Analyze and leverage your Kanal data in Klaviyo

While you can use Klaviyo to trigger WhatsApp sends, Kanal also sends back valuable engagement data about your customers in real time. This data, called "Metrics", lets you measure how well your messages perform and build laser-precise segments.

Where can you find your Kanal data in Klaviyo?

All interactions tied to your WhatsApp messages sync automatically with your Klaviyo account. To view them:

1. Log in to Klaviyo.

2. In the left sidebar, go to the Analytics section, then click Metrics.

3. Use the search bar at the top of the page and type the keyword "Kanal".

You will then see the list of events (metrics) generated by your WhatsApp sends.

The 4 key metrics of the integration

Kanal pushes four fundamental indicators that let you follow your message's journey:

1. KANAL - WhatsApp Message Delivered

This metric confirms the message was received on the customer's phone. It is essential to validate the quality of your database and make sure your numbers are active.

2. KANAL - WhatsApp Message Read

This is one of WhatsApp's strong points: the open rate. This data comes in as soon as the customer opens the conversation. A high read rate is the first indicator of a successful campaign.

3. KANAL - WhatsApp Message Clicked

This metric matters most for conversion. It fires as soon as a user clicks a reply button or a link in your message. It is the signal of strong interest in your offer.

4. KANAL - WhatsApp Message Inbound

This event is triggered when a customer sends you a message back. It lets you identify engaged customers who want to interact with your brand or need assistance.

How to use this data for your segments?

The biggest benefit of pushing this information into Klaviyo is the ability to create dynamic segments based on WhatsApp behavior.

Here are a few examples of strategic segments you can create:

• The "WhatsApp Engaged" segment: Customers with the WhatsApp Message Clicked event at least once in the last 30 days.

• The "Non-Reader Follow-up" segment: Customers who received a message (Delivered) but have not read it (Read equals 0) in the last 48 hours.

• The "Multi-channel" segment: Customers who open your emails AND click your WhatsApp messages. These are your most loyal ambassadors.

Optimize your Klaviyo Flows

With these metrics, you can also refine your existing automations. For example, in an abandoned cart flow:

1. You send a first email.

2. If the email is not opened after 4 hours, you trigger a WhatsApp message through Kanal.

3. If the WhatsApp Message Clicked metric is still not detected after 24 hours, you can send a final discount offer by email.

Conclusion

By centralizing these indicators in Klaviyo, you get a complete view of your customers' engagement. You no longer analyze performance channel by channel, but person by person. That is the key to sending the right message, at the right time, on your customer's preferred channel.