odoo16/addons/utm/data/utm_medium_data.xml

<?xml version="1.0" encoding="utf-8"?>
<odoo>
    <record model="utm.medium" id="utm_medium_website">
        <field name="name">Website</field>
    </record>
    <record model="utm.medium" id="utm_medium_phone">
        <field name="name">Phone</field>
    </record>
    <record model="utm.medium" id="utm_medium_direct">
        <field name="name">Direct</field>
    </record>
    <record model="utm.medium" id="utm_medium_email">
        <field name="name">Email</field>
    </record>
    <record model="utm.medium" id="utm_medium_banner">
        <field name="name">Banner</field>
    </record>
    <record model="utm.medium" id="utm_medium_twitter">
        <field name="name">Twitter</field>
    </record>
    <record model="utm.medium" id="utm_medium_facebook">
        <field name="name">Facebook</field>
    </record>
    <record model="utm.medium" id="utm_medium_linkedin">
        <field name="name">LinkedIn</field>
    </record>
    <record model="utm.medium" id="utm_medium_television">
        <field name="name">Television</field>
    </record>
    <record model="utm.medium" id="utm_medium_google_adwords">
        <field name="name">Google Adwords</field>
    </record>
</odoo>