UTM Source-Medium Combinations Guide: Best Practices

"Which utm_medium should I use?"

Emma Rodriguez asked this question 47 times while setting up her first multi-channel campaign. Her team gave conflicting advice:

• Developer: "Use whatever makes sense to you"
• Agency: "We use 'paid' for everything paid"
• Previous marketer's notes: "social for Facebook, cpc for Google"

Emma created her own system. Weeks later, 68% of her traffic showed up as "Unassigned" in GA4. Turns out random source-medium combinations break attribution.

This guide is the definitive reference Emma needed—all valid combinations, organized by channel.

Understanding Source-Medium Pairs

The Fundamental Rule

utm_source + utm_medium = Channel assignment in GA4

utm_source = Specific platform (facebook, google, mailchimp) utm_medium = Type of traffic (cpc, social, email, organic)

Together: They must make logical sense for GA4 to assign the correct channel.

Valid vs Invalid Examples

Pattern: Source type must align with medium type.

Complete Source-Medium Reference

Paid Social Media

Facebook Ads:

✅ utm_source=facebook&utm_medium=cpc
✅ utm_source=facebook&utm_medium=paid-social
✅ utm_source=facebook-ads&utm_medium=cpc

❌ utm_source=facebook&utm_medium=organic
❌ utm_source=facebook&utm_medium=social (ambiguous for paid)
❌ utm_source=facebook&utm_medium=email

Instagram Ads:

✅ utm_source=instagram&utm_medium=cpc
✅ utm_source=instagram&utm_medium=paid-social
✅ utm_source=instagram-ads&utm_medium=cpc

❌ utm_source=instagram&utm_medium=organic
❌ utm_source=instagram&utm_medium=social (ambiguous for paid)

LinkedIn Ads:

✅ utm_source=linkedin&utm_medium=cpc
✅ utm_source=linkedin&utm_medium=paid-social
✅ utm_source=linkedin-ads&utm_medium=cpc

❌ utm_source=linkedin&utm_medium=social (ambiguous for paid)
❌ utm_source=linkedin&utm_medium=organic
❌ utm_source=linkedin&utm_medium=email

Twitter Ads:

✅ utm_source=twitter&utm_medium=cpc
✅ utm_source=twitter&utm_medium=paid-social
✅ utm_source=twitter-ads&utm_medium=cpc

❌ utm_source=twitter&utm_medium=social (ambiguous for paid)
❌ utm_source=twitter&utm_medium=organic

TikTok Ads:

✅ utm_source=tiktok&utm_medium=cpc
✅ utm_source=tiktok&utm_medium=paid-social
✅ utm_source=tiktok-ads&utm_medium=cpc

❌ utm_source=tiktok&utm_medium=social (ambiguous for paid)
❌ utm_source=tiktok&utm_medium=video (unless organic)

Pinterest Ads:

✅ utm_source=pinterest&utm_medium=cpc
✅ utm_source=pinterest&utm_medium=paid-social
✅ utm_source=pinterest-ads&utm_medium=cpc

❌ utm_source=pinterest&utm_medium=social (ambiguous for paid)

Organic Social Media

Facebook Organic:

✅ utm_source=facebook&utm_medium=social
✅ utm_source=facebook&utm_medium=social-network

❌ utm_source=facebook&utm_medium=organic (use 'social')
❌ utm_source=facebook&utm_medium=referral (unless actually a referral)

LinkedIn Organic:

✅ utm_source=linkedin&utm_medium=social
✅ utm_source=linkedin&utm_medium=social-network

❌ utm_source=linkedin&utm_medium=organic

Twitter Organic:

✅ utm_source=twitter&utm_medium=social
✅ utm_source=twitter&utm_medium=social-network

❌ utm_source=twitter&utm_medium=organic

Instagram Organic:

✅ utm_source=instagram&utm_medium=social
✅ utm_source=instagram&utm_medium=social-network

❌ utm_source=instagram&utm_medium=organic

TikTok Organic:

✅ utm_source=tiktok&utm_medium=social
✅ utm_source=tiktok&utm_medium=video (if emphasizing video)

❌ utm_source=tiktok&utm_medium=organic

Paid Search

Google Ads:

✅ Auto-tagged with gclid (recommended)
✅ utm_source=google&utm_medium=cpc
✅ utm_source=google&utm_medium=ppc

❌ utm_source=google&utm_medium=paid (too generic)
❌ utm_source=google&utm_medium=social
❌ utm_source=google&utm_medium=email

