> ## Documentation Index
> Fetch the complete documentation index at: https://help.maestra.io/llms.txt
> Use this file to discover all available pages before exploring further.
# Segments Dashboard
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.
## When data refreshes
* Data for the last 3 months refreshes daily.
* 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.
## Report modes
The dashboard has two modes:
| Mode | Purpose | When to use it |
| -------------- | ------------------------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------ |
| **Comparison** | Compare segments across a list of metrics against the prior year, and analyze performance by communication channel. | Identify which segments are growing and which are declining, surface growth opportunities, and measure the contribution of each communication channel. |
| **Dynamics** | Month-over-month trends for selected segments within a single metric. | Detect seasonality or the impact of long-term changes. |
### Charts
In both modes, a chart at the top of the report compares **up to 6 segments** at once. To choose which segments appear:
1. Open the **Segments** control in the top panel.
2. Click the chart icon next to each segment you want to plot.
The **All Customers** segment is hidden from charts by default — you can still view its metrics in the table below the chart.
### Comparison mode
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.
### Dynamics mode
Dynamics mode shows how segments change for a single metric **by month**.
* The chart plots up to 6 segments simultaneously for one selected metric.
* Below the chart you'll see:
* A table of the selected metrics. Unlike Comparison mode, segment rows are **not** expandable by channel.
* A **Top Campaigns** section, which works the same way as in Comparison mode.
## Configuring the report
The top panel exposes the core settings:
* **Period** — the range of months to analyze.
* **Brand** — available for multi-brand projects.
* **Target action** — defaults to **Orders**. See the target actions documentation for details on creating and configuring them.
* **Segments** — which segments appear in the report.
* **Metrics** — which metrics appear in the report.
## Metrics
The report has two metric types:
* **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:
1. Click **Metrics** in the settings panel.
2. Pick metrics from the list:
* In **Comparison** mode you can pick multiple metrics.
* In **Dynamics** mode you can pick one metric.
3. If needed, add additional metrics with filters via **Add metric**. For example, revenue from popups only.
### Metric definitions
#### Business metrics
| Metric | Description |
| -------------------------- | ----------------------------------------------------------------------------------- |
| Revenue | Total revenue from all orders within the target action. |
| Orders | Number of orders during the period. |
| Average Order Value | Revenue divided by orders within the target action, for the period. |
| Orders per Buyer per Month | Average number of orders per buyer per month. |
| Customers | Number of customers registered with the brand as of the report's last refresh date. |
| New Customer Registrations | Number of customers who registered during the period. |
#### Maestra metrics
| Metric | Description |
| ----------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| Total CRM Revenue | 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. |
#### Campaign metrics
| Metric | Description |
| ------------------------------------ | ----------------------------------------------------------------------------------------------------------------------------------------------- |
| Revenue from Campaigns | Total revenue from orders attributed to campaigns within the target action. |
| Share of Revenue from Campaigns | Revenue attributed to campaigns as a percentage of total revenue within the target action. |
| Orders from Campaigns | Number of orders attributed to campaigns within the target action. |
| Average Order Value from Campaigns | Revenue from orders attributed to campaigns within the target action, divided by the count of those orders. |
| Campaign Conversion to Goal | Orders from campaigns divided by deliveries in the period. Excludes deleted customers. |
| Revenue per Recipient from Campaigns | Revenue from orders attributed to campaigns within the target action, divided by reach. |
| Subscribers | Number of customers with a valid contact who are subscribed to at least one topic in at least one channel as of the report's last refresh date. |
| Recipients | Number of customers with at least one campaign delivery in the last month of the period that wasn't excluded from attribution. |
| Delivered Campaigns per Recipient | Average number of communications per recipient per month, excluding those removed from attribution. |
#### Personalization metrics
| Metric | Description |
| ---------------------------------------- | ------------------------------------------------------------------------------------------------ |
| Revenue from Personalization | Total revenue from orders attributed to personalization within the target action. |
| Share of Revenue from Personalization | Revenue attributed to personalization as a percentage of total revenue within the target action. |
| Orders from Personalization | Number of orders attributed to personalization within the target action. |
| Average Order Value from Personalization | Revenue from orders attributed to personalization divided by the count of those orders. |
#### In-App metrics
| Metric | Description |
| ------------------------------- | --------------------------------------------------------------------------------------- |
| Revenue from In-App | Total revenue from orders attributed to In-App within the target action. |
| Share of Revenue from In-App | Revenue attributed to In-App as a percentage of total revenue within the target action. |
| Orders from In-App | Number of orders attributed to In-App within the target action. |
| Average Order Value from In-App | Revenue from orders attributed to In-App divided by the count of those orders. |
#### Loyalty metrics
| Metric | Description |
| -------------------------- | ----------------------------------------------------------------------------------------------------------------------- |
| Loyalty Program Members | Number of customers in the loyalty program member segment defined in **Settings → Loyalty → Loyalty Program Settings**. |
| Revenue | Total revenue from the loyalty members or non-members segment. |
| Share of Revenue | Revenue from loyalty members as a percentage of total revenue. |
| Orders | Number of orders from the loyalty members or non-members segment. |
| Average Order Value | Average order value in the loyalty members or non-members segment. |
| Average Order Value Uplift | Difference between the average order value of members and non-members. |
| Points Awarded | Points awarded to loyalty members. |
| Points Redeemed | Points redeemed by loyalty members. |
| Redemption Rate | Share of redeemed points out of awarded points. Expired points are **not** counted as redeemed. |
| Total Discount Amount | Total discount amount for the loyalty members segment. |
| Discount Share | Discount amount for the loyalty members segment as a percentage of total revenue. |
Metrics in the **Loyalty metrics** section are calculated only for the **Orders** target action.
