RULES - lowercase only - hyphens instead of spaces - never tag internal links utm_medium (channel type) email | social | paid-social | cpc | display | referral | affiliate | podcast | video utm_source (specific platform or sender) newsletter | facebook | instagram | linkedin | youtube | google | bing | [partner-name] utm_campaign (the initiative) [yyyy-mm]-[campaign-name] e.g. 2026-10-webinar-launch utm_content (optional: variant or placement) [placement]-[variant] e.g. header-button-a, video-ad-2 EXAMPLE ?utm_source=newsletter&utm_medium=email&utm_campaign=2026-10-webinar-launch&utm_content=main-cta
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