What are Source and Medium in GA4?

Adarsh Gangwal | Published: May 24, 2022

What are Source and Medium in GA4?

For analyzing your website traffic metrics, source and medium are the crucial points to remember and understand. As their name depicts, they tell you about the source of web traffic and the medium of your web traffic.

Let’s elaborate on this with the help of an example.

For example:

If a user comes to your website through Google then Google will be considered a source of the traffic to your website. Sources are nothing but the origin of your web traffic. Just like this other platforms like bing, safari, etc can be your source in GA4.

Now that you know your web traffic source is coming from Google but how is this traffic reaching your website. It could be paid, organic, or direct. This is known as the medium of your web traffic.

The Source of traffic could have more than one medium.

You can analyze these sources and mediums by categorizing them.

Watch our video above and get a complete explanation of the topic from an expert.