The Signal Feed gives you a wide range of filters for slicing your customer base — from OuterSignal-enriched attributes like persona, age, and social media followers, to Shopify-provided transactional data like LTV, order count, and acquisition source. The real power comes from combining both sources to build precise segments you can act on.
This article is a complete reference of every filter available in the Signal Feed today, organized by category, with source attribution.
How Filtering Works
Click Show Filters on the Signal Feed to open the filter builder. Each rule has three parts:
Attribute — what you're filtering on (e.g., Persona, Total Spent, City)
Comparison logic — how to compare (e.g.,
is one of,greater than,contains the text)Value — your threshold or selection
You can stack multiple rules using AND or OR logic to build precise, multi-condition segments.
Quick Reference Table
All filters in the Signal Feed, organized by category and data source:
Category | Filter | Source | What It Does |
General | Keyword Search | Both | Free-text search across the full customer profile |
General | Is Favorite | OuterSignal | Filters by profiles you've bookmarked |
General | Is Hidden | OuterSignal | Filters by profiles you've hidden |
General | Lists | OuterSignal (built on Shopify tags) | Custom filters you create using Shopify tags |
OuterSignal | Signal Criteria | OuterSignal | Pre-built signals like VIP, Influencer, Senior Executive |
OuterSignal | Criteria Category | OuterSignal | Group signals by their parent category |
OuterSignal | Persona | OuterSignal | Persona assigned to each customer |
Profile | Customer Email | Shopify | Email address used at checkout |
Profile | Customer Name | Shopify | First and last name from Shopify |
Profile | Channel | OuterSignal | Which OuterSignal data source the customer was ingested through (e.g., a specific Shopify store, or CSV import or API) |
Profile | Social Media Followers | OuterSignal | Follower count by platform (Instagram, TikTok, YouTube, X, LinkedIn, etc.) |
Profile | Age | OuterSignal | Customer's age |
Profile | Gender | OuterSignal | Customer's gender |
Profile | Employer | OuterSignal | Current employer |
Profile | Education (Institution) | OuterSignal | College or university attended |
Purchase | Order Number | Shopify | Specific Shopify order number |
Purchase | Total Spent (LTV) | Shopify | Lifetime spend with your brand |
Purchase | Total Orders | Shopify | Total number of orders placed |
Purchase | Avg Order Value | Shopify | Average dollar amount per order |
Purchase | Order Date | Shopify | Date of the customer's most recent order |
Purchase | Products Purchased | Shopify | Specific products in the customer's order history |
Purchase | Order Tags | Shopify | Tags applied to individual orders in Shopify |
Purchase | Discount Codes | Shopify | Discount codes used at checkout |
Purchase | Customer Tags | Shopify | Tags applied at the customer level in Shopify |
Location | City | Shopify | City from the customer's billing address |
Location | State | Shopify | State or region from the billing address |
Location | Country | Shopify | Country from the billing address |
Location | Property Value | OuterSignal | Estimated value of the customer's primary residence |
Marketing | Acquisition Source (UTM) | Shopify | UTM source at time of acquisition (e.g., facebook, klaviyo, google) |
Marketing | Acquisition Campaign (UTM) | Shopify | UTM campaign at time of acquisition (e.g., bfcm_2024) |
OuterSignal-Enriched vs Shopify-Provided
Understanding where each filter comes from helps you build smarter segments:
OuterSignal-enriched filters are attributes our platform layers on top of your Shopify data — things you don't get from Shopify alone. This includes Persona, Signal Criteria, Age, Gender, Employer, Education, Social Media Followers, and Property Value. These come from public data sources we scan and synthesize to enrich each customer profile.
Shopify-provided filters are pulled directly from your Shopify store — things you already have in Shopify, but now combinable with OuterSignal data. This includes all transactional data (LTV, order count, AOV, products purchased, discounts), customer/order tags, billing-address location, and UTM acquisition data.
Mixing OuterSignal and Shopify Data for Smarter Segments
The most useful segments usually combine both data sources. Stacking an OuterSignal-enriched filter with a Shopify transactional filter lets you find customers who match a behavior pattern and a profile pattern at the same time. A few examples:
High-value influencers — Social Media Followers > 50,000 (OuterSignal) + Total Spent > $500 (Shopify). Surfaces creators who are also customers, ideal for ambassador outreach.
Lapsed VIPs by location — Signal Criteria is VIP (OuterSignal) + Order Date > 90 days ago (Shopify) + State is California (Shopify). Targets dormant high-value customers in a specific region for re-engagement.
Persona-targeted campaign performers — Persona is "Fitness Enthusiast" (OuterSignal) + Acquisition Source (UTM) is
meta(Shopify). Identifies which personas are converting through which channels.Niche professional buyers — Signal Criteria is "Clinical Healthcare Professional" (OuterSignal) + Total Orders > 2 (Shopify). Perfect for B2B-adjacent brands looking for repeat professional buyers.
Local high-net-worth customers — Property Value > $5M (OuterSignal) + City is New York (Shopify). Useful for luxury or in-person event marketing.
There's no limit to how many rules you can stack. Start broad and narrow down as you find the segment you want.
Saving Segments for Future Use
Once you've built a filter combination you want to use again, save it as a reusable segment:
Click Save Segment in the top right of the Signal Feed.
Give it a clear, descriptive name (e.g., "VIP Influencers — IG & TikTok 50K+").
Optionally add a description.
Click Create.
Saved segments appear in the Signal Feed sidebar for one-click access on any future visit. Be specific with naming — your future self (and teammates) will thank you when there are 15+ segments in the list.
Next Step: Create a Playbook
Saved segments are also the foundation for Playbooks — automated actions that fire when customers enter (or exit) a segment. Once you've saved a segment, you can connect it to a Playbook to:
Push tags or persona properties to Klaviyo for email campaigns
Send Slack notifications when a high-value customer enters the segment
Apply tags or metafields to Shopify customer profiles
Send custom HTTP requests (webhooks) to your data warehouse, or any other tool
See Saving Segments & Creating Playbooks for the full walkthrough.
Custom Signal Criteria
Every brand starts with default Signal Criteria, but we can build custom criteria tailored to your business — AI-powered filters that scan profiles for specific professional or lifestyle attributes (e.g., "Registered Nurses," "Biohacking Enthusiasts," "Healthcare Facility Owners"). To request custom criteria, reach out to your account manager or contact support@outersignal.com. See What are Signal Criteria and how can I add more? for more.
Need Help?
If you have questions about a specific filter or want help building a segment, reach out to your OuterSignal CSM or email us at support@outersignal.com.