[shostack]

I've implemented this approach for my teams before. It's always a giant PITA without lots of effort around tooling to enforce conventions. It's useful though if you're trying to marry analytics tools without reinventing the wheel though because you can take out of the box UTMs and just transform them into some intelligible encoded format that first into some other tool's sole field for user-defined data.

[cosmie]

Web analytics as a whole is a giant PITA without lots of effort around tooling. The default approach just has a silent failure state that is harder to detect, and becomes more of a hassle for the analyst that has to cope with the resulting data.

At least with this approach, the PITA becomes more explicit and easier to justify the tooling needs, allowing for it to be addressed and tackled at the outset by the upstream implementation team, rather than cascading to downstream consumers.