What action does "custom events" refer to in Braze?

In Braze, "custom events" specifically refer to user interactions within the app or website. These events are crucial for understanding user behavior, as they allow marketers to track specific actions that users take, such as completing a purchase, viewing a particular screen, or engaging with a feature. By capturing these custom events, brands can tailor their marketing strategies, create segmented audiences, and trigger personalized messages based on recent user activities. Utilizing custom events enhances the effectiveness of marketing campaigns and helps in delivering a better user experience. This capability allows marketers to take actions based on real-time user data, making it a powerful tool to engage users meaningfully.