Signups [1] represents all users who have submitted an email address to your store via Shopify, whether from creating an account or signing up for your newsletter, but haven't purchased anything yet.

In the Segments "Lifecycle grid", signups is where all new potential customers first enter before becoming one-time customers and beyond.

In Shopify, gross margin can be derived from subtotal_price, refunds, and cost per item.

[1]: Sometimes denoted as new signups, especially when a time period is used

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