Which type of data in Braze represents facts about a consumer or their devices?

Attributes in Braze are used to represent facts or characteristics about a consumer or their devices. These can include demographic information, preferences, or behaviors that are collected and stored to better understand the user and personalize experiences. By utilizing attributes, brands can segment their audience, tailor messaging, and create targeted campaigns based on these individual traits.

The distinction of attributes lies in their role as static or semi-static pieces of information that describe the consumer, as opposed to events, which represent actions taken by the user at a given moment. Custom data serves a similar function but is more focused on additional, user-defined information rather than standard demographic or behavioral characteristics. Standard attributes are a subset of attributes that are predefined by Braze, but the broader term "attributes" encompasses both standard and custom forms, making it the most accurate choice for this question.