Concepts

Ayra runs one loop for every customer: signals are collected from every module and from Shopify, resolved to a single customer profile, turned into opportunities, decided into one next best action, executed through a module and channel, and attributed once. The definitions below are the same text as on How it works and in Ayra’s machine-readable glossary; they are imported from one source file so they cannot drift.

Core concepts

Customer profile

One profile: wallet balance, tier, LTV, lifecycle stage, intent score, subscription state, review history, open support issues, timeline.

Example Hira: Gold tier, 9 orders, LTV $1,284, intent high, no open tickets. See it on How it works

Signals

Every module and Shopify itself emits events: order placed, delivered, item wishlisted, back in stock, review left, referral sent, subscription skipped, support ticket opened. Signals are facts, not decisions.

Example Item wishlisted → viewed again 3 days later → restocked. See it on How it works

Opportunities

The engine watches for patterns worth acting on: a VIP's wishlisted item back in stock, a subscriber who skipped twice, a first-time buyer 20 days post-delivery with no review. Each becomes an Opportunity with a type, a customer, evidence and an expiry.

Example VIP_RESTOCK · Hira · wishlisted + restocked · P1 · expires in 72h. See it on How it works

Next best action

The single highest-value eligible action for a customer right now, chosen from all open opportunities after scoring and conflict resolution.

Example Three open opportunities for one customer resolve to a single restock alert with a points bonus. See it on How it works

Journey Guard

Every outbound action passes through Journey Guard, which enforces frequency caps, quiet hours and channel limits, and resolves conflicts between modules. 'Do nothing' is a valid outcome.

Example A win-back offer and a referral nudge both qualify on Tuesday. One is sent, the other is scheduled, and the timeline says why. See it on How it works

Smart Wallet

One customer balance that unifies points, store credit, vouchers and deposits, with separate ledgers underneath so every change is reversible and audited.

Example A $10 redemption draws from store credit first, then points, and both ledgers record the split. See it on How it works

Attribution

Revenue from the resulting order is attributed to the opportunity and module that triggered it — once, not by every app that touched the customer. Response and non-response feed back into scoring.

Example Order #4873 → attributed to Back in Stock + Loyalty, not to the welcome flow that ran three weeks earlier. See it on How it works

Capability glossary

These are the named capabilities you will see in settings, in the customer timeline and in reports.

Intent Engine

Scores purchase intent from wishlist, browse, back-in-stock and price-drop signals so recovery actions go to customers likely to buy.

Example Wishlisted twice and viewed three times this week: the restock alert goes out before the general announcement. See it on How it works

Incentive Guard

Prevents stacking and over-discounting by checking what a customer has already received before granting a new incentive.

Example A customer who received 15% off last week does not get a second discount on top of it. See it on How it works

Save Engine

Intervenes before a subscription cancellation with a pause, skip or swap offer, based on the customer's history.

Example A subscriber about to cancel after two skips is offered a one-month pause instead. See it on How it works

Reward Shield

Detects referral and loyalty fraud (self-referrals, refund farming, duplicate accounts) and claws back rewards on refunded orders.

Example A referral reward is reversed when the referred order is refunded inside the return window. See it on How it works

Trust Recovery

Suppresses review requests and promotions for customers with open support issues until the issue is resolved.

Example A review request is held while a delivery complaint is open, then sent three days after it is resolved. See it on How it works

Revenue Truth

Attributes each order to at most one retention action, so module reports never double-count the same revenue.

Example An order touched by a flow, a referral and a loyalty redemption is credited once, to the action that triggered it. See it on How it works

Retention Graph

The connected model of customers, signals, opportunities, actions and outcomes that every module reads from and writes to.

Example A review left today is visible to loyalty, referrals and segments the moment it lands. See it on How it works

Reading the timeline

Every customer has a timeline in the Ayra admin. Each line is a signal (a fact), an opportunity (a pattern worth acting on) or an action (something Ayra did, or decided not to do). Actions carry a reason: the rule that fired, the Journey Guard check that held it, or NO_ACTION with the cap or conflict that caused it. If a customer asks “why did I get this”, the timeline answers in one line. See Journey Guard rules for how to read the reasons.

Related

• How it works: the loop, the layers and a worked week for one customer.
• Events: the signal and action names developers see.