Connecting with your audience is key to any successful marketing strategy. One tool that can help you do just that is Braze Custom Events. Let’s break it down and see how you can use these events to enhance your user engagement.

What Are Braze Custom Events?

Braze Custom Events are special actions taken by users, or updates to their profiles, that you can track and analyze. Think of them as unique snapshots capturing what a user does in real-time. For example, if a user views certain products, opens a specific screen, or interacts in a specific way with your app, you can set those up as Custom Events. This way, you get a clear view of how your audience interacts with your platform. These are set up separately from Braze’s Standard Events. That means they can take some leg work to set up but add quite a bit of flexibility to Braze data. 

Why Use Custom Events?

Why would you want to track these events? It’s simple: knowledge is power. By collecting data on user actions, you can make informed decisions to enhance user engagement. Braze’s Standard Events are a great start to using data. However, really understanding your audience, really creating unique and engaging experiences will take more detailed information. Custom Events provide insight and the flexibility to tailor campaigns to your customers. 

Setting Up Custom Events

Setting up Custom Events in Braze is straightforward. You need to define what actions matter for your business. This could be anything from a user signing up or abandoning a cart. Once that’s clear, you can use Braze’s dashboard to configure these events. From the main screen, you can select “Data Settings” in the left-hand menu and then “Custom Events” in the window that pops up. Then, on the Custom Events screen in the upper right is the “Add Custom Event” button. Once the new custom event is created, work with your Web team to adjust your Braze tag on your company’s website or tag management system. Make sure the spelling and capitalization are consistent. 

Tracking User Engagement with Events

Tracking custom events is crucial after you set up. This data shows how users interact with your brand. You can view reports that show how many times an event occurred and how it affects user engagement. The insights gained can steer your marketing efforts, helping you craft messages that resonate with your audience. By monitoring this data, you can make informed decisions. Think of it as a feedback loop. You set goals, gather data, and adjust your approach to hit your targets.

Personalizing User Experience

One of the best things about Custom Events is how they help personalize user experiences. When you understand user actions, you can tailor messages to fit their needs. For instance, if a user completes a purchase, you might send them a thank-you message or suggest related products. It’s like a friend giving you a recommendation based on what they know you like.

Utilizing Data for Better Targeting

The data from Custom Events isn’t just numbers on a page; it’s a treasure trove of insights. It helps you create segments based on behaviors. For example, you can group users who frequently purchase and those who only visit occasionally. This segmentation lets you target your messaging precisely, ensuring you reach the right people with the right information at the right time. Even beyond that, Custom Events can trigger flows, like your Welcome Series for new sign ups. These events can also remove customers from flows based on interactions. 

Examples of Braze Custom Events

Let’s paint a clearer picture here, looking at Abandon Cart logic. By tracking when users add items to their cart but don’t complete the purchase, you can send targeted messages to nudge them along. Maybe you offer a discount or remind them of the items waiting in their cart. This targeted approach can lead to higher conversion rates. And then, as mentioned earlier, you can use purchase events to remove a customer from the Abandon flow to avoid flooding the customer’s inbox. 

Conclusion

Braze Custom Events give you the tools you need to connect deeply with your audience. They help you gather crucial data, understand user behaviors, and refine your strategies. By setting these events up and analyzing the results, you turn raw data into actionable insights. It’s all about creating a better experience for your users and growing your platform effectively – and Braze Custom events are an amazing way to do that!

If you’re looking to expand your use of Braze through Custom Events, give Relationship One a call. We are here to help.