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> The UTM, or Urchin Traffic Monitor, was an early method for augmenting Apache (or IIS, etc.) log files with cookies, such that unique visitors could be established.

Of course, “utm” lives on today as a standard prefix for link tracking parameters, even outside of google analytics

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Thanks for that info. I’ve wondered for years what the meaning of the utf parameter was.

Given its purpose, I always thought it was "user tracking mark" or similar.

Many of them described for GA: https://support.google.com/analytics/answer/10917952

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