Digital marketing tool such as email service providers and analytics platforms often append tracking parameters to URLs. These are helpful for marketers, but can also severely decrease the effectiveness of page caching tools such as Varnish.
The purpose of this repository is to keep a centralized list of tracking query parameters used by the huge range of online marketing tools in use today.
| Name | Platform | Confirmed In | Unique Per Visitor |
|---|---|---|---|
| fbclid | https://developers.facebook.com/docs/marketing-api/conversions-api/parameters/fbp-and-fbc#what-is-meta-s-clickid | ||
| gclid | Google AdWords / Google Analytics | https://support.google.com/searchads/answer/6292795 | |
| gclsrc | Google DoubleClick | https://support.google.com/searchads/answer/6292795 | |
| gPromoCode | Google Merchant Centre | ||
| gQT | Google Merchant Centre | ||
| dclid | Google DoubleClick | https://support.google.com/campaignmanager/answer/9182069 | |
| gbraid | Google AdWords | https://support.google.com/google-ads/answer/10417364 | |
| wbraid | Google AdWords | https://support.google.com/google-ads/answer/10417364 | |
| gad_source | Google AdWords | https://support.google.com/google-ads/answer/13327296 | |
| gad_campaignid | Google Ads | https://support.google.com/google-ads/answer/16193746 | |
| twclid | https://business.twitter.com/en/help/campaign-measurement-and-analytics/conversion-tracking-for-websites.html | ||
| yclid | Yahoo / Yandex | https://ads-help.yahoo-net.jp/s/article/H000044650 | https://yandex.com/support/metrica/data/yclid.html | |
| utm_content | Google Analytics | https://support.google.com/analytics/answer/10917952 | No |
| utm_term | Google Analytics | https://support.google.com/analytics/answer/10917952 | No |
| utm_campaign | Google Analytics | https://support.google.com/analytics/answer/10917952 | No |
| utm_medium | Google Analytics | https://support.google.com/analytics/answer/10917952 | No |
| utm_source | Google Analytics | https://support.google.com/analytics/answer/10917952 | No |
| utm_id | Google Analytics | https://support.google.com/analytics/answer/10917952 | No |
| utm_source_platform | Google Analytics | https://support.google.com/analytics/answer/10917952 | No |
| utm_creative_format | Google Analytics | https://support.google.com/analytics/answer/10917952 | No |
| utm_marketing_tactic | Google Analytics | https://support.google.com/analytics/answer/10917952 | No |
| utm_klaviyo_id | Google Analytics | ||
| _ga | Google Analytics | ||
| _gl | Google Analytics | https://support.google.com/analytics/answer/10071811 | Yes |
| srsltid | Google Shopping/Organic | https://support.google.com/analytics/answer/11479699 | Yes |
| mc_cid | Mailchimp | ||
| mc_eid | Mailchimp | ||
| _bta_tid | Bronto | https://p.bm23.com/bta.js | |
| _bta_c | Bronto | https://p.bm23.com/bta.js | |
| trk_contact | Listrak | ||
| trk_msg | Listrak | ||
| trk_module | Listrak | ||
| trk_sid | Listrak | ||
| gdfms | GoDataFeed | ||
| gdftrk | GoDataFeed | ||
| gdffi | GoDataFeed | ||
| _ke | Klaviyo | http://a.klaviyo.com/media/js/analytics/analytics.js | |
| _kx | Klaviyo | https://help.klaviyo.com/hc/en-us/articles/115005076767#the-_-kx-parameter7 | Yes |
| redirect_log_mongo_id | Springbot | ||
| redirect_mongo_id | Springbot | ||
| sb_referer_host | Springbot | ||
| mkwid | Marin | ||
| pcrid | Marin | ||
