Triple Whale’s Customer Segmentation feature takes advantage of all of the data that we import and track your Shop metrics, our Pixel tracking, and data from connected ad platforms. Each of these sources provide unique traits with which you can build segments, to be used in your marketing and reporting.

With Customer Segmentation, you can input unique queries using our segment builder to create a segment of customers that matches the query. Once you build a segment, it will be recalculated daily so that customers who become relevant, or irrelevant, will we added or removed from the segment accordingly.

Click Create Segment to begin building your first customer segment.

First, name your segment something unique that will help you remember what the segment represents. Now the customization begins!

Every segment begins with one of the following three conditions:

Next, you select a Date Range. By default, All Time is selected, which means that you are filtering for customers who either took the action or had certain characteristics ever. This selection can be changed to limit the time that you'd like to be used to build the query.

For example, if you change All Time to Between 1/1/21 and 2/1/23, your segment now will only include users who took the selected action between those dates. If you use a dynamic time selector, such as Under 3 Months Ago, only those customers who took the action in the last 3 months will be included. When using dynamic selectors that are relative to today's date, customers will "age in" and "age out" to your segment as time passes.

Applying a Where filter will limit the original selection even more. Using Where, you are able to decide that instead of including everyone who either Have or Have Not performed a certain action or bear certain characteristics, you only wish to include customers whose action or characteristics match certain additional criteria.

For example: if you are creating a segment based on whether or not someone made a purchase, you might want to use a Where to limit that set to only include those whose order has a specific order tag, or whose purchase was over a certain dollar amount.

To make more complex segments based on more than one filter, you can use the And and Or functions.

By selecting Or, you are creating a segment of people who match either one of the criteria that you specified. Or is much more inclusive and will result in a larger segment than if you had only used one set of criteria.

By selecting And, you are creating a segment of people who fit both criteria that you specified. And is much more exclusive and will result in a smaller segment than if you had used one set of criteria.

Looking to build a segment but unsure where to begin? We offer a few Segment Templates for you to explore, utilize, or gain inspiration from:

RFM (Recency, Frequency, Monetary) segmentation helps categorize customers based on their purchasing behavior. Since every shop's customer base is unique, there are no fixed definitions for RFM metrics. Each customer is scored on Recency, Frequency, and Monetary value relative to the shop's other customers. These scores are then used to create audience segments.

For example: One shop might define "recent" as within the last month, while another might use six months, depending on how frequently their customers make purchases.

This relative approach ensures RFM segmentation is tailored to the unique buying habits of each shop's customers.

Customer Segmentation comes pre-loaded with six pre-built RFM audience segments. To create these, Triple Whale examines all of your customer data across all time and splits them into buckets based on RFM scoring. You can recognize these audiences since they have a small AI icon next to them.

Our RFM audiences are defined as follows:

The main screen of Customer Segmentation will show all of your segments and allow you to explore numerous metrics and data points about each one.

A few important notes about the metrics provided:

Click into any customer segment to see the specific customer data of that segment. Track AOV and LTV over time, or export the data to further review with your team.

All of the segments you create can be analyzed using the cohort analysis Retention Dashboard.

Keeping your marketing audiences up-to-date is essential for optimal ad performance and customer engagement. Leveraging automated syncing features allows you to effortlessly integrate your segments with leading platforms like Meta and Klaviyo. This article outlines the streamlined actions you can take to keep your segments current and effective.

With one click, you can sync a segment with Meta, to create an audience in your Meta Ads Business account. Within a few minutes of syncing, you can expect to see a new audience in Meta with the same name as your segment. We will also automatically create a lookalike audience for the segment in Meta, to give you more flexibility in using the audiences inside of Meta.

The audience will be updated once/day as long as it is synced. To un-sync an audience, simply click that action after it is connected.

You can now sync any of your Triple Whale segments with Klaviyo to create a dynamic list that will be updated daily.

For any segment you'd like to sync, click the three dots ⋮ icon in the righthand column and select Manage Syncs.

Next, select the provider you would like to sync an audience with.

You can export a CSV of your segment to use it for other purposes like email marketing. The CSV file will contain all of the customers who are currently in the segment.

Fields included in the CSV:

Currently, it is not possible to edit a segment once it has already been created. This is because the reporting and metrics over time would be inaccurate since the definition of the segment changed.

You can make a copy of a segment which will open the Segment builder pre-filled with the current query, so that you can then edit and tweak the definition. You can also edit the name again.