Why does Klaviyo have new profiles that never signed up?
The Klaviyo help pages give 4 common reasons. The first to rule out: Not every new profile is a subscriber. Someone can give you their email, for example when they buy from you, without signing up for your emails.
What causes it?
Not every new profile is a subscriber. Someone can give you their email, for example when they buy from you, without signing up for your emails.
In the Klaviyo help:
It is possible for someone to share their email with you without explicitly consenting to ongoing email marketing.
Understanding active profile management in Klaviyo, read 2026-11-12.A connected store can add profiles for customers and shoppers as well as subscribers, so new profiles can rise with store activity.
In the Klaviyo help:
Ecommerce integrations (e.g., Shopify and WooCommerce) can add both types of active profiles to Klaviyo
Understanding active profile management in Klaviyo, read 2026-11-12.Shoppers who reach checkout can become profiles without filling in a signup form.
In the Klaviyo help:
When visitors go through checkout on your website, Klaviyo automatically identifies them and collects checkout events.
Understanding identity resolution in Klaviyo, read 2026-11-12.Someone already on your email list who opts in to texts another way can end up with a second profile, so one person can count twice.
In the Klaviyo help:
This customer action results in a separate profile for receiving SMS messages.
Understanding identity resolution in Klaviyo, read 2026-11-12.
How do I check it myself?
Compare new profiles with new list members knowing that one profile can sit on several lists, so the two numbers measure different things.
In the Klaviyo help:
If, for example, someone is part of three different lists, they won't exist three times in your account.
Understanding profiles in Klaviyo, read 2026-11-12.If you find duplicate profiles for one person, Klaviyo lets you merge them.
In the Klaviyo help:
Merging combines 2 profiles for the same contact into 1.
Understanding profiles in Klaviyo, read 2026-11-12.Check carefully before merging or deleting profiles to tidy the count, because Klaviyo cannot undo either.
In the Klaviyo help:
Note that deleting and merging profiles cannot be reversed.
Understanding profiles in Klaviyo, read 2026-11-12.
How would I know the day it starts?
- Feder reads the new profiles Klaviyo records each day and compares each day with your own history.
- It tells you when new profiles go quiet or move outside your usual range.
Some numbers are too quiet to judge daily, such as a form filled in a few times a week. Until there is enough of your own history to judge a change, Feder says it is still learning and scores nothing, rather than guessing.
See what Feder reads from Klaviyo, which feeds Interest. Feder only reads. It never changes anything in Klaviyo.
What else goes wrong with these numbers?
- Why aren't my Klaviyo form submissions adding people to my list?Klaviyo
- Why did new profiles stop coming into Klaviyo?Klaviyo
- Why did Google Analytics stop collecting data?Google Analytics
- Why aren't my key events showing in Google Analytics?Google Analytics
- Why does Google Analytics show (not set)?Google Analytics
See every question.
Where do these answers come from?
Every cause and check on this page comes from the Klaviyo help pages, quoted above with the date we read them. Last reviewed 2026-11-12. We read them again by 2027-11-12. If one changes, this page changes or comes down.