Behind the Growth Stack: Amplitude and Braze Integration

Written by Facundo Piaggio (Solutions Architect) 

Businesses today must deeply understand customer behavior and respond with speed and precision. That’s where Amplitude and Braze integration comes in. These two powerful platforms — one for product analytics, the other for personalized customer engagement — can work together to create a seamless data-driven growth strategy.

When integrated, Amplitude + Braze go beyond their individual strengths to empower teams with real-time insights and automated action. This article explains what each platform does, why their integration matters, how to connect them, and how to avoid common pitfalls.

🧠 What Is Amplitude?

Amplitude is a leading product analytics platform that helps teams understand how users interact with digital products — from websites to mobile apps.

With Amplitude, teams can:

• Identify which features users engage with most

• Pinpoint drop-off points in the user journey

• Understand what behaviors predict conversions, retention, or churn

This insight enables product and growth teams to make data-driven decisions that improve user experience and accelerate growth.

📲 What Is Braze?

Braze is a customer engagement platform that allows businesses to deliver personalized, timely communication across multiple channels, including:

• Push notifications

• Emails

• SMS

• In-app messages

Braze focuses on real-time, user-triggered messaging, helping brands build stronger, longer-lasting relationships with their users.

🔁 Why Connect Amplitude and Braze?

The real magic happens with the Amplitude and Braze integration. Together, they form a powerful loop: Analyze behavior → Segment users → Trigger personalized campaigns → Measure impact → Optimize.

• From insights to action: User behaviors identified in Amplitude can be transformed into dynamic segments and activated in Braze.
• Real-time personalization: Events like “user completed onboarding” or “user abandoned cart” can trigger targeted and personalized campaigns in Braze.
• Continuous improvement loop: The results of those campaigns flow back into Amplitude to measure their impact and fine-tune the strategy.
• Engagement metrics for smarter cohorts: Braze can send engagement metrics (such as message opens, clicks, or conversions) back to Amplitude. This allows teams to build cohorts around user engagement behavior and then sync those cohorts back to Braze for more precise retargeting in future campaigns.
• Event-driven campaigns: Amplitude can also send events directly to Braze, enabling brands to trigger new campaigns based on specific user actions or product milestones.

In other words, Amplitude provides the data-driven intelligence, while Braze delivers the personalized action. Connecting both platforms allows teams to move beyond simply observing metrics and instead close the loop of learning and real-time optimization.

⚙️ How to Set Up the Amplitude and Braze Integration

The best part? The Amplitude and Braze integration is relatively simple to implement, thanks to native connectors and low-code configuration options.

🔄 Braze → Amplitude (Currents)

Send Braze campaign engagement metrics back into Amplitude for analysis.

Requirements:

• Amplitude API Key

• In Braze:

  • Go to Partner Integrations > Currents

  • Select Amplitude as a destination and paste your API key

👥 Amplitude (Cohorts) → Braze

Send cohorts from Amplitude into Braze to power user segmentation and retargeting.

Steps:

1. In Braze:

   • Navigate to Partner Integrations > Technology Partners

   • Search for Amplitude

   • Generate a Data Import Key and get the REST endpoint

2. In Amplitude:

   • Go to Data > Destinations > Braze (Cohorts)

   • Enter the REST endpoint and Data Import Key from Braze

⚠️ Amplitude (Events) → Braze

This connection sends real-time user events from Amplitude to Braze to trigger personalized campaigns. But be careful — incorrect setup may result in event duplication and quota overuse.

Steps:

1. In Braze:

   • Go to Settings > APIs and Identifiers > API Keys

   • Create a new API key with “User Data” permissions

   • Then, go to App Identifiers and copy your App ID (Android/iOS)

2. In Amplitude:

   • Go to Data > Destinations > Braze (Events)

   • Provide the API Key and App Identifier

   • Map Amplitude user_id to Braze external_id

   • Choose which events to send (filter by OS to avoid duplication)

⚠️ Important Warnings:

• Do not send the same event from both platforms.

• Use OS filtering if you manage both iOS and Android apps to avoid duplicates.

• Monitor event volume to stay within your event streaming quota on Amplitude and Braze.

🧩 Best Practices for a Smooth Integration

To get the most value out of your Amplitude and Braze integration, follow these tips:

📈 Driving Growth with Data: Final Thoughts

The Amplitude and Braze integration unlocks real-time, insight-driven customer engagement. It empowers product and marketing teams to:

• Understand user behavior at a granular level

• Deliver highly personalized experiences

• Automate campaigns based on real actions

• Optimize based on campaign results

This isn’t just an integration — it’s a strategic advantage for any business looking to become truly data-driven.

Let’s talk!