What Is Not Considered A Default “Medium” In Google Analytics?

What Is Not Considered A Default “Medium” In Google Analytics? is a powerful tool that helps businesses track and analyze website traffic, user behavior, and much more. One of the key features of Google Analytics is the ability to categorize traffic sources based on different mediums such as direct, organic search, referral, and social media. These mediums play a crucial role in understanding how users are finding your website and what actions they are taking once they arrive.

While there are several default mediums in Google Analytics, there are also non-default mediums that can provide valuable insights into user behavior. In this article, we will explore what is not considered a default “medium” in Google Analytics and why it’s important to understand these non-default options.

We will also discuss best practices for analyzing mediums in Google Analytics to help you gain a deeper understanding of your website’s performance.

Understanding the Importance of Mediums in Google Analytics

The understanding of mediums in Google Analytics is essential for accurately interpreting website traffic data and optimizing marketing efforts.

Attribution models are used to determine which medium played the most significant role in bringing traffic to a website.

Analyzing multi-channel funnels allows marketers to understand how different mediums interact with each other throughout the customer journey, providing insights into which channels complement each other and which ones may need improvement.

Mediums that are not considered default in Google Analytics include referral, social, email, display, paid search, and organic search.

Marketers can create custom mediums to track campaigns specific to their business needs and goals.

Accurately tracking and analyzing mediums is crucial for making informed marketing decisions and improving overall online performance.

Default Mediums in Google Analytics

What Is Not Considered A Default “Medium” In Google Analytics? defines medium as the source of traffic that brings visitors to a website. The default mediums in Google Analytics include Organic Search, Paid Search, Referral, Direct Traffic, and Social Media.

Organic Search refers to the traffic from search engines that is free of charge while Paid Search refers to paid traffic from advertising campaigns such as AdWords. Referral traffic comes from other websites or links while Direct Traffic represents visitors who typed the website URL directly into their browsers. Finally, Social Media encompasses all social platforms such as Facebook, Twitter, and Instagram that drive traffic to a website.

Organic Search

When examining website traffic in Google Analytics, one medium that does not fall under the default category is organic search. This refers to visitors who find a website through a search engine, such as Google or Bing, and click on an unpaid (or ‘organic’) search result.

Benefits of optimizing organic search include increased visibility in search engines and potential for higher click-through rates. However, common mistakes in measuring organic search performance can include failing to track long-tail keywords, overlooking local SEO efforts, and not properly attributing conversions to organic search channels.

As such, it is essential for businesses to accurately monitor their organic search performance and make necessary adjustments to improve their online presence.

Paid Search

By investing in paid search advertising, businesses can strategically target their desired audience through visually appealing ad placements that appear at the top of search engine results pages.

This form of advertising is commonly referred to as pay-per-click (PPC) advertising and allows businesses to bid on specific keywords that are relevant to their product or service.

By using keyword targeting, businesses can ensure that their ads are shown to users who are actively searching for products or services similar to theirs.

PPC advertising offers a high level of control over ad placement, budget, and targeting options, making it a popular choice for many businesses looking to increase website traffic and generate leads.


Referral marketing is a powerful tool that can significantly increase a company’s customer base. Studies have shown that referred customers are 4 times more likely to make a purchase and have a 16% higher lifetime value than non-referred customers.

Paid referral programs offer incentives for current customers to refer new ones, while email marketing can also be used to encourage referrals through personalized messaging.

However, it is important to note that referral traffic is not considered a default ‘medium’ in Google Analytics. This may require additional tracking measures to accurately measure its impact on website traffic and conversions.

Nonetheless, incorporating referral marketing into an overall digital strategy can lead to increased brand awareness and ultimately drive sales.

Direct Traffic

Direct traffic is a type of website traffic that originates from users typing in a website’s URL directly into their browser or accessing it through saved bookmarks. This type of traffic is not considered a default medium in Google Analytics because it does not come from any external source such as search engines, social media, or email campaigns. Instead, it represents the most basic and fundamental way for users to access a website. Measuring the effectiveness of direct traffic can be challenging, but attribution modeling can help to identify its impact on overall website performance. By understanding how direct traffic contributes to conversions and other key metrics, businesses can make more informed decisions about their marketing strategies and optimize their online What Is Not Considered A Default “Medium” In Google Analytics?.

