Question

Do I have to call identify on every page load?

Product

Twilio Segment

Environment 

Segment Console

Answer

Calling identify on every page load isn't always necessary, especially if the user has already been identified and their userId hasn’t changed. Calling identify on page load is considered optional because it's generally most useful when:
 

• A new user is created (and gets a userId)
• A user logs in or out

• A user updates profile traits (e.g., name, email, plan)

If the userId remains the same across sessions or page views, repeated identify calls with no trait changes can be redundant. In those cases, adding logic to check local storage or cookies (to avoid duplicate identify calls) is a valid and common approach. Just make sure that if the ID does change, you re-call identify immediately to maintain correct identity stitching and tracking.

Additional Information 

Common best practices can be found here.