The Segments Dashboard helps you analyze metrics across customer segments and communication channels.Use this report to:
Measure the value of a segment — both over a customer’s entire time in your database (LTV, order frequency, customer lifetime, and more) and over the period you select in the report.
Spot growth opportunities: identify segments that generate more revenue, and segments that aren’t worth additional budget.
Compare how segments perform year over year or month over month.
Understand which campaigns work for each segment and assess each channel’s contribution to revenue.
Data for the last 2 years refreshes weekly on Sundays. Recalculated data is available starting Monday.
When you add a new segment, change the attribution window, or configure a new target action, the past 2 years of data are recalculated the next day.
Data for newly added segments appears the next day by 9:00 AM. Metrics are only available from the segment’s creation date.
If your segments were created recently, use the cumulative metrics in the Audience Metrics section for comparison — they are calculated over each customer’s entire lifetime in the database.
Comparison mode lets you compare metrics across segments and against the prior year, and evaluate segment performance by communication channel.
The chart can show 1 metric year over year, or 2 metrics for the current period side by side.
Below the chart you’ll see:
The Metrics table, with the metrics you selected and a year-over-year comparison. Click a segment row to expand a breakdown by communication channel (Email, Mobile Push, SMS, Viber, Web Push, and others).
The Top Campaigns table — the top 10 campaigns by performance across the selected segments.
Each campaign initially shows the top 5 segments. Click Load more to expand the rest.
For the period — calculated within the selected date range, for customers who were in the segment during that period. Answers: “What did this segment generate this month/quarter/year?”
All-time (Audience Metrics) — calculated on the segment’s membership at the end of the selected period, using each customer’s full history in the database. Answers: “How valuable are the customers currently in this segment?”
To add metrics:
Click Metrics in the settings panel.
Pick metrics from the list:
In Comparison mode you can pick multiple metrics.
In Dynamics mode you can pick one metric.
If needed, add additional metrics with filters via Add metric. For example, revenue from popups only.
Total revenue from unique orders attributed to at least one channel (campaigns, personalization, In-App).
CRM Share of Revenue
Revenue from unique orders attributed to at least one channel (campaigns, personalization, In-App) as a percentage of total revenue within the target action.
CRM Orders
Number of unique orders attributed to at least one channel (campaigns, personalization, In-App).
CRM Average Order Value
Revenue from unique orders attributed to at least one channel (campaigns, personalization, In-App) divided by the count of those orders.
Customers in the segment at the end of the period as a percentage of the entire customer base.
Revenue (all time)
All orders that customers in the segment placed since joining the database.
Share of Revenue (all time)
Revenue from segment customers since joining the database, as a percentage of total revenue across the entire base.
Orders (all time)
All orders that segment customers placed since joining the database.
Share of Orders (all time)
Orders from segment customers since joining the database, as a percentage of all orders in the database.
Average Order Value (all time)
Revenue divided by the number of orders. Includes orders that segment customers placed since joining the database.
Orders per Customer (all time)
Average number of orders per segment customer. Includes orders placed since joining the database. Includes customers with no orders.
Orders per Buyer (all time)
Average number of orders per buyer (a customer with at least one order) in the segment. Includes orders placed since joining the database.
Revenue per Customer (all time)
Average revenue generated by one segment customer since joining the database. Includes customers with no orders.
Revenue per Buyer (90 days)
Average revenue generated by one buyer (a customer with at least one order) in the segment during their first 90 days in the database.
First-Order Conversion (all time)
Share of segment customers who placed at least one order since joining the database.
Time to First Order
Average number of days between joining the database and the first order.
Repeat-Order Conversion (all time)
Share of segment customers who placed two or more orders since joining the database.
Share of Repeat Orders (all time)
Repeat orders (second or later) as a percentage of all orders placed by segment customers since joining the database.
Returning Customer Rate (last month)
Share of customers who made a repeat purchase in the last month of the selected period and had purchased before that month.
Time Between Orders
Average number of days between orders for segment customers. Includes orders placed since joining the database.
Days Since Last Order
Average number of days since the most recent order for segment customers.
Missed Purchase Cycles
Number of typical purchase intervals a customer has skipped. Above 1 means the cadence is broken. Calculated as Days Since Last Order divided by Time Between Orders.
Customer Lifetime
Average number of days between the first and most recent order for segment customers.
The report only includes events that happened while the customer was a member of the chosen segment.
The moment a customer enters a segment is shifted to 00:00 of the previous calendar day for the purposes of metric calculation.
This approach preserves consistent analytical logic while accounting for the delay before customers actually appear in a segment (for example, scheduled recalculations or waiting for a static-segment import).
Example 1. A customer's first order
A customer places their first order on December 3 at 4:00 PM, but doesn’t enter the Customers with Orders segment until the next recalculation on December 4 at 8:00 AM. The report counts their data inside the Customers with Orders segment starting from December 3 at 00:00.
Example 2. Reactivating customers via orders
The project has two manually created scheduled segments added to the report: Churned and Active Customers.How the reactivation unfolds:
December 9, 00:00 — the customer is in the recalculated Churned segment.
December 10, 12:00 — a reactivation campaign is sent to the customer.
December 15, 10:00 — the customer clicks through to the site from the email and places an order.
December 16, 03:00 — the segments are recalculated: the customer leaves Churned and moves into the recalculated Active Customers segment.
How this shows up in the reports:
Segment Impact: after the metrics are recalculated, the customer’s entry into Active Customers shifts to December 15 at 00:00, so the order’s revenue is attributed to Active Customers.
Top Campaigns: the same shift applies, but metrics here are calculated from the campaign send date. The order’s revenue is therefore attributed to the segment the customer belonged to as of December 9 at 00:00 — Churned.
When measuring reactivation effectiveness, keep these recalculation differences across reports in mind and lean on the campaigns report for the final read.
New data starts accruing from the edit date. At the boundary between periods, the chart shows a tooltip: “Conditions for segments changed during this period. Check the event log before comparing.”
Stopping segment recalculation
Once a period metric reaches zero it stops appearing on the chart.
Cumulative (all-time) metrics are calculated using the segment’s membership as of the most recent recalculation.
