Amazon Marketing Cloud (AMC) Certification Assessment Answers

By Laurynas Brazys · 19 January 2025 · #amazon

Unlock the power of Amazon Marketing Cloud with our expertly compiled guide! This file contains all the real exam questions, accurate answers, and thorough explanations to help you pass the Amazon Marketing Cloud Certification Assessment. Gain a deep understanding of data-driven marketing and analytics, and get certified with a complete grasp of AMC’s capabilities.

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.

Paid features
Instructional queries
Instance info
Query editor

Explanation: The correct answer is Paid features because the Paid features panel in Amazon Marketing Cloud (AMC) provides access to additional, subscription-based insights that can be integrated with your existing Amazon Ads events within the platform. These insights may come from Amazon or third-party sources and are designed to enhance the depth of analysis by allowing you to combine external data with your internal Amazon Ads performance data. By using the Paid features panel, you can enrich your reports and analyses with additional data points that help optimize campaign strategies. The other options—Instructional queries, Instance info, and Query editor—do not provide access to subscription-based external insights but instead focus on query building, instance details, and instructional guidance for users.

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 tests whether a specific audience segment or segments 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

Explanation: The correct answer is 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 because an exploratory query is typically used to gather quick insights or data points, such as identifying what campaigns are currently active or retrieving campaign IDs and other relevant values. These queries are not focused on detailed analysis or testing specific KPIs, but rather on exploring and understanding the data landscape, making it easier to design more targeted, in-depth queries later. The exploratory query helps users familiarize themselves with the available data, so they can decide what further information is needed for deeper analysis. The other options, while related to analysis and performance, describe queries that are more focused on specific testing or strategic assessment rather than simple data exploration.

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 provide access to subscription-based tables that can be used in conjunction with the standard tables available in AMC
Paid features allow advertisers to upload their own first-party insights to better understand the shopping journey

Explanation: The correct answer is Paid features allow advertisers to upload their own first-party insights to better understand the shopping journey because this statement is false. Paid features in Amazon Marketing Cloud (AMC) provide access to subscription-based data and insights, often from Amazon or third-party sources, but they do not directly allow advertisers to upload their own first-party data for integration within AMC. While advertisers can use their own first-party data in certain scenarios, the paid features themselves are typically focused on enhancing existing Amazon Ads data with external insights, not enabling the upload of first-party insights. The other statements are true: paid features are subscription-based and managed by the account administrator, and they provide access to additional tables that can complement the standard AMC data.

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

True
False

Explanation: The correct answer is False because AMC users do not automatically have access to all AMC instances within an account by default. Access to AMC instances is controlled by permissions and roles that are set by administrators, and each user is typically granted access to specific instances based on their role and the requirements of their work. This helps ensure data security and appropriate access levels, as different users may need access to different sets of data depending on their responsibilities. Therefore, it is not true that all AMC users have access to every instance within an account without explicit permissions being granted.

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

WHERE, SIMILAR TO
WHERE, LIKE
WHERE, COLLECT
WHERE, CONCAT

Explanation: The correct answer is WHERE, SIMILAR TO because the WHERE clause is used to filter records based on specific conditions, and the SIMILAR TO function in SQL allows for pattern matching with more advanced regular expression-like syntax compared to LIKE. When combined, WHERE, SIMILAR TO can filter records based on the presence of a string or pattern within a column’s values, making it more flexible for complex string matching scenarios. This combination enables more precise filtering of records by allowing patterns to be specified in a more robust way. The WHERE, LIKE combination is also commonly used, but SIMILAR TO provides greater flexibility for pattern matching. The other options, COLLECT and CONCAT, do not serve the purpose of filtering based on string presence within a column.

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Were do I find this Amazon Ads certification exam?

This certification program is available on the Amazon Ads Academy. Consult “Get Certified” category to find it quickly. With our file, you can get certified in just a few minutes. Free updates are included.

Display ads purchased with Amazon DSP can run on Amazon-owned inventory and third-party inventory in both desktop and mobile environments.

False
True

New-to-brand metrics are only relevant for __________.

add to cart events
pixel events
detail page view events
purchase events

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.

True
False

Custom parameters help make queries more reusable because they __________.

allow you to run a single query across multiple instances in parallel
eliminate the need to hard-code values directly into your SQL code
enable you to publish custom queries to your team’s AMC instance

This table contains impression and click events from Sponsored Products, Sponsored Brands, Sponsored Display, and Sponsored Television campaigns

conversions_with_relevance
sponsored_ads_traffic
adserver_traffic
dsp_impressions_by_user_segments:

Which of these statements is false regarding the amazon_attributed_events_by_conversion_time table?

