There are two reasons a customer might not show a persona:
OuterSignal wasn't confident enough to assign one. This is expected for some of your customers.
The persona is hidden from analytics. In that case the customer has a persona, but it shows as "no persona" in analytics and exports.
OuterSignal wasn't confident enough to assign a persona
OuterSignal doesn't force-fit customers into personas. A customer has to meet an internal confidence threshold before they're assigned to one of your personas. If their profile doesn't clearly belong to any group, they're left unassigned instead of placed in the wrong persona. This keeps your personas accurate and meaningful.
Is this normal?
Yes. Not every customer will have a persona, and that's expected. A healthy persona match rate is around 80% of your processed customers. For every 100 customers OuterSignal processes, roughly 80 will have a persona and 20 won't. When your match rate is in a healthy range, it's shown in the stat strip under the Personas page title.
Common reasons a customer isn't assigned a persona:
Limited enrichment data. OuterSignal couldn't find enough public information about this customer to build a confident profile, so there isn't enough signal to make a match.
Truly atypical profile. Some customers don't fit neatly into any of your persona groups. That's useful information in itself: it tells you this customer is an outlier compared to your core audience.
Is the persona hidden from analytics?
Admins and owners can hide a persona from analytics, for example a persona that isn't relevant to how your team reports. When a persona is hidden, its customers show as "no persona" in:
Persona Analytics
Exports
Product Intelligence
The weekly digest
Hiding only affects reporting. The customers are still assigned to the persona, their persona tags keep flowing to Klaviyo and Shopify, and other personas' shares and your brand totals don't change.
To check or undo it:
Go to Personas.
Click Exclusions in the toolbar (admins and owners only).
Below the Shopify tag exclusions, find the Hidden from analytics switch for each persona. Turn it off to bring that persona back.
The persona reappears right away, with no reprocessing needed.
When should I be concerned?
If a large share of your customers have no persona (for example, fewer than 6 or 7 out of every 10), or you don't see a match rate under the Personas title, it's worth a look:
First, check Exclusions to make sure no persona is hidden from analytics (see above).
If none are, the cause could be enrichment coverage, tagging, or the personas themselves. Email [email protected] or reach out to your CSM. We'll review your match rate and let you know if anything needs attention.