Marketo Certified Expert Certification Practice Test

Attribution of acquisition costs in Marketo is typically aligned with the timing of when a lead engages with a program. However, since the answer provided is A (April), it's essential to clarify how costs are typically allocated.

If a lead enters the program in July, the acquisition cost should generally be attributed to the month in which the lead first engaged with marketing efforts related to that program. Therefore, if there were specific marketing activities leading up to their entry (for example, from April through June), the costs incurred during that time can be distributed across those months depending on how the program is structured and the specific reporting needs.

However, if June's activities were minimal or non-existent, or if they were not part of the acquisition strategy, it could account for the lead being attributed back to earlier costs incurred in April. Thus, this situation could arise if April had significant marketing activities that contributed to awareness or engagement, resulting in the lead being more likely to enter the program in July.

The key aspect here is understanding the relationship between lead engagement and prior marketing efforts. This kind of attribution helps in accurately measuring the return on investment for the various marketing campaigns conducted leading up to that acquisition.