Overview

Heap is a digital analytics platform that automatically captures every user interaction on web and mobile apps and surfaces behavioral insights to help product teams improve activation, retention, and conversion. Persona's Heap integration enables you to send identity signals from Persona into Heap by associating a stable identity with Heap's auto-captured session data — giving your product and growth teams a unified view of behavior and identity outcomes in one place.

Benefits

Unify Identity and Behavior: Associate Persona's verified user identity with Heap's automatically captured session events so you can analyze behavior before, during, and after identity verification in one place.

Enable Cohort Analysis on Verified Users: Segment Heap users by verification status to understand how verified vs. unverified users behave — enabling targeted improvements to your onboarding and verification flows.

Measure Verification Drop-Off: Analyze funnel completion rates at the verification step using Heap's behavioral data, now enriched with Persona identity outcomes.

No Manual Data Pipeline Required: The Identify User action sends identity data to Heap instantly when called from a Persona workflow — no ETL pipeline, data warehouse, or engineering work required.

Cross-Device Identity Stitching: Heap uses the identity you provide to stitch together sessions across devices and browsers, giving you a complete view of a user's journey regardless of where they authenticated.

Integration Features

Persona's Heap integration enables identity data to flow directly into your analytics platform. Key capabilities include:

• Identify User: Associate a stable user identity (email, internal ID) with a Heap-generated anonymous user ID, unifying session history under a single profile.

Setting up the Heap integration

Prerequisites

To set up the Heap integration, ensure you have:

• A Heap account with admin access
• Your Heap App ID (found in Account > Manage > Projects in the Heap dashboard)

Setting up the Heap credentials

1. In the Persona Dashboard, navigate to Integrations > Marketplace and click on Heap.
2. Click on Add Credential at the top of the page.
3. Enter a Nickname for Credential in the modal, along with your Heap App ID, and click Continue.
4. Once complete, the credential will appear in Persona and can be selected in workflows.

Using the Heap integration in a workflow

1. Create a new workflow, or open an existing workflow you'd like to update.
2. Add a new action step > Integrations.
3. Select the Heap integration and choose your Heap credential.
4. Select the Identify User operation and map Persona data into the input fields.
5. Save and publish the workflow.

Heap Operations Overview

Persona supports the Heap Identify API operation for associating verified identities with analytics profiles. This action allows you to unify Heap's automatically captured session data with Persona's verified identity, enabling accurate per-user behavioral analysis across your product.

See below for a comprehensive list of available Workflow Action steps and possible configurations for the Heap integration:

Identify User

Attach a stable identity to a Heap-generated anonymous user ID, unifying the user's historical session data under a single profile. All events previously associated with the provided user ID are migrated to the identified user. This is especially useful when called immediately after a verification completes so that the user's pre-verification behavior is tied to their verified identity.

Configuration Steps:

• Provide values for required fields:
  • App ID (your Heap environment ID — string representation of a non-negative integer)
  • User ID (the Heap-generated anonymous identifier from the Heap SDK — must be a number between 0 and 2^53 − 1)
  • Identity (the stable identifier to attach, e.g. email or internal user ID — max 255 characters, case-sensitive)
• Optionally add:
  • Timestamp (ISO 8601 timestamp for when identification occurred; defaults to when Heap receives the request)

FAQs

What happens if I call Identify User multiple times for the same user?

Heap is idempotent for identity calls — repeated calls with the same User ID and Identity will not create duplicates..

Can I send custom properties alongside the identity?

The current integration supports the core Identify User call. Custom user properties (traits) are not passed in this action.