When someone access your site and you’re using Route, this person will be tagged with a cookie so we can track their steps. But, this doesn’t mean that this person is already an identified contact for Route.
We keep track of any user that receives our cookie even if this person is not identified. We do this because we want you to know the user’s previous behavior until they become an identified contact.
Although you can send Automations and Broadcast campaigns to identified and unidentified contacts, like the ones you add manually or import as a .csv file, the events will only be executed for identified contacts.
Learn more how Route identify contacts script works.