Funny thing. I experimented a bit, and it seems to be browser related:
Firefox 26.0: First token actions, ordered according to the ordering in the character sheet; then follow the macros, in alphabetical ordering (as described by both Roger and Asa)
Chrome 31.0.1650.63 m: The ordering is different from the ordering in FF, and seems somewhat random. Macros are intermixed with token actions, and neither changing the sorting of the token actions in the char sheet nor their names seems to influence the ordering.
Personally, I would prefer to use Chrome, but having 20+ actions in the token bar, I would like to have the same kind of control as I have in FF.
I would consider this a bug - anyone agrees?