Shopify Customer Segment Analytics

Customer segment analytics show how the groups you have defined in Shopify contribute to sales, orders, discounts, refunds, and average order value. Mixtable can compare segments side by side, track segment performance over time, or restrict a single analytics column to one segment.

Your segment choices come from the customer segments available in the connected Shopify store.

Why compare segments instead of customers

Shopify segments are easy to create and hard to evaluate. You can see how many customers are in one, but not what that group is worth, and size is a poor guide to value. Your smallest segment is often the one paying for everything else.

Putting every segment on its own row, measured the same way, answers the questions that decide budget:

• Which audiences produce the most revenue, and which just produce the most people
• Which segments place larger orders, and which place more of them
• Which segments lean hardest on discounts to convert
• Which segments have the most refund activity, so their net contribution is lower than their sales suggest
• Whether a segment’s sales are rising or falling month over month

That last one matters most. A VIP segment whose sales are quietly sliding is a problem you want to catch early, and a single all-time total will never show it to you.

Compare segments with a Pivot Table worksheet

The Customer segment contribution report creates one row per Shopify customer segment.

1. Open your Mixtable spreadsheet and click the + button beside the worksheet tabs
2. Select Reporting worksheet, then click Continue
3. Under Pivot table, select Customer segment contribution, then click Continue
4. Confirm that Customer segment is selected under Break down by
5. Choose the metrics you want to compare
6. Choose the timeframe that should apply to those metrics
7. Review the sample preview, then click Create Worksheet

The ready-made setup includes Orders Count, Gross Sales, Total Discount Amount, Total Refund Amount, Net Sales, and Average Order Value. You can change the selected metrics before creating the worksheet.

Read Average Order Value beside Orders Count. Two segments can reach similar Net Sales in opposite ways, one through many small orders and one through a few large ones, and that difference usually calls for different merchandising and shipping treatment. Average Order Value measures order size only: it carries no cost data, so it cannot tell you which segment is more profitable on its own.

Track customer segments over time

Use a Time Series worksheet when you want to see whether a segment’s sales are rising, falling, or responding to seasonal campaigns.

1. Add an Reporting worksheet
2. Under Time series, select Customer segment net sales by month, then click Continue
3. Keep Customer segment as the breakdown
4. Select the measure you want to track
5. Choose monthly or yearly columns and the number of recent periods to include
6. Click Create Worksheet

For a non-store Time Series report, one metric is measured at a time. Supported choices include Net Sales, Gross Sales, Orders Count, Net Quantity Sold, Total Refund Amount, and Average Order Value.

Note: This report tracks sales and order activity for the customers who are in each segment today. Shopify evaluates segment membership as it stands now, not as it stood when each order was placed, and Mixtable does not store how many customers a segment held in the past. Read a falling line as declining segment sales, not as the segment losing members.

Filter an analytics column to one segment

Use a segment filter when you want to calculate a metric for one segment beside Shopify object data. This is how you answer product questions with a customer lens, such as which products your VIP segment actually buys.

1. Select an empty column in a Shopify data worksheet and click the button
2. Choose Analytics, then select the metric and timeframe
3. Under Limit which orders count, click + Add filter
4. Select Customer segment
5. Search for and select the Shopify segment
6. Click Save Column

Add a second column for a different segment, keeping the metric and timeframe identical, and you can compare what two audiences buy product by product.

The segment option appears only for metrics that support customer segment filtering.

Start with the Sales by Customer Segments template

You can also create a spreadsheet from the Sales by Customer Segments template. It provides a ready-made comparison of segment order count, Gross Sales, discounts, refunds, Net Sales, and Average Order Value. See Sales by Customer Segments Template for the full column list.

Understand overlapping segments

A Shopify customer can qualify for more than one segment, so their orders can contribute to more than one segment row. Compare segments as audiences, but do not add every segment row together and expect the result to equal your store total.