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Adobe Analytics Architect Master study materials
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Adobe Analytics Architect Master practice questions

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Question 1Solution design and technical discovery

During technical discovery, a client states that they need to track a user's login ID across devices and tie all historical activity to that person. Which capability should the architect recommend?

  1. First-party cookies with a longer expiration window
  2. Server-side data collection without cookies
  3. A new report suite per device type
  4. Cross-device stitching using a customer ID as the visitor identifier Correct answer.

Explanation

Adobe Analytics stitches sessions across devices when a known customer ID is passed as the visitor identifier, allowing the person to be recognized regardless of device. Cookies and report suite segmentation do not unify identity across devices.

Question 2Solution design and technical discovery

An architect is defining the data layer contract before implementation. What is the primary purpose of a documented data layer specification?

  1. To define the variables and events that analytics and other tools consume Correct answer.
  2. To enforce JavaScript syntax validation at runtime
  3. To guarantee that all tags fire in a fixed order
  4. To replace the need for a tag management system

Explanation

A data layer specification establishes a stable, tool-agnostic contract describing which variables and events are exposed to analytics and marketing tags. It decouples page code from vendor implementations and reduces breakage when tools change.

Question 3Solution design and technical discovery

A client wants a single report suite to serve two business units with different KPIs but shared user journeys. Which design consideration most strongly argues for separate report suites instead?

  1. Both units use the same ecommerce events
  2. Each unit requires distinct variable allocations and independent data governance Correct answer.
  3. Both units share the same visitor cookie domain
  4. Traffic volume is low enough to fit one suite

Explanation

Separate report suites are justified when units need independent variable/event allocations, distinct admin settings, or separate data governance. Shared journeys alone do not require separation.

Question 4Solution design and technical discovery

Which Adobe Analytics feature allows an architect to validate that expected variables and events are populating before full implementation is complete?

  1. Data Warehouse exports
  2. Anomaly detection alerts
  3. The Adobe Experience Cloud Debugger or a packet analyzer Correct answer.
  4. Scheduled report delivery

Explanation

A debugger or packet analyzer inspects the outgoing image request, letting the architect confirm that variables, events, and values are set correctly in real time. Reporting tools only reflect data after collection and processing.

Question 5Solution design and technical discovery

During discovery, a client says their site is a single-page application using client-side routing. Which collection approach should the architect plan for?

  1. Disable tracking on route changes to avoid duplicates
  2. Rely on default page-load tracking only
  3. Send explicit page view or virtual page view calls on route changes Correct answer.
  4. Use only first-party cookies without page view calls

Explanation

Single-page applications do not trigger new document loads on route changes, so page view calls must be sent explicitly. Default page-load tracking alone would undercount or miss views.

Question 6Solution design and technical discovery

Which question is most important to ask during technical discovery about a client's existing analytics implementation?

  1. Which browser the CEO prefers
  2. Which competitor tools they evaluated
  3. How many employees work in marketing
  4. What variables, events, and naming conventions already exist Correct answer.

Explanation

Understanding the current variables, events, and naming conventions reveals legacy debt, conflicts, and migration constraints that shape the new design. The other items do not materially affect the technical architecture.

Question 7Solution design and technical discovery

A client needs to attribute conversions to marketing channels using rules they can maintain without code changes. Which capability should the architect configure?

  1. Marketing Channel processing rules with custom definitions Correct answer.
  2. A calculated metric for each channel
  3. A segment per campaign
  4. Processing rules

Explanation

Marketing Channel processing rules let analysts define and maintain channel classification logic in the interface without code deployments. Other options do not provide maintainable channel classification.

Question 8Solution design and technical discovery

An architect must decide between client-side and server-side data collection. Which scenario most clearly favors server-side collection?

  1. The client wants to minimize engineering effort on the backend
  2. The client wants real-time debugging in the browser
  3. The client wants to reduce reliance on browser-side JavaScript and improve data reliability Correct answer.
  4. The client wants to avoid using any tag management system

Explanation

Server-side collection reduces dependence on client-side JavaScript and ad blockers, improving reliability and data completeness. It typically increases backend engineering effort rather than reducing it.

Question 9Solution design and technical discovery

What is the recommended practice for naming variables and events in a new Adobe Analytics implementation?