Microsoft/Bing Ads:

✅ utm_source=bing&utm_medium=cpc
✅ utm_source=bing&utm_medium=ppc
✅ utm_source=microsoft-ads&utm_medium=cpc

❌ utm_source=bing&utm_medium=paid
❌ utm_source=bing&utm_medium=social

DuckDuckGo Ads:

✅ utm_source=duckduckgo&utm_medium=cpc
✅ utm_source=duckduckgo&utm_medium=ppc

Organic Search

Google Organic:

✅ Automatically assigned by GA4 (no UTMs needed)
   Source: google
   Medium: organic

❌ Don't manually add UTMs to organic search

Bing Organic:

✅ Automatically assigned by GA4
   Source: bing
   Medium: organic

❌ Don't manually add UTMs to organic search

Note: Never add UTM parameters to organic search results. GA4 assigns these automatically.

Email Marketing

Mailchimp:

✅ utm_source=mailchimp&utm_medium=email

❌ utm_source=mailchimp&utm_medium=newsletter
❌ utm_source=mailchimp&utm_medium=cpc
❌ utm_source=mailchimp&utm_medium=social

SendGrid:

✅ utm_source=sendgrid&utm_medium=email

❌ utm_source=sendgrid&utm_medium=transactional (use email)

Klaviyo:

✅ utm_source=klaviyo&utm_medium=email

❌ utm_source=klaviyo&utm_medium=automation (use email)

HubSpot:

✅ utm_source=hubspot&utm_medium=email

❌ utm_source=hubspot&utm_medium=newsletter

ActiveCampaign:

✅ utm_source=activecampaign&utm_medium=email

Customer.io:

✅ utm_source=customerio&utm_medium=email

Note: Email platforms ALWAYS use medium=email, regardless of campaign type (newsletter, transactional, automation).

Display Advertising

Google Display Network:

✅ utm_source=google-display&utm_medium=display
✅ utm_source=google&utm_medium=display

❌ utm_source=google-display&utm_medium=cpc (technically works but 'display' is clearer)

Taboola:

✅ utm_source=taboola&utm_medium=display
✅ utm_source=taboola&utm_medium=native

❌ utm_source=taboola&utm_medium=cpc

Outbrain:

✅ utm_source=outbrain&utm_medium=display
✅ utm_source=outbrain&utm_medium=native

❌ utm_source=outbrain&utm_medium=cpc

Programmatic Display:

✅ utm_source=platform-name&utm_medium=display
✅ utm_source=platform-name&utm_medium=banner

Video Advertising

YouTube Ads:

✅ utm_source=google-youtube&utm_medium=cpc
✅ utm_source=youtube&utm_medium=video

❌ utm_source=google&utm_medium=social
❌ utm_source=youtube&utm_medium=social (use video or cpc)

YouTube Organic:

✅ utm_source=youtube&utm_medium=video
✅ utm_source=youtube&utm_medium=social

❌ utm_source=youtube&utm_medium=organic

TikTok Video Ads:

✅ utm_source=tiktok&utm_medium=cpc
✅ utm_source=tiktok&utm_medium=video

❌ utm_source=tiktok&utm_medium=social (for paid)

Affiliate & Partnerships

Affiliate Networks:

✅ utm_source=cj-affiliate&utm_medium=affiliate
✅ utm_source=shareasale&utm_medium=affiliate
✅ utm_source=rakuten&utm_medium=affiliate

❌ utm_source=affiliate-network&utm_medium=cpc

Specific Affiliates:

✅ utm_source=affiliate-wirecutter&utm_medium=affiliate
✅ utm_source=affiliate-bloggername&utm_medium=affiliate

❌ utm_source=affiliate&utm_medium=referral (use specific name)

Partner Referrals:

✅ utm_source=partner-techcrunch&utm_medium=referral
✅ utm_source=partner-company_name&utm_medium=referral

❌ utm_source=partner&utm_medium=referral (too generic)

SMS Marketing

Twilio:

✅ utm_source=twilio&utm_medium=sms

❌ utm_source=twilio&utm_medium=text (use 'sms')

Attentive:

✅ utm_source=attentive&utm_medium=sms

Postscript:

✅ utm_source=postscript&utm_medium=sms

Offline & Other Channels

QR Codes:

✅ utm_source=qr-billboard&utm_medium=qr
✅ utm_source=qr-flyer&utm_medium=offline
✅ utm_source=qr-packaging&utm_medium=qr

