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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.

Billable data points

Data type Data point Notes
Profile data First name  
Profile data Last name  
Profile data Email address  
Profile data Gender  
Profile data Age group  
Profile data Country When manually collected. Does not count towards consumption when automatically collected.
Profile data City  
Profile data Language When manually collected. Does not count towards consumption when automatically collected.
Profile data Most recent device locale  
Profile data Time zone  
Profile data Date of birth (DOB)  
Profile data Bio  
Profile data Phone number  
App usage data Session start  
App usage data Session end  
Custom attributes All custom attributes  
Custom events All custom events  
Custom event properties All custom event properties Custom event properties enabled for segmentation with the filters X Custom Event Property in Y Days or X Purchase Property in Y Days are all counted as separate data points in addition to the data point counted by the custom event itself.
Purchases All purchases  
Amplitude cohort assignment All assignments  
Mixpanel cohort assignment All assignments  
Hightouch cohort assignment All assignments  
Most recent location All most recent locations Entering or exiting geofences doesn’t consume data points because geofence data is not stored against the user profile. Geofences are monitored by Apple and Google location services; Braze only gets notified upon a user triggering a geofence.
Twitter Username  

Non-billable data points (out of the box)

Data type Data point
Profile data Country
Profile data Language
Profile data User ID
Profile data User alias
Recent devices Number of devices
Recent devices Most recent watch
Recent devices App version
Recent devices Device
Recent devices Device OS
Contact settings Email subscribed
Contact settings Push subscribed
Contact settings Apps registered for push
Contact settings Subscription group
Campaigns received Email address
Install attribution Install source
Install attribution Campaign
Install attribution Ad Group
Install attribution Ad
Miscellaneous Random bucket number
Canvas messages received Canvas messages received
Twitter Followers
Twitter Following
Twitter Number of tweets
Facebook Likes

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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