Tracking

gclid

Google Click Identifier

In short

The gclid is the Google Ads click ID. Google appends it to the URL on every ad click so that conversions can be attributed to the right click and campaign.

The gclid (Google Click Identifier) is the Google Ads click ID. With auto-tagging enabled, Google appends it to every destination URL so a later conversion can be matched to the exact ad click.

How does the gclid work?

When someone clicks your search ad, Google generates a unique value and adds it to your landing page URL:

https://example.com/offer?gclid=Cj0KCQjw8eOLBhC1ARIsAOzx5cG...

The Google tag reads the value and stores it in a first-party cookie. When the visitor later submits a form or buys something, the conversion is reported to Google Ads together with the gclid. Google can then tie it to the campaign, ad group, keyword and time of the click.

Besides the gclid there are more Google parameters: gbraid and wbraid for iOS traffic under App Tracking Transparency, gad_source with information about the ad source, and dclid for Display and Campaign Manager clicks.

Why does the gclid matter?

The gclid is the backbone of conversion tracking in Google Ads. Without it, conversions are matched less reliably and Smart Bidding gets fewer signals. Common reasons gclids go missing:

  • Redirects that drop query parameters
  • Forms or checkouts on a different domain
  • No consent, so the cookie is never set
  • Cookie lifetime caps from Safari ITP

Enhanced Conversions let you send hashed email addresses or phone numbers along with the conversion. That helps Google match conversions even when the gclid is missing.

The gclid does not replace UTM parameters. Most advertisers use both: the gclid for Google, UTMs for their own reporting.

gclid with LeadSignal

LeadSignal captures the gclid plus gbraid, wbraid, gad_source and dclid automatically and stores them with the session. For Google Ads, LeadSignal uses the Google tag (gtag) in the browser, including Google Consent Mode v2 and Enhanced Conversions. Server-side forwarding to Google Ads is not available at the moment. In the lead list you see each lead's gclid, source and landing page.

Learn more about the setup on our Google Ads integration page.

Frequently asked questions

How do I enable the gclid in Google Ads?+

Through auto-tagging in your Google Ads account settings. It is on by default, but check that it is enabled and that your site does not strip the parameter through redirects.

What are gbraid and wbraid?+

They are gclid variants Google uses for clicks from iOS devices affected by App Tracking Transparency. gbraid covers app-to-web clicks, wbraid web-to-app measurement. Both are more aggregated and less personal than the gclid.

Can I store the gclid without consent?+

The gclid is usually considered personal data. Only store it persistently with marketing consent from your cookie banner. Google Consent Mode v2 additionally controls how Google itself handles the value.

Related terms

TrackingClick IDAd click identifierA click ID is a unique identifier that ad platforms append to the URL when someone clicks an ad. It ties a later conversion back to that exact click.Ad PlatformsEnhanced ConversionsGoogle Ads feature for more accurate measurementEnhanced Conversions is a Google Ads feature that sends hashed customer data like email or phone number with your conversions to make measurement more accurate.Privacy & ConsentGoogle Consent Mode v2Google Consent Mode v2 passes your visitors' consent choices to Google tags, so Google Ads and GA4 only use data to the extent visitors allowed.TrackingUTM ParametersUrchin Tracking Module parametersUTM parameters are tags added to a URL that describe the source, medium and campaign of a visit, so you can see which channel brings in visitors and leads.TrackingfbclidFacebook Click IdentifierThe fbclid is Meta's click ID. It is appended to links clicked on Facebook and Instagram and helps Meta match conversions back to the original click.MetricsAttributionAssigning conversions to marketing channelsAttribution assigns a conversion to the marketing touchpoints that led to it, so you can see which channels and campaigns actually drive results for you.