Many DTC brands assume their Klaviyo abandonment flows are working as intended. The automations are live, contacts are being captured, and emails are sending.
What 99% of brands don't realize is that the flows aren’t reaching a significant portion of high-intent users, up to 40% of emails are never sent.
The issue isn’t creative or timing or configurations. It’s poor session tracking and fragmented user identity.
Fixing that requires identity resolution.
What Is Identity Resolution—and Why It Matters
Identity resolution is the process of linking visitor behavior across sessions, devices, and touchpoints to a single, persistent user profile.
When this breaks down, platforms like Klaviyo are unable to recognize returning visitors, even if they’ve already signed up or started checkout.
As a result:
- Browse, cart and checkout abandonment flows don’t trigger
- High-value users go unrecognized
- Email revenue is lost due to gaps in tracking
Most brands rely on cookies or native integrations to manage user identity. But those methods are increasingly unreliable—especially in the post-iOS 14 environment, where cookie expiration and browser restrictions degrade tracking accuracy within 24 to 72 hours.
A Real-World Example: Bob’s Journey
Let’s say Bob visits your site on Tuesday.
He clicks a Meta ad, browses a few products, and enters his email for 10% off.He gets distracted, closes the tab.
On Friday, Bob comes back directly on Safari, adds something to cart, then leaves again.
What happens without identity resolution?
- Klaviyo sees Friday’s session as anonymous
- Bob’s profile isn’t connected
- The abandoned cart flow doesn’t trigger
Now here’s what happens with Upstack:
- Bob’s sessions are stitched together
- His opt-in and return visit are connected
- Klaviyo receives a complete profile and sends the abandoned cart email
That’s revenue you were missing, but just recovered.
Klaviyo fails to associate the email signup with the earlier sessions. Abandonment flows never fire., Meta loses attribution credit and performance suffers as a result.
How Upstack Solves the Problem
Upstack is an identity resolution platform built for high-performance marketing.
Upstack maintains a proprietary identity graph that links fragmented user sessions using first-party signals like device fingerprinting, IP inference, behavioral patterns, and more.
Unlike tools that rely solely on cookies or native Shopify tracking, Upstack persists user identity across devices and over time, even when cookies expire or browsers change.
When a visitor returns, we recognize them using first-party data collected during their initial visit. Even if cookies are gone. Even if they come back on a different device.
We then feed that data directly into Klaviyo (and other platforms like Meta, Google, and TikTok), so your flows trigger exactly when they should.
This enables:
- Higher Klaviyo identification rates
- Improves Klaviyo flows by 30% or more
- Stronger Conversion API match quality
- More complete attribution paths
The result is better data, better targeting, and more recovered revenue.
Why Native Tools Aren’t Enough
Shopify’s native tracking and Klaviyo’s in-app identification both operate within limited parameters. They can capture session data, if the visitor opts in, stays within one session, and uses a supported browser.
That’s a narrow window.
In reality, most users bounce between devices, return days later, or use privacy-restrictive browsers like Safari. Each of those behaviors breaks the session and resets identification.
Other platforms attempt to solve this with generic matching logic or "borrowed" data pipelines. But without a robust identity graph and deterministic merging of behavioral sessions, their ability to resolve users is shallow.
Upstack was purpose-built to address this exact gap: tracking across broken sessions, fragmented devices, and anonymous states.
The Cost of Doing Nothing
When identity resolution is broken:
- Klaviyo flows underperform
- Meta ad performance is misattributed
- Retargeting becomes inefficient
- Email revenue is lost—quietly, and continuously
It’s not just a few missed emails. It’s systemic revenue leakage caused by fundamental gaps in user tracking.
In most cases, thousands of dollars in uncaptured revenues are walking out the door.
Most DTC operators won’t notice the issue in a dashboard and are unaware of the problem. But it shows up in underperforming flows, inflated CAC, and misleading attribution reports.
The longer it goes unresolved, the harder it becomes to scale efficiently.
What Is Upstack Data?
Upstack is a first-party data and identity resolution platform designed specifically for DTC brands on Shopify.
We capture, enrich, and unify behavioral data across sessions and devices—so your marketing platforms (Klaviyo, Meta, Google, etc.) operate on a complete picture, not fragmented snapshots.
Setup takes minutes. Results are measurable within days.
If you’re running high daily spend on Meta and depend on Klaviyo to recover revenue, improving your identification rate isn’t optional—it’s a growth lever.
You already have the flows. You’re already paying for the traffic.
But if your stack can’t remember who your customer is, none of it matters.
Identity resolution is the difference between a missed opportunity and a recovered sale.
Upstack gives you that fix—quietly, automatically, and at scale.
Want to see how many emails your flows are skipping?
Let’s talk.
