Operators using Segment integrated marketing and product analytics tools can now utilise Recurring Purchase ID as an event property for Product Purchased events, making it possible to build targeted recurring purchase upgrade campaigns without manual data uploads.
Why this matters
Previously, the Recurring Purchase ID was only passed to third party platforms like Braze/Ortto via Recurring Purchase Update events, excluding important purchase related properties. This made it difficult to build campaigns triggered off of purchase events that needed to reference a specific subscription - for example, directing a supporter to upgrade their current recurring purchase value. Operators had to manually upload recurring purchase IDs to run these campaigns, which was time consuming and not scalable.
What's new
Recurring purchase ID persisted on supporter profiles
The recurring purchase ID is now sent as a property on the Product Purchase event. This gives you reliable access to the Recurring Purchase ID, in addition to other properties like draw number and purchase initiator, when building campaigns while negating the need to upload data manually.
Deep linking to the subscription management page
With the recurring purchase ID now easily accessible, you can now build campaigns that link supporters directly to their subscription management page, including opening the recurring purchase edit modal automatically on arrival. This supports use cases such as prompting supporters to upgrade when a downgrade restriction is in place.
Who this impacts
This update is relevant to any operator using Braze to run subscription campaigns, particularly those who have enabled the restrict downgrades capability and want to prompt supporters to upgrade their plan.