The Definitive Guide to Braze API
Welcome to your guide to the Braze API, a powerful engine behind one of the most robust customer engagement platforms. Designed to help businesses create meaningful relationships through personalized communication, the Braze API offers seamless integration with existing systems.
It features a REST API backbone, SDKs for various platforms, a visual dashboard, and streaming data architecture with technologies like Snowflake and Kafka. Together, these components help businesses collect user data, orchestrate omnichannel campaigns, and deliver real-time personalized content.
In this guide, we’ll explore how to leverage the Braze API to automate marketing, deliver personalized experiences, and integrate smoothly with your systems. Whether you're new to Braze or looking to maximize its potential, this article will walk you through everything you need to get started.
Understanding Braze API Architecture#
The Braze API operates on a REST architecture, enabling data management across the platform. It follows RESTful principles, allowing operations including user data management, messaging, and analytics through multiple collections tailored to specific use cases.
All requests require API key authentication, with responses returned in JSON format. Braze maintains separate instances for development and production environments, each with dedicated URLs following the pattern https://rest.xxxxxxx.braze.com.
Data typically flows in several patterns:
- Data import from your systems to Braze
- Data export from Braze for analytics
- Triggering actions based on system events
- Real-time event processing via webhooks
Braze implements rate limits for platform stability, with most endpoints limited to 250,000 requests per hour per workspace. For optimal performance, batch requests when possible, monitor usage through response headers, implement error handling, and send only changed data rather than complete profiles in line with recommended API rate-limiting strategies.
Webhook functionality enables real-time data exchange between Braze and external systems, allowing you to receive notifications when users take specific actions and trigger custom workflows based on Braze events.
Getting Started with Braze API#
Before diving into Braze's powerful capabilities, properly set up your environment for secure and efficient access.
API Keys and Authentication#
API keys form the foundation of your interaction with Braze. Create them in the "Settings > APIs and Identifiers" section of your dashboard, assigning descriptive names and specific permissions. Best practices include following API key best practices:
- Creating separate keys for different environments
- Periodic key rotation
- Documenting each key's purpose
Authentication requires including your API key in request headers:
Authorization: Bearer YOUR-API-KEY-HERE
Never expose keys in client-side code or repositories. Store them securely in environment variables or credential stores.
Braze API Security Configuration#
Follow the principle of least privilege when configuring permissions. Implement role-based access control within your organization to ensure only authorized team members can access specific functionalities.
For additional security, implement IP whitelisting:
- Identify specific IP addresses that should have access
- Configure IP allowlisting in your dashboard settings
- Regularly audit and update your whitelisted IPs
Testing Your Setup#
Test your configuration using tools like Postman or cURL:
curl -X GET \
https://rest.iad-01.braze.com/users/export/ids \
-H 'Authorization: Bearer YOUR-API-KEY-HERE' \
-H 'Content-Type: application/json' \
-d '{
"external_ids": ["user_identifier_1", "user_identifier_2"]
}'
Start with simple endpoints before moving to complex operations to verify each aspect of your integration.
Core Braze API Endpoints for Customer Engagement#
Understanding the Braze API endpoints is essential for creating effective customer engagement strategies. These APIs enable you to programmatically manage user data, orchestrate messaging campaigns, and deliver personalized content across multiple channels.
User Data Management#
The /users/track endpoint is the cornerstone of user data management, enabling you to:
- Record custom events and purchases
- Update user profile attributes
- Create new user profiles
{
"api_key": "your-api-key",
"attributes": [
{
"external_id": "user123",
"first_name": "Jane",
"email": "jane@example.com",
"custom_attributes": {
"loyalty_tier": "platinum",
"last_purchase_date": "2023-08-15"
}
}
]
}
Additional endpoints support external ID management (merging profiles, handling cross-system identification) and user deletion for privacy compliance.
