[lolc]

First time I read about UTM. It looks like those parameters are used to track ad campaigns. They provide metrics over which campaign works best.

The "fbclid" parameters on the other hand seems intended to track individual clicks. That is, Facebook wants to keep tracking individuals when they follow links to off-site pages.

[tomnipotent]

It's no different than what every other major player is already doing, they're just now catching up.

[lolc]

I'm not aware of this, but maybe I'm behind the curve? Are you saying that if somebody posts a link on Twitter, that link gets a tracking-parameter appended when people click through? Ar what is it they ar all doing?