Gift orders present a unique challenge: the billing address belongs to the gift giver, but the shipping address belongs to the recipient — and those are two different people. If OuterSignal enriches the shipping address, you get a profile of the recipient, not the person who actually bought from you. This can skew your personas, inflate or deflate AOV and LTV figures, and reduce the accuracy of your Signal Feed.
The same issue applies to wholesale and draft orders — large B2B purchases processed through your Shopify store can distort your customer personas and analytics in the same way if they're pulled in alongside regular consumer orders.
How to exclude gift or wholesale orders
The fix is the same in both cases: tag the orders in Shopify, then tell OuterSignal to exclude that tag.
In Shopify, ensure gift orders (or wholesale/draft orders) are tagged — for example
[gift],[wholesale], or[NOREVIEW].In OuterSignal, go to Settings → Data Feeds → Edit Configuration
Add the tag(s) you want excluded
Save — OuterSignal will skip any orders carrying those tags going forward
What if my orders aren't tagged?
If your gift or wholesale orders aren't currently tagged in Shopify, you have two options:
Tag them retroactively — go through existing orders in Shopify and add the relevant tag, then contact support to re-run your data with the exclusion applied
Use order date filtering — if the problematic orders are concentrated in a specific time period, you can limit your backsearch window to exclude that range entirely (Settings → Data Sources → Edit your Shopify connection)
Questions? Reach out via the chat icon or at [email protected]