Serial Returners
Customers who send back a large share of what they buy — at least 10 settled units purchased, 2 orders with a return, and a 40% settled unit return rate. Sync to ad platforms as an exclusion audience to stop paying to re-acquire them.
Who’s in This Segment
A customer is in this segment when all of these are true:
- They have bought 10 or more settled units
- 2 or more of their orders have a return
- They have sent back 40% or more of their settled units
A unit is one item on an order line. It counts as returned once it has been refunded in Shopify. Settled units are those on orders placed at least 90 days ago, by which time most returns have come in, so recent orders can’t skew a return rate.
Customers whose item-level refunds aren’t available yet, for example while your older orders are still being imported, are left out rather than counted as never returning anything.
Orders that were canceled, or whose payment was voided or expired, don’t count toward any of this.
Membership is worked out again each time your customer data refreshes, so customers move in and out of the segment on their own.
What to Do With It
Sync them to Meta, Google Ads, TikTok or Reddit Ads and use the audience as an exclusion. That stops you paying to win back customers who send back much of what they buy. Consider leaving them out of discount campaigns too.
To use the segment outside By the Numbers, open it from the Customer Segments page and choose Sync under Sync Destinations. You can send it to Klaviyo, Mailchimp or Attentive for email and SMS, or to Meta, Google Ads, TikTok or Reddit Ads as an audience.
Auto-sync is on by default and resends the segment every 2–4 days, depending on the platform, so the audience keeps matching it. Sync now sends it straight away.
Inside By the Numbers, you can also apply the segment as a filter on reports to see how these customers buy.
Where to Find It
- Customer Segments: this segment is on the Preset Segments tab. Open it to see who’s in it, how it’s trending and where it syncs.
- Customer Loyalty: how your customers spread across loyalty groups by how recently and how often they buy.
- How to Create a Custom Segment: build your own version of this segment with different rules.