This guide explains how to correctly run experiments in Mida using paid traffic from Google Ads and Meta (Facebook/Instagram).
1) Add UTM Parameters at the Ad Level
To identify paid traffic, you must add UTM parameters directly in your ads.
UTMs are small URL tags that tell your analytics (and Mida) where users came from.
Google Ads
Go to:
Edit Ads → Add URL options → Final URL suffix
Example:
utm_source=google&utm_medium=cpc&utm_campaign=feature&utm_content=ad1
Tip:
Use consistent naming (e.g.
google,cpc)
Meta Ads (Facebook / Instagram)
Go to:
Ad level → “Build a URL parameter”
Example:
utm_source=meta&utm_medium=paid-social&utm_campaign=feature&utm_content=ad1
2) Set Up Targeting in Mida
In your Mida experiment:
Go to:
Targeting → Traffic Source Targeting → URL Parameter Rules
Use the same parameters you defined in your ads.
Example targeting rules
Google traffic only
utm_source = google
Meta traffic only
utm_source = meta
Specific campaign
utm_campaign = feature
This ensures only users from your paid ads enter the test.
Note: You can combine multiple rules using AND / OR logic.
Use AND when all conditions must be met (e.g.
utm_source = googleANDutm_campaign = feature)Use OR when any condition can match (e.g.
utm_source = googleORutm_source = meta)
3) Test Before Launch
Before going live:
Click your ad
Check the URL includes UTMs
Confirm Mida experiment triggers correctly
Summary
Add UTMs in Google Ads (Final URL suffix) and Meta Ads (URL parameters)
Use
utm_source,utm_campaign, etc. to label trafficIn Mida, use URL Parameter Rules to target that traffic
Keep naming consistent across platforms