What is a key difference between an inactive user and a lapsing user in Braze?

The distinction between inactive users and lapsing users is crucial for understanding user engagement dynamics in Braze. Lapsing users are individuals who have previously interacted with your app or service but have not engaged recently. This prior engagement indicates that they have some level of familiarity and interest, suggesting they could potentially be re-engaged through targeted strategies.

In contrast, inactive users might be those who have never engaged with your application or service at all. These users do not have any prior interaction data which makes it difficult to gauge their interest or potential. By identifying lapsing users, marketers can develop specific re-engagement campaigns aimed at bringing these users back, recognizing that they may just need a nudge or incentive to return. This understanding allows for more effective targeting strategies, which can significantly improve reactivation efforts.