There is no need to, but doing it with id numbers would add a lot of friction on the content creator's side so that's why it isn't like that. The 'some database

There is no need to, but doing it with id numbers would add a lot of friction on the content creator's side so that's why it isn't like that. The 'some database' is the problem - who owns it? Right now I can add whatever UTM parameters to any links I send without keying it into a database system, submitting a CR to the IT team, submitting it to Google, or any other nonsense. Details will be collected immediately whether through web logs, google analytics, or something else. If one email that I send has links to multiple domains (some of which I don't control due to SaaS eating the web) then we'd either have to track and manage multiple IDs which change for each link or use a scary looking GUID generated by a centralised system (no thanks). That sounds like a real headache. Hiding it behind an ID would make it prettier but it also reduces transparency to the end user of what is being collected. I think if it's going to be there anyway, I'd rather see it.