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Your clear opinion of the source of my reference is duly noted. I put those words in quotations to make it clear those weren't my words, but someone else's. I'm not saying it is THE standard.  But since you posed the question, I'll answer: According to me, it's my standard.  At least right now, today, until I find something better.  That's why I'm observing and participating in this conversation.

To your "hijacked" claim: meh.  Look, most white papers delivered in our space contain content from other sources, auto and otherwise. In particular, this UTM guide pulled together good information in a simple presentation that I, and many of my dealer friends and vendor partners, have been able to use to fine tune the results reported to us in GA.  For me, it's been useful.  It's updated regularly and it's free.  If all of our referral providers would use it, we'd have better reporting from our analytics. Thus, the precise reason I asked the two questions of the fine gentleman from Terminus. I'm just looking for simpler, faster, and/or better ways to do things.