The time window used for your query will apply to the time of the conversion event
You can leverage the impressions column to calculate total impressions served in the query timeframe
The conversions field will always contain a value of 1
Conversions included within this table have occurred within 14 days of a traffic event

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.

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

engagement_scope
conversions
purchases
request_tag

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

To group records based on a specified field
To summarize key fields in event tables
To unify events from different tables

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

There is no GROUP BY statement; this query cannot be run without aggregation on the campaign dimension.
There is no WHERE clause to filter the query results based on one or more conditions.
SELECT statements can not be used to choose metrics from a table.

Which of the following statements about AMC lookalike (LAL) audiences is false?

AMC LAL features are identical to Amazon DSP LAL features
AMC LAL audiences are often a fit for prospecting tactics
The seed for the AMC LAL audience is composed using AMC SQL
The seed for the AMC LAL audience is composed using AMC SQL

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

AMC will accrue and retain events in perpetuity
AMC will accrue and retain up to 12.5 months of events
AMC will accrue and retain up to 90 days of events
AMC will accrue and retain up to 1 month of events

user_id values cannot be viewed in the AMC user interface or downloaded from AMC.

False
True

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

False
True

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

What can Amazon shopping insights be used for?

Determining ad campaign correlation with purchases not directly attributed to ads
Understanding retail patterns
Creating flexible reports for brands that sell on Amazon

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
ad_product_type field
traffic_event_type field
supply_source field

Which signals are not available within AMC?

Ad-relevant conversions with a 60-day lookback window
Ad-attributed conversions with a 14-day lookback window
Ad-relevant conversions with a 28-day lookback window

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

Instructional queries panel
Documentation panel
Instance info panel
Support center

What is the Amazon Ads attribution lookback window?

28-day
30-day
14-day
7-day

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

Which environment allows you to inspect AMC tables at record level?

An AMC sandbox instance
An AMC account
A manager account
An AMC advertiser instance

Which of these is NOT a method of optimizing your AMC SQL?

Optimizing the query’s order of operations
Filtering records early in the query
Adding redundant subqueries
Optimizing JOIN conditions

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

dsp_impressions_by_user_segments, amazon_attributed_events_*
dsp_impressions_by_matched_segments, amazon_attributed_events_*
dsp_impressions, amazon_attributed_events_

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

Attribution of on-Amazon conversion events to Amazon Ads media events
Understanding top audience attributes of those exposed to Amazon DSP campaigns
Attribution of offline conversion events to Amazon Ads media events
Understanding the overlap of those exposed to Amazon DSP campaigns and those exposed to sponsored ads campaigns

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 amazon_attributed_events_by_traffic_time 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

What are custom parameters?

Synthetic signals that exist within an AMC sandbox instance, which mimic the structure and statistical properties of those records in an advertiser instance
Parameters that can be invoked in your SQL query and replaced by specified values during query execution
Credentials for the S3 bucket that you have connected to your AMC instance
Custom models that you can use for AMC lookalike audience generation

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?

Submitted queries
Query editor
Instance info
Schema explorer

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
Path to Conversion by Campaign Groups
Audience Overlap Analysis

AMC audiences is an API-only feature.

False
True

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(total_cost)/100000)/(SUM(impressions))*1000 AS avg_cpm
((SUM(spend)/100000000)/SUM(impressions))*1000 AS avg_cpm

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?

ad_product_type
conversion
tracked_item
tracked_asin

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

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

Where can you activate AMC audiences?

Amazon DSP
Amazon Clean Rooms
Seller Central
AMC API’s

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

Which of these analyses can be accomplished with an overlap query?

Generating delivery metrics per Amazon audience
Determining how a first-party uploaded audience compares to Amazon audiences
Generating delivery metrics per campaign and per line item

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

request_tag
purchases
halo_code
user_id

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

False
True

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.

Schema explorer
Query editor
Paid features
Instructional queries

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?

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

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

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

WHERE filters with literal (static) values
aggregation functions such as SUM or AVG
first-party insights
UNION or JOIN functions

Why is the AMC sandbox a helpful environment for testing queries?

The volume of records is larger than what an advertiser instance typically contains, allowing you to more quickly test your queries
The volume of records is smaller than what an advertiser instance typically contains, allowing you to more quickly test your queries
The AMC sandbox will provide query development guidance directly in the query editor
The AMC sandbox supports a wider variety of SQL expressions

Which of these statements is true regarding recurring query automation?

