Cross Brand Identity Resolution

Enterprise organizations often run multiple brands as separate Klaviyo accounts. Cross-brand identity resolution links profiles across those accounts to reveal when the same person shops multiple brands, supporting unified reporting, portfolio-level customer insight, and cross-brand strategy without merging the brand accounts.

Profile linking requires brand accounts linked to an organization. Each participating account must have data sharing approved by an account Owner or Admin.

How it works

• Klaviyo links profiles across brand accounts in the same organization when their email addresses match, using a persistent organization-level ID. Profiles without an email match stay separate.
• Profile linking does not merge profiles, events, or catalog data into another brand account. Each brand keeps its own records, while approved data supports organization-level reporting.
• The identity layer is read-only: it powers reporting and future activation, but it does not edit or send on your behalf.
• Matches refresh regularly (target: within 24 hours), so your cross-brand view stays current.

Transparency and controls

• In your organization, select Profiles to open Profile linking. The page shows Linking stats, the last update time when available, and Active matching rules. It does not show individual link or unlink history.
• Profile linking does not provide controls to manually unlink individual profiles or prevent them from being linked again.
• Data sharing is controlled at the account level. Accounts that have not approved data sharing, or have turned it off, are excluded from cross-account identity results.
• Profile deletion is handled within each brand account. Deleting a profile in 1 account does not delete the person's matching profiles in other accounts.
• Only Organization-level users can view cross-brand identity data — access always respects account and brand permission boundaries.

Who it's for

Enterprise and multi-brand customers — such as portfolio companies operating several brands under one parent organization — who need a defensible, unified view of their customers across accounts, while preserving strict brand-level data governance.