Custom Events

Custom Events are actions taken by, or updates about, your users; they’re best suited for tracking high-value user interactions within your application. Logging a custom event can trigger any number/type of follow-up campaigns, and enables the following segmentation filters on the recency and frequency of that event:

Segmentation Options Dropdown Filter Input Options
Check if the custom event has occurred more than X number of times MORE THAN NUMBER
Check if the custom event has occurred less than X number of times LESS THAN NUMBER
Check if the custom event has occurred exactly X number of times EXACTLY NUMBER
Check if the custom event last occurred after X date AFTER TIME
Check if the custom event last occurred before X date BEFORE TIME
Check if the custom event last occurred more than X days ago MORE THAN NUMBER OF DAYS AGO (Positive Number)
Check if the custom event last occurred less than X days ago LESS THAN NUMBER OF DAYS AGO (Positive Number)
Check if the custom event occurred more than X (Max = 50) number of times MORE THAN in the past Y Days (Y = 1,3,7,14,21,30)
Check if the custom event occurred less than X (Max = 50) number of times LESS THAN in the past Y Days (Y = 1,3,7,14,21,30)
Check if the custom event occurred exactly X (Max = 50) number of times EXACTLY in the past Y Days (Y = 1,3,7,14,21,30)

Braze notes the number of times these events have occurred as well as the last time they were performed by each user for segmentation. On the custom events analytics page you can view in aggregate how often each custom event occurs, as well as by segment over time for more detailed analysis. This is particularly useful to view how your campaigns have affected custom event activity by looking at the gray lines Braze overlays on the time-series to indicate the last time a campaign was sent.

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Custom Event Storage

All User Profile data, including Custom Event metadata (first/last occurrence, total count, and X in Y over 30 days) is stored as long as each profile is active.

Custom Event Properties

With Custom Event Properties, you can set properties on custom events and purchases. These properties can then be used for further qualifying trigger conditions, increasing personalization in messaging, and generating more sophisticated analytics through raw data export. Property values can be string, numeric, boolean, or time objects. However, property values cannot be array objects.

For example, if an eCommerce application wanted to send a message to a user when he/she abandons their cart, it could additionally improve its target audience and allow for increased campaign personalization by adding a Custom Event Property of the ‘cart value’ of users’ carts.

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Custom Event Properties can also be used for personalization within the messaging template. Any campaign using Action-Based Delivery with a trigger event can use custom event properties from that event for messaging personalization. If a gaming application wanted to send a message to users who had completed a level, it could further personalize the message with a property for the time it took users to complete that level. In this example, the message is personalized for three different segments using conditional logic. The Custom Event Property called time_spent, can be included in the message by calling {{event_properties.${time_spent}}}.

You can change the data type of your custom event property, but please be aware of the impacts of changing data types after data has been collected.

Custom Event Property Storage

Custom Event Properties are designed to help you personalize your messaging or build granular Action-Based Delivery Campaigns. As such, Custom Event Properties are not stored long-term.

If you need to segment on the values of Event Properties, you have options:

  1. Within 30 days: Braze support personnel can enable segmentation on the frequency and recency of specific event property values over the past thirty (30) days. If you’d like to leverage Event Properties for Segmentation, please contact your Braze account executive or Customer Success Manager.
  2. Beyond 30 days: Since all other data types on the profile are stored indefinitely, you can segment on event property values long-term by copying them into Custom Attributes. For example, in a streaming video scenario, you might copy the title of each show into an array of “shows watched” for long-term segmentation. The copying process can take place entirely within Braze in many scenarios.

Braze’s Success and Support teams can help recommend the best approach depending on your specific needs. Please note these approaches may have additional data usage impact.

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