What are custom attributes in Braze?

Custom attributes in Braze are defined as specific data points that help to describe unique characteristics or traits of users. By capturing these tailored attributes, marketers can create more personalized and targeted marketing campaigns that resonate with their audience. User characteristics can encompass a wide range of attributes, such as demographics (like age, gender, or location) and preferences (like favorite products or activity levels).

This capability allows businesses to segment their users effectively and deliver messages that are not only more relevant but also increase engagement rates and improve customer retention. Understanding user characteristics through custom attributes enables marketers to create nuanced experiences that align more closely with individual user needs and behaviors.