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).

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.

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 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.