Short answer
Tracking parameters are extra pieces added to the end of a URL (after the ?) that tell a site or ad platform where a click came from. They don't change the page you see, so you can usually remove them before sharing: utm_ tags, click IDs like fbclid, gclid and msclkid, share IDs like si and igsh, and X's ref_src, s and t parameters. Keep parameters that select content, such as a video's v or a search's q.
Key takeaways
- Everything after ? in a URL is parameters; tracking ones don't change the page.
- utm_ tags are campaign labels; click IDs like fbclid and gclid identify a specific click.
- Share parameters (si, igsh, s, t) can tie a link back to the person who shared it.
- Keep parameters that pick content, like v for a YouTube video.
What are tracking parameters?
They're name=value pairs added after the ? in a URL to record where a visit came from; the page itself ignores them.
In https://example.com/sale?utm_source=newsletter&id=42, the id=42 probably picks the product, while utm_source=newsletter only tells the shop's analytics that you came from a newsletter. Remove the second and the page is identical.
Which parameters are common?
Campaign tags, ad click IDs, email platform IDs and app share IDs make up nearly all of them.
| Parameter | Added by | Safe to remove |
|---|---|---|
utm_source, utm_medium, utm_campaign, utm_term, utm_content |
Marketers, for analytics tools | Yes |
fbclid |
Facebook and Instagram outbound links | Yes |
gclid, gbraid, wbraid, dclid |
Google Ads | Yes |
msclkid |
Microsoft Advertising | Yes |
ttclid |
TikTok ads | Yes |
twclid |
X ads | Yes |
igsh, igshid |
Instagram share links | Yes |
si |
YouTube and Spotify share links | Yes |
ref_src, ref_url |
X embed code and share links | Yes |
s, t on x.com post links |
X app share links | Yes |
mc_cid, mc_eid |
Mailchimp emails | Yes |
_hsenc, _hsmi |
HubSpot emails | Yes |
mkt_tok |
Marketo emails | Yes |
v on youtube.com/watch |
YouTube: the video ID | No |
q on search pages |
Search query | No |
t on YouTube links |
Start time | Keep if you want the timestamp |
Why does this matter for moderators?
Clean links are easier to read and judge, and you don't pass someone else's attribution or identity along with a repost.
When you approve a reply with a link, retweet a partner, or paste a link into a social wall, long tracking strings make it harder to see where the link goes. Share IDs can also connect a link back to the account that copied it. Cleaning them is quick, and it makes a suspicious domain easier to spot.
How do I clean links quickly?
Paste them into the link inspector, which strips known tracking parameters, unwraps redirect links and shows the real domain.
The link inspector takes one link per line, or a whole post, and gives you a cleaned list to copy. For embed code, the embed cleaner does the same to every link inside the blockquote. Both run in your browser, so the links you paste aren't sent anywhere.
Common questions
Is it rude to strip someone's utm tags?
No. The tags help the site owner measure campaigns; removing them only means your share won't be credited to their newsletter or ad. The page works the same.
Can removing parameters break a link?
Occasionally, if you remove one the page needs. The link inspector only removes known tracking names and keeps everything else, so it avoids the common mistakes. When in doubt, open the cleaned link once before sharing.
Why do X links end in ?s=20?
The X app adds share parameters (s and sometimes t) when you copy a post's link. They aren't needed to open the post.