### [Understanding Default Shopify Segmentation and Audience Groups](https://www.pushengage.com/documentation/understanding-default-shopify-segmentation-and-audience-groups/)

**Published:** May 30, 2026
**Author:** Ayushi Dubey

**Content:**

When you install the PushEngage Shopify app, two subscriber segments are automatically created for your store: **Customers** and **Leads**. These segments group your push subscribers based on their purchase behavior, so you can send different campaigns to buyers and non-buyers without any manual setup.

This guide explains what these default segments are, how to enable and use them, how to create your own custom segments, and how to combine segments into Audience Groups for more targeted campaigns.

### Before You Start

- PushEngage is installed on your Shopify store and you have active push subscribers.
- Segments are available on all plans. Audience Groups are available on Growth plans and above.

### Default Shopify Segments

PushEngage creates two segments automatically when the app is installed.

SegmentWho It Includes**Customers**Push subscribers who have completed a purchase on your Shopify store**Leads**Push subscribers who have not yet made a purchaseThese two segments together cover your entire subscriber base. Subscribers move from Leads to Customers automatically once they complete their first order.

To view your default segments:

1. Log in to your [PushEngage dashboard](https://app.pushengage.com/).
2. Go to **Audience » Segments**.

You will see the Customers and Leads segments listed here along with the subscriber count in each.

![](https://www.pushengage.com/wp-content/uploads/2026/05/segments-default-shopify-1400x428.png)

### Enabling Default Segments During Setup

If you are going through the initial Shopify onboarding flow, you can enable both segments in Step 3 of the setup wizard under the **Retargeting** step.

1. Toggle on the **Customers** segment to begin tracking subscribers who have purchased.
2. Toggle on the **Leads** segment to begin tracking subscribers who have not yet purchased.

Both segments will begin populating from the moment they are enabled. Historical subscribers already in your list will be sorted into the appropriate segment on the next qualifying event.

### Using Segments When Sending a Campaign

Once your segments are active, you can target them when sending a Push Broadcast.

1. Go to **Campaigns » Push Broadcasts**.
2. Click **Create Push Broadcast**.
3. Compose your notification.
4. In the **Audience** tab, select **Segment** and choose **Customers** or **Leads** from the dropdown.
5. Only subscribers in that segment will receive the notification.

![](https://www.pushengage.com/wp-content/uploads/2026/05/image-1-1400x776.png)

### When to Use Each Segment

Use CaseTarget SegmentFlash sale or new product announcementLeads (to drive first purchase)Loyalty reward or repeat purchase offerCustomersProduct restock alertBoth (send separately with different copy)Re-engagement campaign for inactive subscribersLeads (non-buyers who have gone quiet)Post-purchase follow-up (review request, upsell)Customers### Creating a Custom Segment

You can create additional segments beyond Customers and Leads for more specific targeting. Custom segments are useful for grouping subscribers by the product categories they browse, the pages they visit, or any other behavior you want to track.

#### Step 1: Create the Segment

1. Go to **Audience » Segments**.
2. Click **Create a New Segment**.
3. Enter a name for the segment. Example: **Sale Page Visitors** or **High Value Customers**.
4. Optionally add URL patterns to automatically add subscribers to this segment when they visit a matching page.
5. Click **Save Segment**.

![](https://www.pushengage.com/wp-content/uploads/2026/05/screenshot2_create_segment.png)

#### Step 2: Add Subscribers to the Segment

For segments based on page visits, subscribers are added automatically when they visit a URL that matches the pattern you defined.

For segments based on custom events (such as purchase value or product category), you can add subscribers programmatically using PushEngage’s JavaScript API:

```

window._peq.push(["add-to-segment", "High Value Customers"]);

```

Place this snippet on the order confirmation page or any event page where the qualifying action occurs.

> **Note:** For Shopify stores, URL-based segments require no code. Custom event-based segments require adding a snippet to your Shopify theme. If you need help with this, [contact our support team](https://www.pushengage.com/contact-us/).

`[Screenshot: Segments list showing a custom segment alongside the default Customers and Leads segments]`

### Understanding Audience Groups

An Audience Group is different from a segment. A segment groups subscribers by a single criterion. An Audience Group combines multiple criteria such as segments, geography, device type, subscription date, and engagement history into a single reusable group.

Use Audience Groups when you want to target a specific combination that you will send to repeatedly. For example: Customers in the United States who have not clicked a notification in the last 30 days.

#### Creating an Audience Group

1. Go to **Audience » Audience Group**.
2. Click **Create New Audience Group**.
3. Enter a name and optional description for the group.
4. Add criteria by selecting from the available filters:

Filter TypeExamplesSegmentsCustomers, Leads, any custom segmentGeographyCountry, State, CityDevice and BrowserMobile, Desktop, Chrome, SafariSubscription DateSubscribed before or after a specific dateEngagementLast click date, total notifications sent, total clicks5. Click **Save** when your criteria are set.

![](https://www.pushengage.com/wp-content/uploads/2026/05/image-2-1400x715.png)

> **Tip:** Click the **View** button after adding criteria to see how many subscribers match the group before saving.

### Example Audience Groups for Shopify

Group NameCriteriaUse CaseRe-engage LeadsSegment = Leads + Last Click Date older than 30 daysSend a discount to non-buyers who have gone quietUS CustomersSegment = Customers + Country = United StatesRegion-specific sale or free shipping offerMobile LeadsSegment = Leads + Device = MobileMobile-optimized campaign for first-time buyersRecent CustomersSegment = Customers + Subscription Date last 30 daysWelcome sequence for new buyers### Sending a Campaign to an Audience Group

1. Go to **Campaigns » Push Broadcasts**.
2. Click **Create Push Broadcast**.
3. Compose your notification.
4. In the **Audience** tab, select **Audience Group** and choose the group from the dropdown.
5. Send or schedule the campaign.

![](https://www.pushengage.com/wp-content/uploads/2026/05/image-3-1400x854.png)

#### Frequently Asked Questions

**When does a subscriber move from Leads to Customers?** A subscriber is moved to the Customers segment automatically when they complete a purchase on your Shopify store. This happens in real time as the order is processed.

**Can a subscriber be in both Customers and Leads at the same time?** No. The Customers and Leads segments are mutually exclusive. Once a subscriber completes a purchase, they are moved to Customers and removed from Leads.

**Can I create more than two segments?** Yes. There is no hard limit on the number of custom segments you can create. The number of segments available may vary by plan.

**What is the difference between a Segment and an Audience Group?** A segment groups subscribers by one criterion. An Audience Group combines multiple criteria into a single reusable group for more precise targeting. You can use segments on their own or combine them inside an Audience Group.

**Can I use Audience Groups in Trigger Campaigns or Drip Campaigns?** Audience Groups are available for Push Broadcasts. For trigger campaigns and drip campaigns, you can use individual segments to filter who receives the campaign.

**Do custom segments update automatically?** Segments based on URL patterns update automatically when a subscriber visits a matching page. Segments based on custom JavaScript events update when the event fires. Segments you manage manually require you to add or remove subscribers yourself.

If you run into any issues, please feel free to [**contact us**](https://www.pushengage.com/contact-us/?utm_source=website&utm_medium=helpdocs&utm_campaign=contact-us) by clicking here. Our support team will be able to help you.

**Doc Categories:** Audience, Shopify, Web Push

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