

·        Amazon S3

·        Amazon IAM

Question 14: Which two functions can be used together to filter records based on presence of a string within a column’s values?

·        WHERE, COLLECT

·        WHERE, CONCAT

·        WHERE, SIMILAR TO

·        WHERE, LIKE

Question 15: user_id values cannot be viewed in the AMC user interface or downloaded from AMC

·        True

·        False

Question 16: Which table would you leverage for a query when your objective is to understand how your current audience strategy is performing for your campaigns?

·        dsp_impressions_by_matched_segments

·        amazon_attributed_events_by_conversion_time

·        conversions_with_relevance

Question 17: Which AMC tables would be required for determining the Amazon-attributed conversion volumes per frequency bucket (including  Amazon DSP traffic only)?

·        dsp_impressions, amazon_attributed_events_*

·        dsp_impressions_by_matched_segments, amazon_attributed_events_*

·        dsp_impressions_by_user_segments, amazon_attributed_events_*

Question 18: Which of the following business questions can be answered with an overlap analysis?

·        What was the average impressions per day per campaign per unique user_id value?

·        What are the top performing geographic regions for your campaign based on purchase rates?

·        What is the impact of your Sponsored Products campaigns and  Amazon DSP campaigns in isolation or in combination?

Question 19: Why should you wait until 14 days after the end date of your query date range to run analyses that leverage the amazon_attributed_events_by_traffic_time table?

·        Amazon’s attribution logic leverages a 14-day window; queries run before the 14-day attribution window passes will be missing relevant conversion events.

·        All impression and conversion events in AMC have a 14-day lag from event occurrence to event present in AMC table.

·        There is no need to wait 14 days after the end date of your query date range; waiting will have no impact on the query results.

Question 20: How would you adapt this query to limit results to Sponsored Products keyword targeting only? SELECT ad_product_type, targeting, customer_search_term, match_type, SUM (spend)/100000000 AS total_cost_dollars, ((SUM (spend)/100000000)/SUM (impressions)) *1000 AS avg_cpm, SUM (impressions) AS impressions, SUM (clicks) AS clicks, (SUM (clicks)/SUM (impressions)) AS ctr FROM sponsored_ads_traffic WHERE match_type IN (‘PHRASE’, ‘BROAD’, ‘EXACT’) GROUP BY 1,2,3,4

·        Adjust FROM statement to: FROM sponsored_products

·        Adjust WHERE statement to: WHERE match_type IN (‘PHRASE’, ‘BROAD’, ‘EXACT’) AND ad_product_type = ‘sponsored_products’

·        Add LIMIT clause: LIMIT sponsored_products

·        Adjust SELECT statement to include the sponsored_products field

Question 21: Which table should you use in a query meant to help you choose new  Amazon audiences that may benefit your  Amazon DSP campaign performance?

·        amazon_audiences

·        dsp_audiences

·        dsp_impressions_by_user_segments

·        dsp_impressions_by_matched_segments

Question 22: The LIKE function is unsupported by AMC. Which of the following AMC-supported functions can serve as a substitute?

·        CAST

·        SIMILAR TO

·        COLLECT

Question 23: The _________ field contains the pseudonymous ad identifier associated with a given impression. It is often used in calculations to understand unique reach volumes.

·        purchases

·        halo_code

·        request_tag

·        user_id

Question 24: Overlap analyses enable you to generate insights by comparing different groups of __________ values in isolation and when overlapped.

·        impression_id

·        request_tag

·        user_id

·        purchases

Question 25: Which of these queries will only include purchase records from the underlying table?

·        SELECT campaign, COUNT (DISTINCT user_id) AS purchasers, SUM (purchases) AS purchases FROM amazon_attributed_events_by_traffic_time GROUP BY 1

·        SELECT campaign, COUNT (DISTINCT user_id) AS purchasers, SUM (purchases) AS purchases FROM conversions GROUP BY 1

·        SELECT campaign, COUNT (DISTINCT user_id) AS purchasers, SUM (purchases) AS purchases FROM amazon_attributed_events_by_traffic_time WHERE purchases = 1 GROUP BY 1

Question 26: AMC can be used by brands that don’t sell their products directly in the  Amazon store.

