What Blank Webhooks Actually Do in Braze Replace Message Steps:Instead of sending an email, push notification, SMS, or in-app message inside a Canvas, you add a blank webhook step. This acts like a "silent" action. Send an HTTP GET Request:The blank webhook sends a very basic "ping" (HTTP GET request) to a placeholder URL: https://braze-images.com/spacer.gif.👉 Important: This URL doesn’t do anything. It’s just a tiny, empty file hosted by Braze. Log an Event on the User’s Profile:Even though the webhook sends no real message, Braze still logs that a webhook was triggered for that user.➔ This is useful because it mimics a message being sent without actually disturbing the user experience. Where to use blank webhooks Use Case Description Testing Canvas Triggers Verifying that canvas triggers correctly enter users into journeys without sending real messages. Analysing User Flow Simulating message steps with blank webhooks to observe user journey progression without actual sends. Control Group Testing for Reporting Using blank webhooks for control groups to accurately measure campaign impact without sending real communications. Trigger for Sequential Journeys Using blank webhooks to initiate follow-up campaigns or journeys automatically, such as IAMs triggered by session start. Data Capture Without Using Data Points Tracking specific user behaviors or custom events via blank webhooks without consuming data points. Debugging and Troubleshooting Simulating user actions with blank webhooks to pinpoint and fix issues in Canvas workflows. Auditing Message Counts Estimating the number of messages that would be sent in a Canvas using blank webhooks instead of live sends. Why Webhooks Are Essential for CRM Teams Extend Braze Beyond Messaging Webhooks let you trigger actions in other systems (CRMs, loyalty platforms, billing tools), turning Braze into a full customer operations hub, not just a messaging tool. Save Time and Reduce Engineering Dependence CRM teams can launch integrations and automate workflows directly in Braze without constantly needing developer support. Test and Troubleshoot Safely Blank webhooks allow real-time Canvas testing without sending real messages, helping teams catch errors early and protect the customer experience. Power Real-Time Personalization Webhooks can pull live data (like product recommendations or loyalty status) into campaigns, creating highly personalized experiences without complex data setups. 💡 Bonus Tip: The first time you build your blank webhook, on the main Braze navigation on the left hand side go to Templates -> Webhook Templates. Then, build your blank webhook here as a new template. That way, once you’ve built it once, you can easily select it from your templates to use over and over again! It’s as easy as that!

Braze Intelligence Suite covers Timing, Channel and Selection. It helps you automate decision-making with data-based insights. From delivery time to multivariate testing, intelligent suite streamlines the process of creating dynamic, cross-channel experiences that truly optimise at scale and help to elevate your presence with your audience. Read all about Braze Intelligent Suite here.

Marketing teams often face delays when needing to update user data in Braze. Standard processes might involve waiting for the next scheduled ETL (Extract, Transform, Load) job from the data warehouse, relying on engineering teams to push updates via the API, or performing cumbersome manual CSV uploads. These bottlenecks can hinder timely campaign execution, personalisation efforts, and quick responses to data issues. Braze offers a frequently underutilised capability that provides marketers with more direct control for specific, tactical data adjustments: User Updates. This functionality is accessible both via using the core Braze API in Webhooks and through a dedicated User Updates step within the Braze canvases. It allows authorised users to directly modify custom attributes, manage subscription group membership, and even log custom events or purchase events for individual users or small lists. Leveraging User Updates for Agility: 💡Why it's a Hack: This feature provides a shortcut, enabling marketers to bypass standard data integration pipelines and developer queues for immediate, targeted data manipulation. It offers a level of data autonomy that can significantly accelerate certain workflows. Use Case 1: Rapid Troubleshooting and Data Fixes: If a data quality issue is identified affecting a small number of users (e.g., an incorrect attribute value assigned), User Updates or a simple json script can be used to manually correct the data immediately, without waiting for a potentially slow backend fix or data reload. This is particularly useful when manual intervention is the only viable short-term solution for data integrity problems. Use Case 2: Tactical Segmentation and Tagging: Need to quickly make a specific group of users eligible for a campaign? Perhaps a list of VIPs identified offline, participants in a beta program, or attendees from a recent event? Use a User Update step or Webhook to apply a unique custom attribute (e.g., is_vip: true, beta_tester_group: 'A') to these users instantly. They become immediately targetable for relevant communications. Use Case 3: Manual Event Triggering for Testing or Edge Cases: For testing action-based Canvases or addressing specific edge cases, User Updates allows manually logging a custom event for a particular user. This can push them into a specific journey path or qualify them for an event-triggered segment without requiring them to perform the action naturally in the app. Important Caveats: This tool is designed for tactical, small-scale adjustments, not for replacing bulk data integration processes. API rate limits apply. Crucially, strong data governance practices are essential. Manual updates made via this feature can potentially conflict with or be overwritten by data flowing from the primary source of truth (like a CRM or data warehouse). Clear internal guidelines should define when and how User Updates can be used, ensuring changes are intentional and don't compromise overall data integrity. The User Updates feature empowers marketing teams by providing a direct line to manipulate user data for specific, time-sensitive needs. It acts as a valuable tool to overcome common data bottlenecks and increase operational agility. However, this power must be wielded responsibly, balancing the need for speed with the critical importance of maintaining accurate and consistent user profile data through well-defined governance processes.

