When you first get started with Sitecore's experience profile the reporting for contacts can cause a little confusion. There are 3 terms that are thrown around, 1) Anonymous 2) Unknown 3) Known. When you read the docs they can bleed into each other a little. First, have a read through the Sitecore tracking documentation to get a feel for what Sitecore is trying to do. There are a couple key things here to first understand: Unless you call " IdentifyAs() " for request the contact is always anonymous. Tracking of anonymous contacts is off by default. Even if you call "IdentifyAs()" if you don't set facet values for the contact (like first name and email) the contact will still show up in your experience profile as "unknown" (because it has no facet data to display). Enabled Anonymous contacts Notice in the picture I have two contacts marked in a red box. Those are my "known" contacts that I called "IdentifyAs"