braze

Question 1

Braze as a data pipeline (end-to-end flow)

Answer 1

Data comes in via SDKs/APIs (events + attributes)
Builds/updates user profiles
Users qualify for segments or triggers
Campaigns/Canvases decide what to send
Messages are delivered across channels

Question 2

User identity + profiles (how users are tracked)

Answer 2

Each user has a profile (attributes + event history)
Anonymous users → later “identified” via external ID
Merging identities is critical for continuity
Bad IDs = fragmented users or missing data

Question 3

Canvas vs Campaigns (how messaging is orchestrated)

Answer 3

Campaigns = one-time or simple sends
Canvas = multi-step journeys with logic (delays, branching)
Canvas handles lifecycle messaging over time
Most complex issues happen in Canvas

Question 4

Event-driven behavior (what triggers messages)

Answer 4

User actions (events) trigger messages or journey entry
Happens in real-time (or near real-time)
Timing and event accuracy are critical
Missing event = no message / broken flow

Question 5

Where things break + how to debug (lifecycle tracing)

Answer 5

Start upstream → move downstream:
1. Event sent?
2. Profile updated?
3. User qualifies for segment?
4. Canvas/Campaign logic correct?
5. Message delivered?
Most issues originate early (data/ingestion)

Question 6

Common customer complaints / failure scenarios

Answer 6

• “My campaign didn’t send”
• “Users didn’t enter the Canvas”
• “Wrong users got the message”
• “Metrics look off”

Usually caused by data issues or misconfiguration

Question 7

High-level push/email delivery issues

Answer 7

Push:
* Invalid/expired device tokens
* User permissions disabled

Email:
* Spam filtering / deliverability
* Bounces or suppression lists

Message can be “sent” but never received