UTM remover

Remove campaign information from a URL.

UTM fields tell analytics tools where a click came from. Paste the full link to remove those labels before you share it.

What UTM fields can reveal

Five standard fields, each describing a different part of the campaign that produced the link.

Where the visit came from

utm_source

Names the website, app, newsletter, or platform that sent the visitor.

What kind of link it was

utm_medium

Labels the channel, such as social, email, referral, or paid search.

Which campaign it belonged to

utm_campaign

Names the promotion, launch, audience, or advertising campaign.

Which version was clicked

utm_term, utm_content

Can label an audience, keyword, button, image, or test variation.

UTM parameters, removed

Real output from the cleaner on this page, including a case where a functional parameter is deliberately kept.

All five fields on a news article

Before: https://www.nytimes.com/2026/01/01/technology/story.html?utm_source=twitter&utm_medium=social&utm_campaign=nyt&utm_term=tech&utm_content=cardA
After: https://www.nytimes.com/2026/01/01/technology/story.html

All five standard UTM fields removed. utm_content=cardA identifies which of several tested link cards was clicked.

A marketing email link

Before: https://shop.example.com/products/mug?utm_source=klaviyo&utm_medium=email&mc_eid=9f8e7d&mkt_tok=abc123
After: https://shop.example.com/products/mug

Removed the UTM pair plus mc_eid and mkt_tok. Those two are per-subscriber identifiers, so they can tie the click to one recipient rather than to a campaign.

A link with a functional parameter

Before: https://docs.example.com/guide?page=3&utm_source=slack&utm_medium=referral
After: https://docs.example.com/guide?page=3

The campaign fields are gone and page=3 survives, because it selects which page of the guide loads.

Where UTM parameters come from

UTM stands for Urchin Tracking Module, named after Urchin Software, the analytics company Google acquired in 2005 and rebuilt into Google Analytics. The naming convention outlived the product and is now supported by essentially every analytics tool.

They are added by whoever publishes the link, not by the site receiving it. When a newsletter, a social account, or an advertising platform builds a link, it appends fields describing where the link was placed. The receiving site's analytics then reports visits grouped by those labels.

This means the fields describe the publisher's marketing, not anything about the page. They carry no information the destination needs in order to load correctly.

Is it safe to remove them?

In nearly all cases, yes. A well-built site treats UTM fields as inert labels: it records them for analytics and otherwise ignores them. Removing them leaves the same page.

The rare exception is a site that has repurposed a UTM field to control behaviour, such as choosing a landing page variant or pre-filling a discount. This is unusual and considered poor practice, but it exists. If a cleaned link lands somewhere unexpected, the original is worth retrying.

The practical effect of removing them is that the destination's analytics records the visit as direct traffic rather than attributing it to the campaign that produced the original link.

The fields that travel alongside UTM

Removing only the five utm_ fields usually leaves the more identifying parts behind. Email platforms in particular attach subscriber-level identifiers next to the campaign labels: mc_eid from Mailchimp, mkt_tok from Marketo, and _hsenc from HubSpot are all common.

These matter more than the UTM fields do. A utm_campaign value names a campaign that thousands of people received. An mc_eid value corresponds to one subscriber record, so forwarding an uncleaned email link can associate the recipient with whoever opens it next.

This cleaner removes anything matching utm_ along with the equivalent conventions from other analytics systems, including Matomo's pk_ and mtm_ prefixes and Piwik's older naming, and it removes the per-recipient email identifiers in the same pass.

Common questions

Is it safe to remove UTM information?

Usually. UTM fields are labels used to measure where visits came from. Removing them normally leaves the destination page unchanged.

Will removing UTM fields break the link?

Normal pages should continue to work. CleanupMy.link also keeps other parameters that supported platforms need for videos, products, searches, and timestamps.

Is the URL uploaded?

No. The URL is processed in this browser tab and is not submitted to a CleanupMy.link server.

What does UTM stand for?

Urchin Tracking Module, after Urchin Software, the analytics company Google acquired in 2005. The naming convention outlasted the original product and is now used by most analytics tools.

Does removing UTM fields affect the publisher?

The destination's analytics records the visit as direct traffic instead of attributing it to the campaign. The page itself loads the same way.