Source, Medium, and Campaign are core attribution fields used by GrowthOptix to understand where your traffic comes from and how it should be grouped.
What Is Source?
Source identifies the origin of the traffic.
Common examples:
google.
facebook.
linkedin.
bing.
newsletter..
partner-site.
Source answers the question: “Where did this visitor come from?”
GrowthOptix captures Source based on attribution data detected by the Tracking Script (for example, UTM parameters or referrer information).
What Is Medium?
Medium describes how the traffic arrived.
Common examples:
cpc.
paid_social.
organic.
email.
referral.
direct.
Medium answers the question:
“What type of channel was used?”
Source and Medium together give important context. For example:
google / cpcfacebook / paid_socialnewsletter / email
What Is Campaign?
Campaign is used to group traffic under a specific marketing initiative.
Common examples:
spring_sale
product_launch
retargeting_q1
black_friday
Campaign answers the question:
“Which campaign was this traffic part of?”
Campaign values are typically passed through UTM parameters and captured by the Tracking Script.
How GrowthOptix Uses These Fields
GrowthOptix uses Source, Medium, and Campaign to:
Attribute visits and events correctly.
Group performance in Marketing Attribution dashboards.
Calculate metrics like Conversion Rate, Revenue, CAC, and ROI.
Break down results by source or campaign.
These fields are foundational for understanding performance.
Important Things to Know
Source, Medium, and Campaign are not inferred.
They must be present in the incoming visit data.
Incorrect or missing UTMs can lead to misclassification.
Different naming conventions can fragment reporting.
GrowthOptix reports exactly what it detects.
Best Practices.
To keep attribution clean and readable:
Use consistent naming conventions.
Always tag paid campaigns with UTMs.
Avoid mixing formats (e.g.,
PaidSocialvspaid_social).Review campaign names before launch.
Small inconsistencies can lead to confusing dashboards.
Common Misunderstandings.
“Source is the same as platform” → not always
“Campaign names don’t matter” → they do
“GrowthOptix auto-fixes UTMs” → it doesn’t
Clear attribution starts with clean inputs.
Need Help?
If you’re unsure how your traffic is being labeled or want help validating your Source, Medium, and Campaign setup, reach out to us through the in-app chat. We’re happy to help