What is a source Medium

What is a source Medium

What Is The Difference Between Source & Medium In Google Analytics?

Source and Medium in Google Analytics are terms that even the best digital marketers get mixed up sometimes. Google’s support and guidelines are, as normal, a bit washy and wordy, so we thought we’d try to explain it simply.

Source vs Medium in Google Analytics

Source is where your website’s traffic comes from (individual websites, Google, Facebook etc).

Medium is how it got there (organic traffic, paid traffic, referral etc).

People like analogies (apparently), so here’s one:

Think of a journey. The Source would be where you came from, the Medium, is the method of Transport.


The Source would be the train station, the Medium would be a train (now the above image makes sense)

Before we break it down further, I’m going to add another definition into the mix… Channel. We’ve written an article on ‘What are Channels in Google Analytics & How to Change Them?’, so have a read of that if you want to know more, but essentially Channels are named groupings of Source & Medium.

So, now you’ve had the simple explanation of what Source and Medium are, let’s go into them further.

What is Source in Google Analytics

What is the Medium in Google Analytics?

Can you create your own Source and Medium?

What is Source in Google Analytics

The Source in Google Analytics is where your website’s traffic comes from, or as Google says, it’s the origin of your traffic. Your traffic has to come from somewhere, whether that’s people visiting your site from search engines, or from a social media site or some another website. It comes from somewhere, and this is what the source is – what site the traffic came from.  When it doesn’t come from a website, or there is no data on the original website, the source is known as Direct. This would be when someone typed your URL into a browser, clicked a bookmark or came from an offline tool or document on your computer (if tracking has not been set up). If it’s not direct, it should be the name of a site.

What is Medium in Google Analytics

Medium is how your website’s traffic arrived at your site. Google calls it the general category of the source. So, for example, the Source of your traffic might be Google, but the Medium could be Organic, CPC, Display or Referral

There are some core categories within Medium:

Organic Traffic (non-paid traffic from search engines)

CPC/PPC (paid traffic from search engines)

Referral (a link from another website)

Email (link from an online email tool such as Hotmail or Gmail)

Social (link from a social media site)

None (direct traffic)

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Can you create your own Source and Medium?

You can create your own Source and Medium by adding parameters to some of the links arriving at your site which will override the existing Source/Medium. This isn’t possible to do it on all links. So Organic links from Google will always be Source = Google, Medium = Organic. However, if for instance, you have an email campaign that includes links to your site, normally this would either be shown as:

Source = Gmail, Medium = Email

Source = Direct, Medium = (none)

Source = Hotmail, Medium = Email

This doesn’t tell you that the source was actually your Newsletter.

So, in this case, you would build a Campaign URL which creates a parameter at the end of your URL which changes the Source/Medium in Google Analytics. You can do this at https://ga-dev-tools.appspot.com/campaign-url-builder/. It’s a really simple tool where you enter in your URL, tell it what the Source and Medium should be, and it will give you the URL to use. You can even add Campaign Name, Campaign Term and Campaign Content.

The above will generate the URL https://www.yoursite.com/?utm_source=newsletter&utm_medium=email&utm_campaign=August-Newsletter-2019

When this link is clicked, it will change the Source/Medium in Google Analytics

Again, you won’t be able to use this on all traffic coming into the site, only the URLs that you control people clicking on, i.e. not organic traffic, not naturally earned links etc.

One note about this tool. Source and Medium are case sensitive, so be careful; ‘newsletter’, ‘Newsletter’ and ‘NewsLetter’ would be classed as different sources.

Can we help you?

We hope you’ve found this article useful, and if you would like to find out about Channels in Google Analytics, please read this article. Propellernet offers Google Analytics training, so if you would like to learn more face to face, please contact us. If you are concerned that your Google Analytics account, we can perform a full Google Analytics Audit or for anything else, checkout our range of Analytics Services

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Customer Solutions Analyst


Source Medium is an advanced analytics solution for e-commerce brands. We’re building a “modern data team” for 100+ businesses at scale. We help our customers to own their data by managing their entire data stack so they can focus on extracting actionable insights.

