Below is a list of the UTMs you will see calls being attributed to - depending on your setup.

Session Based Tracking - Call is attributed to a visit

VISIT SOURCE	UTM_SOURCE	UTM_MEDIUM	UTM_CAMPAIGN
Direct	(direct)	(none)	(none)
Organic	[organic_provider_name]	organic	(none)
Google Paid	google	cpc	[utm_campaign]
Bing Paid	bing	cpc	[utm_campaign]
Social Media	[social_media_provider_name]	[utm_medium]	[utm_campaign]
Social Media	[social_media_provider_domain]	referral	(none)
Referral	[website_domain]	referral	(none)
Custom Parameters	[utm_source]	[utm_medium]	[utm_campaign]
Email	email	email	[utm_campaign]

Source Level Tracking - Call is NOT attributed to a visit

VISIT SOURCE	UTM_SOURCE	UTM_MEDIUM	UTM_CAMPAIGN
All or remaining digital	(not set)	[Friendly Name]	(none)
Online Paid	paid	cpc	(none)
Social Media	social	[social_media_source]	(none)
Organic	organic	organic	(none)
Direct	(direct)	(none)	(none)
Referral	referral	referral	(none)
Email	email	email	(none)

Static Based Tracking

VISIT SOURCE	UTM_SOURCE	UTM_MEDIUM	UTM_CAMPAIGN
Impression	Impression	[Friendly Name]	(none)
Offline	Offline	[Friendly Name]	(none)
Other	Other	[Friendly Name]	(none)
TV	TV	[Friendly Name]	(none)
Radio	Radio	[Friendly Name]	(none)
Print	Print	[Friendly Name]	(none)
Google My Business	GMB	[Friendly Name]	(none)
Google Ad Extension	GAE	[Friendly Name]	(none)

Updated on: 19 / 07 / 2022