What characterizes an "engaged" user in the context of Braze?

An "engaged" user is characterized by their active interaction and responsiveness to messages within the app. This means that they are consistently using the app's features, participating in campaigns, and taking actions that indicate a strong interest in the content being delivered. For a platform like Braze, which focuses on personalized messaging and customer engagement, measuring user engagement involves looking at how frequently users interact with the app and respond to communications. An engaged user is likely to contribute to higher retention rates and better conversion outcomes, making them valuable for any business utilizing Braze’s capabilities.

In contrast, the other choices highlight behaviors that do not align with the notion of engagement. Users who do not open the app at all, those who interact only occasionally, or individuals who frequently uninstall the app demonstrate a lack of consistent interest or connection with the application. These behaviors indicate lower engagement levels, which are generally not desirable for apps aiming to build a loyal and active user base.