By connecting Shopify to magnews, you can automatically import your customers' orders and use purchase data for segmentation, marketing automation, communication personalization, performance analysis, and RFM Analysis.
Synchronized orders become available directly within the contact profile and can be used to create audiences, trigger automated journeys, identify loyal customers, monitor the value generated by purchases, and classify contacts based on transaction recency, frequency, and monetary value.
If you want to use order data for RFM segmentation, see also the guide RFM Analysis Configuration and Requirements .
This feature automatically imports Shopify orders into a data table linked to contacts in your magnews database, keeping order information continuously updated.
Order Synchronization is available in the Advanced version of the Shopify connector.
For more information, contact the Help Desk.
Where to find synchronized orders
Once synchronization is enabled, a dedicated tab appears in the contact profile, collecting all orders associated with the customer.
From this section, you can quickly view:
- purchased items
- order date
- payment status
- order amounts
- applied discounts
- returns and refunds
Each row represents a purchased product and displays the main financial information associated with the order.
Understanding order values
The values displayed in magnews are imported directly from Shopify through both scheduled order synchronization and real-time updates.
| magnews field | Description |
|---|---|
| Order Total | Commercial value of purchased products excluding discounts, refunds, taxes, and shipping costs. It represents the current value of the order and is automatically updated when returns or refunds occur. |
| Order Total (before returns) | Total amount paid by the customer when the order was created, including shipping costs and taxes. This value is not modified when returns or refunds occur. |
| Total Refunds | Total amount refunded to the customer. |
| Discounted Order Total | Total amount of discounts applied to the order. |
Despite its name, the Discounted Order Total field does not contain the order total amount, but rather the total value of discounts applied to the order.
What happens when a return is processed
When a refund is issued, some values are updated while others remain unchanged.
- Order Total decreases because it represents the current value of purchased products.
- Order Total (before returns) remains unchanged because it represents the original value of the order when it was created.
- Total Refunds increases according to the refunded amount.
- Discounted Order Total continues to represent the discounts applied to the order.
For example, if a customer places an order worth €52 consisting of:
- €45 in products
- €5 discount applied
- €7 shipping cost
In magnews you will see:
- Order Total: €45
- Order Total (before returns): €52
- Discounted Order Total: €5
- Total Refunds: €0
If a product worth €20 is later returned, the Order Total field will decrease to €25, while Order Total (before returns) will continue to display €52.
To analyze the actual commercial value of purchases, the most appropriate field is generally Order Total, as it represents the value of products sold excluding discounts, refunds, taxes, and shipping costs, therefore excluding components that do not constitute direct merchandise revenue.
Configuring order synchronization
When order synchronization is enabled, a data table is automatically kept up to date with purchases made on your Shopify store.
For the import process to work correctly, contacts must already have been synchronized from Shopify. Orders associated with contacts that do not exist in the database will not be imported.
Two update methods are available:
- Real-time: enable the Receive real-time order events option to immediately receive updates for new orders, modifications, and returns.
- Daily import: periodically downloads orders from Shopify at the configured time. This option is recommended for retrieving historical orders and keeping data aligned over time.
The Exclude fully refunded orders option allows you to ignore completely refunded orders in statistical calculations.
The Manage return details for individual products within the order option allows you to preserve item-level refund details in cases of partial returns.
The Import orders from period parameter defines both the date range of orders to download and the retention period of imported data within the platform.
Orders are retrieved through Shopify APIs. In some cases, the number of orders available through the API may differ from the number displayed directly in the Shopify administration panel.
Using orders in filters and automations
Once synchronized, orders become available in database filters, audiences, and journeys.
You can, for example:
- identify customers who purchased a specific product
- create segments based on order value
- identify customers who have not purchased for several months (although an RFM matrix is generally more effective for this purpose)
- trigger automated post-purchase communications
- build loyalty programs based on purchasing behavior