  1. Use the default variable names to save time
  2. Adopt a documented, consistent naming convention agreed with stakeholders Correct answer.
  3. Name variables after the developer who created them
  4. Change naming conventions per campaign

Explanation

A documented, consistent naming convention ensures clarity, maintainability, and consistent reporting across teams. Defaults, personal names, and per-campaign schemes create confusion and technical debt.

Question 10Solution design and technical discovery

A client wants to capture product data on every ecommerce interaction. Which set of variables should the architect plan to populate for product-level reporting?

  1. Only the page name and channel
  2. Only a prop for the page URL
  3. Only a segment for the product category
  4. Products variable with merchandising eVars and events Correct answer.

Explanation

Product-level reporting relies on the products variable combined with merchandising eVars and events to capture product attributes and behavior. Page-level variables alone cannot attribute data to individual products.

Question 11Solution design and technical discovery

Which document best captures the mapping from business requirements to specific variables and events?

  1. A project charter
  2. A creative brief
  3. A solution design reference (SDR) Correct answer.
  4. A release notes document

Explanation

The solution design reference maps business requirements to variables, events, and their definitions, serving as the blueprint for implementation and reporting. Other documents address scope, creative direction, or changes rather than variable mapping.

Question 12Solution design and technical discovery

An architect is designing for a client with strict data residency requirements. Which consideration is most relevant to Adobe Analytics data collection?

  1. Where data is processed and stored relative to regional regulations Correct answer.
  2. The choice of browser for end users
  3. The color scheme of dashboards
  4. The number of report suites per region

Explanation

Data residency concerns where data is processed and stored, so the architect must confirm that collection and processing align with regional regulations. Dashboard styling, suite counts, and browser choice do not address residency.

Question 13Solution design and technical discovery

A client asks how to ensure that a visitor's campaign attribution persists for return visits. Which design element is most directly responsible?

  1. The number of eVars allocated
  2. The dashboard refresh interval
  3. The report suite's time zone setting
  4. The visitor cookie's expiration and the tracking code's attribution settings Correct answer.

Explanation

Persistence of campaign attribution depends on the visitor cookie's expiration and the tracking code's attribution and expiration settings for the relevant variables. Time zone, eVar count, and dashboard refresh do not control attribution persistence.

Question 14Solution design and technical discovery

Which statement best describes the role of a variable map when migrating from another analytics platform to Adobe Analytics?

  1. It automatically fixes all historical data
  2. It replaces the need for a data layer
  3. It determines the report suite's currency setting
  4. It defines how source variables translate into Adobe variables and events Correct answer.

Explanation

A variable map documents how source platform variables and events translate into Adobe Analytics equivalents, guiding implementation and validation. It does not replace a data layer, repair historical data, or set currency.

Question 15Solution design and technical discovery

During discovery, a stakeholder asks for real-time visibility into a specific event within seconds of occurrence. Which Adobe Analytics capability should the architect evaluate?

  1. Ad hoc analysis of historical data
  2. Real-time reports for selected metrics and dimensions Correct answer.
  3. Anomaly detection on daily trends
  4. Data Warehouse scheduled exports

Explanation

Real-time reports provide near-immediate visibility for a limited set of configured metrics and dimensions. Warehouse, historical analysis, and daily anomaly detection operate on processed or aggregated data with longer latency.

Question 16Solution design and technical discovery

A client wants to track internal search terms and tie them to downstream conversions. Which design approach is most appropriate?

  1. Capture the search term in an eVar with appropriate allocation and expiration Correct answer.
  2. Skip tracking search terms to reduce implementation effort
  3. Capture the search term in a prop only
  4. Track search terms only in a segment

Explanation

An eVar with suitable allocation and expiration persists the search term so it can be attributed to later conversions. A prop alone is limited in persistence, and segments cannot capture data at collection time.

Question 17Solution design and technical discovery

Which factor most directly determines whether a custom event should be a counter or a numeric event?

  1. Whether the business needs to sum a value or simply count occurrences Correct answer.
  2. The browser type of the visitor
  3. The report suite's time zone
  4. The number of active users

Explanation

Counter events tally occurrences, while numeric events capture a value that can be summed or averaged. The business question of counting versus measuring a value drives the choice.

