How to Use Tracking Page Segmentation

Overview

Every order is different, so the tracking experience should be too. Segmentation helps you provide your customers with a unique post-purchase experience based on specific order information. Show them the right product recommendations, offers, or delivery info based on their latest purchase behaviours. This makes the experience more engaging and helps build stronger customer loyalty.

What is Segmentation?

If you’ve created multiple tracking pages that differ in design and functionality, segmentation helps you decide which tracking page will be shown to which customer. You simply set the rules and predefine criteria so that the right tracking page is shown to the right customer. 

Segmentation is not limited to pages only; it can also be applied to elements like banners and Shipment Alerts on the tracking page to deliver a more personalized post-purchase experience.

Examples:

• Customers who purchase from the women’s collection → Tracking Page 1.
• Customers who purchase from the men’s collection → Tracking Page 2.
• If a customer buys from both collections → Tracking Page 3.
• Customers who buy a product with tag X  → Tracking Page 4.
• Customers with the Subscriber tag → Tracking Page 5.

This is how you decide to showcase a specific tracking page to the target customer. 

What you’ll learn

In this tutorial, we’ll discuss:

• How to create segmentation rules
• Learn about different conditions
• Activating segmentation with Universal URL
• Additional considerations
• FAQs

How to create segmentation rules

1. Navigate to Tracking pages in the AfterShip Tracking admin.
2. Click Segmentation> Create Segments.

3. Segmentation rules configuration is carried out in three steps.

Step 1: Create segmentation rules

In this step, you can start creating segmentation rules for the tracking page variations you've created to offer customers customized tracking experience. Set rules based on their order information, product details and attributes, geographic information, shipment details, and custom fields.

1. Click Create Segment.
2. Fill in the rule name (eg, USA, Women, Festival, etc.).
3. Select ‘All conditions are met’ or ‘Any condition is met’ to define the way you want to combine the conditions.

a. All conditions: With this, any additional condition will automatically be checked as an “AND” condition where all listed rules must be true for the segment to work.

Example: If you want a segment of customers who bought the summer collection and used a coupon code, use All conditions.

b. Any conditions: With this, any additional condition will automatically be checked as an “OR” condition where any one of the listed rules needs to be true for the segment to work.

Example: If you want the segment to apply to customers who bought either the summer or the spring collections, use Any condition.

All supported conditions

Supported operator definitions

Contains: For a text property, the text value contains a certain set of characters (e.g. if an SKU contains “PO-TS”, a product - PO-TS000 will hit the rule).

Does not contain: For a text property, the text value does not contain a certain set of characters (e.g. if an SKU does not contain “PO-TS”, a product - TX-AU000 will hit the rule).

Step 2: Schedule segmentation rules

1. Set the time period when this segmentation rule has to be active. This is useful if you want to show this page only at certain times of the year. 
2. You can choose between the following actions:

a. Always: If you choose Always for the active time, it means that the rule is always in effect, and there is no time restriction.

b. Specific time window: Allows you to set a range of time during which the rule is active. This means the rule will only be active within the specified starting and ending times. You can further narrow down the active window based on the timezone. The timezone configuration will decide which timezone the rule should follow.

When a scheduled segment is active, customers will see the content set for that segment. Once the scheduled time ends, the segment stops, and customers will be directed to the default tracking page.

3. Hit the Save button once you are done with the settings.

Step 3: Map segment rules to tracking page

1. Go to Tracking page segmentations.
2. Click Create Rule.
3. Choose the segment and map it with the Tracking page variation (The page you want to show for this segmentation).
4. Click Save.

Activating segmentation with Universal URL

Universal URL is a special URL that is used to direct users to different destinations based on segmentation rules. It ensures that users are routed to the appropriate destination tracking page according to these rules.

How the Universal URL works

1. A user interacts with the Universal URL on the store navigation.
2. Enter details like their order number and email or tracking number on the order lookup page.
3. The system checks the segmentation rules.
4. The user is then directed to the appropriate tracking page that matches the rule.

This way, one user may be sent to Tracking page 1, while another may be directed to a Tracking page 2, depending on how they fit into the segmentation criteria.

Additional considerations

1. We support all conditions under the Shipment and Custom fields for all shipments and orders imported from different sources and via different methods to AfterShip Tracking. However, most Conditions under the Order, Items, and Customer categories are only supported for shipments and orders imported via specific platforms. Check the chart below for the details.

2. If you are using an iframe code or proxy URL to embed tracking on your online store, there will be a Universal URL for you to select.

3. If you are using Notifications, you can use the merge tags Tracking URL or Order URL (universal URL) which displays your customer the tracking page of the individual shipment or the order in which it includes all the shipments. It will show the default tracking page or variation based on your segmentation rules.

FAQs

1. What happens if an order contains multiple products?

If an order contains multiple products, the redirection will depend on whether any product from that order matches any segmentation rule.

Let’s understand this via examples:

• Let’s suppose an order contains a sofa and a candle. While the sofa matches the segmentation rule A, the candle doesn’t match any segmentation rule. Then, the customer will be redirected to tracking page A.

• Again, let’s suppose an order contains a sofa and a candle. In this case, the sofa matches the segmentation rule A, and the candle matches the segmentation rule B. If the priority of A is higher than B, then the customer will be redirected to tracking page A.

2. What happens when the condition title can’t be found in the shipment/order?

If you have set up one condition, and there is no such field in your shipment/order, then the redirection will bypass verifying the set-up condition.

Example 1 - The condition “order tag” containing “summer” is being set up, which matches the segmentation A. If a shipment that gets imported via tracking API does not have the field “order tag”, then it will bypass verifying this condition, and the customer will not be redirected to segmentation A.

Example 2 - The condition “custom fields A is any of 'A', 'B'" is being set up which matches the segmentation A. If a shipment that gets imported via tracking API does not have the field “custom fields A”, then it will bypass verifying this condition, and the customer will not be redirected to segmentation A.

3. What happens when the condition value is empty in the shipment/order?

If you have set up one condition, and there is no value under this condition field in your shipment/order, the redirection will recognize it as a mismatch to the condition.

Example- The condition “order tag” containing “summer” is being set up, which matches the segmentation A. If the value under the “order tag” from an order is empty, it will be recognized that this order does not match the condition, and hence, the customer will not be redirected to segmentation A.

If you have any queries, feel free to connect with our support team for quick assistance.

Updated on: 18/09/2025