What is the difference between gclid, wbraid, and gbraid?

All three mark a click from Google. `gclid` is the common form. `wbraid` and `gbraid` appear in certain iOS conditions where per-click measurement is restricted. Store all three, not only `gclid`.

Why is no GCLID appearing in my URL?

Usually because auto-tagging is off in your Google Ads account, or because a redirect on your site strips the parameters. Switch auto-tagging on, then check that redirects preserve the whole query string.

How long can a GCLID be used to send conversions?

Google limits GCLID age for conversion uploads, generally to around 90 days. Send conversions well inside that limit, or they are rejected.

Tracking & DataGCLID

What is GCLID? The Google Ads Click ID and How to Use It

Also known as: gclid, Google Click Identifier, wbraid, gbraid

Short answer

GCLID is the Google Ads Click ID, a unique code Google appends to your URL when someone clicks a Google ad. It is used to send offline conversions back to Google, so Google learns which click produced the sale.

Example

The destination URL after a click looks like `konektor.id/?gclid=CjwKCAjw_abcdef123`. The value after the equals sign is the GCLID.

Why GCLID matters when sales close away from the website

Google can only count conversions it sees. A sale closed by phone or on WhatsApp is invisible to it. GCLID is how you tell Google, days later, that one particular click turned into a sale of a particular value.

What to make sure of

Auto-tagging is on in the Google Ads account.
Redirects do not strip parameters. Many redirects discard the entire query string.
All three parameters are stored: gclid, wbraid, and gbraid.
Conversions are sent inside the age limit.
Transaction values are sent, so Google chases larger sales.

Frequently asked questions

What is the difference between gclid, wbraid, and gbraid?: All three mark a click from Google. `gclid` is the common form. `wbraid` and `gbraid` appear in certain iOS conditions where per-click measurement is restricted. Store all three, not only `gclid`.
Why is no GCLID appearing in my URL?: Usually because auto-tagging is off in your Google Ads account, or because a redirect on your site strips the parameters. Switch auto-tagging on, then check that redirects preserve the whole query string.
How long can a GCLID be used to send conversions?: Google limits GCLID age for conversion uploads, generally to around 90 days. Send conversions well inside that limit, or they are rejected.

Related terms

Konektor guides

Your ad numbers are only as accurate as the data behind them

Konektor captures the Click ID and sends conversions that close on WhatsApp, over the phone, or in a shop back to the ad platform.

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