What are sources and mediums?

In web analytics, source is the where (website, newsletter, search engine, email, etc.) your visitors came from, while medium is the how (paid, referral, search, direct) – they arrived.

If a source is not known, it will be listed as “direct” which usually means the visitor typed your website address into their browser, but can include bookmarks or even a document they have downloaded and clicked a link in if tracking has not been set up.

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