Each tag has its own purpose. While the value of each of them is flexible, there are some general rules to consider.
|This should identify where the link was placed. For example, this could be a search engine, a newsletter, a social network.|
|Use this tag to identify the medium the link appears in. For example, an email, a PPC campaign, or a social media post.|
|This should be the name of your campaign or promotion. This could be "summer sale", "new shop" or similar.|
|If your link will appear in a place where keywords will come into play (e.g. a search engine), use this for the keywords.|
|Will your link appear in different places? Are you doing A/B testing? If so, use this to identify where it was clicked.|