# at_medium and at_campaign — AT Internet campaign tags

- Canonical: https://linkclean.app/trackers/at-medium/
- Updated: 2026-10-05
- Author: Ken Tominaga (https://ken0nek.com)
- Get the app: https://apps.apple.com/us/app/linkclean/id6758604043

Parameter: `at_medium` · Category: Analytics IDs · Vendor: AT Internet (Piano Analytics)

> at_medium is **a campaign tag from AT Internet, the analytics product now called Piano Analytics**. With `at_campaign` and a longer `at_` set it records which channel, campaign and link brought a visit. It is common on links from European publishers, the BBC among them. LinkClean strips the set on every site.

## 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.

## Example

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.


---

LinkClean removes tracking parameters from links on-device — free to clean, one-time Pro. https://linkclean.app/ · Cite freely with attribution.