AMC queries executed via UI or API will automatically recur on a daily cadence
Results of scheduled queries are only available for download via AMC UI
Once recurring queries are set up, modifications to the query schedule can be made in the Instance info panel of the AMC UI
Delivery of recurring AMC queries can be automated via API only

This UI component is considered the day-to-day operating room for the analytics practitioner and is used to author and execute SQL queries, as well as download the results.

Instance info
Instructional query library (IQL)
Query editor
Paid features (beta)

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

True
False

What is SQL optimization in the context of AMC?

The process of optimizing your first-party schema to perform more efficiently when being queried within AMC
The process of sampling AMC tables for directional results rather than querying the full tables for accurate and complete reports
The process of using AMC custom parameters to make a query run more efficiently
The process of improving the performance of a query by adjusting query elements to reduce execution time and resource usage while still producing accurate results.

Cost and fee fields are always reported in microcents.

False
True

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

conversions_with_relevance
dsp_impressions_by_matched_segments
amazon_attributed_events_by_conversion_time

What is an AMC sandbox?

A gen-AI powered tool that walks you through how to run your first AMC query
An instance in which you can explore, develop, test and innovate in AMC using synthetic records
An AMC environment where you can be a beta-tester for new API and UI features

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
Query templates can be edited to include relevant dimensions and metrics for your use case
Instructional query templates cannot be modified ahead of running

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

Developer resources are not 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

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

dsp_audiences
amazon_audiences
dsp_impressions_by_matched_segments
dsp_impressions_by_user_segments

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

Paid features tables are only available in advertiser instances.

True
False

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

True
False

AMC audience creation leverages a separate set of tables than those utilized for AMC reporting.

True
False

What types of Sponsored Products records will have spend metrics?

Records representing Sponsored Product click events
Records representing Sponsored Product impression events
Records representing Sponsored Product view events
Records representing audience membership insights for Sponsored Product impression events

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

Amazon IAM
Amazon QuickSight
Amazon S3

What are the two ways to access AMC?

Through the APIs or CLI
Through the APIs or AWS
Through the UI or the APIs

How would you adapt this query to obtain cost and impression metrics by supply_source? SELECT device_type, operating_system, 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)/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

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 cannot include user_id as a dimension within the final SELECT statement
The query requires a WHERE clause to specify the relevant conversion event type(s)
The query requires a GROUP BY statement
The query does not leverage an audience-specific table

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

False
True

Conversions measured via Events Manager can be made available for querying in AMC.

False
True

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

True
False

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

CSV file
ZIP file
PDF file
LOG file

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

request_tag
purchases
impression_id
user_id

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
Use the Append aggregation threshold columns option in the Query editor
NULL values don’t occur naturally within reports unless the query is invalid.
Run the report multiple times and look for a variance in the results

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

Setting the frequency cap to maximize reach
Setting the frequency cap to maximize purchase rate while limiting waste or over delivery
Removing the frequency cap because more impressions always leads to more conversions

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

False
True

Which of these statements is false regarding AMC audiences?

Audiences must exceed 2000 records
Audiences cannot be modified once created
Audiences are created via SQL logic
Audiences cannot be configured to refresh

Developers can access AMC APIs via the Amazon Ads API gateway.

False
True

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 is the impact of your Sponsored Products campaigns and Amazon DSP campaigns in isolation or in combination?
What are the top performing geographic regions for your campaign based on purchase rates?

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

Reduce the time window of the query
Use more granular dimensions in your final GROUP BY statement
Broaden any filtering that may be in place on the query
Look at certain dimensions in combination rather than in isolation

What is one limitation of AMC SQL?

It cannot join tables from different databases
Some common SQL functions are not currently supported
It cannot filter query results based on date range

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

request_tag
purchases
conversions
engagement_scope

Iris should not consider using the instructional query library as it does not apply to advertiser uploaded inputs
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
To save time and reduce errors when compared to writing custom SQL queries from scratch

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

Add LIMIT clause: LIMIT sponsored_products
Adjust WHERE statement to: WHERE match_type IN(‘PHRASE’, ‘BROAD’, ‘EXACT’) AND ad_product_type = ‘sponsored_products’
Adjust SELECT statement to include the sponsored_products field
Adjust FROM statement to: FROM sponsored_products

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

FROM
WHERE
SELECT

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.

Paid features
Instructional queries
Instance info
Query editor

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 tests whether a specific audience segment or segments 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

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 provide access to subscription-based tables that can be used in conjunction with the standard tables available in AMC
Paid features allow advertisers to upload their own first-party insights to better understand the shopping journey

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

True
False

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

WHERE, SIMILAR TO
WHERE, LIKE
WHERE, COLLECT
WHERE, CONCAT

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