diff --git a/assets/js/lib/analytics.js b/assets/js/lib/analytics.js
index 47e1185f37..c90d84419e 100644
--- a/assets/js/lib/analytics.js
+++ b/assets/js/lib/analytics.js
@@ -7,11 +7,22 @@ window.mixpanelTrackingId = "172e1ec7e7e6300e41defee3548dcf42";
 
 if (mailpoet_analytics_enabled) {
 
-  mixpanel.init(window.mixpanelTrackingId);
+  mixpanel.init(window.mixpanelTrackingId, {
+    loaded: function(mixpanel) {
+      // used in lib/Analytics/Analytics.php
+      document.cookie = "mixpanel_distinct_id=" + mixpanel.get_distinct_id();
+    }
+  });
+
   mixpanel.register({'Platform': 'Plugin'});
 
+  if(window.mailpoet_analytics_new_public_id === true) {
+    mixpanel.alias(window.mailpoet_analytics_public_id);
+  } else {
+    mixpanel.identify(window.mailpoet_analytics_public_id);
+  }
+
   if (mailpoet_analytics_data != null) {
-    //TODO mixpanel.identify(userId);
     mixpanel.people.set(mailpoet_analytics_data);
   }
 
diff --git a/lib/API/JSON/v1/Services.php b/lib/API/JSON/v1/Services.php
index 695f004bcf..32f6ba1cc1 100644
--- a/lib/API/JSON/v1/Services.php
+++ b/lib/API/JSON/v1/Services.php
@@ -6,6 +6,7 @@ use MailPoet\API\JSON\Endpoint as APIEndpoint;
 use MailPoet\API\JSON\Error as APIError;
 use MailPoet\Config\AccessControl;
 use MailPoet\Config\Installer;
+use MailPoet\Models\Setting;
 use MailPoet\Services\Bridge;
 use MailPoet\WP\DateTime;
 
@@ -53,6 +54,10 @@ class Services extends APIEndpoint {
       );
     }
 
+    if(!empty($result['data']['public_id'])) {
+      Analytics::setPublicId($result['data']['public_id']);
+    }
+
     if($success_message) {
       return $this->successResponse(array('message' => $success_message));
     }
@@ -111,6 +116,10 @@ class Services extends APIEndpoint {
       );
     }
 
+    if(!empty($result['data']['public_id'])) {
+      Analytics::setPublicId($result['data']['public_id']);
+    }
+
     if($success_message) {
       return $this->successResponse(
         array('message' => $success_message),
diff --git a/lib/Analytics/Analytics.php b/lib/Analytics/Analytics.php
index 60b4e2cea9..f4162f0886 100644
--- a/lib/Analytics/Analytics.php
+++ b/lib/Analytics/Analytics.php
@@ -34,6 +34,38 @@ class Analytics {
     return !empty($analytics_settings['enabled']) === true;
   }
 
