Braze Tutorial: How To Set “Change Custom Attribute Value” As Conversion Event [Part 1]
Yup, you read that correctly. We’re going to talk about how to set “Change Custom Attribute Value” as a Conversion Event in Braze.
No, there hasn’t been a feature update, and no, it’s not one of the available Conversion Event types currently.
Two different Braze users asked about this exact same use case this week, so we thought it was the perfect opportunity to go over this!
Watch the full video to learn how to set “Change Custom Attribute Value” as a Conversion Event in Braze 👇🏻
🗣️ WATCH FULL YOUTUBE VIDEO HERE 🗣
[Braze-mas 2023, Day 22]
What’s up everyone, my name is Allan, Founder and Consultant at For Now Marketing, and welcome to Day 22 of Braze-mas 2023!
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.
Let’s get started with our tutorial!
Braze Conversion Events
Before we jump into our setup, let’s briefly talk about our the current state of Braze and a potential scenario for a Marketing team.
Currently, in Braze, we can only use user actions, like Custom Events, as a Conversion Event. This is the case for both Campaigns and Canvases. For Campaigns, our Conversion Event options are:
- Starts Session
- Makes Purchase
- Perform Custom Event (which is the most commonly used)
- Upgrade App
- Opens email
- Clicks email
with the last two options, Opens and Clicks email, being considered more and more by the industry as weaker Conversion Events.
And on Canvas, we have the same Conversion Event options, except Opens Email and Clicks Email.
Braze Data Ingestion
On the other hand, there are many Marketing teams out there where the desired Conversion Event lives in their users’ Custom Attribute values, not as a Custom Event.
There are many different ways to set up your data ingestion, and it’s certainly not right or wrong that the brand’s desired Conversion Event lives in their Custom Attribute; that’s just the way their data is set up currently.
But because of this, these teams are currently unable to track their desired Conversion Event, which is the Change in Custom Attribute, with Braze’s current Conversion Event capabilities. Meaning, they’re unable to track how well their Campaigns or Canvases are converting their users.
Until today, where we will go over exactly how to do this with the Canvas User Update Step. Let’s get started!
Context
First, let’s set up our scenario. Let’s say that I’m on the Marketing team of a Gaming company. Users are able to level up in our game, and we want the action of users leveling up as our Conversion Event for the latest Push Campaign we launched called “New User Level Up Tips (Level 1–10)”. In this Campaign, we are sending tips to our users to help them level up more easily.
However, currently, the only way we can tell a user has leveled up is through a change in their Custom Attribute called “level”. We haven’t needed a Custom Event that indicates that a user has leveled up, so we currently are not able to use this user action as a Conversion Event.
Canvas Setup
So to tackle this, we’re going to first build a Canvas, and this will be a simple, one-step Canvas. Typically, I try to stay away from one-step Canvases, but we are going to be using the User Update Canvas Step, so we will go ahead and build our one-step Canvas today. By the way, there’s also nothing wrong with a one-step Canvas; it’s just that Canvases are designed to create longer, User Journeys.
1) Basics
Anyway, let’s go ahead and create our Canvas, and we’ll call this one “Custom Attribute “level” → Custom Event “level_up” Converter”, and of course, feel free to make specific name changes for your scenario.
Here’s our Canvas Description:
This Canvas will be triggered when the Custom Attribute “level” changes for a user, and create a Custom Event “level_up” that reflects the change in Custom Attribute “level”.
I don’t think we necessarily need a Conversion Event for this one, so I will leave this blank, but you are welcome to add any necessary Conversion Events here. Not to be confused, this Conversion Event has nothing to do with what we’re trying to accomplish here.
2) Entry Schedule
We will set this Canvas as an Action-Based Entry, triggered on the “Change Custom Attribute Value” option, and this is where you choose the exact action that you want as your Conversion Event that you currently aren’t able to.
So I will choose Change Custom Attribute Value, Add Trigger, find my Custom Attribute “level”. For me, I will leave it at “to any new value”, but that could be different for your setup.
3) Target Audience
For Target Audience, I would actually try to match exactly what’s on the original Push Campaign. This way, we’re targeting only the users who are receiving the Push Campaign and avoid capturing any unnecessary users who are already past level 10.
So I will go ahead and make the matching Target Audience here.
For re-eligibility, it totally depends on your use case whether you want to allow users to re-enter this Canvas. For my use case, it makes sense, so I will go ahead and check this box.
4) Send Settings
One quick change here, this Canvas does not need to follow Frequency Capping, so I will disable this button.
5) Build Canvas
And we are finally at the Build Canvas page, where the magic happens! And we will jump right into the User Update Step… tomorrow! Stay tuned for the next video!
Thank You!
That’s it for Day 22.
If you have any questions, please share them in the comments. We’re happy to help! 🙏
If you learned something from this video, please subscribe for more awesome Braze videos in the future!
Thank you for watching, and see you next time!
allan@fornowmarketing.com
fornowmarketing.com
