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Migrate Braze to Salesforce Marketing Cloud as a controlled data-and-messaging program, not as a simple file import. The reliable sequence is to inventory every Braze asset, export source records and definitions, normalize identities and timestamps, map each audience and journey to a Salesforce design, validate counts and behavior, run both platforms under explicit safeguards, then cut over in waves with a tested rollback. Some history requires separate extraction: Braze says selected segment user-export fields retain only the last 90 days, so older events and campaign receipts must come from warehouse, Currents, Snowflake sharing, or other approved records before Braze is decommissioned.
This guide gives the field-level inventory, export plan, identity and consent controls, audience and journey mapping method, validation tests, and cutover runbook needed to preserve as much history and behavior as the source data allows.
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What is the safest way to migrate Braze to Salesforce Marketing Cloud?
Use a staged migration with an immutable source snapshot, a documented crosswalk, and a parallel operating period. Rebuilding messages first and moving data later creates mismatched audiences, broken personalization, and unverifiable consent. Treat every object as either data, definition, execution history, or compliance evidence, and assign an owner and acceptance test to each one.
- Inventory: enumerate campaigns, Canvases, segments, templates, triggers, schedules, control groups, suppression rules, conversion events, subscription groups, and identity keys.
- Extract: capture definitions, analytics, profile data, events, purchases, and operational metadata; preserve the export run and source workspace.
- Normalize: standardize person keys, timestamps, event names, currencies, locale, channel consent, and null handling.
- Map: create target data extensions, contact keys, entry sources, decision logic, message assets, and measurement events in Salesforce Marketing Cloud.
- Validate: reconcile counts, audience samples, event totals, consent states, rendering, timing, unsubscribe behavior, and conversion attribution.
- Parallel-run and cut over: operate with defined suppression and deduplication rules, freeze source changes, export a final delta, activate in waves, and retain rollback evidence.
There is no verified universal one-to-one conversion from a Braze Canvas or campaign to a Journey Builder journey. Each mapping must be classified as equivalent, approximate, or manual redesign, with a business owner accepting any changed behavior.
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What should I inventory in Braze before exporting anything?
Start with a machine-readable inventory and a human review. The inventory is the control document for scope, ownership, and later reconciliation; screenshots alone are not sufficient because they cannot reliably preserve IDs, filters, or version history.
Messaging and orchestration objects
- Campaign IDs and names, API identifiers, status, tags, channel, last-edited time, template references, localization, personalization fields, and linked conversion events.
- Canvas IDs, entry triggers, audience gates, delays, branching rules, re-eligibility, frequency caps, control groups, holdouts, quiet hours, and exit criteria.
- Email, SMS, push, in-app, and webhook variants, including subject lines, preheaders, deep links, tracking parameters, sender identities, and fallback content.
- Schedules, time zones, send windows, throttles, suppression lists, global exclusions, subscription groups, and channel-level opt-in requirements.
Data and measurement objects
- Segment IDs, names, tags, filter definitions, analytics-tracking status, and a representative member sample.
- Custom attributes, custom events, purchases, event properties, currencies, product identifiers, session fields, and profile update rules.
- Conversion definitions, attribution windows, campaign and Canvas receipt fields, KPI settings, and any warehouse or downstream destinations.
- Identity keys: external ID, email, phone, device identifiers, anonymous IDs, aliases, and the rule that joins an anonymous profile to a known person.
Compliance and operational evidence
- Email, SMS, and push consent states, subscription groups, unsubscribe timestamps, suppression reasons, regional restrictions, and source-of-consent evidence.
- Export date and time in UTC, source workspace, API version or endpoint, pagination state, file checksums, operator, and storage location.
- Owners for each asset, business criticality, current volume, send frequency, and a retirement or migration decision.
For campaign metadata, the campaign-list endpoint exposes fields such as campaign name, campaign API identifier, status, tags, and last-edited time; retain those values in the inventory rather than relying on names that may change. Braze campaign-list API documentation
How do I export Braze campaigns, segments, users, and events?
Use Braze’s export collections and APIs to obtain both configuration and records. Export definitions before deleting or editing anything, then export data in repeatable, time-bounded runs so a later delta can be compared with the original snapshot.
