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Data points

At Braze, data means action: each piece of data that arrives in Braze updates segment membership, can trigger and cancel messaging, is immediately available for messaging personalization, and more. As such, data points are Braze’s way of defining a billing and pricing structure, based on pieces of information logged against user profiles. See the Consumption count section of this article to understand what data counts toward your data point allocation.

Our Customer Success team can help recommend data best practices to fit your specific needs. You can find a more detailed breakdown of this definition in your Braze contract.

“Data Points” shall refer to a billable unit of use of the Braze Services, measured by a session start, session end, custom event or purchase recorded, as well as any attribute set on an End User profile. Data and events collected by default by the Braze Services including, for example, push tokens, device information, and all campaign engagement tracking events, such as email opens and push notification clicks, are not counted as Data Points. For clarity, the setting of an End User’s profile information at one point in time shall count as a single Data Point.

Management and usage

To view your Data Point Dashboard, select your name in the top-right corner, click the drop down, and select Subscriptions and Usage. For more information on the Data Point Dashboard components, refer to Subscriptions and usage.

Consumption count

In sum, data points are accumulated when a user’s profile data is updated or when they perform specific actions. Essentially, data points are counts of each of your users’ session starts, session ends, events, and purchases.

You can find a breakdown of how Braze accumulates data points in the following sections, but there are nuances beyond what you see here, which may affect the number of remaining points you expect to see. If you ever have any questions about your billing, reach out to your Braze account manager.


Data type Data point Does it count towards consumption?
Profile data First name Yes
Profile data Last name Yes
Profile data User ID No
Profile data User alias No
Profile data Email address Yes
Profile data Gender Yes
Profile data Age group Yes
Profile data Country Yes*
Profile data City Yes
Profile data Language Yes*
Profile data Most recent device locale Yes
Profile data Time zone Yes
Profile data Date of birth (DOB) Yes
Profile data Bio Yes
Profile data Phone number Yes
App usage data Session start Yes
App usage data Session end Yes
Custom attributes All custom attributes Yes
Recent devices Number of devices No
Recent devices Most recent watch No
Recent devices App version No
Recent devices Device No
Recent devices Device OS No
Custom events All custom events Yes
Custom event properties All custom event properties* Yes
Purchases All purchases Yes
Amplitude cohort assignment All assignments Yes
Mixpanel cohort assignment All assignments Yes
Hightouch cohort assignment All assignments Yes

*When manually collected. Does not count towards consumption when automatically collected.


Data type Data point Does it count towards consumption?
Most recent location All most recent locations Yes

Special circumstances


Custom attributes uploaded via CSV count towards your data points, however csv imports for segmentation purposes (imports made with external_id as the only field) will not consume data points.


An array (or string) is an ordered collection of items stored within a custom attribute. In terms of consumption, it costs one data point per API call it takes to update the array.

That means if you set the whole array at once, it counts as one data point. However if you add values to the array incrementally, it counts as one data point per value.

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