What’s Not Considered a “Default Medium” in Google Analytics?
If you’ve ever dipped your toes into Google Analytics, you’ve probably encountered the word “medium” a few times. And no, I’m not talking about a psychic who reads your future! In the Google Analytics universe, medium refers to the channel through which visitors land on your website—basically, how your audience finds you.
But here’s where things can get a little confusing. Not all traffic sources are considered a default medium in Google Analytics. Some mediums are automatically tracked and reported by GA, while others…well, they need a little extra attention.
In this post, we’re going to unravel the mystery of default mediums, figure out what isn’t considered one, and learn how to manage the non-default mediums so your website’s data makes sense and works for you!
Let’s get started by explaining what Google Analytics means by a “medium.”
So, What Exactly is a Medium in Google Analytics?
Before we dive into what isn’t a default medium, let’s make sure we’re all on the same page with what a medium is in Google Analytics.
In simple terms, medium tells you how people are getting to your website. For example, did someone find you through Google’s search results? That’s one type of medium. Did they click on an ad? That’s another. GA tracks this to give you a better understanding of where your traffic is coming from.
Here are the most common default mediums Google Analytics automatically tracks:
- Organic: Traffic that comes from search engines like Google, Bing, or Yahoo. People typed something into a search bar, saw your site pop up, and clicked through.
- CPC (Cost Per Click): This medium represents paid search traffic, such as visitors who clicked on Google Ads or Bing Ads.
- Referral: When someone clicks on a link to your website from another site, that’s referral traffic. Think of this as someone recommending your site through a link on their blog.
- Direct: This is when people type your website URL directly into the browser or click a saved bookmark.
- Email: If you’re using tagged links in an email campaign, those visits will be attributed to the “email” medium.
- Social: This tracks traffic from social media platforms like Facebook, Instagram, Twitter, or LinkedIn.
Pretty straightforward, right? These are all examples of default mediums in Google Analytics, meaning they’re recognized automatically without any extra configuration needed.
But here’s the thing: not every source of traffic fits neatly into one of these default categories. And when that happens, Google Analytics needs your help to label the traffic properly.
What’s Not Considered a Default Medium?
Now that we know what is considered a default medium, let’s talk about what isn’t. When traffic comes from a source that Google Analytics doesn’t automatically recognize, it can end up being miscategorized or even lost in the shuffle.
Here are some traffic sources that are not considered default mediums in Google Analytics:
1. Influencer Marketing Traffic
If you’re working with influencers to drive traffic to your blog, their audience might visit your site through specific links on Instagram or YouTube. However, unless you’ve tagged those links properly (we’ll get into that), Google Analytics may not know how to label this traffic.
Why it’s not a default medium: Google Analytics doesn’t automatically track influencer marketing campaigns as a unique medium, so this traffic could be bundled into “social” or “direct” unless you specifically set it up.
2. Display Advertising (Without Proper Tagging)
Running banner ads or display ads on third-party websites? Well, without setting up proper tracking, Google Analytics might mislabel this traffic.
Why it’s not a default medium: Unless your display ads are properly tagged with UTM parameters, Google Analytics might just lump them into the “referral” category, meaning you won’t know how effective your display campaigns really are.
3. Affiliate Traffic
If you’re working with affiliates who are sending traffic to your site through tracked links, you’d want to make sure that traffic is correctly attributed. But again, unless those links are tagged, GA might struggle to label it properly.
Why it’s not a default medium: Google Analytics doesn’t automatically recognize affiliate programs, so affiliate traffic could easily end up mixed in with referral or direct traffic unless you take the extra steps to tag those links.
4. SMS or Text Campaigns
Yes, people still text! If you’re running SMS campaigns and including links to your website, Google Analytics won’t automatically know to track this as a separate medium.
Why it’s not a default medium: SMS campaigns don’t fall under any of Google Analytics’ predefined categories. You’ll need to manually set up tracking to see where this traffic is coming from.