Directly attributed to brand awarenessDifficult to measure effectiveness without attribution modeling
Indicates strong user loyalty and engagementMay include spam or bot traffic
Often leads to high conversion ratesLimited insights into user behavior before arriving at the site

Social Media

Social media is a popular digital platform that allows businesses to engage with their target audience, build brand awareness and drive website traffic through various channels such as Facebook, Twitter, LinkedIn, Instagram and more.

To fully leverage the power of social media for business growth, it’s important to incorporate strategies such as influencer marketing and email campaigns. Influencer marketing involves partnering with individuals who have a large following on social media platforms to promote your brand or products.

Email campaigns can also be used to reach out to potential customers and keep existing ones engaged with your business. However, it’s important to note that while social media is a powerful tool for driving website traffic and engagement, it is not considered a default ‘medium’ in Google Analytics.

This means that businesses need to manually set up tracking codes in order to measure the impact of their social media efforts on website traffic and other key metrics.

Non-Default Mediums in Google Analytics

An additional way to classify traffic in Google Analytics is by utilizing custom mediums, which can be compared to adding a unique spice blend to a recipe for added flavor.

Examples of non-default mediums include email campaigns, affiliate marketing, and offline promotions.

These custom mediums allow businesses to track the success of their specific marketing efforts rather than relying solely on the default channels provided by Google Analytics.

By using non-default mediums, businesses can gain a more accurate understanding of where their website traffic is coming from and how it converts into sales or leads.

Impact of non-default mediums on attribution modeling can also be significant as they provide more precise insight into the customer journey and enable businesses to adjust their marketing strategies accordingly.

Overall, incorporating custom mediums into Google Analytics provides businesses with increased control over their tracking and analysis capabilities for better-informed decision-making.

Why Non-Default Mediums are Important

Tracking campaign performance, identifying traffic sources, and understanding user behavior are key factors for website optimization.

Non-default mediums play an essential role in providing more detailed information about the source of website traffic. By analyzing non-default mediums, marketers can track campaign performance and identify which channels provide the most valuable traffic to their websites.

Additionally, understanding user behavior through these mediums can help businesses optimize their website content and design to better meet their customers’ needs.

Tracking Campaign Performance

One important aspect of measuring campaign performance in Google Analytics is identifying the default medium that is not commonly used. Measuring ROI and attribution modeling are crucial in determining the effectiveness of campaigns, but it’s also essential to consider non-default mediums such as email, social media, and referral traffic.

These mediums can provide valuable insights into how users are interacting with your brand and which channels are driving the most conversions. By analyzing these data points, you can optimize your marketing strategy for maximum impact and improve overall campaign performance.

Therefore, tracking non-default mediums should not be overlooked when evaluating campaign success in What Is Not Considered A Default “Medium” In Google Analytics?.

Identifying Traffic Sources

Identifying the sources of traffic to a website is crucial for understanding where visitors are coming from and how they are interacting with the site. In Google Analytics, there are several default mediums such as organic search, direct, referral, email, and others that provide insights into the different channels that drive traffic to your site. However, mobile traffic is not considered a default medium in Google Analytics. With the increasing number of users accessing websites through their smartphones and tablets, it is important to identify mobile traffic as a separate source to analyze its behavior and optimize user experience. Additionally, analyzing bounce rates can help identify potential issues with website content or usability that may be causing visitors to leave quickly without engaging further. By identifying and analyzing various traffic sources including mobile traffic and bounce rates, website owners can gain valuable insights into their audience’s behaviors and make data-driven decisions to improve their site’s performance.

Traffic SourceDefinitionExamples
Organic SearchTraffic from search engines like Google or BingSearching for “best pizza restaurant”on Google
DirectTraffic from typing in a URL directly into the browser address bar or using bookmarksTyping “”into the browser address bar
ReferralTraffic from clicking on links on other sites that lead to your siteClicking on a link in an article that leads to your e-commerce store
Social MediaTraffic from social media platforms like Facebook or TwitterClicking on a link shared by a friend on Facebook

Table: Default Mediums in Google Analytics | Organic Search | Traffic from search engines like Google or Bing | Clicking on a search result that leads to your website

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Understanding User Behavior

Analyzing user behavior is essential for website owners to gain insights into how visitors interact with their site and make data-driven decisions to improve its performance.

