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Normal
The problem for me has come when vendors get a little creative with all of the tag fields available. They don't seem to understand that this reporting isn't for them, it's for the site owner (me.) When they do things that kick their traffic into buckets we're not watching, it's bad for them and us. For instance, if their traffic ends up in the referral bucket because of capitalization or weird source/mediums, it creates extra work for us to decipher. So MY standard is this one: http://www.pcgresearch.com/google-utm-guide/ It works for me, today anyway.