> ## Documentation Index > Fetch the complete documentation index at: https://docs.vortexiq.ai/llms.txt > Use this file to discover all available pages before exploring further. # Unverified Email Customers, Adobe Commerce > Unverified Email Customers for Adobe Commerce stores. Tracked live in Vortex IQ Nerve Centre. How to read it, why it matters, and how to act on it. **Metrics type:** [Supporting Metrics](/nerve-centre/overview#metrics-types-explained) • **Category:** [Ecommerce Platform](/nerve-centre/connectors#connectors-by-type) ## At a glance > Customers in the registered base whose email is not verified (`is_active = 0` or `confirmation IS NOT NULL`) and whose registration is older than 7 days. Adobe Commerce stores `confirmation` as a token; when the customer clicks the verification link, `confirmation` is 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 | **Distribution by signup source:** | 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) | **Insight pattern:** 1. **15% breaches the 10% alert threshold.** Investigate. 2. **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. 3. **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. 4. **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. 5. **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. 6. **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](/nerve-centre/kpi-cards/adobe-commerce/unique-customers) | The denominator. | | [New Customers](/nerve-centre/kpi-cards/adobe-commerce/new-customers) | Recent unverified are mostly new. | | [Email Health](/nerve-centre/kpi-cards/adobe-commerce/email-health) | Broader email-list quality view. | | [Customers with Zero Spend](/nerve-centre/kpi-cards/adobe-commerce/customers-with-zero-spend) | Overlap, unverified + zero-spend = abandoned/bot/fake accounts. | | [Guest vs Account](/nerve-centre/kpi-cards/adobe-commerce/guest-vs-account-orders) | Account-creation share; if guest is dominant, less unverified pressure but lower retention. | | [`klaviyo.unsubscribe_rate`](/nerve-centre/klaviyo/unsubscribe_rate) | Active list health. | | [`klaviyo.deliverability_score`](/nerve-centre/klaviyo/deliverability_score) | ESP-side deliverability; pair to diagnose ESP throttling. | | [`shopify.unverified_emails`](/nerve-centre/kpi-cards/shopify/unverified-email-customers) | 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 | **Cross-connector reconciliation (when these connectors are connected for this merchant):** | Card | Expected relationship | What divergence tells you | | ---------------------------------------------------------------------------- | ------------------------------------------------------------------------------- | -------------------------------------------------------------------------------------------------- | | [`klaviyo.suppressed_count`](/nerve-centre/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`](/nerve-centre/mailchimp/unsubscribed_count) | Similar logic for Mailchimp | Same diagnostic. | ***
Documentation cross-reference (for agencies running multiple platforms) * [`shopify.unverified_emails`](/nerve-centre/kpi-cards/shopify/unverified-email-customers) * [`bigcommerce.unverified_emails`](/nerve-centre/kpi-cards/bigcommerce/unverified-email-customers)
## 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 as `is_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. *** ### Tracked live in Vortex IQ Nerve Centre *Unverified Email Customers* is one of hundreds of KPI pulses Vortex IQ tracks across Adobe Commerce and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English. [Start for free](https://app.vortexiq.ai/login) or [book a demo](https://www.vortexiq.ai/contact-us) to see this metric running on your own data.