diff --git a/public/app/core/services/echo/backends/analytics/RudderstackBackend.ts b/public/app/core/services/echo/backends/analytics/RudderstackBackend.ts
index 7e66605f947..1f65c337d55 100644
--- a/public/app/core/services/echo/backends/analytics/RudderstackBackend.ts
+++ b/public/app/core/services/echo/backends/analytics/RudderstackBackend.ts
@@ -48,7 +48,7 @@ export class RudderstackBackend implements EchoBackend<PageviewEchoEvent, Rudder
     (rds as any).load(options.writeKey, options.dataPlaneUrl);
 
     if (options.user) {
-      (rds as any).identify(String(options.user.id), {
+      (rds as any).identify(options.user.email, {
         email: options.user.email,
         orgId: options.user.orgId,
       });