·        True

·        False

Question 27: The _________________ panel within AMC is a repository of Amazon-authored SQL templates and includes associated use cases, instructions, and a guide to interpret the results.

·        Instructional queries

·        Paid features

·        Query editor

·        Schema explorer

Question 28: New-to-brand metrics are only relevant for __________.

·        purchase events

·        detail page view events

·        pixel events

·        add to cart events

Question 29: AMC users have access to all AMC instances in an account by default.

·        True

·        False

Question 30: This panel provides access to additional subscription-based insights from  Amazon or third parties; these insights can be joined with your Amazon Ads events that are already available in AMC.

·        Instructional queries

·        Paid features

·        Instance info

·        Query editor

Question 31: Which event table can be used when attributing conversions to your campaign using custom logic (e.g., 28-day lookback window)?

·        conversions_with_relevance

·        amazon_attributed_events_*

·        dsp_impressions_by_user_segments

·        sponsored_ads_traffic

Question 32: Which of the following statements is true about using queries within the instructional query library?

·        Queries can be uploaded by AMC users and saved for future use

·        Instructional query templates cannot be modified ahead of running

·        Query templates can be edited to include relevant dimensions and metrics for your use case

Question 33: What formula would you use to calculate  Amazon DSP CPM using the fields available in dsp_impressions?

·        (SUM (total_cost)/100000)/ (SUM (impressions)) *1000 AS avg_cpm

·        ((SUM (spend)/100000000)/SUM (impressions)) *1000 AS avg_cpm

·        ((SUM (total_cost)/100000)/SUM (impressions))/1000 AS avg_cpm

Question 34: Why is this query unsuitable for assembling a rule-based audience of those who have completed a conversion event? SELECT user_id FROM conversions

·        The query requires a WHERE clause to specify the relevant conversion event type(s)

·        The query cannot include user_id as a dimension within the final SELECT statement

·        The query does not leverage an audience-specific table

·        The query requires a GROUP BY statement

Question 35: The __________ field functions as a grouping indicator for the impression and any associated clicks, view events, or conversion events.

·        conversions

·        purchases

·        request_tag

·        engagement_scope

Question 36: Which signals are not available within AMC?

·        Ad-relevant conversions with a 28-day lookback window

·        Ad-relevant conversions with a 60-day lookback window

·        Ad-attributed conversions with a 14-day lookback window

Question 37: Columns in the HIGH and VERY_HIGH aggregation threshold categories cannot be used when applying ____________ to your query.

·        WHERE filters

·        JOIN functions

·        first-party insights

·        third-party insights

Question 38: You must connect your organization’s AWS account to AMC in order to leverage the AMC  APIs.

·        True

·        False

Question 39: What are the two ways to access AMC?

·        Through the  APIs or CLI

·        Through the UI or the APIs

·        Through the APIs or AWS

Question 40: You can use a _________ filter to limit your query results based on one or more conditions.

·        FROM

·        WHERE

·        SELECT

Question 41: What is a primary usage of the UNION ALL function in AMC queries?

·        To group records based on a specified field

·        To unify events from different tables

·        To summarize key fields in event tables

Question 42: Rule-based audience creation leverages a separate set of tables than those utilized for AMC reporting.

·        True

·        False

Question 43: When determining total impressions served over a given date range, you can use dsp_impressions or dsp_views.

·        True

·        False

Question 44: What is one limitation of AMC SQL?

·        It cannot filter query results based on date range

·        Some common SQL functions are not currently supported

·        It cannot join tables from different databases

Question 45: AMC supports most common SQL functions, but there are some unsupported SQL functions.

·        True

·        False

Question 46: Which of these use cases can be achieved when using  Amazon Ads events in conjunction with first-party inputs?

·        Understanding top audience attributes of those exposed to  Amazon DSP campaigns

·        Attribution of on-Amazon conversion events to Amazon Ads media events

·        Understanding the overlap of those exposed to Amazon DSP campaigns and those exposed to sponsored ads campaigns

·        Attribution of offline conversion events to Amazon Ads media events

Question 47: To minimize the number of values rendered NULL due to aggregation thresholds, you can:

·        Broaden any filtering that may be in place on the query

·        Look at certain dimensions in combination rather than in isolation

·        Reduce the time window of the query

·        Use more granular dimensions in your final GROUP BY statement

Question 48: Where can you activate AMC rule-based audiences?

