How to identify user with API?

Created by LiRou C, Modified on Wed, 24 Dec at 2:54 PM by Donald Ng

The Identify API lets you attach custom user attributes (such as plan, customer status, or account type) to a visitor. These attributes can then be used for targeting experiments and personalizations, and for post-segmentation in A/B test reports.

What it does?

When you identify a user, Mida:

Stores the provided attributes on the visitor profile
Persists them across sessions
Makes them available for targeting and reporting

Mida automatically UTMs data in user attribution. The Identify API adds product and business context from your app.

How to use it?

Call identify from the browser once the user data is available (e.g. after login).

// Make sure Mida tracking script is present on the page
window.mdq = window.mdq || [];
window.mdq.push(["identify", {
    id: 123,
    email: "john@example.com",
    is_customer: true,
    plan_name: "gold",
    last_login: "2025-01-15", // Date (YYYY-MM-DD) - for "days ago" comparisons
    subscription_start: "2024-06-01T10:30:00", // Date with time (ISO format)
    custom_property_1: "Any property here",
    custom_property_2: "Any property here"
}]);

You can send any custom key/value pairs (e.g. is_customer, plan_name, account_type, etc.).