How to read the ‘Customers by segment’ trends table and charts?

Select the reporting period to show how each segment of your customer base is performing in comparison to the previous one.

Customer segments are defined as:

new –  If a customer has never shopped before the selected period, they are defined as ‘new’;
returning – If a customer has shopped before the selected period and came back within the selected period, they are defined as ‘returning’;
at risk – If a customer has shopped within the previous 90 days but has not shopped within the last 30 days of the selected period, they are defined as ‘at risk’;
lost – if a customer has not shopped for more than 90 days before the selected period, they are defined as ‘lost’

Currently, the definition of ‘lost’ or ‘at risk’ customer segments cannot be changed by the merchants.