·         Amazon DSP

·         Amazon Ad Server

·        Seller Central

Question 49: Which of these statements is true regarding recurring query automation?

·        AMC queries executed via UI or  API will automatically recur on a daily cadence

·        Delivery of recurring AMC queries can be automated via  API only

·        Once recurring queries are set up, modifications to the query schedule can be made in the Instance info panel of the AMC UI

·        You can download the results of automatically-recurring queries from the Submitted queries table in the AMC UI

Question 50: Nutrition Co., a health snack company, would like to know the total impressions that have been delivered per campaign, per supply_source, per device_type. Which of the following represents how to write this query?

·        SELECT total_impressions SUM (impressions) AS device_type FROM campaign, supply_source GROUP BY 1,2,3

·        SELECT campaign, supply_source, SUM (impressions) AS impressions FROM device_type GROUP BY 1,2

·        SELECT campaign, supply_source, device_type, SUM (impressions) AS impressions FROM dsp_impressions GROUP BY 1,2,3

Question 51: How would you adapt this query to obtain cost and impression metrics by supply_source?

·        SELECT supply_source, SUM (total_cost)/100000000 AS total_cost_dollars, ((SUM (total_cost)/100000000)/SUM (impressions)) *1000 AS avg_cpm, SUM (impressions) AS impressions FROM dsp_inventory GROUP BY 1

·        SELECT supply_source, SUM (total_cost)/100000 AS total_cost_dollars, ((SUM (total_cost)/100000)/SUM (impressions)) *1000 AS avg_cpm, SUM (impressions) AS impressions FROM dsp_impressions GROUP BY 1,2

·        SELECT supply_source, SUM (total_cost)/100000 AS total_cost_dollars, ((SUM (total_cost)/100000)/SUM (impressions)) *1000 AS avg_cpm, SUM (impressions) AS impressions FROM dsp_impressions GROUP BY 1

Question 52: Why would this query fail? SELECT campaign, SUM (impressions) AS impressions FROM dsp_impressions

·        SELECT statements cannot be used to choose metrics from a table.

·        There is no WHERE clause to filter the query results based on one or more conditions.

·        There is no GROUP BY statement; this query cannot be run without aggregation on the campaign dimension.

Question 53: The Path to Conversion by Campaign Groups IQ considers all touch points but the output is based on the timing of the first impression of the campaign group.

·        True

·        False

Question 54: What is an exploratory query?

·        A query that tests whether a specific supply source may prove valuable for your campaign’s key performance indicators (KPIs)

·        A query that asseses the efficacy of your marketing strategy; insights from this type of query can be used to refine your  Amazon Ads media mix

·        A query run to understand what is live within your connected  Amazon Ads accounts or to quickly get campaign IDs or other values used to filter in another query

·        A query that tests whether a specific audience segment or segments may prove valuable for your campaign’s key performance indicators (KPIs)

Question 55: What is the max window over which AMC can accrue Amazon Ads events?

·        AMC will accrue and retain up to 90 days of events

·        AMC will accrue and retain up to 12.5 months of events

·        AMC will accrue and retain up to 1 month of events

·        AMC will accrue and retain events in perpetuity

Question 56: There is no universal methodology or join key that can be used to combine tables in all query scenarios.

·        False

·        True

Question 57: The submitted queries table provides details of the query executed and a link to download your aggregated report as a _______ when it’s ready.

·        ZIP file

·        PDF file

·        CSV file

·        LOG file

Question 58: The _____________ field in the conversions_with_relevance table categorizes the relationship between the conversion event and the campaign it is relevant to.

·        engagement_scope

·        request_tag

·        conversions

·        purchases

Question 59: Clicks are considered conversion events and appear as individual records within the amazon_attributed_events_* tables.

·        True

·        False

Question 60: What is the  Amazon Ads attribution lookback window?

