diff --git a/app/scripts/controllers/metametrics.js b/app/scripts/controllers/metametrics.js
index 5207eda11..a3fd4eead 100644
--- a/app/scripts/controllers/metametrics.js
+++ b/app/scripts/controllers/metametrics.js
@@ -281,6 +281,30 @@ export default class MetaMetricsController {
     this.store.updateState({ fragments });
   }
 
+  /**
+   * Calls this._identify with validated metaMetricsId and user traits if user is participating
+   * in the MetaMetrics analytics program
+   *
+   * @param {Object} userTraits
+   */
+  identify(userTraits) {
+    const { metaMetricsId, participateInMetaMetrics } = this.state;
+
+    if (!participateInMetaMetrics || !metaMetricsId || !userTraits) {
+      return;
+    }
+    if (typeof userTraits !== 'object') {
+      console.warn(
+        `MetaMetricsController#identify: userTraits parameter must be an object. Received type: ${typeof userTraits}`,
+      );
+      return;
+    }
+
+    const allValidTraits = this._buildValidTraits(userTraits);
+
+    this._identify(allValidTraits);
+  }
+
   /**
    * Setter for the `participateInMetaMetrics` property
    *
@@ -434,7 +458,7 @@ export default class MetaMetricsController {
   handleMetaMaskStateUpdate(newState) {
     const userTraits = this._buildUserTraitsObject(newState);
     if (userTraits) {
-      // this.identify(userTraits);
+      this.identify(userTraits);
     }
   }
 
@@ -535,6 +559,103 @@ export default class MetaMetricsController {
     return null;
   }
 
+  /**
+   * Returns a new object of all valid user traits. For dates, we transform them into ISO-8601 timestamp strings.
+   *
+   * @see {@link https://segment.com/docs/connections/spec/common/#timestamps}
+   * @param {Object} userTraits
+   * @returns {Object}
+   */
+  _buildValidTraits(userTraits) {
+    return Object.entries(userTraits).reduce((validTraits, [key, value]) => {
+      if (this._isValidTraitDate(value)) {
+        validTraits[key] = value.toISOString();
+      } else if (this._isValidTrait(value)) {
+        validTraits[key] = value;
+      } else {
+        console.warn(
+          `MetaMetricsController: "${key}" value is not a valid trait type`,
+        );
+      }
+      return validTraits;
+    }, {});
+  }
+
+  /**
+   * Calls segment.identify with given user traits
+   *
+   * @see {@link https://segment.com/docs/connections/sources/catalog/libraries/server/node/#identify}
+   * @private
+   * @param {Object} userTraits
+   */
+  _identify(userTraits) {
+    const { metaMetricsId } = this.state;
+
+    if (!userTraits || Object.keys(userTraits).length === 0) {
+      console.warn('MetaMetricsController#_identify: No userTraits found');
+      return;
+    }
+
+    try {
+      this.segment.identify({
+        userId: metaMetricsId,
+        traits: userTraits,
+      });
+    } catch (err) {
+      this._captureException(err);
+    }
+  }
+
+  /**
+   * Validates the trait value. Segment accepts any data type. We are adding validation here to
+   * support data types for our Segment destination(s) e.g. MixPanel
+   *
+   * @param {*} value
+   * @returns {boolean}
+   */
+  _isValidTrait(value) {
+    const type = typeof value;
+
+    return (
+      type === 'string' ||
+      type === 'boolean' ||
+      type === 'number' ||
+      this._isValidTraitArray(value) ||
+      this._isValidTraitDate(value)
+    );
+  }
+
+  /**
+   * Segment accepts any data type value. We have special logic to validate arrays.
+   *
+   * @param {*} value
+   * @returns {boolean}
+   */
+  _isValidTraitArray = (value) => {
+    return (
+      Array.isArray(value) &&
+      (value.every((element) => {
+        return typeof element === 'string';
+      }) ||
+        value.every((element) => {
+          return typeof element === 'boolean';
+        }) ||
+        value.every((element) => {
+          return typeof element === 'number';
+        }))
+    );
+  };
+
+  /**
+   * Returns true if the value is an accepted date type
+   *
+   * @param {*} value
+   * @returns {boolean}
+   */
+  _isValidTraitDate = (value) => {
+    return Object.prototype.toString.call(value) === '[object Date]';
+  };
+
   /**
    * Perform validation on the payload and update the id type to use before
    * sending to Segment. Also examines the options to route and handle the
diff --git a/app/scripts/controllers/metametrics.test.js b/app/scripts/controllers/metametrics.test.js
index 3c3461aa3..9d5819f2d 100644
--- a/app/scripts/controllers/metametrics.test.js
+++ b/app/scripts/controllers/metametrics.test.js
@@ -23,6 +23,20 @@ const FAKE_CHAIN_ID = '0x1338';
 const LOCALE = 'en_US';
 const TEST_META_METRICS_ID = '0xabc';
 
