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Data Planning
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Custom Attribute: These are facts about your users that can be used to segment on and personalise your messages. E.g. "account_username", "account_creation_date", "purchased_merchant_categories". 
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Custom Event: These are actions that your users are taking. We count how many times a user has done that action, and timestamp the actions. These can be used to segment users, trigger campaigns and track conversions. E.g. "product_added", "subscription_started".
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Custom Event Property: These are meta data on Custom Events and can be used to qualify a trigger, or personalise a message.
*Note: Because they are not stored in Braze, they can only be used at the point of action. E.g. When someone "product_added" you could say 'only send this campaign if the "product_category is equal to men's clothing". To store these properties long term, track them as an Array Custom Attribute.
E.g. "purchased_merchant_categories".
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Purchase: A purchase is similar to a custom event. This is a purchase that your user is making. We count how many times a user has done that purchase, and timestamp the purchase. These can be used to segment users, trigger campaigns and track conversions. E.g.
For eCommerce, Retail and QSR: Product Category ["coffee","food"]
For FinTech: Merchant Vertical ["electronics","health"]
For Food Delivery App: Meal Category ["breakfast","lunch","dinner"]
For SaaS: Plan Name ["monthly_subscription","annual_subscription"]
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Purchase Property: These are meta data on Purchases and can be used to qualify a trigger, or personalise a message.
*Note: Because they are not stored in Braze, they can only be used at the point of action. E.g. When someone "Makes Purchase" you could say "Thanks for ordering a {{event_properties.${product_name}}}".
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Automatically Collected Data
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The following events and attributes are captured and updated automatically by the Braze SDK.
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You do not need to record them separately as Custom Events or Custom Attributes.
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Automatically Collected DataAvailable for Initial Import?Historical Import RequiredImport Source (SDK/API)Additional Info
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Session CountNON/A
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date_of_first_session YES
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date_of_last_sessionYES
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countryYES
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languageYES
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time_zoneYES
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Device InformationNON/A
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Device LocaleNON/A
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Campaign DataNON/A
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push_tokensYESMigrating Push Tokens
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Standard User Attributes + Reserved Keys
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This is data which Braze has standard naming convensions for, and which therefore does not need to be passed as a Custom Attribute.
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*Only send this data the first time you set the attribute value & when the value changes (i.e. the “deltas”). Braze will re-write every attribute that is sent and will not check whether the value already exists.
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Standard User AttributesDescriptionRequired? Historical Import RequiredImport Source (SDK/API/CSV)
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external_idA unique and secure User IDs set for each of your Identified User ProfileMandatory
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first_nameFirst Name
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last_nameLast Name
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emailEmail address, necessary to target them via email.
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dobDate of Birth
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home_cityCity
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genderGender (female, male, other, unknown, not applicable, prefer not to say)
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email_subscribeEmail Subscription Status (Subscribed, Opted In, Unsubscribed)
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push_subscribePush Subscription Status (Subscribed, Opted In, Unsubscribed)
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countryAutomatically Collected by default (see above), however can be overriden
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phonePhone Number. Format requires a + and a country code, e.g. +61456333444.
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Subscription Groups
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Subscription Group NameDescriptionRequired? Historical Import RequiredImport Source (SDK/API/CSV)
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Email marketingsubscription id=API
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SMS marketingsubscription id=API
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Custom Attributes
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These are facts about your users that can be used to segment on and personalise your messages. There are five different data types available: String, Boolean, Array, Integer and Date.
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*Only send this data the first time you set the attribute value & when the value changes (i.e. the “deltas”). Braze will re-write every attribute that is sent and will not check whether the value already exists.
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Custom AttributesDescriptionData TypeHistorical Import Required
Arrays are not supported in CSV User Import		Import Source (SDK/API/CSV)Examples
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account_tierA user's account tier within the app, Premium or FreeStringAPIPremium, Free
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Custom Events
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These are actions that your users are taking. We count how many times a user has done that action, and timestamp the actions. These can be used to segment users, trigger campaigns and track conversions. E.g. "account_created", "order_completed".
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You can also specify event properties, these are meta data on Custom Events and can be used to qualify a trigger, or personalise a message. Note that because they are not stored in Braze, they can only be used at the point of action. E.g. When someone "product_added" you could say 'only send this campaign if the "product_category is equal to men's clothing".
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*Note: Each Custom Event can have up to 256 distinct Custom Event Properties. If a Custom Event is logged more than 256 properties, only the first 256 be available for use (e.g. for personalization)
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Custom Events
The most common naming structure is group_noun_action (past tense).

Events should all be lower case to avoid casing instrumentation errors and identifying properties.		DescriptionHistorical Import Required
(API Only)
Custom event data types are not supported in CSV User Import. 		Import Source (SDK/API)Event Property 1Event Property 2Event Property 3Event Property 4Event Property 5
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payment_sentRecords when a user sends a paymentSDKtransaction_typepayment_amountrecipient
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payment_receivedRecords when a user receives a paymentSDKtransaction_typepayment_amountsender
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completed_account_registrationTriggers when a user completes the account registration formAPI (form is 3rd party)
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added_fundsRecords whenever a user adds funds in the appSDK
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registered_for_premiumRecords when a user's payment for premium tier has been processedAPI (triggers from payment backend)
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sent_referal_linkRecords when a user enters a referral email address into form in the appSDK
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linked_bankRecords when a user links their bank for deposits into CashBlastr.SDKbank_name
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direct_deposit_setupRecords when a user links their bank for transfer of data from CashBlastr to their bankSDKbank_name
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Purchase Events
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A purchase is similar to a custom event. This is a purchase that your user is making. We count how many times a user has done that purchase, and timestamp the purchase. These can be used to segment users, trigger campaigns and track conversions. E.g. "food", "coffee". 
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These are meta data on Purchases and can be used to qualify a trigger, or personalise a message. Note that because they are not stored in Braze, they can only be used at the point of action. E.g. When someone "Makes Purchase" you could say "Thanks for ordering a {{event_properties.${product_name}}}".
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*Note: Each Purchase Event can have up to 256 distinct Event Properties. If a Purchase is logged more than 256 properties, only the first 256 be available for use (e.g. for personalization)
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product_id
product_id can be used for segmentation, triggering and conversion tracking.
Braze notes the number of times a user has bought a specific product_id as well as the first and last time they were purchased.		DescriptionHistorical Import Required
(API Only)
Purchase data types are not supported in CSV User Import. 		Import Source (SDK/API)Purchase Property 1
Purchase Property 2
Purchase Property 3Purchase Property 4
Purchase Property 5
Description