| ef_id | Adobe Advertising Cloud | https://helpx.adobe.com/media-optimizer/internal-kb/conversion-tracking-basics.html | Yes |
| s_kwcid | Adobe Analytics | https://docs.adobe.com/content/help/en/analytics/integration/advertising-analytics/advertising-analytics-workflow/aa-manual-vs-automatic-tracking.html | |
| msclkid | Microsoft Advertising | https://help.ads.microsoft.com/apex/index/3/en/60000 | Yes |
| dm_i | dotdigital | https://support.dotdigital.com/hc/en-gb/articles/360006551019-Link-tracking | Yes |
| epik | https://painlessbloganalytics.com/what-is-fbclid-how-to-remove/ | Yes | |
| pp | https://github.com/wp-media/wp-rocket/issues/5783 | ||
| pk_campaign | Piwik | ||
| pk_kwd | Piwik | ||
| pk_keyword | Piwik | ||
| pk_source | Piwik | ||
| pk_medium | Piwik | ||
| pk_campaign | Piwik | ||
| pk_cid | Piwik | ||
| pk_content | Piwik | ||
| piwik_campaign | Piwik | ||
| piwik_kwd | Piwik | ||
| piwik_keyword | Piwik | ||
| mtm_campaign | Matomo | https://matomo.org/docs/tracking-campaigns/ | |
| mtm_keyword | Matomo | https://matomo.org/docs/tracking-campaigns/ | |
| mtm_source | Matomo | https://matomo.org/docs/tracking-campaigns/ | |
| mtm_medium | Matomo | https://matomo.org/docs/tracking-campaigns/ | |
| mtm_content | Matomo | https://matomo.org/docs/tracking-campaigns/ | |
| mtm_cid | Matomo | https://matomo.org/docs/tracking-campaigns/ | |
| mtm_group | Matomo | https://matomo.org/docs/tracking-campaigns/ | |
| mtm_placement | Matomo | https://matomo.org/docs/tracking-campaigns/ | |
| matomo_campaign | Matomo | https://matomo.org/docs/tracking-campaigns/ | |
| matomo_keyword | Matomo | https://matomo.org/docs/tracking-campaigns/ | |
| matomo_source | Matomo | https://matomo.org/docs/tracking-campaigns/ | |
| matomo_medium | Matomo | https://matomo.org/docs/tracking-campaigns/ | |
| matomo_content | Matomo | https://matomo.org/docs/tracking-campaigns/ | |
| matomo_cid | Matomo | https://matomo.org/docs/tracking-campaigns/ | |
| matomo_group | Matomo | https://matomo.org/docs/tracking-campaigns/ | |
| matomo_placement | Matomo | https://matomo.org/docs/tracking-campaigns/ | |
| hsa_cam | Hubspot | https://knowledge.hubspot.com/ads/ad-tracking-in-hubspot | |
| hsa_grp | Hubspot | https://knowledge.hubspot.com/ads/ad-tracking-in-hubspot | |
| hsa_mt | Hubspot | https://knowledge.hubspot.com/ads/ad-tracking-in-hubspot | |
| hsa_src | Hubspot | https://knowledge.hubspot.com/ads/ad-tracking-in-hubspot | |
| hsa_ad | Hubspot | https://knowledge.hubspot.com/ads/ad-tracking-in-hubspot | |
| hsa_acc | Hubspot | https://knowledge.hubspot.com/ads/ad-tracking-in-hubspot | Yes |
| hsa_net | Hubspot | https://knowledge.hubspot.com/ads/ad-tracking-in-hubspot | |
| hsa_kw | Hubspot | https://knowledge.hubspot.com/ads/ad-tracking-in-hubspot | |
| hsa_tgt | Hubspot | https://knowledge.hubspot.com/ads/ad-tracking-in-hubspot | |
| hsa_ver | Hubspot | https://knowledge.hubspot.com/ads/ad-tracking-in-hubspot | |
| _branch_match_id | Branch | https://stackoverflow.com/a/37892369 | Yes |
| mkevt | eBay | https://partnerhelp.ebay.com/helpcenter/s/article/What-are-the-parameters-of-an-EPN-link#tracking-link-format | No |
| mkcid | eBay | https://partnerhelp.ebay.com/helpcenter/s/article/What-are-the-parameters-of-an-EPN-link#tracking-link-format | No |
| mkrid | eBay | https://partnerhelp.ebay.com/helpcenter/s/article/What-are-the-parameters-of-an-EPN-link#tracking-link-format | No |
