Discover what Google Analytics doesn’t count as default mediums

Google Analytics is a powerful tool that allows website owners to analyze their traffic sources and user behavior. One of the key features of Google Analytics is the ability to track the medium through which visitors arrive at a website. This medium refers to the marketing channel or source that brought users to a particular site, such as organic search, social media, or email campaigns.

While there are many default mediums in Google Analytics, not all traffic sources fall under these categories. In this article, we will explore what is not considered a default medium in Google Analytics. By understanding these non-default mediums, website owners can gain deeper insights into their traffic sources and optimize their marketing strategies accordingly.

We will look at various types of traffic sources that do not fit into the pre-defined categories within Google Analytics, including referral traffic from apps and other lesser-known forms of online advertising.

Understanding Default Mediums in Google Analytics

The current subtopic of understanding default mediums in Google Analytics can be succinctly stated as an exploration of those mediums that are not considered default within the platform.

Non-default mediums refer to any source or medium that is not recognized by Google Analytics, such as social media platforms like Instagram or TikTok.

These non-default mediums can be tracked in Google Analytics through custom campaigns, which allow users to create unique tracking codes for specific campaigns and sources.

Custom campaigns enable businesses to track the performance of their non-default mediums and optimize their marketing strategies accordingly.

Understanding the difference between default and non-default mediums in Google Analytics is crucial for businesses seeking to accurately measure their digital marketing efforts and make data-driven decisions.

Social Media Traffic

Social media traffic refers to the visitors that come to a website through social media platforms such as Facebook, Twitter, Instagram and LinkedIn. It is an important source of traffic for many websites since it has the potential to bring targeted and engaged visitors who are more likely to convert into customers.

To track social media traffic in Google Analytics, one needs to set up goals, use UTM tracking codes and monitor various reports such as Acquisition and Social Reports.

Definition of Social Media Traffic

Despite its widespread use, there is ongoing debate regarding the accuracy of attributing website traffic solely to social media platforms in Google Analytics.

While social media traffic can bring numerous benefits, such as increased visibility and engagement with a target audience, accurately measuring its impact can be challenging.

This is due to factors such as referral spam, inconsistencies in social media platform reporting, and difficulty in tracking multi-channel campaigns.

Additionally, not all website visitors who come from social media may be considered “qualified” leads, as they may not necessarily convert into paying customers or engage further with the brand beyond their initial visit.

As a result, it is important for businesses to carefully evaluate the role of social media traffic in their overall marketing strategy and consider utilizing additional tools and metrics to gain a more complete understanding of its impact on business goals.

Importance of Social Media Traffic

Measuring the impact of social media traffic is crucial for businesses to understand the effectiveness of their marketing strategies and make informed decisions based on data-driven insights.

Social media engagement and organic search traffic are two key metrics that can help businesses gauge the success of their social media campaigns. By analyzing these metrics, businesses can determine which platforms are driving the most traffic to their website, which types of content are resonating with their audience, and how engaged their followers are with their brand.

Additionally, tracking social media traffic can provide valuable insights into customer behavior and preferences, allowing businesses to tailor their marketing efforts accordingly.

Overall, monitoring social media traffic is a critical component of any comprehensive digital marketing strategy as it provides invaluable data that can be used to improve performance and drive business growth.

How to Track Social Media Traffic

One effective approach for tracking social media traffic involves the use of unique URLs or UTM codes, which allow businesses to differentiate between various campaigns and identify which specific posts are driving traffic to their website.

Measuring effectiveness and analyzing engagement can be done by assigning specific parameters to each social media campaign and post, such as source (the platform it was shared on), medium (the type of content), campaign (the overarching theme or objective), and term (specific keywords used).

This allows businesses to gain a better understanding of how their social media efforts are performing, which posts are resonating with their audience, and where they should focus their efforts in order to drive more traffic and conversions.

By using these tracking methods, businesses can optimize their social media strategy and ultimately improve the ROI of their marketing efforts.

