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Should the Google Analytics utm_medium from Facebook Ads be cpc or display?

Facebook Ads: cpc vs. display? What is the optimal way to set up UTM tracking from Facebook Ads for maximum benefit in Google Analytics in 2020? Typically you see everyone recommending to set the utm_medium as cpc (or relevant cases, cpm), but they don’t explain why: https://www.99signals.com/track-facebook-ads-google-analytics/ https://easyautotagging.com/tracking-facebook-ads-google-analytics/ https://www.klipfolio.com/blog/facebook-ads-google-analytics https://www.sixthcitymarketing.com/2018/01/29/paid-facebook-traffic/ https://blog.tryadhawk.com/facebook-ads/facebook-utm-tracking-for-google-analytics/ So, my questions are: […]