Question 18Solution design and technical discovery

An architect is asked to design tracking for a mobile app and a website that must report into the same report suite. Which consideration is most important?

  1. Using only client-side collection
  2. Avoiding a data layer on mobile
  3. Ensuring consistent variable and event definitions across both platforms Correct answer.
  4. Assigning a separate report suite per platform

Explanation

Reporting both platforms into one suite requires consistent variable and event definitions so data is comparable and aggregable. Inconsistent definitions would make combined reporting misleading.

Question 19Solution design and technical discovery

Which item is a valid reason to use processing rules in Adobe Analytics?

  1. To change the report suite's currency
  2. To copy or modify values on incoming hits without changing page code Correct answer.
  3. To create a new report suite automatically
  4. To permanently delete historical data

Explanation

Processing rules let administrators modify or copy values on incoming hits, such as appending a value to a variable, without requiring page code changes. They do not delete historical data, change currency, or create suites.

Question 20Solution design and technical discovery

A client's legal team requires that no personally identifiable information be sent to analytics. Which design control is most appropriate?

  1. Rely on the browser to strip PII automatically
  2. Define and enforce a data collection policy that excludes PII fields from the data layer and requests Correct answer.
  3. Send PII but restrict reports to administrators
  4. Ignore PII concerns until after launch

Explanation

The architect should define and enforce a collection policy that excludes PII from the data layer and outgoing requests, supported by review and validation. Browsers do not strip PII, and sending PII is not remediated by report permissions.

Question 21Solution design and technical discovery

Which question best helps an architect understand a client's reporting audience during discovery?

  1. Which font the website uses
  2. Who will consume the reports and what decisions will they make Correct answer.
  3. Which color palette the brand uses
  4. How many servers the client operates

Explanation

Understanding report consumers and the decisions they make shapes the metrics, dimensions, and structure of the solution. Brand colors, server counts, and fonts do not inform analytics design.

Question 22Solution design and technical discovery

An architect must recommend how to handle a variable that needs to hold multiple values on a single hit. Which approach is most appropriate?

  1. Use a single-value prop
  2. Use a segment
  3. Use a report suite setting
  4. Use a list variable or a delimiter-based multi-value eVar Correct answer.

Explanation

List variables or delimiter-based multi-value eVars are designed to capture multiple values on one hit. A single-value prop or a segment cannot store multiple values from a single request.

Question 23Solution design and technical discovery

Which practice best supports long-term maintainability of an Adobe Analytics implementation?

  1. Allowing developers to add variables ad hoc
  2. Maintaining an up-to-date solution design reference and change log Correct answer.
  3. Renaming variables frequently
  4. Avoiding documentation to save time

Explanation

Keeping the solution design reference and change log current preserves institutional knowledge and reduces errors during updates. Ad hoc additions, missing documentation, and frequent renaming create confusion and debt.

Question 24Solution design and technical discovery

A client wants to measure the effectiveness of an A/B test on a landing page. Which design element should the architect plan to capture?

  1. The test variant identifier in a variable and a segment to compare outcomes Correct answer.
  2. Only the page URL
  3. Only the report suite name
  4. Only the visitor cookie

Explanation

Capturing the test variant identifier in a variable enables segmentation and comparison of outcomes between variants. The URL, cookie, and suite name do not identify the variant.

Question 25Solution design and technical discovery

An architect is choosing between a prop and an eVar for a value that must be available for pathing analysis on the same hit. Which choice is most appropriate?

  1. A calculated metric, because metrics support pathing
  2. A prop, because props support pathing and are hit-scoped Correct answer.
  3. An eVar, because eVars cannot be used in pathing
  4. A segment, because segments support pathing

Explanation

Props are hit-scoped and support pathing analysis, making them suitable when pathing on the value is required. eVars are primarily for conversion attribution, and segments and metrics do not provide pathing.

Question 26Solution design and technical discovery

Which Adobe Analytics limit most directly constrains the number of unique values an architect can reliably report on for a single conversion variable?

  1. The 1,000 unique values per report limit
  2. The 100-character limit on the value string
  3. The 500,000 unique values per month threshold Correct answer.
  4. The 500-character limit on the value string

Explanation

Adobe Analytics conversion variables (eVars) support up to 500,000 unique values per month; exceeding this causes values to be grouped under 'Low Traffic' in reports. The string length limit is a separate constraint and does not govern cardinality. Design decisions about variable allocation should account for this monthly uniqueness threshold.

