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Acquisition -> All Traffic -> Source / Medium report You’ve probably seen that Facebook referral traffic is reported on different lines in Google Analytics. I’d always add “.com” to the end of the source when tagging Facebook campaigns. For example, you don’t want to have your organic Facebook traffic showing up on separate lines in your Google Analytics reports. In addition, consistency is the key to success when tagging your campaigns. Then you’ll be able to compare your organic social to your paid social and your paid search traffic and everything will be fine. You can use a custom medium like “paid+social” which will show up as “paid social” in your Google Analytics reports. I would recommend defining a separate “Paid Social” channel in Google Analytics. If you’d like to separate your paid and organic social media traffic, I would recommend using “paid+social” as a medium and defining it in the Default Channel Grouping settings as well.

If you decide to use anything else as a medium, make sure you follow the Default Channel definitions or modify them if needed. I recommend using “social” as a medium when tagging your organic social media posts and the domain as a source (,, etc). UTM Pilot Program UAS Traffic Management (UTM) Field Test Project FAA's UAS Traffic Management Research Transition Team Plan (January 31, 2017) (PDF) NASA's.

1. Mis-tagging Social Media links and not separating paid and non-paid social campaigns The UTM Concept of Operations Version 2.0 (UTM ConOps v2.0) (PDF) reflects collaborative efforts across the FAA, as well as ongoing inter-agency efforts with NASA.