5. Custom Campaigns (Without UTM Parameters)
Any custom marketing effort you’re running—whether it’s a QR code on a flyer, a partnership with a local business, or a podcast shout-out—won’t be automatically tracked as a unique medium unless you’ve set up custom UTM parameters.
Why it’s not a default medium: Google Analytics is smart, but it’s not psychic. Without tagging, it won’t know that traffic is coming from your custom efforts.
The Secret Sauce: UTM Parameters
By now, you might be wondering how to track these non-default mediums properly. Enter the magic of UTM parameters! These are tiny bits of text you add to the end of a URL to tell Google Analytics exactly where traffic is coming from.
Here’s an example of a regular link:
www.myblog.com
And here’s an example of the same link with UTM parameters:
www.myblog.com?utm_source=instagram&utm_medium=social&utm_campaign=fallpromo
With UTM parameters, you can track all sorts of details about your traffic, such as:
- Source: Where the traffic came from (e.g., Instagram, YouTube, etc.).
- Medium: How the traffic got there (e.g., social, email, etc.).
- Campaign: The specific campaign driving the traffic (e.g., Fall Promo, Black Friday Sale).
How to Use UTM Parameters in Google Analytics
- Go to the Google Campaign URL Builder: This handy tool helps you create UTM-tagged links in just a few clicks.
- Fill in the Fields: You’ll need to add details like the source (e.g., Instagram), medium (e.g., social), and campaign name (e.g., fallpromo).
- Copy the Link: Once the tool generates your UTM-tagged link, use it wherever you’re sharing your content (in emails, social media posts, influencer campaigns, etc.).
- Track the Data: Head back to Google Analytics, where you can now see exactly how much traffic each campaign, source, or medium is driving to your site.
Why Should Bloggers Care About Non-Default Mediums?
Okay, so why is all this important for you as a blogger or content creator? Here are a few reasons:
1. You Get Better Insights
If you’re only tracking default mediums, you’re missing a lot of the story. Tagging your custom campaigns, influencer partnerships, and SMS efforts gives you a clearer picture of where your traffic is really coming from—and which efforts are paying off.
2. You Can Improve Your Marketing
When you know exactly which channels are sending traffic to your site, you can focus your time and budget on the strategies that work. For example, if your SMS campaigns are driving more traffic than your social media posts, you know where to double down.
3. You Get Credit Where It’s Due
If you’re not tracking non-default mediums, you might be underselling your own efforts. Whether it’s an affiliate program, a display ad campaign, or a podcast shout-out, tagging these sources makes sure you get accurate attribution in Google Analytics.
Checklist: Setting Up UTM Parameters for Non-Default Mediums
Here’s a quick checklist to make sure you’re tracking everything like a pro:
- Identify Non-Default Mediums: Make a list of all the traffic sources that don’t fall under Google’s default categories (e.g., influencer marketing, SMS campaigns, podcast mentions).
- Use the Campaign URL Builder: For each non-default source, create UTM-tagged links using Google’s Campaign URL Builder.
- Test Your Links: Before sharing your UTM-tagged links, test them to make sure they work and track properly in Google Analytics.
- Share the Links: Use your UTM-tagged links in your influencer campaigns, display ads, email blasts, and wherever else you’re driving traffic.
- Check Google Analytics: Head to your Acquisition > All Traffic > Source/Medium report in GA to see how each campaign and medium is performing.
Wrapping It Up
While Google Analytics does a great job tracking default mediums like organic search and direct traffic, it’s up to you to make sure your custom marketing efforts are being tracked properly. By using UTM parameters, you can make sure that all your hard work—whether it’s influencer marketing, SMS campaigns, or affiliate traffic—gets the credit it deserves.
So, don’t let non-default mediums slip through the cracks! Set up those UTM parameters, track your traffic like a boss, and watch your insights (and your website) grow.
