Segments
Build a segment of contacts, orders or products, check it against the preview, then send it to an ad audience, an email tool or WhatsApp.
A segment is a list that keeps itself up to date from rules you write once. For example "contacts who ordered at least twice and bought nothing in the last 90 days", or "orders over €200 placed in France". You never tick people by hand. Fullmetrix reads the rules against your data every time the segment is used, so a customer who meets the conditions tomorrow joins the segment without you doing anything.
A segment does nothing while it sits on the Segments page. It becomes useful once you plug it in somewhere else. You can send it to Meta, Google Ads, TikTok, Omnisend or Klaviyo, use it as the target of a WhatsApp campaign or automation, filter a report with it, or limit a product feed to part of your catalog.
Before you start
You need at least one connected store for order, cart and product segments to contain anything. The "Viewed product", "Viewed page" and "Added to cart" actions also need the tracking script installed on your site. To turn it on, read Site tracking.
Open the Segments page
In the sidebar, open the Marketing group, then click Segments. The page shows the title Segments and the line "Target your customers based on their behavior, purchases or profile data."
What the list shows
At the top right, the Search... field filters the list by segment name, ignoring accents and capitals. Next to it, the Create a segment button opens the editor.
Below the header, a row of buttons filters the list by segment type. All shows everything, followed by Contacts, Customers, Orders, Products, Variations, Categories, Brands, Suppliers, Characteristics, Carts, Coupons, Refunds and Subscriptions.
The table has six columns.
| Column | What it contains |
|---|---|
| Name | The segment name, with its description underneath if you wrote one. |
| Entity | The segment type, shown as a colored pill (Contacts, Orders, Products...). |
| Count | How many items meet the rules right now. For a contact segment these are people. For an order segment these are orders. |
| Filters | How many rules the segment contains. |
| Date | When the segment was created. |
| Actions | Buttons to sync, edit or delete the segment. |
The Count figure is calculated after the list appears. While it loads, a grey bar stands in for the number. If the calculation fails, a plain dash appears instead.
The buttons in the Actions column
When a segment is already being sent to a platform, small logos appear first in the column. They show where it goes (Meta Ads, Google Ads, TikTok Ads, Omnisend, Klaviyo). Hover over one to read the name.
The target icon, with the Synchronise tooltip, appears on contact and customer segments. It opens Audience Sync with the segment already selected. The pencil opens the editor. The trash can deletes the segment after confirmation. The Delete segment window asks you to confirm, and the deletion is permanent.
Clicking anywhere on the row also opens the editor.
If no segment matches your search or the selected filter, the table shows No segment found.
Choose the right segment type
The type, called Entity type in the editor, answers a simple question. What do you want at the end, a list of people, a list of documents, or part of your catalog? You pick it when you create the segment and it cannot change afterwards.
| Family | Types | What it is for |
|---|---|---|
| People | Contacts, Customers | Targeting people. Ad audiences, Omnisend, Klaviyo, WhatsApp campaigns and automations, conversion import. |
| Documents | Orders, Carts, Refunds, Subscriptions | Filtering reports row by row, comparing two groups of orders, exporting. These segments can also go to an audience, in which case Fullmetrix finds the people behind each document. |
| Catalog | Products, Variations, Categories, Brands, Suppliers, Characteristics, Coupons | Filtering product reports, limiting a product feed, exporting. A catalog segment contains no people, so it never goes to an audience. |
To target people, start from Contacts
A contact is a person Fullmetrix knows by their email, phone or WhatsApp number. A customer is a contact who has placed at least one order. Contacts is the only type that offers actions ("placed order", "started checkout"...) and the people preview. To target buyers only, create a Contacts segment with the rule Total orders is greater than or equal to 1.
Create a segment step by step
Open the editor
Click Create a segment. The New segment screen opens, with a back arrow at the top left and the Cancel and Save buttons at the top right.
Name the segment and pick its type
Fill in Name, for example "Loyal customers gone quiet". The Save button stays greyed out while the name is empty.
Pick the Entity type. The default is Contacts. If you change the type after adding rules, the editor clears them, because each type has its own fields.
The Description (optional) field shows under the name in the list. Use it to note what the segment is for or who created it.
Add a first rule
In the Segment filters block, click Add first filter, or Add a filter at the top right of the block. A menu opens with a Search for a field... box and the list of fields grouped by heading.
