You will learn
Learn how to set up extended ID to compliantly capture and track subscriber interactions with your brand for longer. Extended ID is a first-party identity graph feature that allows you to track and hold cookies for up to 1 year. Thus allowing you to identify these interactions and behaviors longer to target, segment, and automate marketing messages.
Before you beginBefore you begin
Please note the following items related to the extended ID:
- Extended ID is available on all Klaviyo paid plans.
- Extended ID does not provide integrations with conversion APIs (CAPIs) and support for probabilistic identifiers (i.e., identifiers like IP address, device data, click ID, location, or user agent).
- Re-identification tracking across a company, devices, and browsers are not supported
- Extended ID does not use fingerprinting technology.
If you choose to turn on extended ID, it is strongly suggested that you re-issue your cookie notices to your customers and inform them that Klaviyo will use a first-party cookie to re-issue the Klaviyo cookie. This will allow Klaviyo and your business to re-identify users after their browser cookie expires. Furthermore, it is recommended that you update your privacy notice to ensure that your customers are notified of this re-identification process.
How does extended ID work?
Extended ID works by leveraging common deterministic identifiers (i.e., exact unique identifiers). For other platforms or solutions, you will need to set up custom identifiers.
Extended ID cannot automatically create new profiles based on shopper info from other sites. A shopper needs to already have a Klaviyo profile for extended ID to re-identify them and update their Klaviyo identity cookie.
Turning on extended ID
- Click on the account menu in the lower left of your account.
- Choose Settings from the menu.
- Navigate to the Data tab.
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In the Extended ID section, click Enable. Once you click Enable, your account will start extending the tracking of cookies.
Once this is selected, you will start extending out tracking up to the 1 year mark. With respect to this, no historical user can be “re-synced” meaning that cookie and identity events only start syncing from the time they are enabled.
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Optional: click Close in the upper right if you are finished and do not need to connect any custom identifiers. Custom identifiers provide the ability to connect other pixel tracking solutions or tools (e.g. Pinterest, Adobe Analytics, HotJar, Criteo, LinkedIn insight, etc.) and any customer-owned IDs. These custom identifiers must have cookie values that are unique to each shopper for them to be eligible for use in Extended ID. If you have any of these additional solutions that you want to connect (and Klaviyo was not able to auto connect), continue to the next step. Note that you may need development resources or help to locate some of this information.
It is not suggested to use essential cookies (i.e., cookies for logins or authentication. Non-essential cookies (i.e., ones used for marketing purposes or non-essential site function) are considered safe to use.
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Optional: on the Add custom identifiers, fill in the name of your custom identifier in the Enter Custom Identifier field. Add your cookie value in the Key field. Keep in mind that this information is commonly stored as key-value pairs. For example, in the cookie user_id=12345, the “user_id” is your key and “12345” is the value. Then, open the Location/source dropdown to find and select your tool.
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Optional: click the + Add button to add more custom identifiers as needed.
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Optional: in the upper right, click Save. Once you have saved your custom identifier, you will be brought to the initial setup screen showing it’s status as Verifying. Note that it could take up to 2 weeks for the identifier to be verified.
Once your custom identifier has been verified, the status on the setup page will change to Active. This now means that any tracking going forward has been extended for that solution. However, if your status is Failed, you may need to adjust the settings that you have in the identifier setup
Disabling extended ID or specific identifiersDisabling extended ID or specific identifiers
If you have a solution or tool connected that you no longer wish to have extended tracking for, you can disable them. Additionally, if you wish to turn off extended ID completely across all of your tools, you can do that as well.
By disabling one or all extended ID identifiers, you will immediately revert back to Klaviyo default tracking settings.
- Click on the account menu in the lower left of your account.
- Choose Settings from the menu.
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Navigate to the Data tab.
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Optional: in the Extended ID section, click on the 3 dot menu next to the specific identifier you want to remove. Choose Disable Extended ID and click Disable to confirm.
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Optional: in the Extended ID section, click on the 3 dot menu in the upper left. Choose Disable Extended ID and click Disable to confirm.