Messaging and Campaign Management#
The /messages/send endpoint enables immediate message delivery:
{
"api_key": "your-api-key",
"external_user_ids": ["user123", "user456"],
"messages": {
"push": {
"alert": "Your order has shipped!",
"title": "Order Update"
}
}
}
The /messages/schedule endpoint allows planning future message delivery, including scheduling one-time or recurring campaigns and updating existing schedules.
Subscription management endpoints help maintain communication preferences and regulatory compliance.
Content and Personalization#
Beyond basic profile management, the /users/track endpoint enables sophisticated personalization through custom attributes. These power segmentation for targeted campaigns and message personalization.
Campaign and Canvas automation endpoints allow creating complex, multi-step customer journeys by triggering entry into Canvas flows and tracking progress through engagement paths.
Braze API Use Cases and Implementation Examples#
The Braze API offers powerful capabilities across various industries. Here's how different sectors implement Braze integrations successfully.
E-commerce Customer Engagement#
E-commerce businesses leverage Braze for:
Abandoned Cart Recovery: By tracking user behavior and triggering automated workflows, e-commerce platforms remind customers about items left in carts. One global retail chain integrated Braze with their CRM and transactional database, resulting in a 20% increase in checkout conversions.
Personalized Product Recommendations: Companies can import product catalog data, track browsing behavior, and trigger personalized recommendations through email or push notifications. Birthday campaigns using these personalized offers drove a 15% lift in repeat customer purchases.
SaaS User Onboarding and Retention#
For SaaS businesses, Braze enables:
Automated Onboarding Sequences: Creating sophisticated onboarding journeys that adapt based on user behavior and engagement levels.
Feature Adoption Campaigns: Monitoring feature usage and sending contextual messages highlighting relevant features. A financial app synced user attributes via the REST API and implemented push notification campaigns, reducing churn by 30%.
Subscription Renewal Management: Setting up automated reminders before expiration with personalized offers based on usage patterns.
Mobile App Engagement#
Mobile developers use Braze to maintain user engagement:
Location-Based Messaging: Delivering contextually relevant content based on user location. A retail platform integrated Braze with location services to send proximity-based offers, increasing user engagement by 27%.
Cross-Channel Engagement: Creating seamless experiences across web, mobile, and email by synchronizing user data and using Braze Canvas for multi-step campaigns.
Re-engagement Strategies: Identifying inactive users and creating segmented campaigns with compelling incentives to reignite interest.
Braze API Security Best Practices#
When working with the Braze API, implementing robust API security practices is essential.
API Key Management#
Proper key management includes:
- Creating separate keys for different environments
- Implementing quarterly rotation schedules
- Storing keys in environment variables or key management systems
- Applying least privilege principles
Braze supports multiple API keys simultaneously, enabling uninterrupted service during rotation.
Data Handling and Compliance#
When handling customer data:
- Avoid using predictable identifiers as user IDs
- Implement data deletion capabilities for GDPR compliance
- Follow Braze's secure implementation recommendations
- Create clear data processing agreements
Encryption and Monitoring#
Protecting data requires:
- Using HTTPS/TLS encryption for all API communications
- Implementing SDK authentication with JWTs
- Never transmitting unencrypted sensitive data
- Tracking all API calls, particularly those modifying data
- Setting up alerts for unusual activity patterns
- Implementing IP whitelisting to restrict access
Braze API Troubleshooting and Optimization#
Working with the Braze API can present challenges, but with the right approach, you can quickly resolve issues and optimize performance.
Common Challenges#
Most integration issues involve:
- Rate limiting (429 responses)
- Authentication problems (incorrect keys or permissions)
- Webhook delivery failures
For webhook issues, ensure your firewall allows Braze's IP ranges and verify endpoint configurations.