Type a few letters to find a field, for example "brand" or "country". Click the field you want. A rule row appears with three parts, the field, the operator ("is in", "is greater than", "in the last"...) and the value.
Set the operator and the value
Pick the operator from the dropdown. For text fields with known values, such as a brand, a country or a status, you choose the value from a list filled with your real data. Type to filter the list. If the value is not there, the + Add option lets you enter it as typed.
For a date, you pick either a fixed date in a calendar or a relative duration such as "in the last 30 days", which moves forward with time.
Apply and check
Click Apply. Until you apply, an Unapplied changes label shows to the right of the button.
For a contact segment, the Contacts preview block updates below the filters. It shows how many people match and the paginated list. Click a contact to open their profile. If the number looks wrong, now is the time to fix a rule before saving.
Save
Click Save. You return to the list, where the segment appears with its count recalculated.
The Clear filters button removes every rule at once. Cancel or the back arrow takes you back to the list without saving anything.
Attributes and actions, the two kinds of rules
On a contact segment, the Add a filter menu offers two kinds of rules that read differently.
An attribute is a piece of information stored on the person. Their email, country, tags, newsletter subscription. The rule reads "Country is in Belgium, Switzerland".
An action describes something the person did, how many times and when. The rule reads "All contacts who Placed order at least 2 times in the last 90 days". Actions sit at the top of the menu, under the Events heading.
Contact attributes
Fields are grouped by heading in the menu. Here are the main ones.
| Heading | Example fields |
|---|---|
| Identity | Email, Phone, WhatsApp, First name, Last name, Company, Source, Lifecycle stage, Tags, Customer group |
| Location | City, Country |
| Subscriptions | Email subscribed, SMS subscribed, WhatsApp subscribed, and the subscribe and unsubscribe dates for each channel |
| Orders | Total orders, Total spent, Average order value, Last order, First order date, Days since last order, Order frequency (days), First order total, Total discounted, Total refunded |
| Content | Product purchased, Category purchased, Brand purchased, Supplier purchased, First product purchased, Last product purchased, Repeat purchased product, Single purchased product, Coupon code used |
| Behavior | Page views, Product views, Cart additions, Session count, Last active, Last device type, UTM Source, UTM Medium, UTM Campaign, First referrer |
| Dates | Identified at, Created at, Placed an order, Didn't place an order |
| Custom fields | Fields specific to your store that Fullmetrix found in your data, shown with their original name |
The E-commerce source field helps when you run several stores. It limits the segment to people from one or more of them.
A heading with many fields shows only eight. Click + N more to see the rest, or type in the search box.
Available actions
| Action | What it counts | Possible refinements |
|---|---|---|
| Placed order | Orders placed by the person | Status, total amount, discount, shipping, taxes, currency, payment method, item count, coupon code, brand, category, product, SKU, EAN, billing city and country |
| Started checkout | Carts created by the person | Cart status (Open, Abandoned, Placed), amounts, item count, product and category in the cart, coupon codes, UTM, referrer, landing page |
| Viewed product | Product pages viewed on your site | Page URL, path or title |
| Viewed page | Pages viewed on your site | Page URL, path or title |
| Added to cart | Add-to-cart clicks on your site | Page URL, path or title |
The last three actions come from the tracking script. Without it, they find no one.
Read and set an action row
An action row reads like a sentence, left to right.
The first choice is have or have not. With have not, the segment keeps people who never did the action in the chosen period.
The second choice is the action itself. Changing the action clears any refinements you already set.
The third choice is the measure. By default, did counts the number of times, and you then set at least, at most or exactly, followed by the number of times. For Placed order and Started checkout, you can also measure the sum of or the average of an amount (for example the sum of Total amount), then compare it with a value. Finally, the first time and the last time compare the date of the first or last occurrence, for example "the last time more than 90 days ago".
The last choice is the period. all time takes the whole history. in the last takes a rolling duration in days, weeks or months. between takes two fixed dates.
Refine an action
Below the action row, three dashed chips offer the most useful refinements, content first (brand, category, product). The + refine button opens the full list, with a search box when it is long.
Each refinement adds a row starting with Where, then and for the next ones. All refinements on one action must hold for the same order or cart. "Placed order where Brand is in X and Total amount is greater than 100" finds people who placed one order that contains brand X and is over 100, not people who placed two separate orders.
Chain two actions
The field menu of a rule row has a Follow-up action heading, with items such as … then placed an order. This row is measured against the action just before it in the same group.
