Receive lifecycle events in Braze

All lifecycle guides · Checked against AXO’s adapters in October 2026.

Before you start

Connect Braze in AXO first: see Connect Braze. The integration must be active. In the dashboard, the Install button is off for read-only members.

When AXO sends

A recipe is installed as an ordinary AXO trigger, turned off. Once you turn it on, AXO watches for the moment, waits where the recipe waits, skips people who converted or are in their cooldown, and sends the event. Every lifecycle event needs the person’s marketing consent. A holdout group gets nothing so that the trigger’s lift can be measured. Event names:

• Abandoned cart: axo.lifecycle.abandoned_cart
• Abandoned browse: axo.lifecycle.abandoned_browse
• Abandoned checkout: axo.lifecycle.abandoned_checkout
• High-intent return: axo.lifecycle.high_intent_return
• Lapsed visitor: axo.lifecycle.lapsed_visitor

Non-retail verticals

AXO recipes work across industries beyond retail by mapping equivalent conversion stages into lifecycle events:

• Higher education: Admissions funnels emit application_abandoned. The items list carries the academic degree or certificate program name, while resume_url returns the applicant directly to their authenticated form session.
• Healthcare and clinical services: Scheduling funnels emit appointment_abandoned. The payload carries the department or specialty name and booking link. Diagnostic details and health history are never included.
• Financial services and SaaS: Quoting funnels emit quote_in_progress. The resume_url restores the visitor’s unfinished calculation directly in the multi-step form.

See Create a trigger for cooldowns, holdout and fire history.

Build the receiving side

AXO posts the event to Braze’s /users/track endpoint with the person’s external id. Braze users are keyed by external id, so a person without one in AXO is skipped for this destination (the fire history shows braze_no_external_id). Set Who to send to to External ID when you install, so the recipe picks the people Braze can receive. Fields with no value are left out of the event.

1. In AXO, install the recipe with your Braze integration as a destination. It is installed turned off.
2. On the trigger, choose Test fire, enter a test external id, choose Preview payload to check it, then Send test and Send now. The custom event shows up in Braze once the first one arrives.
3. In Braze, create a Canvas with an action-based entry and choose Perform custom event with the recipe’s event name.
4. Build the message steps. Read the event’s fields with canvas_entry_properties, as in the example below.
5. Launch the Canvas, then turn the trigger on in AXO (Turn on right after install, or Resume on the trigger).

{# Touch 1 (1 hour delay): Cart reminder #}
<h2>Items are waiting in your cart</h2>
<p><a href="{{canvas_entry_properties.${resume_url}}}">Return to your cart</a></p>
{% for item in canvas_entry_properties.${items} %}
  <div>{{ item.name }}</div>
{% endfor %}

{# Touch 2 (24 hours delay): In-app push or SMS reminder #}
Your cart is still saved: {{canvas_entry_properties.${resume_url}}}

{# Touch 3 (48 hours delay): Final reminder email #}
<h2>Final notice: your saved cart</h2>
<p><a href="{{canvas_entry_properties.${resume_url}}}">Complete your purchase</a></p>

The custom event name is the event name below unless you enter a different event name when you install. To identify users by email address or user alias instead of an external id, set mapping.braze_identifier to user_alias (with braze_alias_label: 'email') when configuring the destination.

Fields

Event properties, read in a Canvas as canvas_entry_properties.${field}.

Item fields

Each entry in items has these fields.