Question 27Solution design and technical discovery

An architect is planning data collection for a site that must capture the same page-view data from both a web property and a kiosk application. Which approach best ensures consistent variable mapping across both sources?

  1. Implement each source independently and reconcile differences during quarterly reviews.
  2. Define a shared data layer specification that both sources populate before sending data. Correct answer.
  3. Use separate report suites for each source and merge them later with data warehouse exports.
  4. Rely on automatic page naming in each source to reduce configuration effort.

Explanation

A shared data layer specification provides a single contract for variable names, formats, and values that every collection source must follow, which keeps reporting consistent. Independent implementations or automatic naming introduce drift that is costly to reconcile. Separate report suites do not solve mapping inconsistency at the point of collection.

Question 28Solution design and technical discovery

A client wants to classify campaign codes into marketing regions without altering the tracking code on each campaign URL. Which Adobe Analytics capability should the architect recommend?

  1. A calculated metric that derives region from the campaign string
  2. A classification rule set that maps campaign values to region attributes Correct answer.
  3. Processing rules that rewrite the campaign variable at collection time
  4. A segment that filters campaign values by region for each report

Explanation

Classifications let you upload or rule-map metadata such as region against existing campaign values without changing the data collection code. Processing rules alter hit data but do not provide a maintainable lookup table for many campaign codes. Segments and calculated metrics operate on existing values and do not attach new dimensions.

Question 29Solution design and technical discovery

During discovery, a client states that visitors often return within the same day and must be counted once for a promotional campaign even if they arrive again from a different source. Which design decision most directly addresses this requirement?

  1. Configuring the campaign variable's allocation and expiration to persist the original value for the required window Correct answer.
  2. Enabling timestamp-optional hits so late-arriving data is accepted
  3. Using a first-party cookie with a 30-day lifetime for all traffic variables
  4. Setting the campaign variable's expiration to visit so each new visit overwrites the value

Explanation

Expiration and allocation settings on the campaign variable determine how long the original value persists and how credit is assigned across subsequent hits. A visit-based expiration would overwrite the original campaign on the next visit, defeating the requirement. Cookie lifetime alone does not control how the variable's value is retained in reporting.

Question 30Solution design and technical discovery

An architect is evaluating whether to use a single report suite with virtual report suites or multiple base report suites for a client with several brands that share visitors but require separate reporting. Which consideration most strongly favors the virtual report suite approach?

  1. Virtual report suites eliminate the need to define segments for each brand.
  2. Virtual report suites provide independent data storage for each brand's hits.
  3. Virtual report suites can enforce different data collection endpoints per brand.
  4. Virtual report suites allow brand-specific reporting from a shared data set while preserving cross-brand visitor analysis. Correct answer.

Explanation

Virtual report suites apply segments and settings to a base report suite, so a single shared data set can serve brand-specific views while retaining the ability to analyze visitors across brands. They do not change the collection endpoint or create separate storage. Brand segmentation still relies on defined segments applied to the virtual suite.

Question 31Implementation strategy and variable/tag design

An architect wants a single variable to capture the internal search term and also drive a search-results event. Which design best follows Adobe Analytics variable-usage conventions?

  1. Reuse the pageName variable to hold the search term
  2. Store the term in a dedicated search-terms eVar and fire a separate event on results Correct answer.
  3. Write the term into the campaign tracking variable
  4. Assign the term to the browser's referrer field

Explanation

Search terms belong in a dedicated eVar with appropriate allocation and expiration, and the results action is captured by a separate success event. Keeping purposes separate preserves clean reporting and avoids overwriting core dimensions.

Question 32Implementation strategy and variable/tag design

Which element of the Adobe Analytics data layer design ensures a value persists for the entire user session in a traffic variable?

  1. Configuring the variable's expiration to Session in the report suite settings Correct answer.
  2. Enabling the variable in the tag rule's trigger condition
  3. Adding the variable to the processing rules list
  4. Setting the variable's allocation to most recent

Explanation

Persistence for conversion-style variables is governed by the expiration setting in the report suite's variable configuration. Setting expiration to Session makes the value carry forward for the visit.

