UTM Medium is the UTM value that identifies the traffic type or channel, such as cpc, email, paid_social, or referral.
Example of UTM Medium
A campaign link can use utm_medium=email to describe its channel. The value should follow the team’s tagging standard and align with the analytics system’s classification rules instead of combining source, campaign and medium into one label.
Why UTM Medium matters
It matters because analytics turns marketing activity into decisions. Without clear measurement language, teams may misread performance, overvalue the wrong channels, or miss the actions that actually drive revenue.
Related terms
Frequently Asked Question
What does UTM Medium mean?
UTM Medium means the UTM value that identifies the traffic type or channel, such as cpc, email, paid_social, or referral.