---
title: "Standard Segments: Purchasing Behavior"
slug: "standard-segments-purchasing-behavior"
tags: ["average order value", "last purchase date", "purchase count", "purchase history", "standard segments", "total purchase amount", "total spend"]
updated: 2026-06-10T09:07:47Z
published: 2026-06-10T09:07:47Z
canonical: "academy.insiderone.com/standard-segments-purchasing-behavior"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://academy.insiderone.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Standard Segments: Purchasing Behavior

The Purchasing Behavior segment targets users based on their shopping frequency, amount, value, and product categories. It uses revenue-tracked data from historical purchases to segment customers for personalized marketing, loyalty programs, and targeted promotions. ![](https://cdn.document360.io/c6df4583-da94-4cb2-bb8a-be0cbdd11109/Images/Documentation/image-1719329698687.png)

## Segmentation options

Purchasing Behavior offers the following segmentation options:

| Segment | Definition | Example |
| --- | --- | --- |
| Total Purchase Amount | Targets a user's total purchase amount in a specific time range (Not available in OnSite products) | Total Purchase Amount - is greater than - 100 (USD) - in the last - 7 - days |
| Last Purchase Date | Targets a user's last purchase day in a specific time range (Not available in OnSite products) | Last Purchase Date - is - in the last - 2 - weeks |
| Purchase Count | Targets a user's purchase count in a specific time range (Not available in OnSite products) | Purchase Count - is - less than - 3 - in the last - 2 months |
| Purchased Category | Targets a user's purchased category in a specific time range (Not available in OnSite products) | Purchased Category - contains - Women's Collection - in the last - 2 - weeks |
| Purchased Product | Targets a user's purchased product in a specific time range (Not available in OnSite products) | Purchased Product - contains - Shoes - in the last - 10 - days |

> [!NOTE]
> How product filters work in Purchase History
> 
> When you add a product-level filter such as Product Name, Insider filters purchase events by that product condition first, then evaluates the selected purchase metric, such as Purchase Count, on the matching events.
> 
> Because of this, the segment **Product Name -> does not contain X** and **Purchase Count -> is greater than or equal to 1** means “users who have at least one purchase of a product other than X,” not “users who never purchased X.”
> 
> **Example:** If a user purchased both Product X and Product Y, that user can still match this segment because the Product Y purchase still satisfies the filter and contributes to the count.
> 
> If you want users who bought other products but never bought X, use a purchase-count condition for the period and a separate exclusion for users who had a purchase with **Product Name contains X** in the same period. That expresses a user-level exclusion instead of relying on a row-level negative product filter.

## Important notes

Purchase Count vs. Last Purchase Date may return different results because:

- Purchase Count includes all users regardless of whether they have a Last Purchase Date
- Last Purchase Date includes only users who have made at least one purchase

**Example:**

- Last Purchase Date is not in the last 10 days → Filters users who purchased before that period
- Purchase Count is 0 in the last 10 days → Filters users with no purchases in that time

### OnSite Product Use

If you want to segment users who made a purchase in the past for OnSite products, select the Purchase [event](/docs/standard-segments-events) and Web as the event source.![](https://cdn.document360.io/c6df4583-da94-4cb2-bb8a-be0cbdd11109/Images/Documentation/image-1727447014368.png)

> [!NOTE]
> Refer to [Web Segments: Purchasing Behavior](/v1/docs/web-purchasing-behavior-segment) for compatible options to use in OnSite products.