Email Campaigns

Email campaigns are a popular marketing strategy, but they are not considered a default medium in Google Analytics. However, with email segmentation and the use of email analytics tools, businesses can gain valuable insights into their email campaign performance.

Email segmentation allows businesses to target specific audiences with personalized messages, increasing engagement and conversion rates. Additionally, email analytics tools provide metrics such as open rates, click-through rates, and conversion rates that can help businesses optimize their campaigns for better results.

By using these strategies in conjunction with Google Analytics tracking, businesses can get a more comprehensive view of their marketing efforts and make data-driven decisions for future campaigns.

Display Advertising

Display advertising is a popular marketing strategy that involves placing ads on websites and social media platforms, with the aim of increasing brand awareness and driving website traffic.

Programmatic advertising has made it easier for advertisers to reach their target audience by automating the process of buying ad space.

Display advertising can also help measure the effectiveness of other marketing campaigns through direct traffic to a website.

While display advertising may not be considered a default medium in Google Analytics, it plays an important role in modern-day digital marketing strategies and has proven to be successful in increasing brand visibility and driving website traffic.

Affiliate Marketing

Affiliate marketing is a type of performance-based marketing in which a business rewards its affiliates for each visitor or customer brought about by the affiliate’s own marketing efforts.

It is an important form of online marketing that can drive significant traffic and sales to businesses.

To track the success of affiliate marketing campaigns, businesses can use tracking software to monitor clicks, conversions, and commissions earned by their affiliates.

Definition of Affiliate Marketing

One popular digital marketing strategy involves partnering with third-party publishers to promote products or services, commonly known as affiliate marketing. This approach is based on the principle that a company pays a commission to a publisher for each sale or lead generated through their promotional efforts. Affiliate marketing strategies have become increasingly popular due to the low risk and high reward nature of the model. Successful affiliate marketing programs often rely on building strong relationships with publishers, providing them with valuable resources and support, and tracking their performance through reliable analytics tools such as Google Analytics. By leveraging the power of affiliate marketing, businesses can tap into new markets, increase brand awareness, and drive more revenue without incurring significant upfront costs.

Low riskLack of control over promotion
High ROI potentialCommission fees can add up quickly
Access to new audiencesRequires ongoing management and optimization
Scalable modelCan be affected by changes in search algorithms

Overall, affiliate marketing can be an effective way for businesses to expand their reach and drive sales while minimizing risks and costs. However, it requires careful planning, execution, monitoring, and optimization to ensure long-term success.

Importance of Affiliate Marketing

The significance of incorporating affiliate marketing into a business’s digital marketing strategy lies in its ability to reach new and diverse audiences, increase brand awareness, and drive revenue without incurring significant upfront costs.

Affiliate partnerships enable businesses to partner with other websites or individuals who have an established audience that may be interested in their product or service. This allows for targeted advertising and exposure to a wider range of potential customers.

Additionally, commission-based marketing incentivizes affiliates to actively promote the business’s offerings, increasing the likelihood of conversions.

By leveraging affiliate marketing, businesses can expand their reach and generate revenue through a cost-effective channel that aligns with consumers’ preferences for personalized recommendations from trusted sources.

How to Track Affiliate Marketing

Effective tracking of affiliate marketing campaigns is crucial for businesses to accurately measure their ROI and optimize their strategies, ultimately leading to increased revenue and customer acquisition.

Tracking conversions is one way to measure the success of an affiliate campaign as it allows businesses to determine which affiliates are generating the most sales or leads.

Attribution models are also important in tracking affiliate marketing as they help identify which touchpoints in the customer journey contributed to a conversion.

This information can be used by businesses to adjust commission rates, allocate resources and improve targeting, resulting in higher returns on investment.

By implementing effective tracking methods, businesses can gain valuable insights into their affiliate marketing efforts and make data-driven decisions that drive growth and profitability.

Referral Traffic from Apps

An overlooked source of referral traffic in Google Analytics is the influx of app-generated traffic, which often goes unnoticed due to its subtle and unassuming nature, akin to a small stream that can gradually swell into a powerful river.

