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URL Tracking Parameter Glossary

Ever seen a link stuffed with ?utm_source=…&fbclid=… and wondered what all that junk is? Here's a plain-English reference: what each tracking parameter does, who added it, and whether it's safe to delete. (Spoiler: almost always, yes.)

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Google Ads

Google Analytics (Urchin standard)

eBay

Alibaba / e-commerce

HubSpot

Mailchimp

Meta (Facebook)

Meta (Instagram)

ActiveCampaign

Adobe Advertising Cloud

Adobe Analytics

Amazon Associates

Branch.io

Google Analytics 4

Google Marketing Platform (DoubleClick)

Google Shopping

Impact.com

Kit (ConvertKit)

Klaviyo

LinkedIn

Marketo (Adobe)

Microsoft Advertising (Bing)

Pinterest

Reddit

TikTok

Vero

X (Twitter)

Yandex

Yandex / OpenStat

YouTube / Spotify