Whenever the UTM parameters are no longer a part of the URL, Segment no longer includes them. For example, if the user goes to a new page within your website which does not contain these parameters, they will not be included in subsequent events. UTM parameters are non-persistent by default as they could potentially cause data accuracy problems. Here's an example of why: Say a user clicks on an ad and lands on your site. He navigates around and bookmarks an internal page - or maybe shares a link with a friend, who shares it with another friend. All those links would then point back to the same test utm_source as the initial referrer for any purchase.
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