Choose a delivery method that leaves an audit trail
Braze exports can be returned as JSON through APIs. Without connected cloud storage, Braze provides a temporary download URL that expires after four hours; copy the files into controlled storage immediately and record checksums. With connected Amazon S3, Azure Blob Storage, or Google Cloud Storage, files are delivered directly to the organization’s bucket, which is preferable for large or recurring extracts because retention, encryption, and access logging remain under your control.
Dashboard CSV exports have a base limit of 500,000 rows, while Braze APIs do not have that limit. Use API pagination or partitioned jobs for large user, event, or receipt populations, and monitor rate limits and retries rather than assuming one request can represent a complete population.
Export the complete source set
| Export area | Capture | Why it matters in Salesforce Marketing Cloud |
|---|---|---|
| Campaigns | IDs, API identifiers, status, tags, channel, templates, schedule, variants, conversion events, and analytics settings | Supports asset mapping, ownership, and post-cutover attribution checks |
| Canvases | Canvas ID, entry criteria, steps, waits, branches, control groups, exits, re-entry, and message references | Provides the source logic for Journey Builder design and acceptance tests |
| Segments | ID, name, filters, tags, tracking status, definition text, and representative members | Lets you recreate audiences and compare membership before activation |
| User data | External IDs, aliases, contact details, attributes, subscription groups, and consent states | Feeds contact keys, data extensions, and send-time suppression |
| Custom events and purchases | Event name, timestamp, user key, properties, purchase value, currency, and product data | Drives entry events, decision splits, personalization, and revenue reporting |
| KPIs and analytics | Delivery, open, click, conversion, session, and revenue measures with their definitions | Preserves the meaning of historical reports even when execution moves platforms |
Make each export replayable
- Assign an export-run ID and write it into every file manifest.
- Store raw responses unchanged; create transformed copies in a separate location.
- Record request windows, page tokens, response counts, HTTP errors, retries, and completion time.
- Hash files and restrict access because profiles and events may contain personal data.
- Re-run a small sample and compare IDs and totals to prove that pagination and filters worked.
How do I preserve Braze IDs, timestamps, and campaign history?
Never replace a Braze identifier with a Salesforce key and discard the original. Add source columns to every target record and maintain a crosswalk that links Braze campaign IDs, Canvas IDs, segment IDs, external IDs, event names, and export runs to Salesforce contact keys, data-extension fields, journey versions, and audience definitions.
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1Repair Windows errors before they cause bigger problems2Fix the driver behind crashes, sound loss and screen glitches3Clear out junk files and repair common Windows errors| Source value | Target handling | Required qualification |
|---|---|---|
| Braze campaign or Canvas ID | Store as immutable source ID; add target asset ID and version | Distinguish a rebuilt asset from a later revision |
| Segment ID and filter text | Store original definition beside the target query or data extension | Record whether logic is equivalent, approximate, or redesigned |
| External ID and alias | Map to one Salesforce contact key with a survivorship rule | Keep unresolved and merged identities in an exception table |
| Event timestamp | Store UTC timestamp plus original time zone when supplied | Do not silently convert local send or purchase times |
| Campaign or Canvas receipt | Load to a history extension keyed by person, source asset, and event time | Separate historical evidence from new send activity |
| Export-run metadata | Store run ID, source workspace, extraction window, and checksum | Allows a disputed record to be traced to an immutable file |
Keep historical receipt records separate from operational sendable tables. This prevents an old Braze delivery from being mistaken for a current Salesforce send and allows analysts to report on both systems during the transition.
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How do I reconcile identity and consent before any Salesforce send?
Define one authoritative person key and a deterministic merge policy before loading sendable data. A common pattern is a governed customer ID, with email or phone used only as a matching attribute; do not use a mutable address as the permanent key.
Resolve identity
- Normalize email case and whitespace, phone country codes, and identifier formats without overwriting the raw value.
- Match known profiles to the authoritative customer ID; retain every source external ID and alias in a mapping table.
- Quarantine records that match multiple people, have conflicting legal identities, or cannot be resolved with approved rules.
- Attach anonymous events to a known person only when the source alias or merge event proves the relationship; otherwise retain them as anonymous history.
- Deduplicate before audience counts are compared, and report both raw profile count and distinct-person count.
