In the same way tracking your location for sure can determine who you are.
https://www.nytimes.com/interactive/2018/12/10/business/loca...
Based on just a few transactions they can figure out that you're a middle aged guy, living in Nowhereville, Iowa, that's into samba, anime and drives a Toyota Corolla, etc. and then from that it's not hard to actually figure out who that person is.