I have a simple question I can't seem to find a proper answer for.
Does the documentation for Google Analytics specify anywhere whether it's ok or not to use for instance the parameter utm_term internally for tracking and customizing a page?
In my mind, the utm_ parameters are write-only and should be used only for tracking and reporting in Google Analytics, and if you need keep track of context on a webpage during a visit (in order to display user related content), you should in addition set your own cookies and/or store session data.
If you think this question is too 'hypothetical', let's just say I'm only asking whether or not Google has expressed any opinion on this.
I believe you are right, the parameters are meant to be write-only and if you want to customise something you should set your own data. You can see this because there are not many get methods to use with google analytics:
https://developers.google.com/analytics/devguides/collection/gajs/methods/