What is utm_medium=organic?

Who adds it

Someone set it by hand, often on links in business listings or app store pages they want counted as search. Analytics tools also use organic as the medium for untagged search engine visits.

What it means

The link's owner wants the visit treated as unpaid search. GA4 files any visit with exactly organic as the medium under Organic Search, whatever the source.

What to do with it

Use it only where the click really comes from search results. A tagged link elsewhere would inflate Organic Search.

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

Organic Search Source matches a list of search sites listed under "SOURCE_CATEGORY_SEARCH" OR Medium exactly matches organic

Default channel group - Analytics Help