
Klaviyo, the company that powers smarter digital relationships, has introduced Extended ID in limited availability—a new solution designed to enhance brands’ ability to track customer identities for up to a year using a native first-party identity graph. With improved website tracking and identification, brands using Klaviyo can collect more first-party data on their customers, enabling them to create smarter segments, run more targeted personalized campaigns, and trigger revenue-generating automations at scale.
“As online identifiers and touchpoints continue to grow, brands now have access to more data than ever before. However, web browsers and operating systems are imposing stricter restrictions on the lifespan of cookies, which limits brands’ ability to connect valuable data to shoppers’ online identities. This often results in frustrating experiences for customers, such as loyal shoppers not being recognized or receiving irrelevant offers. Black Friday and Cyber Monday exemplify this challenge: While many brands see increased activity during these events, if they cannot recognize returning customers in the new year, they are forced to start from scratch, asking for information already shared,” said Ed Hallen, Chief Strategy Officer at Klaviyo. “Consumers today expect brands to recognize them and offer tailored experiences that make them feel valued. Extended ID enables brands to collect the data they need to deliver personalized journeys that drive loyalty and revenue.”
The Extended ID solution helps brands address the limitations of current tracking technologies and cookie restrictions, providing a solution for maintaining accurate, unified customer profiles over time. This innovation empowers brands to offer a more seamless, personalized experience across channels, even as online environments evolve.
Jen Kessler, VP of Product at Klaviyo, emphasized, “Brands are increasingly using data to cultivate loyalty and meet customer expectations. As data becomes more restricted, brands struggle to recognize returning customers. Extended ID gives them the ability to collect richer data on their customers, trigger high-converting flows, and target campaigns with greater precision, leading to better conversion rates.”
With the launch of Extended ID, Klaviyo is making further investments in identity resolution, supporting omnichannel brands as technology continues to evolve. The platform’s ability to gather first-party data and create accurate, deduplicated customer profiles ensures brands can continue to deliver high-quality, personalized experiences that drive growth.
Klaviyo’s Extended ID solution will soon be available to all paying customers.
About Klaviyo
Klaviyo (CLAY-vee-oh) helps businesses build smarter digital relationships by enabling them to capture, analyze, and use their first-party data to achieve measurable outcomes. Its intuitive SaaS platform empowers businesses to send personalized messages across email, SMS, and push notifications. Klaviyo is trusted by over 157,000 customers, including leading brands like Mattel, TaylorMade, Liquid Death, and Stanley 1913, to drive customer acquisition, engagement, and retention. Learn more at klaviyo.com.