Braze Certified Marketer flashcards

33 cards. Read the term and the definition here. The deck at the top of this page is optional.

Channel priority order

A fixed ranking of in-app, Content Card, push, email, and SMS that determines which single channel delivers when a user qualifies for several in one send.

Push payload limit

The maximum push notification payload is 4 KB on both Android and iOS; content beyond the limit is rejected at send time.

In-app message caching

In-app messages are served from a cached copy on the device, so a new campaign is not visible until the next session or refresh.

Content Card expiration

Content Cards persist in a user's feed until an expiration date is set or the campaign ends; otherwise they remain visible indefinitely.

Webhook channel purpose

The webhook channel sends an HTTP request to an external endpoint rather than rendering to the user, enabling cross-platform triggers and data syncs.

Frequency capping scope

Caps apply per channel and per message type, so marketing caps do not block transactional messages unless explicitly configured to do so.

Quiet hours behavior

Quiet hours suppress sends during a configured window; messages are held or dropped per settings, but pull-based in-app messages are unaffected.

SMS sender registration

US long codes require 10DLC registration, and throughput defaults to one message per second per long code unless a short or toll-free code is provisioned.

Email send validation

A message must contain at least one of an HTML body, a plaintext body, or a subject line to pass validation and be sendable.

iOS alert truncation

iOS notification tray text truncates after roughly four lines, so the first forty characters should carry the primary value proposition.

Channel eligibility evaluation

Before a send, the platform checks which channels the user is reachable on and can receive, then selects the highest-priority eligible channel.

In-app message trigger

In-app messages display at a session start or on a custom trigger event, not at the moment the campaign launches.

Push opt-in state

A user must have granted OS-level push permission and have a valid token; revoked permission removes the user from push eligibility without deleting the profile.

Email deliverability baseline

Sender reputation depends on bounce rate, complaint rate, and engagement; sustained high complaint rates trigger mailbox provider throttling or blocking.

SMS opt-out handling

Inbound STOP keywords must suppress the number from future marketing sends; the suppression is enforced at the platform level, not per campaign.

Canvas re-eligibility

Users enter a Canvas once by default; re-eligibility requires enabling it with a duration, such as seven days, before the same user can re-enter.

Canvas step types

Canvas steps include Message, Delay, Decision Split, Audience Paths, Action Paths, and Experiment, each controlling flow or delivery.

Decision Split vs Audience Paths

A Decision Split evaluates user attributes or events, while Audience Paths route users by segment membership at the point of evaluation.

Intelligent Timing

Intelligent Timing selects a per-user send time within a window based on that user's historical engagement patterns rather than a fixed clock time.

Experiment step

An Experiment step splits traffic by percentage across variants and requires a defined conversion event to measure lift against a control.

Conversion window

The period after message receipt during which a specified event counts as a conversion; events outside the window are not attributed.

Segment filter logic

Filters combine with AND across different categories and OR within a single filter's value list; nested segments act as one filter.

Segment recalculation

Segments refresh as profile attributes and events update, but not every filter is real-time, so entry-time membership can differ from launch-time membership.

Action Paths trigger

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

Holdout group

A randomly withheld percentage of the audience that receives no message, used to measure incremental lift against the treated group.

Delay step options

A Delay step can wait a fixed duration or until a specific time of day, and it pauses the user's path without affecting other users.

Canvas entry schedule

Entry can be action-triggered by an event or scheduled; the schedule determines when new users are evaluated for entry.

Audience Paths evaluation

Audience Paths check segment membership at the moment the user reaches the step, so later segment changes do not retroactively reroute the user.

Conversion event definition

A conversion event is a specific custom or purchase event designated per campaign or Canvas; only designated events count toward conversion metrics.

Frequency of entry cap

An entry cap limits how many times a user can enter a Canvas within a period, preventing repeated messaging from event-triggered entry.

Control group sizing

A holdout of roughly five to ten percent of the audience is a common baseline for detecting meaningful lift without sacrificing reach.

Nested segment reference

A saved segment can be used as a filter inside another segment, letting complex audience logic compose from smaller reusable definitions.

Message step channel choice

A Message step defines the channel and content for that path; a single Canvas can mix channels across different paths and steps.