Adobe CJA Business Practitioner Pro flashcards

32 cards. Read the term and the definition here. The deck at the top of this page is optional.

Event dataset requirement

CJA accepts only Experience Platform event datasets that contain a timestamp and a person identifier; profile and lookup datasets cannot be enabled for CJA reporting.

Connection scope

A CJA connection is sandbox-specific and links one or more event datasets to data views; datasets can be reused across multiple data views in that connection.

Stitching lookback

CJA cross-device stitching uses a 25-month lookback window and periodically replays data to apply newly resolved identities to historical events.

Data Prep mapping

Data Prep in Experience Platform maps source fields to XDM schema fields before CJA ingests them; mappings apply at the dataset level and affect all data views.

Data view session timeout

The data view session setting defines inactivity before a new session starts; default is 30 minutes and changes apply prospectively to session calculation.

Component curation

In a data view, components can be renamed, hidden, or described without changing underlying schema fields; component IDs remain stable for Workspace projects.

Metric attribution default

Each metric in a data view can have a default attribution model and lookback window; Workspace users can override these per panel or table.

XDM schema role

CJA data views map Experience Platform XDM fields to dimensions and metrics; schema changes require data view review to keep components valid.

Freeform table breakdown

Breaking down a dimension row splits its metric values by another dimension; breakdowns respect the panel date range and segment context.

Fallout visualization

Fallout shows how many people proceed through an ordered sequence of touchpoints and the drop-off rate between each step.

Cohort table

A cohort table groups people by a shared first event date and tracks retention or metric behavior in subsequent periods.

Anomaly detection

Anomaly detection compares actual metric values with expected ranges using statistical models and flags points outside the confidence band.

Segment containers

CJA segment containers are event, session, and person; the container determines whether criteria must occur on one event, within one session, or across a person's history.

Sequential segment

A sequential segment uses Then logic so one condition must occur after another within the chosen container and lookback.

Calculated metric limits

Calculated metrics combine existing metrics with arithmetic or functions; they cannot directly reference dimensions and must use metrics or segments.

Audience publishing

CJA audiences can be published to Adobe Experience Platform for activation in destinations; they evaluate person-level membership using CJA data.

Last touch model

Last touch assigns 100% of conversion credit to the final touchpoint seen before the conversion within the attribution lookback window.

Participation model

Participation gives full conversion credit to every touchpoint that occurred in the lookback window, so credit totals can exceed conversions.

Attribution lookback

The attribution lookback window sets how far back CJA searches for touchpoints; touchpoints outside the window receive no credit.

U-shaped model

U-shaped attribution gives more credit to first and last touchpoints and distributes remaining credit across middle touchpoints.

Person ID selection

CJA uses the person ID chosen from the identity map to stitch events; if absent, it falls back to the ECID for that device.

Identity namespace

An identity namespace defines the type of identifier, such as ECID, email, or CRM ID, and governs how identities are linked in the graph.

Fallout journey view

Fallout visualizes cross-channel progression through ordered steps and highlights where people exit before completing the journey.

Channel classification

Channel logic assigns touchpoints to marketing channels using rules or derived fields; consistent classification is required for cross-channel comparison.

Data usage labels

Experience Platform data usage labels such as contract, identity, and sensitive are applied to fields and enforced in CJA reporting and activation.

Privacy Service deletion

A Privacy Service request deletes or anonymizes identified data across Experience Platform and CJA; deletion is identity-based and may take time.

Product profiles

Admin Console product profiles grant CJA permissions; they control access to data views, components, and administrative features for user groups.

Data retention period

CJA retains event data for 25 months by default; retention is independent of Experience Platform dataset retention settings.

KPI tree

A KPI tree links business objectives to primary KPIs and supporting metrics, showing how lower-level drivers influence the top outcome.

Conversion rate formula

Conversion rate equals conversions divided by visitors or sessions for the same period, multiplied by 100 to express a percentage.

North Star metric

A North Star metric is the single outcome measure that best represents customer value delivered and aligns teams around shared goals.

Measurement plan

A measurement plan maps business questions to KPIs, metrics, dimensions, segments, and data sources before implementation begins.