function (i, s, o, g, r, a, m) {…}

Why does the anonymous function in the Google Analytics tracking snippet have such peculiarly named parameters?

An isogram (also known as a „nonpattern word“) is a logological term for a word or phrase without a repeating letter. It is also used by some to mean a word or phrase in which each letter appears the same number of times, not necessarily just once.[1] Conveniently, the word itself is an isogram.

The letters probably are a by-product of the obfuscation used… and then someone shuffled them around to spell it out?

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