Medium / Analytics Terms Medium In marketing and analytics, a medium refers to the general category of the source through which traffic or engagement reaches your website or content. It helps define how users found you, whether through organic search, paid advertising, email, social media or referral links. Understanding the medium is essential for tracking performance, analysing campaigns and refining your digital strategy. Mediums are often paired with source data in analytics platforms like Google Analytics. For example, if a visitor comes from a Facebook ad, the source would be “Facebook” and the medium might be “paid social.” If someone clicks a link in your newsletter, the medium could be “email.” Standard mediums include organic, paid, referral, direct, social and email. Custom mediums can also be created using UTM parameters to track specific campaigns and platforms more precisely. Tracking medium data allows marketers to compare the effectiveness of different channels and allocate resources more efficiently. For nonprofits, it can show whether donation traffic is coming from organic search or email campaigns. For B2B and SaaS brands, it can clarify which touchpoints drive demo requests or signups. Accurate medium tracking improves attribution, informs budget decisions and supports campaign reporting. To get the best results, ensure that your UTM tagging is consistent, your analytics tools are properly set up and your team understands the definitions being used.