With the rise of mobile devices and their accompanying apps, it has become increasingly common for users to access websites through these platforms rather than traditional search engines or direct links.

This trend has significant implications for businesses that rely on web traffic and online advertising revenue.

In particular, companies that engage in in-app advertising may benefit from tracking this form of referral traffic as it can provide insights into consumer behavior and preferences.

Additionally, organic search results may not capture all instances of app-generated traffic, making it important to track referrals from specific sources such as social media platforms or messaging apps.

Overall, while referral traffic from apps may be subtle and difficult to detect at first glance, it can have a significant impact on website performance and should not be ignored by businesses seeking to optimize their digital marketing strategies.

Other Sources of Traffic

Various channels can drive traffic to a website, including social media platforms, email marketing campaigns, paid advertising, and referrals from other websites.

In addition to these sources of traffic, there are also other ways that visitors may arrive at a website.

One such way is through paid search, which involves paying for ads on search engines like Google or Bing.

Another source of traffic is direct traffic, which occurs when someone types in the URL of a website directly into their browser or uses a bookmark.

Both paid search and direct traffic are not considered default mediums in Google Analytics because they require additional tracking parameters to be properly attributed in reports.

Understanding the different sources of traffic can help businesses optimize their marketing strategies and improve their overall online presence.

Frequently Asked Questions

How can I track the performance of my offline marketing campaigns in Google Analytics?

Offline tracking of marketing campaigns can be achieved through campaign attribution in Google Analytics. This allows for accurate measurement of the impact of offline efforts on website traffic and conversions, providing valuable insights for future marketing strategies.

What is the difference between direct traffic and referral traffic in Google Analytics?

Direct vs Referral Traffic: Key Differences, Importance of Analyzing and Ways to Improve Direct Traffic in Google Analytics. Direct traffic comes from users typing the URL directly into their browser, while referral traffic comes from links on other websites. Analyzing these sources can help improve website performance.

Can I track the performance of my YouTube videos in Google Analytics?

Google Analytics allows tracking of YouTube videos performance, along with podcasts, webinars and social media engagement. It provides technical and analytical insights for optimizing digital marketing strategies. The audience can benefit from the freedom to make informed decisions based on data-driven analysis.

How can I track the performance of my mobile app in Google Analytics?

Mobile app tracking on Google Analytics has its limitations. While it can track app usage and user behavior, it cannot provide data on in-app purchases or revenue. It also requires proper implementation to ensure accurate tracking.

Is it possible to track the performance of my paid search campaigns in Google Analytics?

Paid search tracking in Google Analytics is possible through custom campaign tracking and attribution modeling. Precise technical implementation is necessary to ensure accurate data collection and analysis. This can provide valuable insights for optimizing paid search campaigns and increasing ROI.


Google Analytics is a powerful tool used by millions of businesses to track their website traffic and analyze user behavior. One important aspect of this analysis is understanding the different types of traffic sources, or mediums, that bring visitors to a site. While there are several default mediums in Google Analytics, it’s important to note that not all sources fall under these categories.

Social media traffic is one commonly recognized medium that does fall under the default category. This includes any visits from social media platforms such as Facebook, Twitter, and Instagram. Another default medium is email campaigns; these include any clicks from email newsletters or promotional emails sent out to subscribers. Display advertising also falls under the default category – this includes ads placed on other websites that link back to your site.

However, there are other sources of traffic that do not fit into any of these categories and therefore cannot be considered a default medium in Google Analytics. These may include referral traffic from mobile apps or direct URL entry.

It’s important for businesses to understand all potential sources of traffic in order to accurately measure their success and make informed decisions about marketing strategies. In conclusion, while there are several default mediums in Google Analytics such as social media traffic, email campaigns, and display advertising; it’s crucial for businesses to recognize that not all sources fall into these categories. Accurately tracking all potential sources of traffic can provide valuable insights into user behavior and help inform marketing strategies moving forward. By understanding the full scope of website traffic, businesses can optimize their online presence and drive success in today’s digital landscape.

Related Articles

Leave a Reply

Your email address will not be published. Required fields are marked *

Back to top button