The magic of our offering comes from integrating the entire data stack — ingestion, storage, transformation, visualization, and servicing. Oh, and we’re doing this with a team of 12! We’re bootstrapped and hit product market fit within 6 months of launching the MVP in August 2020. Our growth has been entirely word-of-mouth driven, which results from our obsession with R&D and customer experience.

With less than 2 years in the market, we've blown past $1million ARR, which positions us to raise Series A financing from best-in-class investors. As we hit the scaling stage, we’re looking to slowly expand our team with world class professionals.

We have been gradually moving upmarket, focusing on mid-market brands. In 2023 we have broken ground on our first enterprise client. We currently work with some of the best brands and agency partners, such as Four Sigmatic, Tonies, Olipop, Oats Overnight, and TrueClassicTees.

For the next 12 months, we’re rapidly increasing our use cases beyond reporting, such as:

*Powering the user-facing analytics dashboard of a partner SaaS company. (we transform all of their data)

*Allowing our customers to take actions on our integrated customer model. (reverse ETL)

*M&A due diligence

Our Data Team as a Service model addresses the full spectrum of data needs of a typical DTC startup — data ingestion, transformation, storage, and reporting. We help our customers create a singular view of their business by centralizing data from 50+ platforms. Our experience launching and growing 10+ DTC brands ensures that every report & visualization is relevant, insightful, and actionable. Our current customer base includes some well known brands, and is on the verge of onboarding a number of additional strategic brands in collaboration with some well known growth agencies.

We believe in sustainable growth. The company has been profitable and growing since launch.

Our technology stack includes DBT, BigQuery, Google Data Studio, Elixir, and Node.

The Role

We believe data success starts with a singular focus on User Experience and Customer Success. We obsess over customer success — we have minimal churn since launching. We're looking for a scrappy data analyst who understands the importance of customer interaction problem-solving, and onboarding. We handle extremely sensitive business and PII data —attention to detail and strong communication skills and are a must.

This is a full-time, contract (1099) role with a high-impact training program. Full-time salaried employee with health benefits is based on performance.


-Develop a deep understanding of our reports and their underlying data model.

-Understand how each metric & dimension relates each other and to the eCommerce business model in general.

-Handle and respond to customer requests and questions about their reports.

-Triage, scope, and implement customer customization requests.

-Respond to bug reports and log and fix bugs as they come up.

-Onboard new customers and trial customers on their reports over screen sharing sessions. Educate them on report usage and help them answer their analytical questions using the reports.

-Help develop report documentations and other onboarding materials to continuously improve the onboarding process.

-As you get more familiar with the stack, begin contributing to R&D efforts, such as developing new data models and data science capabilities.


-Minimum of 2 years of data related experience (post grad)

-Strong SQL skills REQUIRED, BigQuery preferred

-Experience with Google Data Studio (or similar dashboarding software) REQUIRED

-Experience with Elixir and Node preferred

-Minimum of 2 years working in customer service, preferably within the SaaS or digital realm

-Ability to communicate clearly and professionally with stakeholders and colleagues

-Ability to pick up new tools quickly and adapt to an evolving stack

-Experience with ecommerce a huge plus

-Ability to self-manage in a remote, async work environment

-Dependable and accountable; do what you say, when you say

-An inherent curiosity for how things work and how to make them better

$25 - $30 an hour

All CSAs start at $25/hr, 40 hours a week. Incremental pay increases are mapped out on performance.

Our Culture

*Employee happiness and wellness is our top priority.

*Work-life harmony - Your health and relationships should always come first.

*Impact & outcome driven - we don’t believe in butts in seats. We define clear deliverables and timeline. *Everyone should always know “what success looks like” on every project.

*“Warriors style basketball” — we see our team as an NBA team. When you're on the court, it’s full trust. Take the ball, pass the ball, make the play with your team. We take A players only!

*Leaders are “player-coaches.” We won’t ever have “professional people managers.”

*Remote & flexible.

Compensation & Benefits

*Competitive pay — we have a healthy business 🙂

*Employee Equity Program

*Medical/Dental/Vision for Fulltime Employees

*Unlimited PTO

*Completely remote workplace