A profile is one customer in your project. The Profiles page lists everyone Adapty Mail knows about and shows each person’s purchase outcome, email engagement, and full activity journey.

Profiles arrive automatically, through whichever entry point you set up. An email address is the entry requirement: Adapty Mail creates no profile for a customer who hasn’t given you one.

How profiles get into Adapty Mail

Adapty Mail creates profiles automatically from three sources:

• Adapty: The Adapty SDK collects emails and purchases from your app. See Connect Adapty to Adapty Mail.
• Adapty Mail API: Your backend sends profiles and transactions server-to-server. See Send data via the API.
• FunnelFox: Your web funnels forward emails, purchases, and subscription events. See Connect FunnelFox to Adapty Mail.

Adapty Mail matches people by email address. Two sources reporting the same address land on one profile; two different addresses create separate profiles, even when customer_user_id is identical. Each source keeps its own identifier for the person, and the profile page lists them all under External Profile IDs.

If you also use Adapty, a profile here is not your Adapty profile. Adapty Mail keeps its own records and stores the Adapty profile ID as one of those external IDs. Expect fewer profiles here than in Adapty, because an Adapty profile with no email address never arrives.

You can’t create or edit profiles here — whichever source sent them owns that data — but you can unsubscribe and delete them.

The Profiles list

The list shows one profile per row, newest first. Use the search box to find a profile by email, profile ID, or external profile ID.

Column	Shows
Profile	The customer’s email and the campaign behind their most recent email event.
Status	The profile’s purchase state. See Profile status.
Country	The customer’s country.
Open rate	Emails opened divided by emails sent. A dash means no emails were sent yet.
LTV	Lifetime value — total revenue from this profile across all sources.
Joined	When the profile first entered Adapty Mail.
Last activity	When the profile’s most recent email event happened. A send counts, not only an open or a click.

Profile status

The Status column shows the profile’s purchase state — what the customer bought and whether it’s still active. It says nothing about whether they receive your emails.

Status	Meaning
Never purchased	The customer hasn’t bought anything.
Purchased	The customer made a one-time purchase.
Active subscriber	The customer has a paid subscription set to renew.
Renewal cancelled	Auto-renew is off; access lasts until the current period ends.
Billing issue	A renewal payment failed.
Grace period	Payment failed, but access continues during the store’s grace period.
Churned	The subscription expired and access ended.
Refunded	A purchase was refunded.

Profile details

Click a profile to open its detail page.

The profile header

The header identifies the customer: email, country, gender, age, platform, and the “customer since” date. It also carries three badges:

• Purchase status: The profile’s purchase state, using the values listed under Profile status.
• Open rate: This profile’s opens against the emails sent to it. Analytics counts recipients who opened at least once, not emails, so the two figures differ.
• Email status: Subscribed, or the reason sending stopped — such as Unsubscribed, Bounced, or Reported spam. This badge is unrelated to the paid subscription in Status.

Subscribed means nothing blocks a send — not that anything is scheduled. The profile still has to match a segment in a flow, and double opt-in holds marketing back until they confirm their address. Reasons emails stop covers every reason that replaces Subscribed.

Engagement metrics

Five metrics run across the top of the page:

• Sent: Emails sent to the profile.
• Delivered: Emails the mailbox provider accepted.
• Opened: Times the recipient opened an email, counting repeat opens.
• Clicked: Times the recipient clicked a link.
• Revenue: Two figures — attributed revenue and lifetime value.

The Profile card

The Profile card lists the customer’s attributes:

• Platform: The platform of the customer’s most recent device, such as iOS or Android.
• Email provider: Who runs the mailbox — Google, iCloud, Proton, and so on — identified from the domain’s MX records. Disposable marks a throwaway-address service, which fails verification and arrives already suppressed.
• Country: The customer’s country.
• Store country: The country of the customer’s App Store or Google Play account.
• Gender: The customer’s gender, if known.
• Age: The customer’s age, followed by the birthday the source sent.
• Profile ID: Adapty Mail’s internal identifier for the profile.

