Updated June 29, 2026
URL tracking parameters reference
These query parameters are added to links for analytics and ads. They are not needed to reach the page, so removing them gives a shorter, more private link. Copy a parameter name to find and strip it.
Campaign (UTM) tags
| Parameter | From | What it tracks |
|---|---|---|
utm_source | Analytics | Which site or sender the traffic came from. |
utm_medium | Analytics | The channel type, like email or social. |
utm_campaign | Analytics | The campaign name. |
utm_term | Analytics | A paid keyword. |
utm_content | Analytics | Which link or variant was clicked. |
Click identifiers
| Parameter | From | What it tracks |
|---|---|---|
fbclid | A per-click identifier for Facebook ads and links. | |
gclid | Google Ads | A Google Ads click identifier. |
msclkid | Microsoft | A Microsoft Ads click identifier. |
igshid | An Instagram share identifier. | |
ttclid | TikTok | A TikTok click identifier. |
Email and other
| Parameter | From | What it tracks |
|---|---|---|
mc_cid | Mailchimp | A campaign id in Mailchimp links. |
mc_eid | Mailchimp | A per-subscriber id; identifies the recipient. |
ref | Various | A generic referral tag. |
Keep functional parametersNot every query parameter is tracking. Ids, search terms, and page numbers can be required for the page to work, so strip only the known trackers above.
References
Questions
Is it safe to remove these parameters?
Yes. UTM tags and click identifiers are for analytics and ads, not navigation, so the page opens the same without them.
Why is mc_eid more sensitive than the others?
mc_eid identifies the individual email subscriber, so forwarding a link that still contains it can tie activity back to a specific person.