Creating an efficient canvas in Braze relies on key practices that streamline campaign management. Consider some of the following strategies to optimise your workflow and put an end to those crazy canvases: 1) Adopt a naming convention for each canvas step to facilitate easy navigation and troubleshooting Element Example Description Channel EM Where the campaign runs (EM = Email, SMS, Push) Campaign Type WelcomeFlow Type or lifecycle stage (WelcomeFlow, Winback, Launch, AbandonCart) Audience NewSubs Target segment (NewSubs, HighSpenders, ChurnedUsers, Loyalists) Offer/Product DiscountOffer Optional: focus or theme (DiscountOffer, UGC, NewFeature, FreeTrial) Objective Conversion Campaign goal (Conversion, Awareness, Retention, Engagement) Date/Version 202504_A1 Format: YYYYMM + version (e.g., 202504_A1, 202504_B1) And I promise you'll be thankful that you used _ instead of spaces in your canvas name when it comes for searching for your canvas in the targeting filters! ✅ Example: EM_WelcomeFlow_NewSubs_DiscountOffer_Conversion_202504_A1Breakdown: EM = Email WelcomeFlow = Type of campaign (e.g., Welcome, Re-Engagement, Product Launch) NewSubs = Audience (e.g., NewSubs, HighSpenders, ChurnedUsers) DiscountOffer = Promotion/Product focus (optional — could be UGC, NewFeature, etc.) Conversion = Main KPI or objective (e.g., Conversion, Awareness, Retention) 202504_A1 = April 2025, version A1 (useful for A/B testing or iterations)Adopt a naming convention for each canvas step to facilitate easy navigation and troubleshooting 2) Keep your canvas concise by minimising unnecessary steps to enhance its manageability, to allow for a more straightforward understanding of the workflow ✅ What it REALLY means in Braze: ✅ What to Do 💡 Why It Matters Avoid over-nesting decision splits Too many conditions make it hard to QA and follow logic Combine similar paths Merge branches when they lead to the same outcome later Use Segments before entry Pre-filter users instead of using complex in-flow filters Limit delays to what’s necessary Don’t stack excessive delays unless they serve a real purpose Use Comments for logic explanation Helpful for collaborators or your future self Archive or delete unused branches Clean up old tests or abandoned flows to keep it tidy

Repetitive coding of personalisation logic wastes time and creates inconsistency across campaigns. Implementation: Create a central repository of tested Liquid snippets for common personalisation scenarios Standardise variable naming conventions across templates Include fallback options for all dynamic content Template Examples: Tiered Loyalty Status with Dynamic Messaging {% assign loyalty_points = {{custom_attribute.${loyalty_points}} | default: 0 %} {% assign tier_name = "New Member" %} {% assign next_tier_points = 1000 %} {% assign next_tier_name = "Silver" %} {% if loyalty_points >= 1000 and loyalty_points < 5000 %} {% assign tier_name = "Silver" %} {% assign next_tier_points = 5000 %} {% assign next_tier_name = "Gold" %} {% elsif loyalty_points >= 5000 and loyalty_points < 10000 %} {% assign tier_name = "Gold" %} {% assign next_tier_points = 10000 %} {% assign next_tier_name = "Platinum" %} {% elsif loyalty_points >= 10000 %} {% assign tier_name = "Platinum" %} {% assign next_tier_points = null %} {% endif %} {% assign points_needed = next_tier_points | minus: loyalty_points %} Hello {{custom_attribute.${first_name} | default: "valued customer"}}, As a <strong>{{tier_name}} member</strong> with {{loyalty_points}} points, you have access to exclusive {{tier_name}} benefits. {% if next_tier_points != null %} You're only {{points_needed}} points away from reaching <strong>{{next_tier_name}} status</strong>! {% else %} Congratulations on reaching our highest tier status! {% endif %} ⏱️ Time-Saving Bonus: Create a Slack channel where team members can share and request Liquid templates, building your library organically.

We’ve all had to ask around to try and understand exactly what a specific custom attribute is for but it’s time to put an end to that. Thoroughly document your custom attributes and events to maintain data consistency, ownership, and clarity across your organisation. This keeps things easy to digest and ensures these elements are used correctly, significantly reducing confusion and errors. Key elements to document include the attribute or event name, data format (e.g., string, number), event properties, a detailed purpose/description, possible values, designated owner, source (e.g., user update or pushed by the tech team), update frequency (e.g., real-time, daily, one-off), integration date, and any data dependencies associated with it. Without documentation, even simple things become roadblocks: CRM doesn’t know how to trigger lifecycle journeys Marketing runs campaigns off historically inaccurate datapoints Devs rename or delete things without realising they’re in use New hires have no idea what anything means Let’s fix that with a clear, centralised structure. Field Example Value Description Attribute/Event Name loyalty_tier Custom attribute used to personalise messages based on a user's loyalty level Data Format String Stored as a string (e.g., “Bronze”, “Silver”, “Gold”) Possible Values Bronze, Silver, Gold Tied to customer purchase behavior via internal scoring Purpose Powers loyalty Canvas + dynamic content Used to trigger loyalty journeys and personalise comms Source Internal scoring model (CRM → Braze) Synced from CRM daily via Segment Owner CRM Manager Primary point of contact for logic, updates, or troubleshooting Update Frequency Daily Recalculated and synced to Braze once per day First Used 2024-10-01 Initial integration date Data Dependencies Requires user to have at least 1 purchase Dependent on purchase data tracked in Shopify 🏆 By implementing these systematic documentation practices, you'll reduce onboarding time for new team members by 60% and dramatically improve campaign quality assurance.