Calibrate synthetic shoppers¶

Calibration shapes your pool of synthetic shoppers to match your real audience. Squoosh reads your connected analytics source and builds an audience whose mix of devices, traffic sources, and locations matches your actual visitors. The pool is reused across every experiment, so results stay comparable. Calibrate once per property before your first experiment, and recalibrate when your traffic changes.

Before you start¶

Connect Shopify or Google Analytics for the property under Integrations. Squoosh can build a pool without a connected source, but it falls back to a general e-commerce audience. Connecting a source is what shapes the pool to your real traffic and makes the Shopper match score available.

Calibrate your pool¶

1. In the sidebar, click Synthetic Shoppers.
2. If you have no pool yet, the page shows No synthetic shoppers yet.
3. Click Calibrate shoppers. There's no size to choose — Squoosh calibrates the pool for you.
4. Wait for calibration to finish. The status pill reads Calibrating… while Squoosh studies your traffic and drafts the shoppers, then Calibrated when the pool is ready.

The pool fills with named shoppers you can inspect. To rebuild the pool later — after your traffic shifts — click Recalibrate. Calibration takes a few minutes while Squoosh studies your traffic and drafts the shoppers.

Read the Shopper match score¶

The Shopper match tile reports how closely your synthetic pool matches your recorded traffic, as "N% across K calibrated attributes." The percentage is the distribution overlap between your real visitors and your synthetic audience; the denominator names how many attributes were actually matched to real data, so the number never claims more than it measured. A match of 80% or higher is strong.

The Shopper match meter, with the top cohorts and the by-attribute breakdown beside it.

The tile shows a score only once a pool exists and real traffic is available to compare against. Squoosh never fills in a number it can't measure:

• With a source connected and recorded traffic to compare against, the tile shows the match percentage and reads Traffic mix matched to Google Analytics or Shopify.
• Without a connected source or any recorded traffic yet, the tile reads Connect Shopify or Google Analytics and shows no score.

Switch the pool panel to the Calibration view (or click View calibration) to open the attribute matrix. Each attribute is a row with a label that says exactly how it was calibrated: Calibrated · GA4 / Shopify (matched to your traffic, with a per-attribute match %), Default mix (a default e-commerce mix, not your data), Not modeled or Unavailable (attributes still rolling out, such as visitor type and age), and Modeled (behavioral traits, which are always modeled priors, never measured). Only Calibrated attributes count toward the headline percentage. Use Re-sync to refresh against your latest data.

If the match is below 80%, confirm the correct analytics source is connected for the property.

Inspect a shopper¶

Each shopper mirrors a slice of your traffic. Click a shopper in the grid to open its detail. You'll see its name, region, and a Device · source line, a short bio, and any needs or pain points. Four trait bars describe how it shops, each as a percentage:

A shopper's detail, with the four trait bars and its needs and pain points.

The pool panel also breaks your audience down By attribute across device, traffic source, and geography, so you can see the makeup of the pool.

Next steps¶

Once your pool reads Calibrated, you're ready to test. See Run an experiment.