What does source / medium mean in Google Analytics?
Source is where a visit came from, like google or facebook.com. Medium is the type of traffic, like organic, referral, email or cpc.
Google Analytics often shows these two together as "source / medium." Source names the specific origin: a search engine, a website, a newsletter. Medium names the category: organic for unpaid search, cpc for paid ads, referral for links from other sites, email for email links, and (none) for direct visits. For example, google / organic is unpaid Google search and google / cpc is Google Ads.
Why it matters for your business: Source and medium together give the clearest picture of exactly which sites and campaigns send you visitors.
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