Analytics treats Newsletter and newsletter as two sources. email and e-mail as two mediums. A campaign called Sept Tools in one send and sept-tools in the next is two campaigns. The parameters are not decoration. They are the join keys for every report you will run next quarter.
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The five fields, used narrowly
utm_source: where (newsletter, twitter, partner-name). utm_medium: how (email, social, paid-social, referral). utm_campaign: the named push (sept-tools, launch). utm_term and utm_content are optional: paid keyword, or which button in the mail. Do not put the article title in source.
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The UTM campaign builder adds those query keys to a base URL and can put the same values in the address bar so you can paste a finished link into Slack. Keep og:url on the canonical without UTMs; that split is covered in why Slack shows the wrong title.
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A small house style
Lowercase. Hyphens. No spaces. One campaign name per actual campaign, reused in every channel. If a freelancer invoices from a tracked landing page, that is still marketing UTMs, not a rate card; the rate card is the day-rate calculator.
When a link already has a query string, append UTMs rather than replacing the whole query. The builder does that. Hand-edited URLs often do not.
