`at_medium`

Analytics IDs · AT Internet (Piano Analytics) · Updated 2026-10-05

What is at_medium in a URL?

What the at_ set records

at_medium is the channel, for example RSS, email or social, and at_campaign the campaign name. They do what utm_medium and utm_campaign do in Google's scheme.

Email sends add at_emailtype, at_send_date, at_recipient_id and at_recipient_list. Link tagging adds at_link, at_link_id, at_link_type and at_link_origin, with at_creation, at_campaign_type and at_ptr_name describing the creative and the partner.

Which of them identify a person

Most are labels shared by everyone who clicks the same link. at_recipient_id is different: it identifies the recipient of an email, so a newsletter link forwarded with it attached ties the next reader's visit to your subscription.

The older form: xtor

Before the at_ names, AT Internet campaigns used a single parameter, xtor, with the fields packed into one value. It still appears on older links, and LinkClean removes it too.

How LinkClean removes it

Default-on and global. AdGuard's filter, Brave and Firefox strip the at_ set as well.

Looks like this in a URL

https://www.bbc.com/news/articles/c1234567890o?at_medium=RSS&at_campaign=rss

After LinkClean

https://www.bbc.com/news/articles/c1234567890o

Frequently asked

Who uses at_medium?

Sites that measure with AT Internet, now Piano Analytics. It is widespread among European publishers and public broadcasters.

Is at_medium the same as utm_medium?

It does the same job in a different vendor's scheme. Both name the channel a visit came through.

Is it safe to remove?

Yes. The tags are read by analytics. The article is addressed by the path.

utm_medium — utm_medium names the marketing channel — “email”, “social”, “cpc” (paid search), “organic”. Pairs with utm_source to answer “which channel?”. Removing it never breaks the link.
s_cid — s_cid is a campaign tracking code that sites using Adobe Analytics put on their marketing links. It does the job utm_campaign does for Google Analytics: it tells the site which campaign, email or ad a visit came from. The page loads the same without it, and LinkClean strips it on every site.
CMP — CMP is the campaign code the Guardian adds to its article links. CMP=share_btn_url means the link was copied with the share button, and other values name the app or the newsletter it came from. The article loads the same without it, and LinkClean strips it on theguardian.com.
mtm_campaign — mtm_campaign is the campaign-name tag read by Matomo, the free-software analytics platform formerly called Piwik. With mtm_source, mtm_medium and five more it does for Matomo what utm_ tags do for Google Analytics. Older links use the pk_ and piwik_ spellings of the same fields. The page loads the same without them, and LinkClean strips the set on every site.
wt_mc — wt_mc is the campaign parameter Mapp Intelligence (formerly Webtrekk) reads from a link. Its value is a media code the sender chose, often dotted, such as email.newsletter.nov2020.thursday. The page loads the same without it, and LinkClean strips it on every site.
guccounter — guccounter is one of three parameters left on Yahoo and Engadget links after Yahoo's consent page sends you on, with guce_referrer and guce_referrer_sig. Yahoo has not explained them anywhere this page could find, but guce_referrer decodes to a web address, which reads as the page you came from. The article loads the same without them, and LinkClean strips all three.

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