Braze Bread & Butter: Custom Events & Purchase Events [Part 1]
A reference to an old commercial.
Custom Event [Verb]: it’s what you do.
Custom Events are the Bread of Braze. You need them to survive.
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[Braze-mas 2023, Day 6]
What’s up everyone, my name is Allan, Founder and Consultant at For Now Marketing, and welcome to Day 6 of Braze-mas 2023!
In the last few videos, we’ve been talking about the different data that lives in Braze. Today, let’s talk about what’s possibly the most important data to ingest in Braze: Custom Events and Purchase Events.
Custom Events and Purchase Events are like the Bread & Butter of Braze. Custom Events are the bread; you need it to survive. Purchase Events are the butter; it’s nice to have and can be helpful in many situations, but among the 100s of Braze Dashboards I’ve worked with, Custom Events play a much more crucial role than Purchase Events.
Today, we’ll focus on Custom Events.
Custom Events
Custom Events are actions taken by the consumers on your mobile app or website. On Day 2, we described Custom Attributes as adjectives, and Custom Events as verbs.
So every button click as well as other actions on the website or mobile app can be logged as a Custom Event. And it’s up to Nike to decide which of these actions are worth tracking as Custom Events on the user profile.
So let’s say Nike wants to know which of these big, rectangular modules are being clicked on by their users. And there’s a ton of these modules, we have Gifts $30 and under, $50 and under, $100 and under, the latest AF1s, and more.
So they can program every module click to log a Custom Event called “clicked underscore module”. And then later on, Nike can look at consumers who performed the “clicked_module” Custom Event at least once, or more than 10 times, or none at all, and send different types of reactivating messages to these users to nudge them to continue their engagement on the Nike website.
So if I click “Gifts $30 and Under”, we can hypothetically see something like this on our Braze User Profile:
clicked_module, just a few seconds ago, once, that was performed by us just now.
So the biggest purpose of Custom Events is that they serve as the trigger action for our Braze Campaigns and Canvases to send to our consumers. Some of our most important Lifecycle Journeys, like Onboarding Flow, Post-Purchase flow, and many more, are triggered by milestone custom events like account_created or purchase_completed.
In addition to triggering messages, Custom Events serve as conversion events, the key data source for many reporting features in Braze, and just overall are connected to many parts of Braze.
So a very robust Braze team is equipped with a great list of Custom Events, not an overwhelming amount but just enough to be flexible in how they reach their users, and have a good system in place to request additional Custom Events as needed to be tracked by their engineering team.
In the next video, we will learn about Custom Event Properties and Purchase Events.
Thank you!
That’s it for Day 6.
If you have any questions, please share them in the comments. We’re happy to help! 🙏
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Thank you for watching, and see you next time!
allan@fornowmarketing.com
fornowmarketing.com
