Keep synthetic traffic out of your analytics¶

Squoosh hides its synthetic shoppers from your analytics and ad dashboards, so your reports reflect only real customers. This is on by default — you don't add any filters or audience rules to turn it on.

Blocking happens in the browser before any tracking data is sent, so the events that would normally create a visit are never recorded in GA4, Shopify, or your ad platforms. That is why there is nothing to configure on the analytics side.

You manage it under Settings → Analytics & Privacy, in the section labeled Control how synthetic traffic is handled.

The controls¶

The section has one toggle, one scan action, and a third toggle that appears only after you scan.

Exclude synthetic from analytics is the recommended setting and covers most stores on its own. Leave it on unless you have a reason to turn it off.

Settings save as you change them. You'll see Saving… and then Saved. below the section.

Build a property-specific blocklist¶

Use this if your site has a non-standard analytics setup and you want tighter coverage than the default block.

1. In the sidebar, click Settings, then open Analytics & Privacy.
2. Under Advanced analytics blocklist, click Scan property.
3. Wait for the scan to finish. The badge shows Up to date with the last-scanned time.
4. To refresh later, click Re-scan.

You need an active property to scan. If none is connected, the section prompts you to connect one in the Properties tab first.

Block functional widgets¶

After a scan, a third control appears: Block functional widgets too. It also blocks third-party widgets such as Forter, Affirm, Klaviyo popups, and chat agents, in addition to analytics.

This control is aggressive and off by default. It can break checkout or trigger a CAPTCHA, so turn it on only if a specific widget is interfering with your experiments, and re-test checkout afterward.

What's covered¶

The default block applies to the major analytics and advertising platforms:

This list is updated regularly as new platforms are identified.

Limitations¶

A few setups can still let a synthetic session reach your analytics.

Server-side tracking. Some platforms send analytics data from your server, not the browser. Squoosh blocks in the browser, so it can't intercept those events. Sessions with (not set) geography during an experiment are the likely sign of this. You can exclude them in GA4 with a custom audience filter.

Klaviyo forms. Squoosh blocks Klaviyo tracking to keep your email analytics clean. As a side effect, synthetic shoppers may skip Klaviyo popups, signup forms, or back-in-stock alerts. This doesn't affect your data — the shopper skips that step and moves on.

Custom analytics proxies. If your site routes tracking through a custom domain instead of the platform's default endpoint, it may not be on the default blocklist. Contact support at support@squoosh.ai and we'll add it.

Verify it's working¶

Open your GA4 Realtime report while an experiment is running. You should not see active users climb in step with the synthetic shoppers. If you do, click Scan property under Settings → Analytics & Privacy to build a property-specific blocklist, then contact support at support@squoosh.ai.