Sales by Customer Segments Template for Shopify

The Sales by Customer Segments template compares the Shopify customer segments in your store. Each segment becomes a row, so you can see what your audiences are worth without opening them one at a time in Shopify.

What this template answers

Shopify makes segments easy to create and hard to compare. You can see how many customers are in a segment, but not what that group contributes, and the biggest segment is rarely the most valuable one.

Putting every segment on a row, measured identically, tells you:

Which audiences produce the most revenue, not just the most people
Which spend more per order, and therefore justify a higher acquisition cost
Which lean hardest on discounts to convert
Which return the most, making them less valuable than their sales suggest

That is usually enough to decide where the next campaign budget should go.

Create the Sales by Customer Segments spreadsheet

Install Mixtable Analytics Spreadsheet
Open your Mixtable dashboard and click Create spreadsheet at the top of the page. If you haven't created a spreadsheet yet, click Browse all templates below the dashboard's suggestions instead. In the Create spreadsheet window, find Sales by Customer Segments under Analytics & Reporting, or type its name in the search box, and click it. Mixtable creates the spreadsheet and fills it with data from your Shopify store.

Columns included in the template

The template creates a Sales by Customer Segment worksheet with:

Segment
Total Order Count
Total Gross Sales
Total Discounts
Total Refund Amount Excluding Tax
Total Net Sales
Average Order Value

The rows come from the customer segments available in the connected Shopify store.

Compare Total Gross Sales with Total Net Sales for each segment. A segment where the two are far apart is converting on discounts, which changes how much that audience is really worth.

Add the report to an existing spreadsheet

You can build the same comparison without starting a new spreadsheet.

Click the + at the end of the worksheet tabs, or choose Worksheet > Add worksheet… from the menu bar
Select Reporting worksheet and click Continue
Under Pivot table, select Customer segment contribution and click Continue
Review the selected metrics and time period
Click Create Worksheet

You can change the metrics before creating the worksheet. Segment rows can also show Total Sales, quantities, Refund Count, Percent of Orders Refunded, tax, and shipping. Skip the Profit group: Mixtable calculates profit, margin, and cost of goods sold per product variant, so segment rows show N/A for them.

Track customer segments over time

Choose Customer segment net sales by month under Time series when you want segment trends rather than totals. You can change the measure to Net Sales, Gross Sales, Orders Count, Net Quantity Sold, Total Refund Amount Excluding Tax, or Average Order Value, then choose By day, By week, By month, or By year columns.

This is the view that catches a VIP segment’s sales sliding early, while there is still time to do something about it. It tracks sales for the segment’s current members, so a falling line means declining segment sales rather than the segment losing customers.

Understand overlapping segments

A Shopify customer can qualify for more than one segment, so the same order can contribute to more than one segment row. Use the report to compare audiences against each other, not to reconcile against your store total.

For more detail, see Shopify Customer Segment Analytics.