Braze Tutorial: How To Segment Users Based On Custom Event Properties
As Marketers, we aim to send the right message to the right users by segmenting our audience. In Braze, we’re able to segment based on how many times a user has performed a specific Custom Event.
However, there are times where we need more granularity and need to segment based on how many times a user has performed a Custom Event with a specific Custom Event Property.
There are 2 ways to handle this in Braze; check out the rest of the video to learn more about both options!
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What’s up everyone, my name is Allan, Founder and Consultant at For Now Marketing, and welcome back to our channel!
Before we get started, if you have any questions, whether you are currently using Braze or considering using Braze, please feel free to reach out! You can find these addresses and more in the Youtube description below.
Today, we are going to talk through How To Segment Users Based On Custom Event Properties.
Let’s get started!
Option 1: Event Property Segmentation
The first option we have is the Event Property Segmentation feature.
This feature is enabled for each property specifically, and if you do choose to go with this option, you’d reach out to support@braze.com or to your Customer Success Manager with the link to your dashboard, the exact Custom Event name, and the exact Custom Event Property you’d like to enable for Event Property Segmentation.
Typically, Custom Event Properties are fleeting data which means the property values don’t get stored on the user profile. The property values are available for triggers and personalizations, but once the instantaneous moment of the Custom Event trigger has passed, you won’t be able to access the Event Property value anymore.
Unless you Event Property Segmentation enabled.
Braze will store the Event Property value in their backend for 30 days after the trigger, and that is how we’re able to use this feature to segment users based on Custom Event Property values. Notice that there is a time limit of up to 30 days.
When Event Property Segmentation is enabled on your dashboard, you unlock a new filter called “X Custom Event Property in Y Days”. This is very similar to the one above called “X Custom Event In Y Days”, with the added field of Event Properties.
You can spot the main difference between the two filters when we compare them side by side.
Now, we can create a segment of users who have performed “Added Item to Favorites” with Event Property “Item Category” that matches a specific value. Maybe we want to segment for users who added an item to favorites from the “Sports” item category.
Data Point Consideration
One data point consideration is that whenever we enable a property for Event Property Segmentation, anytime that Custom Event is triggered, it will incur an additional data point to account for the property.
So if we enabled Item Category for Event Property Segmentation, then anytime a user triggers “Added Item to Favorites”, that will trigger 1 data point, and additional data point will be triggered for the Property “Item Category”, for a total of 2 data points per trigger.
Instant Segment Update
Although we are incurring additional data points, the strength of this approach is that the segmentation update is instant. That means that if we have a Campaign or Canvas that’s sending to a segment that uses Event Property Segmentation, any user who qualifies for this Event Property Segmentation will become an available recipient immediately.
Option 2: Segment Extensions
The second option for this use case is using Segment Extensions. I see Segment Extensions as the “new cool kid on the block”. Segment Extensions came later than the Event Property Segmentation feature, and with the increased usage of SQL inside the Braze Dashboard, Segment Extensions is becoming a much, much stronger feature.
However, the Segment Extensions route comes with its own set of pros and cons.
Navigate to Audience → Segment Extensions, click “Create New Extension” on the top right corner, and we’ll choose the “Simple extension” for our video. This used to be the only option when the feature first became available, but now we have a bunch of awesome SQL options.
Choose “Performed a Custom Event”, check the “Add Property Filters” on the right side, and you’ll get another field where you can segment based on specific Property values.
This pretty much functions identically to the “X Custom Event Property in Y Days” filter we saw in option 1.
Pros & Cons Comparison
Here are the key differences between the two approaches:
Pros
- The Lookback Period is 730 days vs the 30 days Lookback Period from Event Property Segmentation
- There are no additional data point charges with this route.
Cons
- There’s a limit of 25 Segment Extensions, although you have the option of purchasing additional Segment Extensions. There’s no limit for how many Segments you can create with Event Property Segmentation.
- Segment Extensions can be regenerated at most once per day, i.e. the Segment Extension will not be updated immediately like Event Property Segmentation does.
Thank You!
That’s it for today!
To summarize, Event Property Segmentation and Segment Extensions are two great features that both come with their pros and cons. Depending on your use case, you might find that one route is better than the other for your team.
As always, 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