You set a window (within 30 days, weeks or months) and a starting point, after the first time, after the last time, before the first time or before the last time. With have not, you get for example "placed an order, then did not order again within 60 days after the first time".
A follow-up needs an action right before it
Put the … then row under a regular action row, in the same group. Placed first, or alone in its group, it finds no one. For an "after" window, only people whose window has fully passed are counted. Someone who ordered 10 days ago does not enter "did not order again within 60 days", because they still have time to do it.
Which orders are counted
Rules that read orders apply the same settings as your reports. Excluded statuses, the option that keeps only positive amounts, and the ignored emails from the Reports settings tab also apply to segments. So the number of orders of a contact in a segment matches the reports.
When one of these settings is active, a line with a padlock reminds you of it under the filter block title, for example Account settings applied followed by "2 statuses excluded (cancelled, failed)". The Edit link opens the Reports tab. To understand these settings, read Reports.
If you add your own Status refinement to Placed order, your choice of statuses wins. That lets you target people with a cancelled order, even if the reports exclude that status.
Combine rules with AND and OR
Rules sit in groups. Inside a group, as soon as there are two rules, a Combine with switch appears at the top of the group with AND and OR.
With AND, a person must meet every rule in the group. With OR, one is enough. The small word and or or between two rows reminds you of the current choice.
The Add a group button, below the last group, creates a new group. Between two groups, a second AND / OR switch decides how the groups combine. A trash can at the top right of each group deletes it along with its rules.
An example helps. You want people living in France or Belgium who ordered in the last 30 days.
- Group 1, in OR, with Country is in France and Country is in Belgium. A single rule Country is in France, Belgium does the same thing more simply.
- Group 2, with the action Placed order at least 1 time in the last 30 days.
- Between the two groups, AND.
The Add a filter link at the bottom of a group adds an empty row to that group. The Add a filter button at the top always adds the rule to the last group.
Operators
The operators offered depend on the field type.
| Field type | Operators |
|---|---|
| Text | is in, is not in, contains, does not contain, equals, does not equal, starts with, ends with, is set, is not set, is not equal to (or empty) |
| Number and amount | is greater than, is less than, is greater than or equal to, is less than or equal to, is between, equals, does not equal |
| Date | before, after, is between, in the last, more than ... ago, in the period, exactly on, weekday, weekend, between days of month, anniversary |
| Yes or no | Yes or No |
| Country | is in, is not in, is set, is not set |
in the period offers calendar periods such as This month, Last month, This quarter or Last year. anniversary matches a day and month every year, which is handy for a first order date. is set keeps items where the field has a value, is not set those where it is empty.
On catalog segments, the Quantity sold, Revenue and Order count fields also accept is in the top (%), is in the bottom (%) and is in the top (count). A period can be set next to the value, to get for example "the 20% of products with the most revenue in the last 90 days".
Other segment types
Outside contacts, the Add a filter menu offers no actions, only the fields of the chosen type. To see how many items match, save and read the Count column in the list, or use the segment in the matching report.
| Type | Example fields |
|---|---|
| Orders | Status, total amount, discount, shipping, billing and shipping country, payment method, coupon code, product, brand, category, SKU, First or returning (First order or Returning customer), Customer's Nth order, UTM, device, order, payment and completion dates |
| Carts | Status (Open, Abandoned, Placed), amounts, product and category in the cart, coupon codes, Existing customer, email and phone, country, UTM, Abandoned at |
| Refunds | Refunded amount, reason, refunded product and category, Days between order and refund, dates |
| Subscriptions | Subscription status, billing period and interval, product, Next payment, Trial end date |
| Products and Variations | Name, SKU, price, sale price, brand, category, Stock status, Stock quantity, Quantity sold, Revenue, First sold, Last sold |
| Categories, Brands, Suppliers, Characteristics | Name, product count, quantity sold, revenue, order count |
| Coupons | Code, discount type, amount, Usage count, Expired, Sales generated, Total discounted, first and last use dates |
| Customers | The same order information as contacts, without actions |
Send a segment to an audience
Once saved, a people or document segment can go to Meta, Google Ads, TikTok, Omnisend or Klaviyo. Fullmetrix recalculates it before each send. New people are added. People who leave the segment are removed on TikTok Ads, Omnisend and Klaviyo, but stay in the audience on Meta Ads and Google Ads.