+  static function setPublicId($new_public_id) {
+    $current_public_id = Setting::getValue('public_id');
+    if($current_public_id !== $new_public_id) {
+      Setting::setValue('public_id', $new_public_id);
+      Setting::setValue('new_public_id', 'true');
+    }
+  }
+
+  /** @return string */
+  function getPublicId() {
+    $public_id = Setting::getValue('public_id');
+    // if we didn't get the user public_id from the shop yet : we create one based on mixpanel distinct_id
+    if(empty($public_id) && !empty($_COOKIE['mixpanel_distinct_id'])) {
+      // the public id has to be diffent that mixpanel_distinct_id in order to be used on different browser
+      $mixpanel_distinct_id = md5($_COOKIE['mixpanel_distinct_id']);
+      Setting::setValue('public_id', $mixpanel_distinct_id);
+      Setting::setValue('new_public_id', 'true');
+      return $mixpanel_distinct_id;
+    }
+    return $public_id;
+  }
+
+  /** @return boolean */
+  function isPublicIdNew() {
+    $new_public_id = Setting::getValue('new_public_id');
+    if($new_public_id === 'true') {
+      Setting::setValue('new_public_id', 'false');
+      return true;
+    }
+    return false;
+  }
+
   private function shouldSend() {
     if(!$this->isEnabled()) {
       return false;
diff --git a/lib/Twig/Analytics.php b/lib/Twig/Analytics.php
index 5e5694ee0b..e8e2270842 100644
--- a/lib/Twig/Analytics.php
+++ b/lib/Twig/Analytics.php
@@ -21,6 +21,16 @@ class Analytics extends \Twig_Extension {
         array($analytics, 'isEnabled'),
         array('is_safe' => array('all'))
       ),
+      new \Twig_SimpleFunction(
+        'get_analytics_public_id',
+        array($analytics, 'getPublicId'),
+        array('is_safe' => array('all'))
+      ),
+      new \Twig_SimpleFunction(
+        'is_analytics_public_id_new',
+        array($analytics, 'isPublicIdNew'),
+        array('is_safe' => array('all'))
+      )
     );
   }
 }
diff --git a/tests/unit/Services/BridgeTest.php b/tests/unit/Services/BridgeTest.php
index ec24f6705b..075cc31eb0 100644
--- a/tests/unit/Services/BridgeTest.php
+++ b/tests/unit/Services/BridgeTest.php
@@ -70,6 +70,7 @@ class BridgeTest extends \MailPoetTest {
     expect($result)->notEmpty();
     expect($result['state'])->equals(Bridge::KEY_EXPIRING);
     expect($result['data']['expire_at'])->notEmpty();
+    expect($result['data']['public_id'])->notEmpty();
   }
 
   function testItChecksAlreadyUsed() {
@@ -147,6 +148,7 @@ class BridgeTest extends \MailPoetTest {
     expect($result)->notEmpty();
     expect($result['state'])->equals(Bridge::KEY_EXPIRING);
     expect($result['data']['expire_at'])->notEmpty();
+    expect($result['data']['public_id'])->notEmpty();
   }
 
   function testItReturnsErrorStateOnEmptyAPIResponseCodeDuringPremiumCheck() {
@@ -314,4 +316,4 @@ class BridgeTest extends \MailPoetTest {
     WPHelper::releaseAllFunctions();
     \ORM::raw_execute('TRUNCATE ' . Setting::$_table);
   }
-}
\ No newline at end of file
+}
diff --git a/views/layout.html b/views/layout.html
index b5f4549534..654115f1bf 100644
--- a/views/layout.html
+++ b/views/layout.html
@@ -48,6 +48,8 @@ jQuery('.toplevel_page_mailpoet-newsletters.menu-top-last')
   var mailpoet_premium_version = <%= json_encode(mailpoet_premium_version()) %>;
   var mailpoet_analytics_enabled = <%= is_analytics_enabled() | json_encode %>;
   var mailpoet_analytics_data = <%= json_encode(get_analytics_data()) %>;
+  var mailpoet_analytics_public_id = <%= json_encode(get_analytics_public_id()) %>;
+  var mailpoet_analytics_new_public_id = <%= is_analytics_public_id_new() | json_encode %>;
   // RFC 5322 standard; http://emailregex.com/ combined with https://google.github.io/closure-library/api/goog.format.EmailAddress.html#isValid
   var mailpoet_email_regex = /(?=^[+a-zA-Z0-9_.!#$%&'*\/=?^`{|}~-]+@([a-zA-Z0-9-]+\.)+[a-zA-Z0-9]{2,63}$)(?=^(([^<>()\[\]\\.,;:\s@"]+(\.[^<>()\[\]\\.,;:\s@"]+)*)|(".+"))@((\[[0-9]{1,3}\.[0-9]{1,3}\.[0-9]{1,3}\.[0-9]{1,3}])|(([a-zA-Z\-0-9]+\.)+[a-zA-Z]{2,})))/;
 </script>