You can also ignore UTM terms altogether, and use a single ad ID, then structure your marketing channel/partner/etc. exactly how you like it at DB level.
Aside from being more correct, as you don't duplicate this information with every session, you can update your "UTM parameters" at any time (keeping a history table, naturally) and avoid enormous and growing sets of rules to map previous structures to the newest one.
Aside from being more correct, as you don't duplicate this information with every session, you can update your "UTM parameters" at any time (keeping a history table, naturally) and avoid enormous and growing sets of rules to map previous structures to the newest one.