·        14-day

·        30-day

·        28-day

·        7-day

Question 61: Which of these exploratory queries would allow you to generate a list of all  Amazon DSP creative active during your chosen time window?

·        SELECT creative, creative_id, SUM (impressions) AS impressions FROM sponsored_ads_traffic GROUP BY 1,2

·        SELECT creative, creative_id, SUM (impressions) AS impressions FROM dsp_impressions GROUP BY 1,2

·        SELECT creative, creative_id, SUM (impressions) AS impressions FROM dsp_impressions WHERE creative IS LIVE GROUP BY 1,2

·        SELECT creative, creative_id, SUM (impressions) AS impressions FROM amazon_attributed_events_by_traffic_time GROUP BY 1,2

Question 62: Which of these statements is false regarding rule-based audiences?

·        Audiences will always refresh on a daily cadence

·        Audiences are created via SQL logic

·        Audiences cannot be modified once created

·        Audiences must exceed 2000 records

Question 63: What is required to access AMC  APIs?

·        Installing a plugin in your browser

·        Connecting your organization’s AWS account to AMC

·        Requesting access from  Amazon customer service

Question 64: When analyzing the relationship between frequency and purchase rate, what actionable insight can you leverage for campaign optimization?

·        Removing the frequency cap because more impressions always lead to more conversions

·        Setting the frequency cap to maximize reach

·        Setting the frequency cap to maximize purchase rate while limiting waste or over delivery

Question 65: A single on-Amazon transaction that includes multiple ASINs from your brand will be represented by a single conversion event within each of the amazon_attributed_events_* tables.

·        False

·        True

Question 66: The ___________ function can be used to append a string to ID fields (such as campaign_id), preventing issues reading the accurate ID values within Excel.

·        CONCAT

·        COLLECT

·        SUM

Question 67: This table contains impression and click events from Sponsored Products (SP), Sponsored Brands (SB), and Sponsored Display (SD) campaigns.

·        adserver_traffic

·        dsp_impressions_by_user_segments:

·        sponsored_ads_traffic

·        conversions_with_relevance

Question 68: If you want to understand more about which product or pixel your conversion events are associated with, which field in the amazon_attributed_events_* tables should you leverage?

·        tracked_item

·        conversion

·        ad_product_type

·        tracked_asin

Question 69: Cost and fee fields are always reported in microcents.

·        False

·        True

Question 70: Which of the following statements about paid features (beta) is false?

·        Paid features are offered as a monthly subscription and can be managed by the administrator of your AMC account

·        Paid features allow advertisers to upload their own first-party insights to better understand the shopping journey

·        Paid features provide access to subscription-based tables that can be used in conjunction with the standard tables available in AMC

Question 71: Which of these statements is false regarding the amazon_attributed_events_by_conversion_time table?

·        The impressions column should not be leveraged to calculate total impressions served in the query timeframe

·        The time window used for your query will apply to the time of the conversion event

·        Conversions included within this table have occurred within 14 days of a traffic event

·        The conversions field will always contain a value of either 1 or 0

Question 72: Which of the following statements about the amazon_attributed_events_* tables is true.

·        Conversions are only available for on-Amazon events, such as purchases and detail page views

·        Tables may include multiple records for each conversion

·        Conversions can be attributed to  Amazon DSP or sponsored ads campaign traffic

·         Amazon Ads attribution logic allows a conversion to be attributed to multiple traffic events

Question 73: Where can you find the details of the entities (Amazon DSP, sponsored ads, etc.) linked to an AMC Instance?

·        Support center

·        Instructional queries panel

·        Documentation panel

·        Instance info panel

Question 74: Performance reporting, such as Path to Conversion reporting, can be constrained to specific conversion events (e.g. purchases of a specific ASIN).

·        False

·        True

Question 75: Since the amazon_attributed_events_* tables contain ad-attributed conversions across all of your Amazon Ads media, you can aggregate them by sponsored ads vs.  Amazon DSP using the __________.

·        conversion_event_category field

·        supply_source field

·        ad_product_type field

·        traffic_event_type field

Question 76: Within the amazon_attributed_events_* tables,  Amazon Ads will only attribute conversion events to click events for sponsored ads CPC (cost-per-click) campaigns.

·        False

·        True