What is the definition of an inactive customer in Braze?

An inactive customer in Braze is classified as users who have not engaged with the app for a duration that surpasses that of lapsing users. This definition highlights a specific timeframe of inactivity; while lapsing users may have had a recent interaction, inactive customers have gone without engagement for a longer period. Understanding this distinction is critical for effectively targeting re-engagement campaigns and analyzing user behavior, as it allows businesses to identify users who might need incentives to return or re-engage with the app.

The focus on inactivity versus recent engagement or account upgrades emphasizes the importance of tracking user activity levels over time, making it essential for businesses to monitor engagement metrics closely.