# Data Overview

Braze exposes data across campaigns, canvases, segments, events, content cards, and platform-level KPIs. Each entity type has a list/metadata variant, an analytics variant (time-series performance metrics), and in some cases a details variant (configuration and structure).

## Entity types

| Entity group | List | Analytics          | Details |
| ------------ | ---- | ------------------ | ------- |
| Campaigns    | ✅    | ✅                  | ✅       |
| Canvases     | ✅    | ✅                  | ✅       |
| Events       | ✅    | ✅                  | —       |
| Cards        | ✅    | ✅                  | —       |
| Segments     | ✅    | ✅                  | ✅       |
| KPIs         | —    | ✅ (3 KPI entities) | —       |

## Campaigns

#### Campaigns — list fields

| Field        | Description                              |
| ------------ | ---------------------------------------- |
| id           | Unique campaign identifier               |
| name         | Campaign name                            |
| is\_active   | Whether the campaign is currently active |
| last\_edited | Timestamp of last edit                   |
| tags         | Tags applied to the campaign             |

#### Campaigns analytics fields

| Metric       | Description                            |
| ------------ | -------------------------------------- |
| sends        | Total messages sent                    |
| deliveries   | Successfully delivered messages        |
| opens        | Total opens (unique and total)         |
| clicks       | Total clicks                           |
| bounces      | Hard and soft bounces                  |
| unsubscribes | Unsubscribe events                     |
| conversions  | Conversion events tied to the campaign |
| revenue      | Revenue attributed to the campaign     |

## Canvases

#### Canvases analytics fields

| Metric      | Description                                |
| ----------- | ------------------------------------------ |
| entries     | Users who entered the canvas               |
| revenue     | Revenue attributed to the canvas           |
| exits       | Users who exited                           |
| conversions | Conversion events per canvas               |
| steps\_data | Per-step breakdown of sends, opens, clicks |

## Events

#### Events analytics fields

| Field       | Description                                |
| ----------- | ------------------------------------------ |
| event\_name | Name of the custom event                   |
| total       | Total event occurrences in the time window |
| date        | Date of the data point                     |

## KPIs

#### KPI fields (all three KPI entities)

| Field      | Description                                  |
| ---------- | -------------------------------------------- |
| date       | Date of the data point                       |
| new\_users | New user registrations (KPI daily new users) |
| dau        | Daily active users (KPI daily active users)  |
| uninstalls | App uninstalls (KPI daily app uninstalls)    |

## Cards

#### Cards analytics fields

| Metric      | Description                            |
| ----------- | -------------------------------------- |
| impressions | Number of times the card was viewed    |
| clicks      | Number of clicks on the card           |
| dismissals  | Number of times the card was dismissed |
| enrollments | Users who received the card            |

## Segments

#### Segments analytics fields

| Field | Description                                 |
| ----- | ------------------------------------------- |
| date  | Date of the data point                      |
| size  | Number of users in the segment on that date |

#### Segments details fields

| Field          | Description                       |
| -------------- | --------------------------------- |
| id             | Segment identifier                |
| name           | Segment name                      |
| creation\_time | When the segment was created      |
| filters        | Filter logic defining the segment |

## Common metric combinations

* **Campaign deliverability**: `sends` + `deliveries` + `bounces` to monitor inbox placement health
* **Engagement funnel**: `opens` + `clicks` + `unsubscribes` + `conversions` per campaign
* **Growth KPIs**: Join `kpi_daily_new_users` + `kpi_daily_active_users` + `kpi_daily_app_uninstalls` into a single time-series table using Append
* **Segment size trends**: `segments_analytics` over time to track audience growth or churn within key segments
* **Canvas vs. campaign ROI**: Join `campaigns_analytics` and `canvases_analytics` on date to compare revenue attribution across both channel types

## Use cases by role

{% tabs %}
{% tab title="Marketers" %}

* Pull `campaigns_analytics` and `canvases_analytics` into Google Sheets or Looker Studio to build live performance dashboards without manual exports
* Use `segments_analytics` to track how audience sizes change week over week — useful for monitoring churn or growth in key cohorts
* Send campaign performance snapshots to ChatGPT or Claude for AI-assisted analysis and copy recommendations
  {% endtab %}

{% tab title="Growth & Product" %}

* Combine `kpi_daily_new_users`, `kpi_daily_active_users`, and `kpi_daily_app_uninstalls` using Append to build a unified growth KPI table in BigQuery
* Track `events_analytics` over time to measure feature adoption through custom event counts
* Join segment data with external user data in BigQuery to identify which segments drive the most revenue
  {% endtab %}

{% tab title="Data & Analytics" %}

* Load all Braze entities into BigQuery to build a centralized marketing data warehouse
* Use Aggregate transformation to summarize campaign performance by tag, channel, or time period
* Join `campaigns` (metadata) with `campaigns_analytics` (metrics) using the campaign ID to build enriched reporting tables
  {% endtab %}
  {% endtabs %}

## Platform-specific notes

* Braze REST endpoints vary by region — make sure you use the correct endpoint for your account (e.g., `rest.iad-01.braze.com` vs. `rest.fra-01.braze.com`)
* Analytics entities return time-series data; the granularity is daily
* The `start_date` parameter controls how far back data is fetched — if left unset, Braze may return a limited default window
* `campaigns_details` and `canvases_details` return structural/configuration data, not performance metrics — useful for auditing or documentation, not trend analysis
* Segment filter logic in `segments_details` is returned as a nested JSON structure that may need flattening depending on your destination