When tracking user actions of adding items to wishlists in eCommerce, this is categorized as what type of data in Braze?

In the context of Braze and its functionality, adding items to wishlists in an eCommerce setting is categorized as a Custom Event.

This classification is accurate because a Custom Event allows businesses to track specific user interactions that are not necessarily covered by default data points provided by the platform. Adding items to a wishlist is an actionable event that reflects user intent and engagement with the product catalog, which makes it valuable for understanding user behavior and preferences.

Custom Events provide the flexibility to tailor the tracking based on unique business needs, which is particularly relevant in eCommerce where user actions can significantly influence marketing strategies and personalized messaging. By capturing this event, marketers can gain insights into user interests and use that data to create targeted campaigns or follow-up actions.

In contrast, out-of-the-box data refers to standard data points that come pre-defined with Braze and do not require custom tracking setup, while custom attributes are user-specific data points that store additional profile information rather than specific actions. Purchase events, on the other hand, are exclusively tied to completed purchases, making them distinct from actions like adding items to a wishlist, which do not signify a completed transaction.