What purpose do custom events serve in Braze?

Custom events in Braze are designed primarily to track user interactions and progress within an application. By defining custom events, developers can log specific actions taken by users, such as completing a purchase, reaching a certain level in a game, or using a specific feature. This data is invaluable for analyzing user behavior and understanding how users are engaging with the app.

Tracking user progress through custom events allows businesses to gain insights into user journey patterns and identify areas for improvement in user experience or engagement strategies. This analytical capability can drive personalized marketing efforts, enhance user retention strategies, and ultimately contribute to better overall app performance.

Understanding how users interact with different features or content is essential for making data-driven decisions that can optimize the app and meet user needs more effectively.