The scenario that would convert an anonymous visitor into an identified prospect is submitting a Web2Lead form that is linked to Account Engagement via a form handler . This is because a form handler captures the visitor's information and passes it to Account Engagement, where a new prospect record is created. Creating a Lead in Salesforce which syncs to Account Engagement as a new prospect record (A) will not convert an anonymous visitor, as it does not involve any interaction with the visitor. Scanning the badge of someone who visited a booth at a recent event (B) will not convert an anonymous visitor, as it does not involve any online activity that can be tracked by Account Engagement. Opening an email sent by a sales rep using the Send Account Engagement Email functionality in Salesforce (D) will not convert an anonymous visitor, as it requires the visitor to already have a prospect record in Account Engagement. Reference: Anonymous Visitors

Explanation
Marketing Cloud Account Engagement sets cookies on visitors' browsers to track their activities. Cookies are small bits of text that a website leaves with the browser so the website can remember who the visitor is.
Cookies are the most common method used to identify users online and provide a personalized browsing experience. Marketing Cloud Account Engagement uses cookies to track visitor behavior on the website, such as pages visited, forms submitted, or files downloaded. Marketing Cloud Account Engagement also uses cookies to associate visitors with prospects once they fill out a form or click on a tracked link in an email.
Option A is not correct because UTM parameters are not set by Marketing Cloud Account Engagement, but by the marketer who creates the URL with query strings that indicate the source, medium, campaign, and other information of the traffic. Option B is not correct because tracking pixels are not set by Marketing Cloud Account Engagement, but by the email client that renders the email with a hidden image that sends a request to Marketing Cloud Account Engagement's server and records the open event. Option D is not correct because Google Analytics tracking code is not set by Marketing Cloud Account Engagement, but by the website owner who embeds the code on the website to collect and analyze web traffic data. References: The Ultimate Marketing Cloud Account Engagement Admin Guide to Web Tracking Cookies - The Spot, How to Run an A/B Test in Marketing Cloud Account Engagement: A Step by Step Guide (2022), The Basics of A/B Testing in Marketing Cloud Account Engagement - The Spot

Explanation
A good bounce rate is less than 10%. Bounce rate is the percentage of visitors who leave a website after viewing only one page. It indicates how frequently users visit your site without interacting or exploring further. A high bounce rate may indicate that your content is unsatisfactory or poorly optimized. A low bounce rate may indicate that your content is engaging or useful. However, bounce rate can also vary depending on the industry, page type, and traffic source. For example, a blog may have a higher bounce rate than an ecommerce site, because users may only read one article and then leave. Similarly, a landing page may have a lower bounce rate than a home page, because users may be more likely to click on a call-to-action. Therefore, it is important to compare your bounce rate with industry benchmarks, page types, and traffic sources. As a general rule, a good bounce rate is around 40% or lower, while a bounce rate of 60% or higher may be an indication that you need to evaluate your page content and make it more helpful and engaging for users. For more details -> 14151617

Explanation
The Marketing Cloud Account Engagement function that should be used to track prospect engagement on a banner ad on a third-party site is custom redirect. A custom redirect is a feature that allows you to track and measure the click-through rate of any online marketing content, such as banner ads, social media posts, or email links. You can use custom redirects to create trackable URLs for your banner ads, and monitor how many prospects click on them. You can also use custom redirects to perform actions on the prospects who click on them, such as adding them to a list, assigning them to a user, or changing their field values

Explanation
Form handlers allow you to use your own forms to post your data to Marketing Cloud Account Engagement. A form handler is a great alternative to use instead of Marketing Cloud Account Engagement forms. They allow you to fully customize the look of your form and submit data to more than one database. However, form handlers do not support progressive profiling, which is a feature that allows you to display new fields for known prospects and collect more information about them. To use progressive profiling, you need to create a Marketing Cloud Account Engagement form and enable it in the form settings