Definition of source and medium

In analytics, source/medium refers to the origin (source) and category (medium) of traffic to a website. It provides information about where users come from and the channels through which they access a website.

Explanation of source and medium

Source indicates the specific platform or website that referred the user, while Medium categorizes the general type of traffic, such as organic search, direct, or referral.

Example of source and medium

Analyzing source/medium data might reveal that a significant portion of website traffic comes from the source "google" with the medium "organic."

Strategies of source and medium

• Use UTM parameters to track source/medium data accurately
• Analyze source/medium reports to understand the effectiveness of different marketing channels
• Adjust marketing strategies based on the performance of specific sources and mediums

Related terms

• UTM parameters
• Traffic sources
• Referral traffic
• Analytics reports