At a glance
Customers in the registered base whose email is not verified (is_active = 0orconfirmation IS NOT NULL) and whose registration is older than 7 days. Adobe Commerce storesconfirmationas a token; when the customer clicks the verification link,confirmationis set to NULL. A persistent token over 7 days is “unverified”. High share signals (a) bot-driven sign-ups, (b) confirmation-email deliverability issues (often Mailgun/SendGrid throttle), or (c) customers who registered via guest-to-account flow but never confirmed.
| What it counts | COUNT(customers WHERE confirmation IS NOT NULL AND created_at < now() − 7 days) ÷ COUNT(customers) × 100. Only registered customers (guests bypass confirmation entirely). |
| API field | customer.confirmation, customer.is_active, customer.created_at from GET /rest/V1/customers/search. |
| Why is this a problem | Unverified customers can’t log in to view past orders, can’t receive marketing emails (most ESPs reject unverified senders), and may be bots/test accounts cluttering the customer base. For Adobe Commerce merchants integrated with Klaviyo/Mailchimp, the ESPs reject sends to unverified addresses; effective email base is smaller than the merchant assumes. |
| VAT / tax / shipping / discounts / refunds / cancelled / currency | n/a, the card is a customer count ratio. |
| Multi-store scope | Adobe Commerce can be configured per-Store-View confirmation requirement (some Store Views require email confirmation, some don’t). Set via Stores > Configuration > Customers > Customer Configuration > Require Emails Confirmation. The card respects whatever the merchant configured; if Store View has confirmation off, no customer there is “unverified” by the card’s definition. |
| Time window | RT (real-time snapshot). |
| Alert trigger | >10% of registered customer base. Above 10% indicates a structural problem worth investigating. |
| Sentiment key | unverified_email |
| Roles | owner, marketing |
Calculation
Calculated automatically from your Adobe Commerce data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.Worked example
A B2B+DTC apparel merchant on Adobe Commerce 2.4.7. Snapshot 13 May 26 (real-time). 28,400 registered customers in the base. Unverified breakdown:| Slice | Count | % of base | Notes |
|---|---|---|---|
| Total registered customers | 28,400 | 100% | |
With confirmation IS NOT NULL AND created >7 days ago | 4,260 | 15.0% | this card; alert breached (>10%) |
| Of those: created in last 30 days | 1,820 | 6.4% | recent and not-confirmed |
| Of those: created over 6 months ago | 980 | 3.5% | likely abandoned |
| Of those: B2B accounts | 38 | 0.1% | rare; B2B usually verifies |
| Suspected bot signups (registered + cancelled all orders + email pattern) | 720 | 2.5% | candidates for purge |
| Source | Unverified | % unverified within source |
|---|---|---|
| Storefront sign-up form | 2,840 | 12% |
| Checkout “create account” toggle | 1,200 | 9% |
| B2B Companies portal (admin-created) | 38 | 6% |
| Imported list (legacy migration) | 182 | 87% (legacy emails never re-confirmed) |
- 15% breaches the 10% alert threshold. Investigate.
- Imported list at 87% unverified is the dominant cause of the breach. Likely a Magento 1 to Magento 2 migration where customer records came over but confirmation tokens didn’t translate. Either (a) re-trigger confirmation emails (some customers may never have used the new platform), or (b) accept they’re a dead segment and exclude from active counts.
- Storefront form at 12% unverified is high. Investigate confirmation-email deliverability; if the ESP throttled or had domain reputation issues for a week, that week’s signups would all show unverified. Cross-check the email-sending logs.
- Checkout-create-account at 9% is on threshold. Account creation during checkout is rushed; customers click “create account” then immediately complete checkout and never verify. Consider implementing a “magic link” or social-sign-on as an alternative to email verification.
- Bot signups at 2.5% is the suspicious cluster. Patterns to look for: same-email-domain in bursts, sequential email addresses (
buyer1@x.com,buyer2@x.com), registration-only-no-order. Bulk-purge to clean the customer base. - Action queue: (a) re-confirmation campaign for the legacy migration cohort; (b) ESP deliverability audit; (c) bot-purge SQL:
DELETE WHERE confirmation IS NOT NULL AND created_at > 30 days ago AND no_order_history; (d) consider switching to passwordless / Google Sign-On for new registrations.
