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Program overview

Web Experimentation Advanced (Practitioner) Exam Blueprint

The Web Experimentation Advanced (Practitioner) exam has 20 multiple-choice questions, one scenario and one rationale question. You have 90 minutes and need 70% overall to pass. It covers 5 domains: Web Experimentation Fundamentals, Audience Targeting and Personalization, Experiment Analytics and Results Interpretation, Advanced Experimentation Techniques and Statistical Foundations and Data Analysis. You need Web Experimentation Core first. Certifications are valid for about one year.

This exam is for
Practitioner
Executes campaigns, experiments, and platform workflows

You work hands-on in the product every day — creating content, launching campaigns, running experiments, and moving work through platform workflows. This exam confirms you can carry out those operational tasks confidently and interpret their results, without needing to configure the platform or write code.

Typical rolesEnd UsersMarketersContent EditorsMerchandisersCRO SpecialistsProject Managers
Question types & scoring
MCQScenarioRationale
Count2011
Min pass≥70%≥65%≥65%
70% overall to pass · 22 items total
Domains
5
weighted areas
Time limit
90 min
 
Attempts
3
per quarter
Retake
2 days
cooldown if not passed

Web Experimentation Fundamentals

30% weight~6 questions
Topics covered:A B TestingMultivariate TestingVisual EditorExperiment CreationExperimentationExperiment Types Comparison

Audience Targeting and Personalization

25% weight~5 questions
Topics covered:Audience TargetingUser ContextVisitor GroupsReal Time SegmentsContent PersonalizationBehavioral TargetingGeo TargetingCustom Attributes

Experiment Analytics and Results Interpretation

25% weight~5 questions
Topics covered:Experiment AnalyticsStatistical AnalysisConfidence IntervalsResults InterpretationData VisualizationGoal ConfigurationEvent TrackingAnalytics IntegrationConversion TrackingRevenue Metrics

Advanced Experimentation Techniques

10% weight~2 questions
Topics covered:CmabMachine LearningForced DecisionsMutual Exclusion GroupsExperiment PrioritizationTraffic AllocationResults DocumentationProgram Management

Statistical Foundations and Data Analysis

10% weight~2 questions
Topics covered:Stats EngineStatistical AnalysisHypothesis TestingConfidence IntervalsFunnel Analysis