| campid | eBay | https://partnerhelp.ebay.com/helpcenter/s/article/What-are-the-parameters-of-an-EPN-link#tracking-link-format | No |
| toolid | eBay | https://partnerhelp.ebay.com/helpcenter/s/article/What-are-the-parameters-of-an-EPN-link#tracking-link-format | No |
| customid | eBay | https://partnerhelp.ebay.com/helpcenter/s/article/What-are-the-parameters-of-an-EPN-link#tracking-link-format | No |
| igshid | https://github.com/brave/brave-browser/issues/11580 | ||
| si | Spotify / YouTube | https://community.spotify.com/t5/Desktop-Windows/si-Parameter-in-Spotify-URL-s/td-p/4538290 | |
| sms_source | Wunderkind | https://assets.bounceexchange.com/assets/smart-tag/versioned/sms_2579b6aa71148c3eb940153c85a653a0.br.js | No |
| sms_click | Wunderkind | https://assets.bounceexchange.com/assets/smart-tag/versioned/sms_2579b6aa71148c3eb940153c85a653a0.br.js | Yes |
| sms_uph | Wunderkind | https://assets.bounceexchange.com/assets/smart-tag/versioned/sms_2579b6aa71148c3eb940153c85a653a0.br.js | Yes |
| ttclid | TikTok | https://ads.tiktok.com/help/article/tiktok-click-id | Yes |
| ndclid | Next Door | Yes | |
| ScCid | Snapchat | https://businesshelp.snapchat.com/s/article/click-id | Yes |
| rtid | Rokt | https://docs.rokt.com/developers/integration-guides/web/advanced/rokt-id-tag/ | Yes |
| irclickid | Impact (formerly Impact Radius) | https://integrations.impact.com/impact-brand/docs/api-tracking-integration | Yes |
| vmcid | Yahoo | https://help.yahooinc.com/identity/docs/track-conversions | |
| tw_source | Triple Whale | https://kb.triplewhale.com/en/articles/9534445-attribution-for-non-integrated-channels | |
| tw_campaign | Triple Whale | https://kb.triplewhale.com/en/articles/9534445-attribution-for-non-integrated-channels | |
| tw_term | Triple Whale | https://kb.triplewhale.com/en/articles/9534445-attribution-for-non-integrated-channels | |
| tw_content | Triple Whale | https://kb.triplewhale.com/en/articles/9534445-attribution-for-non-integrated-channels | |
| tw_adid | Triple Whale | https://kb.triplewhale.com/en/articles/6448705-acceptable-utm-source-ad-id-values | |
| tw_kwdid | Triple Whale | Undocumented but always combined with tw_adid&tw_campaign&tw_source | |
| gadid | https://kb.triplewhale.com/en/articles/6448705-acceptable-utm-source-ad-id-values | ||
| fbadid | Meta/Facebook | https://kb.triplewhale.com/en/articles/6448705-acceptable-utm-source-ad-id-values | |
| ttadid | TikTok | https://kb.triplewhale.com/en/articles/6448705-acceptable-utm-source-ad-id-values | |
| scadid | Snapchat | https://kb.triplewhale.com/en/articles/6448705-acceptable-utm-source-ad-id-values | |
| padid | https://kb.triplewhale.com/en/articles/6448705-acceptable-utm-source-ad-id-values | ||
| klar_source | Klar Insights | https://help.getklar.com/en/articles/7161450-url-parameters-for-google-ads | |
| klar_cpid | Klar Insights | https://help.getklar.com/en/articles/7161450-url-parameters-for-google-ads | |
| klar_adid | Klar Insights | https://help.getklar.com/en/articles/7161450-url-parameters-for-google-ads | |
| bg_kw | Billy Grace | https://help.billygrace.com/en/articles/9735689-checking-utm-tracking | |
| bg_aid_k | Billy Grace | https://help.billygrace.com/en/articles/6268656-required-utms-for-billy-grace | |
| bg_aid_v | Billy Grace | https://help.billygrace.com/en/articles/6268656-required-utms-for-billy-grace | |
