Connect Amplitude¶

Connecting Amplitude gives Squoosh a source to calibrate your synthetic shoppers against. Squoosh reads your recorded event traffic and shapes the shopper pool to match your real visitors, so experiment results reflect your actual audience. This page covers what the connection does and how to set it up from the Integrations page.

What the connection does¶

Amplitude is a calibration source. Once connected, Squoosh reads your event data and builds synthetic shoppers whose mix of device, traffic source, and geography matches your real visitors — the same role Google Analytics or Shopify Analytics plays. Setting a conversion event also gives Squoosh a conversion rate to ground shopper behavior against.

The connection is not required to run a test — Squoosh can build a pool from a general e-commerce mix without it. For how the calibrated pool behaves and how the match is measured, see Synthetic shoppers.

Connect Amplitude¶

You'll need an Amplitude project's API key and secret key. In Amplitude, these live under Organization settings → API Keys in the upper navigation (or, from inside a project, its Settings → General tab) — select the project to view its API key or generate a secret key.

Amplitude does not store your secret key. It's shown to you only once, at the moment you generate it — there's no way to retrieve it again afterward, so copy it into your records (or straight into Squoosh) before you navigate away. If you've lost it, generate a new one in Amplitude and use that instead.

1. In the sidebar, click Integrations.
2. In the Amplitude row, click Connect.
3. Enter:
4. API key — kept private; Squoosh never shows it again after you save it.
5. Secret key — also kept private. Paste it now, since Amplitude won't let you view it again once you leave its key-generation screen.
6. Region (optional) — us or eu. Defaults to us.
7. Base event (optional) — the event Squoosh treats as a pageview-equivalent for the device/geography/channel breakdowns, e.g. [Amplitude] Page Viewed. Leave blank to calibrate across all tracked traffic.
8. Conversion event (optional) — the event name Amplitude logs for a purchase or signup. Leave it blank if you don't want a conversion rate calibrated from Amplitude.
9. Click Connect.

Squoosh verifies the credentials live before saving. The row shows Connected — syncing while the first calibration read runs, then Calibrating shoppers from Amplitude once real data is grounding your shopper pool.

What it grounds¶

A dimension needs a reasonable amount of traffic before Squoosh treats it as real signal — a handful of events doesn't become a fabricated distribution. Below that floor, Squoosh leaves the dimension out of calibration rather than guessing.

Limits and caveats¶

• Device mix is inferred, not native. Amplitude doesn't track a device-type property directly, so Squoosh derives mobile/desktop/tablet from the operating system. This is disclosed on the connection's detail view.
• Traffic source may not be tracked. If referring_domain comes back empty across your project, Squoosh calibrates device and geography only.
• Conversion rate is event-based, not session-based. Because Amplitude has no session concept, the rate compares total event counts rather than true sessions.
• No conversion event configured means no conversion rate. Squoosh never invents one.

Troubleshooting¶

Related¶

• Synthetic shoppers — how the calibrated pool behaves and how the match is read.
• Connect Google Analytics and Connect Shopify — the original calibration sources.
• Connect a CSV import — an alternative if you'd rather export numbers from another tool.