Segments comes preloaded with more than 30 of the most frequently used segmentation strategies used by e-commerce brands, from RFM to lifecycle stages, to segments like Full Price buyers, wholesale or subscribers (based on customer tags). But further power is unlocked when you create your own custom segments. To start, click on the “+ Create new” button at the top of the “My segments” page.

On the Create new segment page, you’ll first start with a segment template of “All users,” with no filters applied. You can use an existing segment as a starting place by selecting it from the top left menu, or you can continue with all users. Whichever starting point you choose, the active customer filters at right is where the magic happens.

You can think of any given customer segment as a set of filters applied to your customer base. By taking an existing segment and modifying its selected filters, you can tweak it into something new. Or you can start from scratch by beginning with all users and adding filters as you go.

The filters modal shows all possible customer filters grouped by type. Selecting a type on the left displays its options on the right. Combining multiple filters this way is a powerful tool for gaining insights about specific groups of your customers.

When you’re ready and want to see what your filter choices produce, click the “Apply” button at the bottom of the modal. This kicks off a new round of analytics number crunching on our end, and the results will display after a moment.

If you like what you see, you can save the results for future reference, using the “Save” button at the top right, which will give you a chance to provide a name for your new segment (required), and a custom description (optional).

Once saved, you can mark your new custom segment as a favorite, which means it will appear at the top of the list in the “My segments” page. You can also delete it, now or later, if needed.

And that’s it! You’ll now see your new custom segment in your “My segments” page, and you can use it just like any of the standard segments, for filtering, making reports, and syncing with integrations.

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If you're already a Segments user, get hands on with this feature's interactive tour.

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