| bg_campaign | Billy Grace | https://help.billygrace.com/en/articles/9735689-checking-utm-tracking | |
| bg_source | Billy Grace | https://help.billygrace.com/en/articles/9735689-checking-utm-tracking | |
| bg_source_id | Billy Grace | https://help.billygrace.com/en/articles/9735689-checking-utm-tracking | |
| nbt | Northbeam | https://docs.northbeam.io/docs/setting-up-google-ads-for-northbeam | |
| nb_adtype | Northbeam | Always combined with ntb and other nb_* params | |
| nb_ap | Northbeam | Always combined with ntb and other nb_* params | |
| nb_expid_meta | Northbeam | Always combined with ntb and other nb_* params | |
| nb_fii | Northbeam | Always combined with ntb and other nb_* params | |
| nb_klid | Northbeam | https://docs.northbeam.io/docs/setting-up-klaviyo-for-northbeam | |
| nb_kwd | Northbeam | Always combined with ntb and other nb_* params | |
| nb_li_ms | Northbeam | Always combined with ntb and other nb_* params | |
| nb_lp_ms | Northbeam | Always combined with ntb and other nb_* params | |
| nb_mi | Northbeam | Always combined with ntb and other nb_* params | |
| nb_mt | Northbeam | Always combined with ntb and other nb_* params | |
| nb_pc | Northbeam | Always combined with ntb and other nb_* params | |
| nb_pi | Northbeam | Always combined with ntb and other nb_* params | |
| nb_placement | Northbeam | https://docs.northbeam.io/docs/setting-up-facebook-ads-tracking | |
| nb_ppi | Northbeam | Always combined with ntb and other nb_* params | |
| nb_ti | Northbeam | Always combined with ntb and other nb_* params | |
| channable | Channable | https://www.channable.com/help | |
| adid | Google Analytics and Ads | https://docs.wp-rocket.me/article/971-caching-query-strings#ignored-parameters | |
| adgroupid | Google Analytics and Ads | https://docs.wp-rocket.me/article/971-caching-query-strings#ignored-parameters | |
| adtype | Google Analytics and Ads | ||
| fbc_id | Hyros | https://docs.hyros.com/docs/meta-ads | |
| h_ad_id | Hyros | https://docs.hyros.com/docs/meta-ads | |
| meta_placement | Meta (Facebook) | https://www.facebook.com/business/help/2360940870872492 | |
| meta_site_source | Meta (Facebook) | https://www.facebook.com/business/help/2360940870872492 | |
| cq_cmp | Unknown | Always combined with gad_* | |
| cq_con | Unknown | Always combined with gad_* | |
| cq_med | Unknown | Always combined with gad_* | |
| cq_net | Unknown | Always combined with gad_* | |
| cq_plac | Unknown | Always combined with gad_* | |
| cq_plt | Unknown | Always combined with gad_* | |
| cq_src | Unknown | Always combined with gad_* | |
| cq_term | Unknown | Always combined with gad_* | |
| pl_gc | Unknown | Always combined with gad_* and utm_* | |
| kb | Unknown | Always combined with gad_* or utm_* | |
| cid | presumably Adobe | Campaign or Client ID and often combined with ad_* or utm_* parameters | |
| sid | presumably Adobe | Session or Subscriber id and often combined with ad_* or utm_* parameters |
The lists is contained in params.csv. The file contains 4 columns…
The intention is to use this list to form an ignore list for your page cache implementation.
If you come across a tracking parameter that is missing from this list, by all means, make a contribution. In order to do so, please fork the repository and issue a pull request to the master branch. Please include the “Confirmed In” column to show where this query parameter is referenced.