Which of the following best describes 'Custom Attributes' in Braze?

The concept of 'Custom Attributes' in Braze refers to unique user traits that can be defined and supplied by the user or the application. These attributes allow businesses to personalize user engagement and target specific segments based on individual user information or behaviors. By leveraging custom attributes, companies can segment their audience more effectively and deliver tailored messaging, enhancing user experience and engagement.

Custom attributes can include any data points that are relevant to the user, such as preferences, behaviors, demographics, or any other specific information that the business wishes to track. This personalized approach is key to effective marketing automation and user retention strategies within the Braze platform.