diff --git a/frontend/common/utils/onboardingEntry.ts b/frontend/common/utils/onboardingEntry.ts
index df45626196e1..fcb6ed90c453 100644
--- a/frontend/common/utils/onboardingEntry.ts
+++ b/frontend/common/utils/onboardingEntry.ts
@@ -20,9 +20,13 @@ export type OnboardingEntryDecision = {
  * the logged-in user, and the routing it should have driven has happened.
  * Call `persistOnboardingEntry` with an accepted decision.
  */
-export async function decideOnboardingEntry(): Promise<OnboardingEntryDecision> {
+export async function decideOnboardingEntry(
+  email?: string,
+): Promise<OnboardingEntryDecision> {
+  // Only used to match segment overrides, not for bucketing. An override on
+  // another trait needs that trait passed here too.
   // @ts-expect-error transient is missing from the SDK's identify type
-  await flagsmith.identify('', {}, true)
+  await flagsmith.identify('', email ? { email } : {}, true)
   const flag = flagsmith.getExperimentFlag('onboarding_quickstart_flow')
   const identifier = flagsmith.getContext().identity?.identifier
   const variant: OnboardingVariant =
diff --git a/frontend/web/components/App.js b/frontend/web/components/App.js
index 4faaf15696a6..e1d3adb9ad1f 100644
--- a/frontend/web/components/App.js
+++ b/frontend/web/components/App.js
@@ -151,7 +151,9 @@ const App = class extends Component {
       // instead of blocking the redirect.
       Promise.race([
         AccountStore.getUser()?.isGettingStarted
-          ? decideOnboardingEntry().catch(() => null)
+          ? decideOnboardingEntry(AccountStore.getUser()?.email).catch(
+              () => null,
+            )
           : Promise.resolve(null),
         new Promise((resolve) => setTimeout(() => resolve(null), 2000)),
       ]).then((decision) => {