Location-specific:
✅ utm_source=qr-nyc-billboard&utm_medium=qr

Print Advertising:

✅ utm_source=print-nytimes&utm_medium=print
✅ utm_source=magazine-forbes&utm_medium=print

❌ utm_source=print&utm_medium=magazine (specify publication)

Events:

✅ utm_source=event-saastr&utm_medium=event
✅ utm_source=conference-techcrunch&utm_medium=event

❌ utm_source=event&utm_medium=offline (specify event name)

TV/Radio:

✅ utm_source=tv-commercial&utm_medium=tv
✅ utm_source=radio-npr&utm_medium=radio

❌ utm_source=tv&utm_medium=offline

Decision Tree: Choosing the Right Medium

Step 1: Is it paid or organic?

Paid → Use:

• cpc (most common for paid)
• ppc (alternative for paid)
• paid-social (specific for social ads)
• display (for banner/display ads)

Organic → Use:

• social (for social platforms)
• organic (for search engines - auto-assigned)
• referral (for partner/backlinks)
• email (for email campaigns)

Step 2: What platform type?

Social platform →

• Paid: cpc or paid-social
• Organic: social

Search engine →

• Paid: cpc
• Organic: organic (auto-assigned)

Email platform →

• Always: email

Display network →

• Always: display or banner

Step 3: Validate the combination

Ask yourself:

1. Does this source-medium pair make logical sense?
2. Would GA4 recognize this as the intended channel?
3. Is this medium appropriate for paid vs organic?
4. Have I used this exact pair consistently before?

If any answer is "no" → Reconsider your choice

Common Combination Mistakes

Mistake 1: Using "organic" for social

Wrong:

utm_source=facebook&utm_medium=organic

Why: "organic" is for search engines, not social media

Correct:

utm_source=facebook&utm_medium=social

Mistake 2: Using "social" for paid ads

Wrong:

utm_source=linkedin&utm_medium=social (for paid campaigns)

Why: Ambiguous—doesn't clearly indicate paid

Correct:

utm_source=linkedin&utm_medium=cpc

Mistake 3: Using "newsletter" as medium

Wrong:

utm_source=mailchimp&utm_medium=newsletter

Why: "newsletter" is not a recognized medium

Correct:

utm_source=mailchimp&utm_medium=email&utm_campaign=weekly_newsletter

Mistake 4: Platform type mismatch

Wrong:

utm_source=mailchimp&utm_medium=social

Why: Email platform ≠ social medium

Correct:

utm_source=mailchimp&utm_medium=email

Mistake 5: Too specific medium values

Wrong:

utm_source=google&utm_medium=search-brand-campaign

Why: Campaign details belong in utm_campaign, not utm_medium

Correct:

utm_source=google&utm_medium=cpc&utm_campaign=brand-search

Quick Reference Tables

By Channel Type

By Platform

FAQ

Can I use custom medium values?

Yes, but be cautious. GA4 won't automatically assign custom mediums to standard channels.

If you use custom mediums:

• Create custom channel groupings in GA4
• Document what each custom medium represents
• Train team on when to use them

Recommendation: Stick to standard mediums when possible.

Is there a difference between "cpc" and "ppc"?

Both indicate paid advertising:

• cpc = Cost Per Click (more modern)
• ppc = Pay Per Click (older term)

Recommendation: Use cpc for consistency with Google Ads auto-tagging.

Should I use "social" or "social-network"?

Both work for organic social:

• social (more common, simpler)
• social-network (more specific)

Recommendation: Use social for consistency.

What about "paid-social" vs "cpc" for social ads?

Both are valid:

• cpc - Generic paid advertising
• paid-social - Explicitly social advertising

Recommendation:

• Use cpc if you want all paid (search + social) grouped together
• Use paid-social if you want to separate paid social from paid search

Be consistent across all social platforms.

Can I use "email" as a source instead of medium?

No. Email should always be the medium, not the source.

Wrong:

utm_source=email&utm_medium=campaign

Correct:

utm_source=mailchimp&utm_medium=email&utm_campaign=campaign_name

What if my platform doesn't fit any category?

Choose the closest standard medium:

• If it's paid advertising → cpc
• If it's a referral → referral
• If it's display advertising → display
• If it's email → email

Avoid creating new medium types unless absolutely necessary.

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Related: Conflicting Channel Medium Attribution Rule