diff --git a/.changeset/strong-olives-collect.md b/.changeset/strong-olives-collect.md
new file mode 100644
index 0000000000..b8ce8f2e8c
--- /dev/null
+++ b/.changeset/strong-olives-collect.md
@@ -0,0 +1,5 @@
+---
+"saleor-dashboard": patch
+---
+
+Users are now properly anonymously identified
diff --git a/src/auth/hooks/useAuthProvider.ts b/src/auth/hooks/useAuthProvider.ts
index 93755c1446..ed11501672 100644
--- a/src/auth/hooks/useAuthProvider.ts
+++ b/src/auth/hooks/useAuthProvider.ts
@@ -1,6 +1,5 @@
 import { ApolloClient, ApolloError } from "@apollo/client";
 import { IMessageContext } from "@dashboard/components/messages";
-import { useAnalytics } from "@dashboard/components/ProductAnalytics/useAnalytics";
 import { DEMO_MODE } from "@dashboard/config";
 import { AccountErrorCode, useUserDetailsQuery } from "@dashboard/graphql";
 import useLocalStorage from "@dashboard/hooks/useLocalStorage";
@@ -38,7 +37,6 @@ type AuthErrorCodes = `${AccountErrorCode}`;
 
 export function useAuthProvider({ intl, notify, apolloClient }: UseAuthProviderOpts): UserContext {
   const { login, getExternalAuthUrl, getExternalAccessToken, logout } = useAuth();
-  const analytics = useAnalytics();
   const navigate = useNavigator();
   const { authenticated, authenticating, user } = useAuthState();
   const [requestedExternalPluginId] = useLocalStorage("requestedExternalPluginId", null);
@@ -85,8 +83,6 @@ export function useAuthProvider({ intl, notify, apolloClient }: UseAuthProviderO
     }
   };
   const handleLogout = async () => {
-    analytics.reset();
-
     const returnTo = urlJoin(window.location.origin, getAppMountUriForRedirect());
     const result = await logout({
       input: JSON.stringify({
diff --git a/src/components/ProductAnalytics/useAnalytics.ts b/src/components/ProductAnalytics/useAnalytics.ts
index 473aa1f37d..547d906377 100644
--- a/src/components/ProductAnalytics/useAnalytics.ts
+++ b/src/components/ProductAnalytics/useAnalytics.ts
@@ -1,27 +1,36 @@
+import useLocalStorage from "@dashboard/hooks/useLocalStorage";
 import { usePostHog } from "posthog-js/react";
 
+interface UserProperties {
+  domain: string;
+  email_domain: string;
+}
+
 interface Analytics {
-  initialize: (details: Record<string, any>) => void;
-  reset: () => void;
+  initialize: (userProperties: UserProperties) => void;
   trackEvent: (event: string, properties?: Record<string, any>) => void;
 }
 
 export function useAnalytics(): Analytics {
   const posthog = usePostHog();
-
-  function initialize(details: Record<string, any>) {
-    // According to docs, posthog can be briefly undefined
+  const [lastUserProperties, setLastUserProperties] = useLocalStorage<UserProperties>(
+    "analyticsUserProperties",
+    {
+      domain: "",
+      email_domain: "",
+    },
+  );
+
+  function initialize(userProperties: UserProperties) {
     if (!posthog) return;
 
-    const id = posthog.get_distinct_id();
+    if (!hasUserPropertiesChanged(userProperties, lastUserProperties)) return;
 
-    posthog.identify(id, details);
-  }
+    const id = posthog.get_distinct_id();
 
-  function reset() {
-    if (!posthog) return;
+    posthog.identify(id, userProperties);
 
-    posthog.reset();
+    setLastUserProperties(userProperties);
   }
 
   function trackEvent(event: string, properties?: Record<string, any>) {
@@ -30,5 +39,15 @@ export function useAnalytics(): Analytics {
     posthog.capture(event, properties);
   }
 
-  return { initialize, reset, trackEvent };
+  return { trackEvent, initialize };
+}
+
+function hasUserPropertiesChanged(
+  userProperties: UserProperties,
+  lastInitializedUserProperties: UserProperties,
+) {
+  return (
+    userProperties.domain !== lastInitializedUserProperties.domain ||
+    userProperties.email_domain !== lastInitializedUserProperties.email_domain
+  );
 }