Segment Builder

Where do I open the Segment Builder?

There are two ways in. From the Segments Dashboard, click Create new segment to start from scratch. From a segment's detail view, click Edit to change one you already have. Both open the same builder.

How is a segment put together?

At the top sits the segment name, a clickable title field. Below it you work in two tabs: Included Groups and Excluded Groups. Each tab holds one or more condition groups, and each condition group holds one or more conditions.

• Add condition — opens the full list of conditions you can filter on.
• Add Group — adds a further condition group to the tab.
• The three-dot menu on a condition group holds its further options.

How do AND and OR work?

The logic depends on where you are. Inside a single condition group, every condition must be met — that is AND. A group reading "Contacts from countries Germany" plus "that have label Keaz" matches only contacts who satisfy both.

Between condition groups it is the opposite: at least one group must be met — that is OR. Keaz shows an "or" divider between two groups so you can read the logic off the screen. Use one group per rule you want to hold together, and separate groups for alternatives.

What do Excluded Groups do?

Excluded Groups remove contacts that would otherwise meet all of your included conditions. They work the same way as included groups — same conditions, same AND/OR logic — but subtract instead of add. This keeps carve-outs inside one segment rather than forcing you to maintain a second, inverted one.

Which conditions can I use?

The condition list has two halves. Shop data describes what someone bought:

• Country, Phone country code, Label
• Average order value, Last purchase, Order count, Total revenue
• RFM group, Predicted spend tier
• Clicked a button, Clicked a button at

WhatsApp data describes how someone behaves on the channel:

• Interacted with WhatsApp, Interacted with WhatsApp at
• Message could not be delivered
• Received a flow, Received a flow at
• Received a newsletter, Received a newsletter at
• Received a keyword, Received a keyword at
• Received a message, Received a message at
• Opt-in level

Two of these are worth reading up on before you rely on them. The Label condition filters on the tags you set yourself — see how labels work. The Opt-in level condition filters on how a contact subscribed, which is what decides who you can reach at all — see opt-in levels: how subscribing and unsubscribing works.

What does the live preview on the right show?

The right-hand panel recalculates while you edit, so you never have to save to find out what you built.

• Audience coverage — a donut chart showing the share of all your contacts the segment currently matches, with the segment count next to your total contacts.
• Average order value — the average order value of the contacts currently in the segment.
• Average time since last purchase — how long ago these contacts last bought.

Read the last two together as a quality check. A segment that is large but has a low average order value and a long time since the last purchase is a re-engagement audience, not a high-value one — and that should change what you send it.

How do I create a segment, step by step?

1. Open Audience → Segments and click Create new segment.
2. Name the segment in the title field at the top.
3. Go to Included Groups and click Add condition.
4. Define your conditions, adding further condition groups with Add Group where you need OR logic.
5. Optionally add Excluded Groups for the contacts you want to keep out.
6. Check the Audience coverage panel, then click Save. Cancel discards every change instead.

Can I import segments from Klaviyo?

Yes. Audiences you already built in Klaviyo can be imported, which saves rebuilding them by hand when you move a programme onto WhatsApp. Connect the integration first — see Settings: Klaviyo Integration.

What is a segment used for once it exists?

Segments are the audience layer under the rest of Keaz. Every newsletter send picks a segment as its recipient list, and flows and automations that reference a segment draw on the same definition. Build the audience once and every campaign can reuse it.

You can edit a segment at any time without affecting campaigns that have already been sent. One thing the builder does not decide, though, is whether you may message the people in it: that depends on how each contact opted in, not on the conditions you filtered on. If you are still setting up how subscribers reach your list, our guide to collecting WhatsApp opt-ins the GDPR-compliant way covers the rules behind that.