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Terms to Know

These terms should help you as you begin your journey to better customer and user bonds with Braze. Give this a read before you begin your onboarding.

A/B Multivariate Testing

A type of testing where one or more variables are changed and tested to see which changes perform best. A/B Testing can be done within dashboard campaigns.

Active User

Braze defines an active user for a given period as any user who has a session at that time.


Alloys are our Technology Partners.

Anonymous Users

When a user profile is recognized via the SDK, an anonymous user profile is created with the associated Braze User ID.

App Instances

The different sites and apps that are collected within a workspace.

Application Program Interface (API)

The Braze API provides a web service where you can record actions taken by your users directly via HTTP, rather than through the mobile SDKs. This allows you to, for example, pass user data to Braze that is not tracked within your app or website.

Braze (The Product)

Sometimes referred to as the dashboard, this product controls all of the data and interactions at the heart of the Braze platform. Braze customers use it to manage notifications, set up targeted messaging campaigns, and view analytics. Developers use it to manage settings for integrating apps, such as API keys and push notification credentials.

Braze Engagement Tools

Braze offers many engagement tools to reach your customers and users with our campaigns, Canvas tools, and you can optimize for consistency (and upload images and other content) using our Templates & Media tools. From there, you can create Segments and Geofences to target your audience by location or other attributes.

Braze Teams

Braze Admins can divide a subset of dashboard users into Teams with varying user roles and permissions. This allows Braze Admins to limit access to certain features by group membership.


A customizable messaging method to deliver personalized response to your customers. You can build campaigns using different messaging channels to send your unique messages.


A single unified interface where marketers can set up campaigns with multiple messages and steps to form a cohesive journey. Canvas also lets you compare and optimize those experiences using comprehensive analytics for the full user experience.

Connected Content

Connected Content expands on marketing personalization to boost customer engagement and conversions. This feature allows you to insert any information accessible via API directly into messages you send to users. Connected Content allows for pulling content either directly from your web server or publicly accessible APIs.

Content Cards

Content Cards allow you to send a highly targeted, dynamic stream of rich content to your customers right within the apps they love, without interrupting their experience. Content Cards can be sent to iOS, Android, and web users.


Currents, our data streaming export, is included in certain Braze packages. Braze Currents allows you to integrate through Data Storage using flat files or to our Behavioral Analytics and Customer Data partners using a batched JSON payloads to a designated endpoint.

Custom Attributes

Custom attributes are a collection of your users' unique traits. They are best for storing attributes about your users, or information about low-value actions within your application. You can assign custom attributes to users within the dashboard. You can filter and segment your users according to these attributes for both iOS and Android campaigns.

Custom Events

Custom events in Braze are actions taken by your users; they're best suited for tracking high-value user interactions with your application.

Data Point

A data point is counted when a custom attribute is set or updated (even if you're updating it with the same value), a custom event or purchase event is logged, any standard data (for example, email, first_name, last_name, country, home_city, etc) is logged, when a session starts, and when a session ends.

Deep Linking

Connecting a message with a targeted piece of content within a website or mobile app. Deep links are used to direct customers to their next action or engagement.

Dormant Users

A user is considered dormant when there has been no activity in the last twelve months.


An end of a communication channel also known as an API endpoint is used within the Braze messaging API for sending and scheduling messages.

Exception Events

Exception events occur when a user has reached the desired goal and do not receive a triggered message. This ensures that the triggered message is still relevant to the user.

Frequency Capping

An automated limit on messages to ensure users don't receive too many communications in a short period of time. Frequency capping allows you to manage communication without overwhelming your audience.


An acronym for Health Insurance Portability and Accountability Act. Braze is HIPAA compliant. HIPAA requirements involve administrative, physical, and technical security.

IP Warming

The practice of gradually increasing the amount of mail sent out from a dedicated IP. IP warming helps establish a reputation with Internet Service Providers, minimizing the probability of your messages getting flagged.

In-App Messages

In-app messages are mobile messages that appear within your application. They help you get content to your user without interrupting their day with a push notification. Customized and tailored in-app messages enhance the user experience and help your audience get the most value out of your app.

Inactive Users

A user is considered inactive when they reach certain criteria like no longer receiving email or push messages and have not been active for over 6 months.

Key-Value Pairs

Two linked data items where the key is a unique identifier and the value is the content. Key-value pairs can be used to send extra data payloads to user devices.


A commonly-used, customer-facing template language created by Shopify and written in Ruby, Liquid is used to load and pull dynamic content. Liquid allows you to use objects, tags, and filters to add personal customization.

Messaging Channel

Messaging channels are ways you can virtually communicate with your customers–through push notifications on their phone or web browser, email, in-app messages, and so much more!

Monthly Active User (MAU)

Any user who has a session within the last 30 days.

Multichannel Messaging

Messaging a user across various mediums, such as a combination of email, web push, and mobile push notifications. Messaging channels are best used in concert and with regularity to re-engage lost users, retain active users, and energize your brand ambassadors.

Multivariate Testing

Multivariate testing allows you to test multiple variables by comparing two or more versions of a message to assess which variant performs the best.

New User

Braze considers a new user as anyone who has newly installed your app. Alternatively, a new user can also be defined as a user with a user ID that has not been previously identified within Braze.


Using technology to take into account the individual preferences and tendencies of each user when communicating with them. Personalized messaging helps build valuable customer experiences by tailoring to their preferences.

Push Messages

A push message, or push notification, is a notification that appears from a mobile application. Push notifications often appear as pop-up dialogs and banners for both iOS and Android.

Push Time to Live

Also known as Push TTL, time to live refers to the period that campaigns will continue to attempt to be delivered to an offline user.

Push Token

A push token is a unique key, created and assigned by Apple or Google to create a connection between an app and an iOS, Android, or web device. Push token migration is the importing of those already-generated keys into Braze.

Race Condition

A race condition is a software engineering concept that describes some undesirable situation that occurs when a system tries to perform several operations simultaneously, but because of the nature of the system, the operations must be done in the correct sequence to be done correctly.

In the Braze platform, segmenting a triggered campaign on user data recorded at the time of the event may cause a race condition. This happens when a change in the user attribute on which the campaign is segmented hasn't yet been processed for the user at the time segment membership is determined and the campaign is sent and can lead to the user not receiving the campaign.

Rate Limiting

Rate limiting is the process of restricting the number of messages sent during a period of time to avoid overloading your audience.


Dashboard segmentation allows you to create groups or extensions of users based on powerful filters of their in-app behavior, demographic data, etc.

Software Development Kit (SDK)

SDKs are integrated into iOS and Android applications and provides powerful marketing, customer support, and analytics tools. Braze offers SDK integration for both iOS and Android.


Sunsetting refers to the process of identifying disengaged users and ceasing active messaging to these users without them having to take any action. Creating sunset policies for your email and push messages can help curb impacts to your open rates.


Tags are a tool that help you categorize, organize, and sort your engagement across one or multiple campaigns.

User Archival

User archival refers to users that have been archived. At Braze, this includes both inactive and dormant users.


Webhooks allow you to trigger non-app actions such as SMS text message delivery. You can use webhooks to provide other systems and applications with real-time information. The flexibility of this feature allows you to send information to any endpoint.

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