Braze Certified Marketer cheat sheet

Channel priority for a user who qualifies for multiple messages in one send: in-app message, then Content Card, then push notification, then email, then SMS; the highest-priority eligible channel is sent and lower ones are suppressed for that send.

Push payload limit is 4 KB (Android and iOS); iOS alert text truncates in the notification tray at roughly 4 lines, so front-load the value proposition in the first ~40 characters.

Email: a message with no subject line and no body content is not sendable; Braze requires at least one of HTML body, plaintext body, or subject to pass validation.

SMS is subject to per-country sender rules: US long codes require 10DLC registration, and throughput is 1 message per second per long code unless a toll-free or short code is provisioned.

In-app messages render from a cached copy; a user who has not opened the app since the campaign launched will not see it until the next session or a forced refresh.

Content Cards have no built-in expiry unless an expiration date is set on the card or the campaign; unexpired cards persist in the user's card feed indefinitely.

Webhook channel does not render to the user; it fires an HTTP request to an endpoint and is used for cross-platform triggers, so it should not be counted as a user-facing impression.

Frequency capping applies per channel and per message type (marketing vs. transactional); transactional messages bypass marketing caps by default.

Quiet hours suppress sends during a configured window and hold or drop the message depending on the setting; they do not delay in-app messages because those are pull-based at session start.

Canvas entry rules: users enter once per entry schedule unless 're-eligible' is enabled; re-eligibility requires a duration (e.g., 7 days) after which the same user can re-enter.

Canvas step types: Message, Delay, Decision Split, Audience Paths, Action Paths, and Experiment; a Decision Split evaluates user attributes or events, while Audience Paths evaluate segment membership.

Delay steps accept a fixed duration or a 'until a specific time' setting; Intelligent Timing picks a per-user send time based on the user's historical engagement window.

Experiment steps split traffic by percentage and require a designated winning variant or a control holdout; conversion events must be defined before launch to measure lift.

Segment filters combine with AND across different filter categories and OR within a single filter's value list; nested segments can be referenced as a single filter.

A segment recalculates on entry and is not real-time for all filters; event-based filters (e.g., 'performed custom event') update as events arrive, but attribute filters update on profile write.

Action Paths route users based on a trigger event such as a purchase or a custom event, evaluated within a defined window after the previous step.

Conversion tracking is per Canvas or campaign; a conversion event fires when the user performs the event within the conversion window after receiving the message, not after entering the Canvas.

Holdout and control groups should be defined at the entry level so that downstream step logic does not contaminate the comparison; a 5-10% holdout is a common sizing baseline.