Question 33Implementation strategy and variable/tag design

A team needs to distinguish logged-in versus anonymous visitors for segmentation. Which implementation approach is most appropriate?

  1. A conversion variable with a visitor ID as its value
  2. A custom event fired on every page view
  3. A prop with hit-level expiration capturing login state Correct answer.
  4. A traffic variable set only on the login page

Explanation

Login state is a categorical attribute best held in a traffic variable (prop) with hit-level scope so each hit reflects the visitor's state at that time. This supports reliable segmentation across the visit.

Question 34Implementation strategy and variable/tag design

What is the primary purpose of a data element in Adobe Experience Platform Tags?

  1. To encrypt values before transmission
  2. To schedule when tags are published to production
  3. To define the report suite that receives the beacon
  4. To centralize the retrieval of values that rules can reference Correct answer.

Explanation

Data elements abstract where a value comes from (data layer, cookie, DOM, query string) so multiple rules can reference it consistently. This reduces duplication and eases maintenance.

Question 35Implementation strategy and variable/tag design

Which practice best supports a maintainable tagging implementation across many pages?

  1. Embedding analytics calls directly in page source
  2. Using a documented data layer with generic rules Correct answer.
  3. Creating page-specific rules for every URL
  4. Hard-coding selector paths for each page template

Explanation

A documented data layer decouples page markup from tag rules, letting generic rules read stable keys. This scales across templates and reduces breakage when the DOM changes.

Question 36Implementation strategy and variable/tag design

An architect wants a variable to record the last marketing channel a visitor touched within a visit. Which allocation setting fits this requirement?

  1. Participation allocation
  2. Linear allocation
  3. Original allocation
  4. Most recent allocation Correct answer.

Explanation

Most recent allocation assigns credit to the last value seen, matching a last-touch-within-visit requirement. Original allocation would instead credit the first value.

Question 37Implementation strategy and variable/tag design

Which variable type is designed to count how many times a defined action occurs?

  1. A prop
  2. A list variable
  3. A success event Correct answer.
  4. An eVar

Explanation

Success events are counters incremented when an action occurs and can be combined with conversion variables. Props and eVars store dimension values rather than counts.

Question 38Implementation strategy and variable/tag design

What does the s.t() call in the legacy AppMeasurement library do?

  1. Registers a success event without a page view
  2. Clears all variables and resets the visitor
  3. Sends a page view beacon with current variables Correct answer.
  4. Tracks a custom link with no page view

Explanation

The s.t() method sends a page view beacon, capturing the pageName and any variables set before the call. Custom links and events use different methods.

Question 39Implementation strategy and variable/tag design

A retailer wants product-level revenue reported alongside the product name. Which design correctly links the product dimension to the revenue metric?

  1. Store revenue in a traffic variable and the name in an event
  2. Set the product name in a prop and revenue in a separate eVar
  3. Fire a custom link with the product name in pageName
  4. Use the products variable with the product name and set the revenue event Correct answer.

Explanation

The products variable carries merchandising dimensions and ties them to merchandising events such as revenue in the same beacon. This produces product-level revenue attribution.

Question 40Implementation strategy and variable/tag design

An architect must ensure that a value captured at the start of a visit is credited to a purchase later in the same visit. Which configuration achieves this?

  1. An event with participation enabled
  2. A prop with hit expiration
  3. A list variable with no expiration
  4. An eVar with Original allocation and Visit expiration Correct answer.

Explanation

Original allocation credits the first value, and Visit expiration keeps it available until the visit ends, so later purchases receive credit. This is the standard first-touch-within-visit pattern.

Question 41Implementation strategy and variable/tag design

A team wants to capture multiple values from a single hit (for example, several category tags) as separate reportable items. Which variable type is intended for this?

  1. A prop with a single value
  2. A numeric event counter
  3. An eVar with most recent allocation
  4. A list variable with a delimiter Correct answer.

Explanation

List variables (or delimited multi-value eVars) split a delimited string into individual reportable values within one hit. This suits tagging scenarios where several items apply at once.

Question 42Implementation strategy and variable/tag design

During implementation review, an architect finds that s.pageName is set after s.t() is called. What is the likely outcome?