+const MOCK_TRAITS = {
+  test_boolean: true,
+  test_string: 'abc',
+  test_number: 123,
+  test_bool_array: [true, true, false],
+  test_string_array: ['test', 'test', 'test'],
+  test_boolean_array: [1, 2, 3],
+};
+
+const MOCK_INVALID_TRAITS = {
+  test_null: null,
+  test_array_multi_types: [true, 'a', 1],
+};
+
 const DEFAULT_TEST_CONTEXT = {
   app: { name: 'MetaMask Extension', version: VERSION },
   page: METAMETRICS_BACKGROUND_PAGE_OBJECT,
@@ -216,6 +230,78 @@ describe('MetaMetricsController', function () {
     });
   });
 
+  describe('identify', function () {
+    it('should call segment.identify for valid traits if user is participating in metametrics', async function () {
+      const metaMetricsController = getMetaMetricsController({
+        participateInMetaMetrics: true,
+        metaMetricsId: TEST_META_METRICS_ID,
+      });
+      const mock = sinon.mock(segment);
+
+      mock
+        .expects('identify')
+        .once()
+        .withArgs({ userId: TEST_META_METRICS_ID, traits: MOCK_TRAITS });
+
+      metaMetricsController.identify({
+        ...MOCK_TRAITS,
+        ...MOCK_INVALID_TRAITS,
+      });
+      mock.verify();
+    });
+
+    it('should transform date type traits into ISO-8601 timestamp strings', async function () {
+      const metaMetricsController = getMetaMetricsController({
+        participateInMetaMetrics: true,
+        metaMetricsId: TEST_META_METRICS_ID,
+      });
+      const mock = sinon.mock(segment);
+
+      const mockDate = new Date();
+      const mockDateISOString = mockDate.toISOString();
+
+      mock
+        .expects('identify')
+        .once()
+        .withArgs({
+          userId: TEST_META_METRICS_ID,
+          traits: {
+            test_date: mockDateISOString,
+          },
+        });
+
+      metaMetricsController.identify({
+        test_date: mockDate,
+      });
+      mock.verify();
+    });
+
+    it('should not call segment.identify if user is not participating in metametrics', function () {
+      const metaMetricsController = getMetaMetricsController({
+        participateInMetaMetrics: false,
+      });
+      const mock = sinon.mock(segment);
+
+      mock.expects('identify').never();
+
+      metaMetricsController.identify(MOCK_TRAITS);
+      mock.verify();
+    });
+
+    it('should not call segment.identify if there are no valid traits to identify', async function () {
+      const metaMetricsController = getMetaMetricsController({
+        participateInMetaMetrics: true,
+        metaMetricsId: TEST_META_METRICS_ID,
+      });
+      const mock = sinon.mock(segment);
+
+      mock.expects('identify').never();
+
+      metaMetricsController.identify(MOCK_INVALID_TRAITS);
+      mock.verify();
+    });
+  });
+
   describe('setParticipateInMetaMetrics', function () {
     it('should update the value of participateInMetaMetrics', function () {
       const metaMetricsController = getMetaMetricsController({