Debugging and Optimization#
Effective troubleshooting involves:
- Implementing robust error handling
- Monitoring API responses
- Using detailed logging
async function debugBrazeAPICall() {
try {
console.log("Sending request to Braze API...");
const response = await axios.get("https://api.braze.com/data", {
headers: { Authorization: `Bearer ${BRAZE_API_KEY}` }
});
console.log("Response received:", response.status);
return response.data;
} catch (error) {
console.error("API call failed:", error.response?.status, error.response?.data);
throw error;
}
}
Optimize performance by:
- Batching API requests
- Using delta updates (sending only changed attributes)
- Minimizing payload size
- Using webhooks instead of constant polling
Exploring Braze API Alternatives#
While Braze offers robust customer engagement capabilities, several alternatives exist that might better suit specific business needs:
- Twilio Segment: Specializes in customer data collection with a more neutral stance toward destination platforms. Its API allows flexible data routing across your tech stack without being tied to specific engagement channels.
- Customer.io: Offers a more straightforward API structure with particular strength in behavior-triggered messaging workflows. Often considered more developer-friendly for teams with limited resources while still providing multichannel messaging capabilities.
- MoEngage: Features a similar REST API to Braze but with stronger AI-powered insights and recommendations. May be preferable for organizations focused on predictive customer engagement rather than just executing campaigns based on predefined rules.
Braze Pricing#
Braze doesn't publicly disclose its API pricing details on their website. Like many enterprise marketing platforms, Braze requires potential customers to contact their sales team directly for customized quotes based on specific business needs.
What we do know about Braze's general approach to pricing:
- Pricing is customized based on your specific requirements and implementation
- Monthly Active Users (MAUs) is commonly used as a key metric in their pricing calculations
- Access to APIs is included in Braze subscriptions, though capabilities may vary by plan
- Enterprise customers typically receive higher API rate limits than lower-tier plans
- Additional services like implementation support and professional services are usually priced separately
To get accurate pricing information for Braze's API services:
- Contact Braze directly through their website (braze.com)
- Request a customized quote through their sales team (sales@braze.com)
- Schedule a consultation to discuss your specific API usage requirements
When contacting Braze, be prepared to discuss your expected user volume, feature requirements, and use cases to receive the most accurate pricing information for your specific implementation needs.
Future-proofing Your Braze API Integration#
Maintaining a robust integration over time requires planning and good architectural decisions to minimize disruptions when API changes occur.
Managing API Changes#
To stay current with Braze's evolution and implement effective API versioning best practices:
- Subscribe to developer newsletters and monitor release notes
- Plan regular reviews against deprecation policies
- Create processes for evaluating and implementing updates
Building Extensible Layers#
Create an abstraction layer that shields business logic from implementation details:
class CustomerEngagementService {
constructor(apiClient) {
this.apiClient = apiClient;
}
async updateUserProfile(userId, attributes) {
return this.apiClient.updateUser(userId, attributes);
}
async triggerCampaign(campaignId, recipients) {
return this.apiClient.sendCampaign(campaignId, recipients);
}
}
This isolates Braze-specific details behind a business-focused interface, requiring updates only to the adapter implementation when APIs change.
Testing and Adaptation#
Maintain integration stability through:
- Automated tests verifying integration against Braze's API
- Contract testing to validate expectations against API behavior
- Integration tests in sandbox environments
- Monitoring response patterns to detect subtle changes
Balance custom code with configuration by preferring configuration-driven approaches for standard use cases and reserving custom code for unique business requirements that cannot be satisfied through configuration alone.
Unlock the Full Potential of the Braze API#
The Braze API offers transformative opportunities to elevate customer engagement and create personalized, impactful experiences. By leveraging its robust features like user data management, messaging campaigns, and real-time personalization, businesses can drive conversions, improve retention, and foster stronger relationships with their customers. Whether you're in e-commerce, SaaS, or mobile apps, the strategies shared in this guide will help you build secure, scalable integrations that grow with your business.
Ready to integrate Braze seamlessly with your systems? Zuplo's API platform makes it easier than ever to manage integrations and ensure your customer engagement is on point. Start your journey with Zuplo today, and see how effortless scaling and optimizing your APIs can be.
