The Metrics Overview
At the top of the Signal Feed, a metrics bar gives you a real-time snapshot of your entire customer base — or whatever subset you're currently viewing. As you apply filters, every metric updates automatically to reflect the filtered cohort.
Metrics shown:
Average Age — average and median age of your customers
Gender Split — male/female breakdown with average order value and LTV per gender
Property Value Distribution — average and median home value across your customer base — a strong proxy for wealth and spending power
Lifetime Value — average and median LTV
Order Value — average and median order value
Order Count — average and median number of orders per customer
Lifetime (Returning) — purchase frequency metrics for repeat customers
These metrics aren't just descriptive — they're analytical. Filter by a persona, a Signal Criteria, or any other attribute, and the metrics update to show you the profile of that specific cohort. This is how you compare segments against each other without exporting anything.
Sorting your feed
Use the Sort By dropdown to reorder your feed. Options include:
Order Date (Newest) — default view, most recent orders first
Total Spent (High) — surface your highest-LTV customers immediately
And other sort options including order count, average order value, and more
Sorting by Total Spent (High) is one of the fastest ways to find your most valuable customers on day one.
Keyword search
The search bar lets you find specific customers by name, order number, or email address. Useful for quickly pulling up a specific customer you already know about.
The Signal toggle
The ⭐ SIGNAL toggle filters your feed instantly to show only customers who match one or more of your Signal Criteria — your VIP customers. Toggle it on to see everyone notable in your customer base at once.
Filter Rules
Click Filters to open the Filter Rules panel. This is where you build precise segments by combining multiple criteria using AND / OR logic.
Filter categories include:
General — broad customer attributes
OuterSignal — OuterSignal-specific data like Signal Criteria, persona, and segment membership
Profile — enriched demographic data including age, gender, occupation, social media followers, property value, and more
Purchase — order-based filters including total spent, order count, last order date, and acquisition UTM data
Marketing — UTM source and campaign filters
You can stack multiple rules and nest groups for complex logic. The customer count updates live as you build your filter so you always know how many customers match before saving.
Customer profile cards
Each row in the Signal Feed is a customer. Click any customer to open their full profile — a detailed view of everything OuterSignal knows about them including:
Signal Summary — a narrative biography synthesizing their occupation, employer, social presence, and notable achievements
Career History — previous and current positions
Persona — which of your 6 brand personas they belong to
Order History — individual orders and line items with links to Shopify
Research — full demographic breakdown (age, gender, location, home value, email, phone, LinkedIn)
📖 Understanding a Customer Profile — Every Field Explained (coming soon)
Saving a segment
Once you've built a filter combination you want to reuse — for example, all customers with 100K+ social media followers sorted by total spent — click View Segments to save it as a named segment. Saved segments can then be used as the basis for Playbooks that automatically take action when new customers enter the segment.
📖 Understanding a Customer Profile — Every Field Explained (coming soon)