Identify Call

An identify call is the SDK method that tells an analytics tool which known user the current browser belongs to, and attaches traits such as plan or signup date to that profile.

The call takes a user ID and an optional set of traits such as plan, signup date or role. In Segment-style and Amplitude-style SDKs it is not a behavioural event: it updates a profile and links the anonymous identifier to the user ID, so it should not appear inside funnels or event volume. It belongs immediately after a successful login and on every page load where the session is already authenticated, otherwise the first events of the visit stay anonymous. The usual error is passing a mutable value such as an email address as the user ID, because a changed email then creates a second user.