Reconcile permission
Map email, SMS, push, and subscription-group states independently. Preserve opt-in source, timestamp, locale or jurisdiction, unsubscribe reason, and suppression status. The most permissive source must not override a later opt-out, and a missing consent value should remain non-sendable until a lawful status is established.
Build a pre-send gate that checks channel permission, global suppression, regional restrictions, contactability, and frequency policy at the moment of entry. Test unsubscribe and suppression propagation in a non-production audience before enabling a live journey.
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How do I export and rebuild Braze segments in Salesforce Marketing Cloud?
Export both the segment definition and member evidence, then recreate the logic with Salesforce data extensions, queries, or supported segmentation operations. A segment name is not enough: filters, operator behavior, null handling, time windows, and attribute data types determine membership.
Capture a segment record
- Segment ID, name, tags, description, owner, and analytics-tracking status.
- Every filter, nested condition, operator, value, relative-time window, and exclusion.
- Extraction timestamp and a representative member sample with hashed or restricted identifiers.
- Expected size, distinct-person count, and the source data used to calculate it.
Braze notes that segment analytics tracking does not backfill revenue and purchase data from before tracking was enabled. Mark those historical gaps in the target measurement design instead of presenting a reconstructed revenue total as complete.
Recreate and compare
- Create the target data model first: contact key, attributes, event tables, consent fields, and effective-dated values.
- Translate each filter into a documented target expression. Preserve the original Braze expression in a companion column or document.
- Run both definitions against a frozen snapshot, compare total members, and inspect a random sample of additions and exclusions.
- Classify mismatches as source-data difference, operator difference, timing difference, identity issue, or intentional redesign.
- Obtain business approval for any non-equivalent result before the audience is connected to a send.
Salesforce Marketing Cloud’s segment operations support retrieving, creating, modifying, deleting, publishing segments, and retrieving members. Use those operations or the target platform’s governed data-extension process, but keep the source definition and comparison evidence outside the live send table.
Can I move Braze campaigns and Canvases directly into Journey Builder?
No universal one-click conversion is established. Journey Builder can reproduce many outcomes, but entry events, waits, branching, frequency controls, channel capabilities, and attribution often behave differently. Design a target journey from a mapping sheet and label the result rather than claiming a literal conversion.
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| Braze construct | Likely Salesforce design | Parity decision | Acceptance test |
|---|---|---|---|
| Scheduled campaign to a segment | Audience entry source plus scheduled journey or send | Often equivalent if time zone and suppression rules match | Member count, send window, and exclusion count |
| Event-triggered campaign | API or data-extension entry event | Equivalent only when event schema and latency are preserved | Inject a known event and measure entry delay |
| Canvas delay and branch | Wait and decision activities | Usually approximate where re-entry or clock behavior differs | Trace test contacts through every branch and timeout |
| Control group or holdout | Random split or suppression data extension | Approximate unless the assignment seed is retained | Stable assignment and statistically complete holdout |
| Frequency cap | Contact-level send history plus decision logic | Manual redesign when caps span channels or platforms | Repeated-trigger test across all channels |
| Conversion event and revenue window | Entry/decision event plus synchronized order data | Approximate until event latency and attribution windows agree | Known conversion with expected attribution date |
Build a mapping sheet for every asset
- Source asset ID, target asset ID, owner, priority, and migration status.
- Entry criteria, audience, schedule, time zone, re-entry, waits, branches, exits, and suppression.
- Message variants, personalization fields, fallback values, localization, and links.
- Control-group method, frequency policy, conversion event, attribution window, and reporting owner.
- Parity label: equivalent, approximate, or manual redesign, with the reason and sign-off.
Rebuild templates and content separately from orchestration. Render each variant with real-length names, missing attributes, non-ASCII characters, and unsubscribed contacts so a technically valid journey cannot send malformed or non-compliant messages.
How do I move Braze custom events, purchases, and profile data?
Create an event dictionary and a versioned target schema before loading history. Each event row should contain event name, UTC timestamp, source user key, properties, source workspace, ingestion time, and retention class; purchases additionally need amount, currency, product or order identifier, and refund treatment.