External Profile IDs lists one entry per source — Adapty, FunnelFox, or Custom — each with the identifier that source uses for this person and when it first arrived. Custom attributes lists the key-value pairs the source sent.

Purchase state

The Purchase state card shows the profile’s revenue and purchase history. Lifetime value appears at the top, with the recurring revenue beneath it, followed by up to two sections:

• Subscription: Price, store, start date, product ID, and a date labelled Renews while access lasts or Expired once it ends.
• One-time purchase: Price, store, purchase date, and product ID for the most recent one-time purchase.

When the customer has both, each section carries its own status badge. If they haven’t bought anything, the card shows No purchase yet.

Segments

The Segments card counts how many segments the profile currently matches and lists them; click one to open it. If none match, the card shows Not in any segment. Adapty Mail re-runs the filters on every request, so the list always reflects the latest profile data. Segments covers how to build them.

The activity journey

The Journey section is a timeline of everything that happened to the profile, starting with Profile created. Email events and transaction events interleave in one list.

Email events

Each entry is one email Adapty Mail sent. Expand it to see the links the recipient clicked and any purchase the email drove. A chip shows how far the email got:

Chip	What it means
Scheduled	The email has a send time and Adapty Mail hasn’t sent it yet.
Sent	Adapty Mail sent the email and has no delivery confirmation for it yet.
Delivered	The receiving mail server accepted the email. This chip replaces Sent.
Opened	The tracking pixel loaded.
Clicked	The recipient clicked a link. Expand the email to see which links, and the purchase it drove.
Confirmed	The recipient confirmed their address from a double opt-in email.
Bounced	The receiving mail server refused the email and returned it.
Spam report	The recipient marked the email as spam.
Unsubscribed	The recipient unsubscribed.
Delayed	The receiving mail server asked Adapty Mail to try again later.
Throttled	Every sending domain was over its daily limit, so the email waits.
Cancelled	The email won’t send. A purchase, an unsubscribe, a bounce, a spam report, a deletion, or a second throttle all cancel what’s left of a sequence — see Reasons emails stop.

Transaction events

Each entry is a subscription or one-time purchase milestone. The journey shows a plain-language label in place of the raw event_type:

event_type	Journey label
subscription_started	Subscription started
subscription_renewed	Subscription renewed
subscription_renewal_cancelled	Renewal cancelled
subscription_renewal_reactivated	Renewal resumed
billing_issue_detected	Billing issue
entered_grace_period	Entered grace period
subscription_expired	Subscription expired
subscription_refunded	Subscription refunded
non_subscription_purchase	One-time purchase
non_subscription_purchase_refunded	Purchase refunded

These events reach Adapty Mail automatically through the Adapty SDK, or you can send them yourself through the API.

Unsubscribe a profile

To stop sending emails to a profile, open its page, click …, and select Unsubscribe. Adapty Mail marks the profile as unsubscribed and adds it to your suppression list, so campaigns and flows skip it.

Once a profile is suppressed — for any reason — Unsubscribe stays disabled. Reasons emails stop covers the two ways recipients unsubscribe themselves.

Delete a profile

Delete a profile to erase what Adapty Mail stores about a person — to answer a data-deletion request, for example.

To delete a profile, open its page, click …, select Delete, and confirm. Adapty Mail then:

• Erases the email address and every personal attribute: name, gender, birthday, country, store country, device details, and custom attributes.
• Cancels the emails still scheduled for the profile.
• Removes the profile from the Profiles page.

You can’t undo this. Purchase records survive with nothing left to identify the person, so your revenue totals don’t change.

Deletion doesn’t block the address. If a source sends it again, Adapty Mail creates a new profile, unconnected to the deleted one. To keep someone out for good, stop the source from sending their data.

Your backend can delete profiles too, through the Delete profile endpoint.