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. Under Pool size, choose how many shoppers to generate: 100, 1,000, or 10,000. Leave it at the default of 1,000 unless you have a reason to change it.
3. Click Calibrate shoppers.
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, or to change the pool size — click Recalibrate.

A larger pool covers more of your audience but takes longer to calibrate.

Read the Shopper match score¶

The Shopper match tile reports how closely your synthetic pool matches your recorded traffic, as a single percentage from 0 to 100. It compares the distribution of device, traffic source, and location between your real visitors and your synthetic audience. A match of 80% or higher is strong.

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, the tile reads Calibrated with Shopify or Calibrated with Google Analytics and shows the match percentage.
• With no source connected, the tile reads Connect Shopify or Google Analytics and shows no score.

Click View shopper attributes to open the full comparison of your recorded traffic against the synthetic pool.

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:

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.