utm_medium — marketing medium: (e.g. cpc, banner, email)
It is recommended to use standard values in this parameter, e.g., cpc (cost per click) — context ad, display — banner ad, social_cpc — ad in social networks
What for:
To define the type of campaign or ad
Example:
- utm_medium=organic – organic traffic
- utm_medium=cpc – context ad (cost per click)
- utm_medium=email — email campaign
- utm_medium=social — social networks
- utm_medium=banner — banner ad
- utm_medium=cpa — other ad (cost per action)