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Ketch and Braze

Keep Braze subscription status in sync with the choices a person actually made, instead of letting preference center and messaging platform drift apart.

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Braze Integration Documentation
Braze

About Braze

Braze runs multi-channel customer messaging: email, push, and in-app campaigns driven by user profiles, custom events, and subscription groups. Every channel Braze manages carries its own opt-in or opt-out state, and that state has to reflect a real decision the person made, not a default the platform assumed. When someone updates their preferences somewhere else, like a Ketch preference center, that choice has to reach Braze specifically, on the specific channel it applies to.

Ketch connects to Braze to keep that sync accurate, and to make the profile itself accessible or deletable on request.

Capabilities

How Ketch works with Braze

The Ketch Braze integration covers two capabilities: Preference Orchestration and Rights Orchestration.

Preference Orchestration

Maps each subscription topic configured in Ketch to a specific subscription group in Braze. Opting in or out of a topic in Ketch updates that exact subscription group in Braze, on the channel it governs. A global unsubscribe goes further: alongside opting the person out of every configured topic, Ketch also directly changes their account-level email subscription status in Braze from subscribed to unsubscribed. Re-subscribing from a global opt-out reverses the account-level email status, but doesn't automatically re-opt someone into individual topics; those need to be chosen again, which keeps re-subscription from becoming a backdoor into channels the person deliberately opted out of.

Rights Orchestration

Handles the profile itself. Right to Access retrieves the person's Braze profile, including their current consent status. Right to Delete removes the user profile, with one Braze-side limitation worth knowing upfront: aggregated conversion metrics still count the deleted profile, and custom event or purchase counts for that user won't retroactively adjust after deletion, since Braze's own aggregation doesn't unwind historical counts.

With Ketch, teams can

  • Sync Ketch subscription topic changes to the exact Braze subscription group and channel they govern, rather than a blanket account-level toggle
  • Apply a global unsubscribe that changes both individual topic status and the account-level email subscription status in Braze in one action
  • Fulfill Right to Access and Right to Delete requests against the Braze user profile through the same workflow used for every other connected system
  • Know upfront which Braze-side metrics won't retroactively change after a deletion, instead of finding out during an audit

The gap

The problem this integration solves

Braze runs messaging at scale across channels, not a single system of record for what a person actually consented to. Left unconnected, that creates a few recurring gaps:

01. A preference change captured in one system (a banner, a preference center) has no path to the specific Braze subscription group it should update

02. Global unsubscribe requests are easy to under-execute: stopping topic-level messaging without also updating the account-level email status leaves a real gap

03. Deletion requests against a messaging platform carry a metrics wrinkle most teams don't discover until they're already mid-audit

04. Consent state drifts the longer two systems (preference center and messaging platform) aren't actively kept in sync

Ketch resolves this by making Braze's subscription groups and profile data part of the same governed workflow as every other connected system, instead of a channel that has to be checked separately.

Why Ketch

Why teams choose Ketch for Braze privacy compliance

Permissioning infrastructure that governs Braze the same way it governs every other system in your stack — not a one-off connector bolted onto a banner.

  • Maps to how Braze subscriptions actually work

    Ketch syncs to the specific subscription group and channel a topic governs, and handles the account-level email status separately during a global unsubscribe, matching how Braze itself separates those two concepts.

  • One workflow, not a side process

    Braze rights and preference requests run through the same Data Subject Rights Automation and Preference Orchestration workflows used for every other connected system.

  • Backed by enforcement precedent

    The California Attorney General reached a $1.55 million settlement with Healthline Media over sharing sensitive data with advertisers without valid consent, a reminder that messaging and marketing platforms carrying real consent state are squarely in scope when that state isn't kept accurate.

Questions about the Braze integration

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