Push Mida experiment events to the dataLayer so you can fire any tag in GTM based on the variant a visitor saw.
Google Tag Manager (GTM) is Google's free tag management system that lets marketing teams deploy and update tracking pixels, analytics tags, and other JavaScript snippets without engineering involvement. GTM stores all of its data in a global window.dataLayer array, which makes it the perfect routing layer for experiment events.
Mida pushes mida_pageview, mida_execute, and mida_conversion events directly to window.dataLayer with the test ID, test name, variant, and Mida user ID. From there you can build GTM triggers and forward those events to any destination GTM supports — Google Ads, Floodlight, Meta CAPI, LinkedIn Insight, Snap, TikTok and 100+ more.
Configure a single GTM trigger on mida_conversion and have it fire your Meta CAPI, Google Ads, LinkedIn, and TikTok conversion tags simultaneously. One A/B test → uplift attributed correctly across every paid channel.
Use the variant variable in a GTM trigger condition to fire a heavier marketing tag (e.g. live chat, on-site survey) only on the test variant — useful when you want to A/B test the impact of adding a tag itself.
Pair the GTM integration with a server-side GTM container or a Snowflake/BigQuery streaming tag to land Mida exposure events directly in your warehouse for long-term experiment analysis.
Open GTM Preview, navigate to a test page, and watch mida_pageview and mida_execute fire in the data layer. The cleanest way to verify Mida is bucketing a visitor before you ship a test.
Mida and Google Tag Manager exchange the following events:
| Event | Direction | Description |
|---|---|---|
mida_pageview |
Data out | Pushed to dataLayer on every page after variant assignment. |
mida_execute |
Data out | Pushed to dataLayer only when a test executes on the current page. |
mida_conversion |
Data out | Pushed to dataLayer when a Mida conversion goal is reached. |
No. If you already use GTM to send events to GA4, the GTM integration is enough — your existing GA4 tags will pick up the Mida events automatically.
No. Mida only writes to the dataLayer; you must install the GTM container snippet yourself.
Not currently. The names are fixed (mida_pageview, mida_execute, mida_conversion) so GTM triggers can be configured once and shared across customers.
Mida is the lightweight A/B testing and personalization platform that integrates with the tools you already pay for.
Mida.so is a super lightweight A/B testing tool to help you experiment, analyze and implement conversion strategies in minutes.