Use separate paths for history and ongoing updates
Braze describes its REST API as useful for importing historical data and for continuous updates that are not triggered in Braze. Use a bulk process for the initial historical load, then a monitored incremental feed for new events until the final delta is complete. Do not mix late-arriving history with live events without an ingestion timestamp and deduplication key.
Design for idempotency and replay
- Construct an event key from source event ID when available; otherwise combine person key, event name, timestamp, and a stable property.
- Upsert profile attributes with an effective timestamp so an old export cannot overwrite a newer value.
- Keep rejected rows, validation errors, and unmapped properties in a replay queue.
- Partition loads by date or event type, checkpoint each batch, and reconcile source and target totals after every partition.
- Document retention and deletion behavior so a privacy request can be executed in both historical and operational stores.
What Braze history can be missing after 90 days?
Selected fields in Braze segment user exports—custom_events, purchases, campaigns_received, and canvases_received—contain only the last 90 days according to Braze’s user-export documentation. That limit applies to those export fields, not necessarily to every record held in every connected system, so investigate alternate sources before declaring history lost.
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| History need | First place to look | Migration treatment |
|---|---|---|
| Older event and purchase detail | Warehouse exports, data lake, Currents, Snowflake sharing, or approved archives | Load with original event time and source provenance |
| Campaign and Canvas receipts | Existing analytics tables or warehouse pipelines | Keep as historical evidence; do not recreate as new sends |
| Historical audience membership | Saved segment snapshots or downstream activation logs | Label snapshot date and definition version |
| Aggregate KPIs | Exported dashboards or reporting tables | Preserve metric definition and reporting timezone |
Currents is described by Braze as a granular stream, while dashboard CSV exports have the 500,000-row base limit. If older records exist only in a stream or warehouse, export them before contract termination, verify completeness by day, and retain the original schema alongside the transformed one.
How should I validate the migration before switching sends?
Validation must test both data equality and customer behavior. A row-count match can still hide a wrong time zone, duplicated contact, stale consent, or a branch that no longer fires.
Data reconciliation
- Compare raw records, distinct people, and rejected rows by object and extraction window.
- Reconcile event and purchase totals by day, event name, currency, and source workspace.
- Compare segment sizes and sampled members, including explicit exclusions.
- Check every source ID has one target mapping or a documented exception.
- Verify attribute data types, decimal precision, null behavior, and date-time conversions.
Behavior and compliance tests
- Render every message variant with populated, missing, long, and non-ASCII values.
- Inject test events and confirm entry latency, waits, branches, re-entry, exits, and frequency controls.
- Trigger unsubscribe, hard bounce, SMS opt-out, and global suppression; verify no subsequent send is released.
- Confirm control-group assignment, conversion capture, attribution windows, and revenue joins.
- Inspect API errors, dead-letter queues, duplicate events, and delayed updates.
Define pass thresholds before testing. For example, require zero unexplained consent mismatches, zero sends to suppressed test contacts, and a documented disposition for every count difference; do not invent a tolerance after seeing the result.
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What is the best migration approach: big bang, phased, or hybrid?
A phased or hybrid approach is usually easier to observe and roll back, while a big bang can shorten the period in which two systems must be operated. Choose by risk and operational capacity rather than by calendar preference.
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|---|---|---|---|---|---|---|
| Big bang | One coordinated snapshot and delta | Strong only if every source is ready at once | Hard to isolate mismatches across many journeys | High change concentration; monitoring must be mature | Weak unless source remains fully operable | Lower project duration, higher peak effort |
| Phased by channel or business unit | Repeated extracts with scoped deltas | Allows gaps to be corrected between waves | Clearer samples and ownership per wave | Better fault isolation and replay | Strong for unmigrated cohorts | More coordination and temporary dual operations |
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Evaluate each option against API rate and throughput constraints, identity and consent fidelity, audience parity, journey behavior, event latency, replay capability, operational ownership, and total implementation effort. A low-effort extract that cannot be replayed is not a low-risk migration.
How do I run the parallel period and cut over safely?
Use the parallel period to compare decisions, not to send duplicate messages. Keep one platform authoritative for each live communication while the other processes shadow data with sending disabled or with mutually exclusive cohorts.
Parallel-run controls
- Assign a cohort owner and a source-of-truth system for every channel and journey.
