utm_medium
The UTM parameter that names the kind of channel: social, cpc, email, sms, qr.
utm_medium answers "what kind of channel?": social, paid-social, cpc, email, sms, qr, referral. GA4 uses it, with the source, to sort visits into channels such as Email, Paid Social and Organic Social (Google).
The value has to match GA4's rules to land in the right channel. email lands in Email; newsletter does not. cpc or anything starting with paid with a social source lands in Paid Social. See the UTM parameters guide.
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