But what about URLs with UTMs? How can dashes vs. underscores help us understand traffic in Google Analytics?
B2C published a blog post in September 2013 analyzing the different ways that different companies use UTMs in email marketing materials. At the end of the Gilt City email, the author says:
An underscore should be used in “san-francisco” part of utm_campaign. This tells us it is one word and separates it from the other information.
When the author gets to the Zillow email, he mentions:
Separating different pieces of information by a dash (“-”) helps to parse them easily in analytics tools.
I'm modestly savvy with Google Analytics, and I'm having trouble seeing the advantage of using an underscore to link compound phrases such as
sidebar ad or other multi-word phrases that I might choose to regularly use in my company's UTM schema.
Is there an advantage in Google Analytics to linking these words one way or the other?