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Specifications of UTM's "Media"
This explains the value of the "media" in the UTM that can be created within Cascade.
Author: Cascade
Last updated: December 21, 2025
UTM's “Media (utm_medium)” is a field used to identify the type of media from which traffic originates (delivery method or medium). The list of “Cascade” includes the following values.
Value | Content |
affiliate | Affiliate ads through ASP or performance-based links |
app | Banners in our own app or in-app pop-ups, etc. |
audio | Audio ads such as Spotify ads and podcasts |
banner | Static banner space published on other sites (fixed placement) |
cpc | Click-based banners like Google display ads, social media ads, and paid article ads |
cpm | Banner ads charged by impression (payment based on display frequency) |
Email newsletters, drip emails, and DM delivery | |
organic_social | Organic SNS posts (links that do not incur advertising costs) |
paidsearch | Search-related ads (SEM) like those from Google and Yahoo! |
Printed materials such as flyers, magazine ads, and QR codes published in catalogs | |
push | Web push notifications from browsers and push notifications from smartphones |
referral | Referral links from other blogs or partner sites (those that do not incur advertising fees) |
retargeting | Ads specifically set for retargeting or remarketing |
sms | Coupons and guide links sent via SMS (short message) to mobile phones |
video | Ads focusing on video formats such as YouTube ads and TikTok ads |
custom | Free input for cases that do not fall under any of the above and are internally assigned |
