In plain English
Written as google / organic, newsletter / email, facebook / cpc. Neither half is sufficient alone: google could be organic or paid, and organic could be any search engine.
This is the most useful single dimension in acquisition reporting, because it distinguishes channels that channel groupings lump together.
What to know
Both halves
Origin and type.
More precise than channel groups
Which aggregate.
Reveals tagging errors
Odd combinations show mistakes.
The default acquisition view
For good reason.
Why it matters
Scanning the source/medium report is the fastest way to find tagging problems. Anything that looks wrong there is wrong, and it is usually a link somebody built by hand.
Common mistakes
×Relying on channel groupings and never checking source/medium.
×Ignoring obvious tagging errors in the list.
×Fragmented values from inconsistent naming.
×Reading paid and organic google traffic as one.
FAQs
Why use source/medium over channel groups?
It shows what channel groupings hide, including tagging mistakes.
What does a strange combination mean?
Usually a badly tagged link.
WRITTEN BY TARIQ SALLAM
Marketing Consultant. Entrepreneur. Content Creator.
I'm a marketing consultant, entrepreneur and content creator. I help businesses grow through practical marketing, websites, SEO, content and AI.
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