MCA Analytics and Reporting 3 — Questions and Answers
Question 1: In Marketo's Program Performance Report, what does '(FT) Pipeline' represent?
- Total pipeline from all opportunities associated with program members
- Pipeline from opportunities where the program was the first to acquire the lead (Correct answer)
- Pipeline generated in the current fiscal quarter
- Pipeline from leads who clicked a link in the program email
Correct answer: Pipeline from opportunities where the program was the first to acquire the lead
FT Pipeline shows the total opportunity pipeline value where the program had First-Touch attribution for the associated lead.
Question 2: Which Marketo report would best help a marketer identify which landing page variants are driving the most form submissions?
- Landing Page Performance Report (Correct answer)
- Web Page Activity Report
- Form Performance Report
- Lead Performance Report
Correct answer: Landing Page Performance Report
The Landing Page Performance Report shows views, form fills, and conversion rates per landing page.
Question 3: How does Marketo define 'Engagement Score' in the Engagement Program dashboard?
- The number of times a lead opened an email
- A proprietary score (0-100) combining open, click, and unsubscribe rates (Correct answer)
- The total number of leads in the engagement stream
- A score calculated only from click-to-open ratio
Correct answer: A proprietary score (0-100) combining open, click, and unsubscribe rates
Engagement Score is a Marketo-proprietary metric that blends opens, clicks, and unsubscribes into a 0-100 score to measure content performance.
Question 4: When exporting a Marketo report to Excel, which of the following is NOT an available export format?
- CSV
- Excel (.xlsx)
- PDF (Correct answer)
- Tab-delimited text
Correct answer: PDF
Marketo report exports support CSV, Excel, and tab-delimited formats, but not PDF export.
Question 5: A Campaign Activity Report in Marketo tracks activities for which type of campaign?
- Email programs only
- Smart Campaigns (both batch and trigger) (Correct answer)
- Engagement programs only
- Event programs only
Correct answer: Smart Campaigns (both batch and trigger)
The Campaign Activity Report captures flow step activities executed by Smart Campaigns, both batch and trigger types.
Question 6: What does the 'Unsubscribed' metric in an Email Performance Report count?
- Leads who were removed from the database after receiving the email
- Leads who clicked the unsubscribe link after receiving the specific email (Correct answer)
- All currently unsubscribed leads in the database
- Leads who marked the email as spam
Correct answer: Leads who clicked the unsubscribe link after receiving the specific email
The Unsubscribed count reflects leads who clicked the unsubscribe link specifically in response to that email send.
Question 7: In Marketo's Analytics area, what is a 'Revenue Cycle Model' primarily used for?
- Calculating cost-per-lead for each program
- Defining the stages leads move through from acquisition to closed-won (Correct answer)
- Setting up email nurture stream cadences
- Automating lead scoring adjustments
Correct answer: Defining the stages leads move through from acquisition to closed-won
A Revenue Cycle Model maps the stages a lead progresses through in the buying journey, enabling stage-based funnel analytics.
MCA Analytics and Reporting 3
In Marketo's Program Performance Report, what does '(FT) Pipeline' represent?