What does 'Events' refer to in the context of Braze data?

In the context of Braze data, 'Events' specifically refers to the actions performed by or on a consumer. This encompasses a wide variety of user interactions that can be tracked and analyzed within the Braze platform. Examples of these events include making a purchase, clicking a specific link within an email, or completing a registration form.

Tracking such actions is crucial for understanding user engagement and behavior, allowing businesses to tailor their marketing strategies and improve customer experiences. Events help organizations capture dynamic interactions rather than static information, enabling them to respond to user actions in real-time through personalized messaging and engagement strategies.

In contrast, static user traits, simple user attributes, and user login states reflect more static and demographic aspects of users rather than the dynamic interactions that events capture. Thus, focusing on events provides valuable insights that can drive more effective marketing and communication efforts.