I don't know the best practice but this ow I have setup my UTM tags for my eCommerce site

For New Account creation

• Campaign Source : website
• Campaign Medium : email
• Campaign Name : new_account_email
• Campaign Content : hyperlink / calltoaction / confirm

For Shipment tracking email

• Campaign Source : website
• Campaign Medium : email
• Campaign Name : order_shipped
• Campaign Content : hyperlink / calltoaction / confirm

Please Note: And the end of the day all fields naming does not matter because you'll be know for want campaign you are running those email, etc, etc.

Hope this helps!

I don't know the best practice but this one I have setup my UTM tags for my eCommerce site

For New Account creation

• Campaign Source : website
• Campaign Medium : email
• Campaign Name : new_account_email
• Campaign Content : hyperlink / calltoaction / confirm

For Shipment tracking email

• Campaign Source : website
• Campaign Medium : email
• Campaign Name : order_shipped
• Campaign Content : hyperlink / calltoaction / confirm

Please Note: And the end of the day all fields naming does not matter because you'll be knowing for want campaign you are running those email, etc, etc.

Hope this helps!