  1. The beacon is sent without the updated page name Correct answer.
  2. The page name is included because variables are read asynchronously
  3. The call fails and no data is sent
  4. The page name is applied retroactively to the previous beacon

Explanation

AppMeasurement reads variables at the moment the tracking call executes, so values set afterward are not included in that beacon. Ordering variable assignment before the call is required.

Question 43Implementation strategy and variable/tag design

Which approach best governs which report suites a tag rule sends data to in a multi-brand deployment?

  1. Hard-coding one report suite in every rule
  2. Configuring report suites in the Analytics extension and overriding per rule where needed Correct answer.
  3. Relying on the browser to choose a report suite
  4. Encoding the report suite in the page URL query string

Explanation

The Analytics extension defines default report suites, and individual rules can override them for brand-specific routing. This centralizes configuration while allowing targeted exceptions.

Question 44Implementation strategy and variable/tag design

A marketing team needs campaign codes to persist for 30 days and receive credit for conversions. Which variable configuration supports this?

  1. An event triggered on campaign landing
  2. A prop with hit expiration
  3. An eVar with 30-day expiration and last-touch allocation Correct answer.
  4. A list variable with session expiration

Explanation

Campaign attribution requires a conversion variable with a defined expiration window and an allocation method matching the attribution model. A 30-day eVar with last-touch allocation meets this need.

Question 45Implementation strategy and variable/tag design

An architect wants to avoid sending personally identifiable information through analytics beacons. Which design control is most direct?

  1. Implementing a data layer allow-list that excludes PII fields Correct answer.
  2. Shortening the eVar expiration window
  3. Increasing beacon encryption in transit
  4. Relying on report suite filters after collection

Explanation

Preventing PII from entering the data layer and tag rules stops it from being collected at the source. Post-collection controls cannot fully undo exposure once data leaves the browser.

Question 46Implementation strategy and variable/tag design

A team wants to use processing rules to populate a prop from a query string parameter. What should the architect verify first?

  1. That the query parameter is URL-encoded
  2. That the prop is enabled in the report suite and available for processing Correct answer.
  3. That the event serialization is set to most recent
  4. That the visitor has cookies enabled

Explanation

Processing rules can only act on variables that exist and are enabled in the report suite configuration. Confirming availability ensures the rule can target the intended variable.

Question 47Implementation strategy and variable/tag design

An architect is designing context data variables to pass values into processing rules. Which statement reflects best practice?

  1. Context data keys should use a documented naming convention mapped to report variables Correct answer.
  2. Context data keys should be random to prevent collisions
  3. Context data should be avoided in favor of direct variable assignment
  4. Context data keys should mirror report variable names exactly for clarity

Explanation

Context data is a transport layer; a documented naming convention mapped through processing rules keeps it maintainable and decoupled from report variable names. This supports consistent governance.

Question 48Implementation strategy and variable/tag design

A site uses a single-page application where the URL does not change between views. Which design ensures accurate page reporting?

  1. Disable page tracking entirely and rely on events
  2. Explicitly set pageName and send a page view on each virtual view Correct answer.
  3. Set the page name only once at initial load
  4. Rely on automatic page view tracking from URL changes

Explanation

SPAs must explicitly signal virtual page views because automatic URL-based tracking will not detect view changes. Setting pageName and sending a beacon per view keeps reporting accurate.

Question 49Implementation strategy and variable/tag design

An architect needs to ensure that a merchandising eVar binds a product to its promotion only within the hit where the product appears. Which scope is appropriate?

  1. Product-level merchandising eVar Correct answer.
  2. Hit-level traffic prop
  3. Visit-level conversion eVar
  4. Visitor-level eVar with 90-day expiration

Explanation

Product merchandising eVars bind values directly to the products set in the same hit, which is the correct scope for per-product attributes. Broader scopes would misattribute values across products.

Question 50Implementation strategy and variable/tag design

A team wants a variable value to be overwritten by a newer value on every subsequent hit within a visit. Which configuration does this?

  1. Most recent allocation with Hit expiration
  2. Most recent allocation with Visit expiration Correct answer.
  3. Linear allocation with Event expiration
  4. Original allocation with Visit expiration

Explanation

Most recent allocation updates the stored value to the latest one, and Visit expiration keeps that latest value available for the rest of the visit. Together they produce overwrite-and-persist behavior.