- Mirror events and profile updates with source timestamps and deduplication keys.
- Compare daily audience, event, consent, and error metrics; investigate differences before expanding scope.
- Use seeded test contacts and internal addresses for rendering and path tests.
- Maintain an incident log with severity, owner, decision, and replay status.
Cutover runbook
- Announce a change freeze for Braze definitions, profiles, segments, and templates.
- Run a final delta export from the freeze point and load it idempotently into Salesforce data extensions and history tables.
- Reconcile counts, consent, suppressions, event lag, and unresolved exceptions; obtain written acceptance.
- Disable source sends, or restrict them to the explicitly unmigrated cohort.
- Activate Salesforce journeys in waves, starting with a low-risk cohort and then expanding.
- Monitor delivery, unsubscribe, bounce, event ingestion, conversion, and error queues at short intervals.
- If a rollback threshold is crossed, suppress new Salesforce entries, restore the prior source schedule, and replay only the missing delta after the incident is understood.
Retain immutable raw exports, transformed files, crosswalks, consent reconciliation, test evidence, approvals, incident records, and rollback instructions. Evidence is part of the migration deliverable because it supports compliance inquiries and explains why historical reports differ after the platform change.
What commonly goes wrong, and how can I recover?
Temporary export links expire
Download and checksum files immediately, or use a connected cloud bucket. If a link expires, regenerate the export rather than attempting to reconstruct missing pages from partial files.
CSV row limits hide records
Partition the export or switch to paginated APIs. Reconcile expected totals and page counts; a successful HTTP response is not proof that a 500,000-row dashboard export contained everything.
Audience counts do not match
Check identity deduplication, snapshot time, null semantics, relative-date boundaries, time zones, and suppression treatment. Classify each difference before changing a target query.
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Search Currents, Snowflake sharing, warehouse tables, data lakes, and approved archives. If no source exists, label the period as unavailable and avoid fabricating historical attribution.
Customers receive duplicate or non-compliant messages
Stop the affected journey, apply the global suppression list, and compare send logs by contact key and source asset. Correct the consent or deduplication rule, replay only necessary events, and document the incident before resuming.
Journey behavior changes subtly
Trace a test contact through every wait, branch, re-entry, and exit. Reclassify the mapping as approximate or manual redesign and obtain business approval rather than forcing a misleading equivalent label.
What should the final migration checklist contain?
Use this checklist for the release gate:
- All campaigns, Canvases, segments, templates, events, attributes, purchases, consent objects, and integrations have an owner and disposition.
- Raw exports, manifests, checksums, extraction windows, and source workspace are retained.
- Crosswalks connect source IDs and identities to Salesforce contact keys, fields, journeys, and audiences.
- Historical retention gaps, including the 90-day segment-export fields, have an approved source or an explicit limitation.
- Every target journey has a parity label, test evidence, suppression behavior, and conversion definition.
- Counts, members, event totals, timestamps, renders, unsubscribe handling, and error queues have passed agreed thresholds.
- Parallel-run ownership, freeze timing, final-delta procedure, wave order, monitoring, and rollback thresholds are written and rehearsed.
- Post-cutover reporting distinguishes historical Braze activity from new Salesforce activity.
Frequently Asked Questions
How should I handle time zones when moving scheduled sends?
Store the source schedule’s time zone and daylight-saving behavior alongside the UTC execution time. Convert schedules explicitly in the target and test a date near a daylight-saving transition; otherwise a journey can fire on the correct UTC date but at the wrong local hour.
Should historical Braze profiles be loaded into sendable data extensions?
Keep a non-sendable history layer for audit and analytics, then publish only records that pass current identity, consent, suppression, and contactability rules into sendable extensions. This prevents an old profile snapshot from becoming permission to contact someone today.
How can I prove that a migrated conversion is the same business event?
Define the conversion event, attribution window, timezone, currency treatment, and deduplication key in a metric contract. Recalculate a fixed historical sample in both systems and preserve the input rows and output totals so analysts can explain any difference.
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Place them in a quarantine table with source identifiers, reason codes, and an owner rather than guessing a contact key. Exclude them from sends, continue collecting permitted events, and release them only after an approved match or consent decision.
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