Sibling cards merchants should reference together
| Card | Why pair it with Unverified Emails |
|---|---|
| Customer Count | The denominator. |
| New Customers | Recent unverified are mostly new. |
| Email Health | Broader email-list quality view. |
| Customers with Zero Spend | Overlap, unverified + zero-spend = abandoned/bot/fake accounts. |
| Guest vs Account | Account-creation share; if guest is dominant, less unverified pressure but lower retention. |
klaviyo.unsubscribe_rate | Active list health. |
klaviyo.deliverability_score | ESP-side deliverability; pair to diagnose ESP throttling. |
shopify.unverified_emails | Cross-platform peer (Shopify uses different verification flow). |
Reconciling against the vendor’s own dashboard
Where to look in Adobe Commerce Admin:Customers > All Customers with the “Confirmed Email” filter set to “Unconfirmed”. The grid count should match this card.The “Confirmed Email” filter may not appear by default in the column selector; add it via the column-customisation menu at the top-right of the grid. For per-Store-View slicing:
The Admin scope selector (top-left) restricts to one Store View. Compare each Store View’s unconfirmed count.For confirmation-email config:
Stores > Configuration > Customers > Customer Configuration > Require Emails Confirmation controls whether the Store View requires confirmation. If “No”, customers are auto-confirmed at registration; the card shows zero unconfirmed for that Store View.Why our number may legitimately differ from a manual Admin check:
| Reason | Direction of divergence |
|---|---|
| 7-day grace period. The card excludes customers registered <7 days ago. Admin grid shows them as Unconfirmed regardless of age. | Card lower than Admin |
| Multi-Store-View confirmation config. If different Store Views have different confirmation requirements, Admin user’s scope dictates what they see. The card respects the underlying record. | Configuration-dependent |
| Soft-deleted customers. Some merchants soft-delete bot accounts via custom flags. Admin grid hides them; card may include them. | Custom-install dependent |
| Time-zone, sync lag. Standard. | Minor |
| Card | Expected relationship | What divergence tells you |
|---|---|---|
klaviyo.suppressed_count | Klaviyo’s suppressed-email count for “unverified” reason should match this card | Material divergence means the Adobe → Klaviyo profile-sync isn’t carrying the verification status. |
mailchimp.unsubscribed_count | Similar logic for Mailchimp | Same diagnostic. |
Known limitations / merchant FAQs
Why is the threshold set at 10%? Industry-typical “healthy” sits at 3-7%. Above 10% indicates structural issues (deliverability, bot signups, legacy migration debris). Below 3% is rare and usually means the Store View has confirmation off or aggressive auto-purge. Should I bulk-confirm all unverified emails to clear the alert? No. That would defeat the purpose of email verification. Bulk-confirm risks adding bot or fake addresses to your active list, hurting ESP deliverability scores. Instead: re-trigger confirmation emails, or purge after a 30-90 day grace. My Magento Open Source store has confirmation off by default; why does this card matter? If confirmation is off, all customers are auto-confirmed; this card shows zero. Useful only if you have confirmation enabled on at least one Store View. Otherwise, ignore the card. A B2B Company customer is unverified, what should I do? Manual review. B2B accounts are usually onboarded by a Sales rep and rarely unverified. If a B2B Company customer is unverified, either the Sales rep skipped the confirmation step or the buyer never opened the email. Have the Sales rep follow up directly. Why are imported legacy customers always unverified? Most platform migrations don’t carry confirmation tokens. Magento 1 to Magento 2 migrations typically import customers asis_active=1 but confirmation IS NOT NULL. The customer is “active enough to log in if they remember their password” but technically unverified. Either re-trigger confirmation or accept and move on.
Bot signups, how do I detect them automatically?
Patterns: (1) sequential emails (buyer1@, buyer2@); (2) random-string usernames like xkfjs23@gmail.com; (3) registration only, never order; (4) IP cluster from a single ASN; (5) registration timestamps clustered tightly (50 in 10 minutes). Adobe Commerce doesn’t auto-detect; use the Vortex IQ workspace’s bot-detection feature or a third-party like Cloudflare Bot Management.
My ESP says I have a deliverability issue, can this card help?
Yes. A spike in unverified % over a 1-2 week window often correlates with ESP throttling. Cross-link with the ESP’s deliverability dashboard. Confirmation emails are typically sent through the same ESP as marketing emails (or via Magento’s transactional service), so the diagnostic is shared.
How long until an unverified account expires?
Adobe Commerce doesn’t expire by default. Unverified accounts stay forever unless the merchant runs a manual purge. Some merchants implement a 90-day expiry job; this card supports a “stale unverified” filter that lists candidates.
Can I re-trigger confirmation emails in bulk?
Yes via the Admin tools menu or the API: POST /rest/V1/customers/{customerId}/confirm. Be careful with rate limits and ESP throttling on bulk sends; spread the campaign over 1-2 weeks.
My Store View has confirmation requirement off. Why is this card non-zero?
Either (a) you turned confirmation on after some customers had already registered without it, leaving them in a weird state; or (b) the config is per-Store-View and this card aggregates across; some Store Views may have it on. Slice per Store View for clarity.