From the list, click the Synchronise target icon on a contact segment. You land on Audience Sync, in the Create an audience window, with the segment already selected in Customer segment. For an order, cart, refund or subscription segment, open the same window from Audience Sync and pick the segment from the list.
Sync frequency, the delay before the platform can use the audience, and the match rate are explained in Audience synchronization.
Bring a document segment back to people
An abandoned cart segment contains carts, not people. When you send it to an audience, Fullmetrix finds the person behind each cart by their email, phone or WhatsApp number. Someone who abandoned three carts counts once.
The estimate in the Create an audience window therefore shows two numbers. The first, for example "805 customers", is the number of people sent. The second, for example "819 documents behind", is the number of carts or orders in the segment. The gap comes from people with several documents and from documents with no email or phone.
Catalog segments never go to an audience
A product, category, brand, supplier, characteristic, variation or coupon segment contains no one. It does not appear in an audience's segment choice. To reach the buyers of a brand, create a Contacts segment with Brand purchased, or with the Placed order action refined by Brand.
Where else to use a segment
| Place | Accepted segment types |
|---|---|
| Audience synchronization | Contacts, Customers, Orders, Carts, Refunds, Subscriptions |
| WhatsApp campaigns and WhatsApp automations, including the Entered segment and Exited segment triggers | Contacts, Customers, Orders, Carts, Refunds, Subscriptions |
| Conversion import | Contacts, Customers, Orders |
| Product feeds | Products |
| E-commerce reports, through the segment bar above the tables | The type that matches the report, for example Orders on Orders, Products on Products |
| Compare | Orders |
| Exports | Depends on the export type |
You can also create a segment straight from a report, from the filters you just set there. The method is described in Filters and segments in reports.
Create a segment with AI
The Create with AI button shows in the Segment filters block when an AI provider is connected to your organization. Without a provider, the button is hidden. To connect one, read AI providers.
Describe what you are looking for
Click Create with AI. In the Create a segment with AI window, describe in one sentence the people or products to target. For example "VIP customers inactive for 60 days" or "contacts who bought brand X but never brand Y". The Generate button turns on from 8 characters.
Review the proposed rules
The AI replaces the rules in the editor with its own. It starts from the rules already there, so you can ask it to refine a segment in progress. If the name or description is empty, it fills them in too.
When part of your request cannot be expressed with the available fields, the AI leaves it out and a Segment applied with adjustments message explains what is missing.
Apply, then save
Nothing is saved yet. Click Apply to see the preview, fix whatever needs fixing, then click Save.
Edit or delete a segment
Click the segment row or its pencil. The Edit segment screen opens. You can change the name, description and rules, but not the type, which shows as a locked pill.
A change applies everywhere the segment is used. An audience linked to it receives the new people on its next send, and a WhatsApp automation reads the new rules on its next run.
To delete a segment, click its trash can in the list, then Delete in the confirmation window. Before deleting, check that no audience, campaign, automation or feed relies on it.
Useful segment examples
Each example gives the type to pick and the rules to set.
| Goal | Type | Rules |
|---|---|---|
| Win back customers who stopped ordering | Contacts | Total orders is greater than or equal to 2, AND Last order more than 90 days ago |
| Thank your best customers | Contacts | Action Placed order, measure sum of Total amount is greater than or equal to 500, all time |
| Drive a second purchase | Contacts | Action Placed order at least 1 time, AND right below it the action … then placed an order set to have not, within 60 days after the first time |
| Launch a new product from a brand | Contacts | Brand purchased is in the brand, AND Email subscribed Yes |
| Recover recent abandoned carts | Contacts | Action Started checkout at least 1 time in the last 3 days, refined by Status is in Abandoned |
| Reach interested visitors who have not bought | Contacts | Action Viewed product at least 3 times in the last 30 days, AND action Placed order set to have not, all time |
| Keep recent buyers out of prospecting | Contacts | Action Placed order at least 1 time in the last 30 days, then use the audience as an exclusion in your ad platform. On Meta Ads and Google Ads, recreate it from time to time, because past buyers never leave it |
| Analyze large orders | Orders | Total amount is greater than 200 |
| Follow first orders only | Orders | First or returning is in First order |
| Push your best sellers in Google Shopping | Products | Revenue is in the top (%) 20, in the last 90 days, AND Stock status is in In stock |
| Spot products about to run out | Products | Stock quantity is less than 5, AND Quantity sold is greater than 10 in the last 30 days |