---
title: "Web Segments: Purchasing Behavior"
slug: "web-segments-purchasing-behavior"
description: "The Purchasing Behavior segment targets users by 12 sub-segments covering average order value, total spend, purchase count, and last purchase data."
tags: ["purchasing behavior", "web segments"]
updated: 2026-07-31T06:59:04Z
published: 2026-07-31T06:59:04Z
canonical: "academy.insiderone.com/web-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.

# Web Segments: Purchasing Behavior

The Purchasing Behavior segment targets users based on their historical purchase patterns, including frequency, spend amount, and order value, using data tracked over time.

![](https://cdn.document360.io/c6df4583-da94-4cb2-bb8a-be0cbdd11109/Images/Documentation/image-64F3BVWB.png)

## Segmentation options

You can filter users into 12 predefined sub-segments for advanced targeting:

- **Average Order Value (all-time)**: This is based on a customer's lifetime average spend measured in the [currency set](https://academy.insiderone.com/docs/inone-account-settings#campaign-settings) in the InOne panel (e.g., *Average Order Value (all-time) - is greater than - 1000*).
- **Average Order Value (last x day(s))**: This is based on the average order value of a customer within the given previous x days (e.g., *Average Order Value (last x day(s) - is greater than - 30 - 1000*).
- **Average Order Value (during a time period)**: This is based on the average order value of a customer within the given time period (e.g., *Average Order Value (during a time period) - is greater than - 01.01.2024-01.01.2025 - 100*).
- **Total Spend (all-time)**: This is based on a customer's lifetime total spend measured in the currency set in the panel (e.g., *Total Spend (all-time) - is greater than - 1000*).
- **Total Spend (last x day(s))**: This is based on the total spend of a customer within the given previous x days (e.g., *Total Spend(last x day(s) - is greater than - 30- 1000*).
- **Total Spend (during a time period)**: This is based on a customer's total spend within the given time period (e.g., *Total Spend (during a time period) is greater than - 01.01.2024-01.01.2025 - 100*).
- **Purchase Count (all-time)**: This is based on a customer's lifetime purchase count (e.g., *Purchase Count(all-time) - is greater than - 1000*).
- **Purchase Count (last x day(s))**: This is based on a customer's total purchase count within the given last x days (e.g., *Purchase Count (last x day(s) - is equal to - 30 - 0*).
- **Purchase Count(during a time period)**: This is based on the total purchase count of a customer within the given time period (e.g., *Purchase Count (during a time period) - is equal to - 01.01.2024-01.01.2025 -0*).
- **Last Purchase Date (last x day(s))**: This is based on the previous purchase date of a customer within a given last x days (e.g., *Last Purchase Date (last x day(s)) - not in - 30*).
- **Last Purchase Date (during a time period)**: This is based on the last purchase date of a customer within a given time period (e.g., *Last Purchase Date (during a time period) - in - 01.01.2024-01.01.2025*).
- **Last Purchase Amount**: This is based on the customer's previous purchase amount measured in the [currency set](https://academy.insiderone.com/docs/inone-account-settings#campaign-settings) in the InOne panel (e.g., *Last Purchase Amount - is between - 100 and 1000*).

## Use Cases

#### Re-engagement Campaigns

Target users who have made no purchases in the last 30 days using a Side Coupon Menu to drive return visits.

#### Cross-Selling & Upselling

Show complementary products to purchasers using [Smart Recommender](/v1/docs/smart-recommender-overview) campaigns.

#### Recently Viewed Product Follow-Up

Target by total spend and purchase date to show Recently Viewed Items and drive engagement.

#### Loyalty Program Progress

Target users based on purchase count to encourage them to achieve premium status through Hello Bar campaigns.

#### Average Order Value Optimization

Target users with low AOV using Progress Bar or Cart Reminder campaigns to increase order size.