How revenue by segment is counted
You'll learn how RightMessage matches Stripe buyers to visitors, credits their revenue to segments and answers, and works out Worth, so you can trust what each number means.
Updated
View as MarkdownUse this page when you want to know exactly where a revenue number comes from. Once you connect Stripe, the dashboard, your segment groups, and your questions all count revenue with the same rules, so the same dates give the same numbers wherever you look.
What counts as revenue
- Net revenue. Revenue is what buyers paid in the selected dates, minus refunds.
- One currency at a time. Totals are kept per currency and never added together. When you have payments in more than one currency, a currency switch lets you pick which one to read.
- New customers are people whose first payment ever falls in the selected dates. The dashboard notes them as first-time buyers.
- Existing customers are people whose first payment came before the selected dates: renewals and repeat purchases. The dashboard notes them as renewing or repeat.
Telling them apart needs every past payment. Until Stripe's full history is imported, the parts that depend on it wait, with a note such as "Waiting for Stripe's full history. New customers can be told apart once every past payment is in (now back to Jul 26, 2026)." While the import is still working back, days before the imported range show no revenue yet, and the page tells you so.
How buyers are matched to visitors
RightMessage matches each Stripe customer to a visitor by email, using the email RightMessage recognized for that visitor on your site. Buyers matched shows how many buyers it found, such as "350 of 472 matched to visitors by email".
A payment with no email can't be matched. The revenue pages say how many there were, as in "2 payments had no email, so they can't be matched." Buyers RightMessage never recognized don't show up in any segment. To match more of them, identify more of your visitors.
How each segment group is credited
A buyer can only be credited to a segment RightMessage saw them in. Groups use one of two bases. To see which one a group uses, hover over the Revenue column header in the dashboard's By segment table, or over a group's revenue total on the segment group and question pages.
| If the group is… | Each buyer is credited to… | Dashboard tooltip |
|---|---|---|
| Filled by a choice question | The answer they hold now. | "Every buyer, by the answer they gave." |
| Any other group, such as an automatic or lifecycle group | New customers: the segments they were in when they committed to buying. Existing customers: the segments on their latest recognized visit since their first payment. | "Every buyer: new customers where they stood when they bought, existing customers where they stood on their latest visit." |
For a new customer, the moment they committed is the start of the subscription they were on at their first payment. Without a subscription, it's the payment itself. RightMessage reads their segments from their newest visit in the 90 days before that moment where it recognized them by email.
So a visitor who was in one segment when they started a subscription counts there for that first payment, even if they've moved to another segment since. Their renewals later count under the segments on their latest recognized visit.
Buyers a group can't place
In groups that aren't filled by a question, buyers RightMessage can't place appear below the rows as Not placed, as in "Not placed: $300.00 from 3 buyers". Hover over it to see why:
- "bought before tracking began", with the date tracking started
- "not recognized on your site before buying"
- "not recognized on your site since buying"
- "paid recently, not placed yet". RightMessage keeps trying to place a payment for a while after it comes in.
Buyers outside the group
Buyers RightMessage recognized who aren't in any of the group's segments are listed separately: Not in this group on segment groups, and No answer on questions.
When shares and per-buyer values appear
A segment needs at least 5 buyers before its revenue share and per-buyer value show. Until then, its visitor share still shows and its revenue share is a dash. A group with fewer than 5 buyers says how far along it is, such as "3 of 5 buyers so far. Revenue shares appear at 5."
Buyers and visitors can be in more than one segment, so shares in a group can add up to more than 100%.
| Value | What it means |
|---|---|
| Revenue | Net revenue credited to the segment, with the number of buyers. |
| Visitors → revenue | The segment's share of the group's visitors, then its share of the group's revenue. |
| Per buyer | Net revenue divided by the segment's buyers. |
Worth
Worth answers a different question: what's a person in this segment worth? It's the average each person seen in a segment, or with an answer, paid within 30 days. Everyone seen counts, including existing customers.
- Fixed window. Worth follows the people seen from 60 to 31 days ago, so each of them has had a full 30 days to buy. The page names the window, as in "Worth follows people seen in each segment Aug 28 – Sep 26 for 30 days."
- Not tied to your dates. Changing the date range doesn't change Worth.
- Minimums. A segment's Worth shows once at least 5 of those people paid and at least 30 were seen. Hover over a dash to see how far along it is, such as "3 of 400 paid. Values appear at 5." or "8 of 20 paid. Values appear at 30 people."
Worth can also be waiting on something else, with a note such as "Worth appears once Stripe payments are in.", "Worth appears from Nov 20, once people have had 30 days to buy.", or "Too many visitors to follow at once."
Where you'll see it
Dashboard
The Results section below the activity chart covers the dashboard's 7, 14, or 30 days.
- The summary card shows People who reached the goal, New customers (as in "48 first-time buyers · 6% of revenue"), and Existing customers (as in "412 renewing or repeat · 94% of revenue"), plus a Stripe source line with the last sync and a Manage link.
- The By segment table has a segment group picker and the columns Segment, Reached goal, Revenue, Visitors → revenue, and Worth, then a Not in this group row and the Not placed line. Reached goal uses the segments people were in when they converted.
The goal columns need a conversion goal. Conversion goals require Scale or Pro. For the rest of the dashboard, see the dashboard reference.
Segment groups
- Segment Groups page. Switch Visitors | Revenue to Revenue. The stats show Revenue, New customers, Existing customers, and Buyers matched, and the list columns become Segment group, Segments, Revenue, and Buyers.
- A group's Results tab. Switch Visitors | Revenue beside the date range. It shows "Net revenue from known buyers in each segment in this date range." and each segment's Visitors, Revenue, Per buyer, and Worth, followed by the Not placed line.
A group that isn't published yet says "Publish this group to see its revenue." A published group with no credited buyers says "No known buyers in this group yet." See the segment library reference.
Questions
- Questions page. Switch Answers | Revenue to Revenue. Choice questions show their total, as in "$1,240.00 from 12 buyers", with Visitors, Revenue, and Per buyer for each answer and a No answer line. Input questions say "Revenue splits by answer on choice questions."
- A question's Results tab. Switch Answers | Revenue beside the flow filter and dates. Each answer shows Visitors, Revenue, Per buyer, and Worth. The flow filter doesn't narrow revenue: "Revenue, visitor shares and Worth cover every flow."
An unpublished question says "Publish this question to see revenue by answer." With no credited buyers, it says "No known buyers answered this yet." See question results and activity.
It's an observation, not a test
Revenue by segment shows what happened. It doesn't prove that being in a segment caused anyone to buy, and it never changes a test verdict. A campaign's Revenue per visitor works the same way: it's descriptive and doesn't change the campaign's test result. See compare personalization with a holdback and how campaign and A/B test verdicts work.