Based on my research from Google’s official site-Analytics Help information center, here is some default setting that can guide the beginners to get familiar with medium and source in Google Analytics.

Caution: if your company have assign custom values, they might have been using utm_source, utm_mediumto tag the campaigns. Therefore, you might see something differently.

These are the basic rules of thumbs:

Medium: the category of source. They define origins of your traffic and the types of them can be broken down into:

  1. Organic: these are unpaid search traffic
  2. CPC: these are paid search traffic
  3. Referral: these are referral sites that can be connected to your paid/unpaid media or social media sites
  4. Email
  5. None: these are direct traffic

Sources: they can be easily matched to the bigger category aka Medium

  1. Search Engine:
    1. Google
    2. Bing
  2. Referring Site:
    1. LinkedIn
    2. Facebook
    3. Pinterest
  3. Email:
    1. Newsletter
  4. None:
    1. Direct:
      1. typed in URL
      2. Bookmark

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