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The GP mentioned UTMs specifically, which are coarse-grained. Generally all links in a campaign will share the same UTM parameters. Sometimes different sizes or A/B variants will have distinguishing values. But as a matter of course, these are not unique to the user. Their primary purpose is to aggregate data, not to distinguish it.

This is different than the type of tracking you're talking about. ID-type parameters like gclid, dclid, and fbclid are all unique to the ad impression, and tied to the individual that ad was served to. Which means they can tie it back to other data sources they have about the individual. Like social graph data for Facebook, or demographic or interests data for other advertiser networks.

Personally I care about ID parameters a lot, and UTM-type parameters not at all. But that's just me.



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