Which Braze event category defines the "Why" of a Canvas?

The category that defines the "Why" of a Canvas is the Conversion Event. This type of event is crucial because it signifies a completed action that aligns with a user's goal or a business's objective. Essentially, Conversion Events capture when a user has achieved a specific milestone, such as making a purchase, signing up for a newsletter, or downloading an app.

Understanding the "Why" behind a Canvas is vital for determining the effectiveness of a campaign. This allows marketers and product teams to analyze user behavior and motivations, helping to optimize the Canvas for better results. By focusing on Conversion Events, stakeholders can gain insights into what drives users to take significant actions, which can inform future strategies and decisions.

The other categories, though valuable in their contexts, do not address the overarching purpose this event type provides. For instance, Custom Events may track unique interactions, but they do not necessarily correlate with completion of strategic objectives. High Value Events may focus on key interactions that may have significant impact, but they are not explicitly tied to user motivations. Exception Events generally indicate errors or outliers, rather than the motivations that lead to conversion. Therefore, Conversion Events are specifically designed to capture the essence of user actions that directly support business outcomes.