#### Audience metrics
| Metric | Description |
| ------------------------------------ | --------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| Customer Share | 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. |
## Segments
The report includes built-in lifecycle segments by default. You can also add any customer segment — recalculated, static, or RFM.
1. Click the `+` icon next to the **Segments** block.
2. Pick up to **30 segments**.
3. Save your selection.
Added segments will appear in the report's table after the next recalculation.
### How metrics are calculated for added segments
* 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).
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.
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.
## Exporting the report
1. Choose the report type, period, target action, metrics, and segments.
2. Click **Export .csv**.
### Export column reference
* `PeriodStart` — start of the selected comparison period.
* `PeriodEnd` — end of the selected comparison period.
* `Date` — date from the selected dynamics period.
* `Brand` — selected brand.
* `TargetAction` — selected target action.
* `SegmentName` — segment name.
* `Channel` — campaign channel.
* `MailingType` — campaign type (automated, transactional, bulk).
* `FormType` — form type (popup, embedded block, recommendation widget).
* `TotalRevenue` — **Revenue** metric.
* `Orders` — **Orders** metric.
* `AverageOrderValue` — **Average Order Value** metric.
* `AverageOrdersPerCustomerPerMonth` — **Orders per Buyer per Month** metric.
* `RevenueAllTime` — **Revenue (all time)** metric.
* `RevenueShareAllTime` — **Share of Revenue (all time)** metric.
* `OrdersAllTime` — **Orders (all time)** metric.
* `OrdersShareAllTime` — **Share of Orders (all time)** metric.
* `AverageOrderValueAllTime` — **Average Order Value (all time)** metric.
* `AverageOrdersPerCustomerAllTime` — **Orders per Customer (all time)** metric.
* `AverageOrdersPerBuyerAllTime` — **Orders per Buyer (all time)** metric.
* `AverageRevenuePerCustomerAllTime` — **Revenue per Customer (all time)** metric.
* `AverageRevenuePerBuyer90d` — **Revenue per Buyer (90 days)** metric.
* `FirstOrderConversionAllTime` — **First-Order Conversion (all time)** metric.
* `AverageRegistrationToFirstOrderDaysAllTime` — **Time to First Order** metric.
* `RepeatOrderConversionAllTime` — **Repeat-Order Conversion (all time)** metric.
* `RepeatOrdersShareAllTime` — **Share of Repeat Orders (all time)** metric.
* `ReturningCustomersRateLastMonth` — **Returning Customer Rate (last month)** metric.
* `AverageTimeBetweenOrdersAllTime` — **Time Between Orders** metric.
* `AverageDaysSinceLastOrderAllTime` — **Days Since Last Order** metric.
* `MissedPurchaseCyclesAllTime` — **Missed Purchase Cycles** metric.
* `AverageCustomerLifetimeDaysAllTime` — **Customer Lifetime** metric.
* `CrmRevenue` — **Total CRM Revenue** metric.
* `CrmRevenueShare` — **CRM Share of Revenue** metric.
* `CrmOrders` — **CRM Orders** metric.
* `CrmAverageOrderValue` — **CRM Average Order Value** metric.
* `InAppRevenue` — **Revenue from In-App** metric.
* `RevenueShareFromInApp` — **Share of Revenue from In-App** metric.
* `OrdersFromInApp` — **Orders from In-App** metric.
* `AverageOrderValueFromInApp` — **Average Order Value from In-App** metric.
* `TotalCustomers` — **Customers** metric.
* `CustomersShare` — **Customer Share** metric.
* `CampaignsRevenue` — **Revenue from Campaigns** metric.
* `CampaignsRevenueShare` — **Share of Revenue from Campaigns** metric.
* `OrdersFromCampaigns` — **Orders from Campaigns** metric.
* `AverageOrderValueFromCampaigns` — **Average Order Value from Campaigns** metric.
* `CampaignsConversionRate` — **Campaign Conversion to Goal** metric.
* `AverageRevenuePerRecipient` — **Revenue per Recipient from Campaigns** metric.
* `Subscribers` — **Subscribers** metric.
* `Recipients` — **Recipients** metric.
* `AverageDeliveredCampaignsPerRecipient` — **Delivered Campaigns per Recipient** metric.
* `WebsitePersonalizationRevenue` — **Revenue from Personalization** metric.
* `RevenueShareFromWebsitePersonalization` — **Share of Revenue from Personalization** metric.
* `OrdersFromWebsitePersonalization` — **Orders from Personalization** metric.
* `AverageOrderValueFromWebsitePersonalization` — **Average Order Value from Personalization** metric.
## How editing a segment affects the report
* **Changing segment conditions**
* Historical data isn't deleted.
* New data starts accruing from the edit date. At the boundary between periods, the chart shows a tooltip: *"Conditions for segments {segment_names} 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.
## How data deletion affects the report
Data deletion impacts this report the same way it impacts the **Business Metrics** report. See the Business Metrics documentation for details.