There could be several factors causing this:

  • We  can only report on the data you send Ometria, and often this is the result of contacts abandoning the site or identifying themselves on site without explicitly being asked if they want to receive emails. This would result in an "unknown" status.
  • The ecommerce platform may not be setup correctly - i.e. contacts are automatically opted in with a pre-ticked check box. If the system does not pass these contacts to their subscriber list, Ometria will not receive their subscriber status, but will receive the contact as attached to the order.
    Conversely, if people do not check the box, it may not mean they have explicitly opted out so their status would still remain 'unknown'.