By analyzing bounce rates, website owners can determine the percentage of visitors who leave the site after viewing only one page. This information helps in identifying potential issues that may be causing visitors to leave the site, such as slow loading times or confusing navigation.

Additionally, understanding user intent is crucial for website optimization and improving user experience. By tracking user behavior on a site, including which pages they visit and how long they stay on each page, website owners can identify patterns that reveal what content is most engaging to users and what areas of the site need improvement.

Overall, analyzing user behavior provides valuable insights that can help optimize a website for maximum engagement and conversion rates.

Setting Up Custom Mediums in Google Analytics

Custom mediums in Google Analytics can be set up to track specific marketing campaigns and channels, allowing for the creation of unique mediums that can help businesses better understand their audience’s behavior.

However, it is important to note that not all options are considered default mediums. While Google Analytics provides a number of default mediums such as organic search, referral, email, and paid search, other custom parameters such as social media platforms or display advertising networks are not included in this list.

Thus, businesses must create custom medium definitions to track these types of traffic in order to gain a more comprehensive view of their user behavior. By customizing medium parameters and setting up unique tracking codes for each campaign or channel, businesses can gain insights into which marketing efforts are most effective at driving traffic and conversions on their website.

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Best Practices for Analyzing Mediums in Google Analytics

After learning about the process for setting up custom mediums in Google Analytics, it is important to understand how to effectively analyze and interpret medium data.

By segmenting your data based on different mediums, you can gain valuable insights into user behavior and adjust your marketing strategy accordingly.

However, it is crucial to avoid common tracking mistakes such as failing to properly tag URLs or misclassifying mediums.

By following best practices for medium analysis and avoiding these errors, you can maximize the benefits of segmentation in Google Analytics.

Frequently Asked Questions

What is the definition of a medium in Google Analytics?

Medium attribution is a crucial aspect of understanding referral traffic in Google Analytics. It refers to the way in which users arrive at a website, such as through organic search or social media. Accurate medium attribution is essential for effective marketing strategies and improving user experience.

How do default mediums differ from non-default mediums in Google Analytics?

Understanding attribution models is essential for tracking non-standard mediums in Google Analytics. Default mediums, such as organic search and email, differ from non-default mediums, which require custom setup to track accurately. A technical approach is necessary for precise measurement.

Can custom mediums be set up for specific campaigns or sources?

You’re not limited to Google Analytics’ default mediums. Creating unique mediums can help track the effectiveness of custom campaigns and sources. Experimentation is key for those who crave freedom from the confines of default options.

Why is it important to track non-default mediums in Google Analytics?

Tracking non-default mediums in Google Analytics offers benefits such as improved campaign optimization and attribution accuracy. Examples of non-default mediums include social media, email marketing, and referral traffic. Proper tracking allows for better insights and decision-making in real-world scenarios.

What are some best practices for analyzing and interpreting medium data in Google Analytics?

As we explore best practices for data analysis in Google Analytics, it’s crucial to delve into the medium data. By using precise techniques and engaging our audience with satire, we can uncover valuable insights and make informed decisions that foster freedom.


Mediums play a critical role in Google Analytics, helping businesses understand precisely where their website traffic comes from. While there are default mediums like organic search or referral, it is crucial to recognize that non-default mediums can provide valuable insights.

Examples of non-default mediums include email marketing campaigns or social media channels. By customizing the mediums tracked in Google Analytics, businesses can gain more precise data on their marketing efforts and optimize accordingly.

For instance, consider a hypothetical online retailer who decides to launch a targeted Facebook advertising campaign. By creating a custom medium for this campaign in Google Analytics, the business can track its effectiveness and adjust its approach as needed. This level of granularity enables companies to make informed decisions about their marketing strategies and better allocate resources.

In conclusion, understanding the nuances of mediums in Google Analytics is essential for any business seeking to improve its digital marketing efforts. By carefully analyzing both default and non-default mediums within Google Analytics, organizations can unlock powerful insights into how customers engage with their brand online. With this information at hand, they can make strategic decisions that lead to increased conversions and revenue growth over time.

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