How to Access Source/Medium Data in Google Analytics 4

Light orange GA4 source/medium report featured image.
By Kristen LauckNov 14, 2022

The Source/Medium report in Universal Analytics is an extremely useful tool that quickly shows you the source and medium of your website traffic. This report can help you analyze your website traffic by attributing user, conversion, and other data to a specific audience.

Because this report offers such valuable information that helps us make important marketing decisions, we want to be able to see the same data in Google Analytics 4 (GA4).

Follow this step-by-step guide to find the source/medium report in GA4.

Finding Source/Medium Data in GA4

To see source/medium data in GA4, we’ll first want to navigate to the Traffic acquisition report.

Google Analytics 4 reporting interface with red arrows that show how to navigate to the traffic acquisition report and change the primary dimension. Click reports, acquisition, traffic acquisition, then click the down arrow to change the dimension.
  1. In the left-hand navigation panel, click Reports
  2. Then, under Life cycle, click the Acquisition dropdown
  3. Next, select Traffic acquisition
  4. Click the drop-down arrow next to the primary dimension, which is Session default channel grouping by default
GA4 reporting interface with a drop-down box open and session source/medium selected with a red box around it.

Select Session source/medium from the list of options.

Source/medium report in GA4 with red arrow pointing to customize tool.

And now you can see source/medium data in GA4! If you want to save this report so it can live in your navigation panel for easy access, click the pencil icon in the top right corner.

Google Analytics 4 reporting interface with red box around dimensions selector in the customize report panel.

In the Customize report panel, select Dimensions.

GA4 reporting interface displaying the dimensions panel and set as default selected for source/medium.

Locate the Session source/medium dimension and click the three vertical dots. From the drop-down menu, click Set as default.

GA4 reporting interface showing how to remove a dimension from a report.

Remove any unnecessary dimensions by selecting the three vertical dots and clicking Remove. We’re going to keep the separate Session medium and Session source dimensions in case we want to look at these metrics individually in the future.

Google Analytics 4 reporting interface with red box around a blue button that reads Apply.

Click the Apply button in the bottom right corner.

GA4 reporting interface showing how to save the report as a new report.

Click the blue Save… button and from the drop-down menu, select Save as a new report. This way, we won’t be replacing the Traffic acquisition report.

Pop-up box in GA4 with prompts to name your custom report.

Name your report and give it a description if you would like. Click Save.

How to navigate to the library in GA4 by selecting Report interface and selecting Library.

Now, to add this custom source/medium report to your navigation panel, head to the Library by clicking Reports then Library.

GA4 Library interface with red box around the Life cycle collection and a red arrow pointing to Edit Collection button.

Select Edit collection under the Life cycle collection.

GA4 customize collection interface with source/medium report box being dragged into life cycle collection.

Using the six dots, you can drag and drop your source/medium report, which will be found in the list on the right, to your Life cycle collection on the left. Wherever you place it is where it will appear in your navigation panel. We chose to include it in the Acquisition section. When you’re finished, click Save. You’ll be prompted to save it as a new collection or save it to your current collection. Select Save to current collection.

Become a GA4 Pro: GA4 Step-by-Step Guides and Training

Want to learn how to find other basic data from Universal Analytics in GA4? Check out our other step-by-step guides in our blog: How to Find Basic Data from UA in GA4.

Our team at Evolve Marketing also offers live, in-depth GA4 training so you can navigate GA4 like a pro. Contact us today for more information.

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