What is utm_medium=display?
Click from a banner or display ad
Who adds it
Advertisers set it on banner and display ad links. Google's own examples use banner for the same purpose.
What it means
The visit came from a display ad, the image or banner kind shown on websites and apps. GA4's Display channel takes display, banner, expandable, interstitial and cpm.
What to do with it
Google Display Network clicks with auto-tagging get their channel from Google Ads data, so the tag matters most for ads bought elsewhere.
How Vireo shows it
Vireo Pro's UTM campaigns card lists tagged visits by Source, Medium and Campaign, with visitors and pageviews. The tags are read from the first page of each visit, and the same tags feed revenue by source.
In the free plugin, Vireo drops the query string from page addresses, keeping only a few WordPress ones such as p and page_id, so a tagged URL counts as the same page as the untagged one. The visit is counted under the referrer it arrived with.
UTM campaigns are part of Vireo Pro. See UTM campaigns in the docs.
Sources
Display Medium is one of (“display”, “banner”, “expandable”, “interstitial”, “cpm”)
Default channel group - Analytics Help
utm_medium : Marketing medium, for example: cpc, banner, email
URL builders: Collect campaign data with custom URLs - Analytics Help
Related tags
dclidGoogle display and video ad click IDutm_medium=cpcPaid click from an ad (cost per click)gclidGoogle Ads click ID from auto-taggingutm_medium=emailVisit from a link in an emailutm_medium=paid_socialPaid click from a social media adutm_medium=paidPaid click, often added by Meta adsutm_medium=socialUnpaid click from a social media postutm_medium=organicMarked as unpaid search traffic
All UTM values and click IDs · Referrer lookup · UTM parameters in the glossary · UTM links in WordPress
See which campaigns bring readers
Vireo Analytics shows where your visitors come from without cookies, and Vireo Pro adds UTM campaigns and revenue by source.
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