What a Click ID Is
When someone clicks your ad, most platforms add a unique code to the landing page URL, such as ?gclid=... from Google or ?fbclid=... from Meta. That code identifies the exact click. If you later report a conversion along with it, the platform can tie the sale to the ad, campaign and keyword that produced it.
Click IDs are what make offline conversion imports and server-side conversion matching work.
Click IDs by Platform
| Parameter | Platform | Notes |
|---|---|---|
| gclid | Google Ads | Added when auto-tagging is on |
| gbraid / wbraid | Google Ads | Used for some iOS traffic in place of GCLID |
| fbclid | Meta | The Meta pixel turns it into the _fbc cookie |
| msclkid | Microsoft Ads | Added when auto-tagging is on |
| ttclid | TikTok | Used for Events API matching |
| li_fat_id | LinkedIn's click identifier | |
| twclid | X | X Ads click identifier |
| tblci / ob_click_id | Taboola / Outbrain | Native networks; often added via your own URL tokens |
Click IDs vs UTMs
You need both. UTMs are human-readable labels you set, like utm_source=facebook, so your own analytics know where visits came from. Click IDs are generated by the platform and are mainly useful when sent back to it. One tells you; the other tells the ad platform. See our UTM guide.
Capturing Click IDs for Offline Sales
- Turn on auto-taggingIn Google Ads and Microsoft Ads, so IDs are added automatically.
- Read the ID on the landing pageA small script or your tracking tool reads it from the URL.
- Store it with the leadIn a hidden form field, then in your CRM.
- Send it back with the saleWhen the deal closes, upload it with the conversion. See offline conversion tracking.
Why Click IDs Go Missing
- Redirects that drop query strings, such as a lazy link shortener or a misconfigured server rule.
- Forms that don't store them, so the lead arrives without one.
- Privacy features. Apple's Link Tracking Protection removes some known click IDs in Mail, Messages and Safari Private Browsing. Apple doesn't publish a list; GCLID and fbclid are commonly reported as removed.
- Consent choices, which can stop identifiers being stored.
That's why first-party tracking that remembers the original source, plus hashed customer data, matters. See enhanced conversions.
How ClickMagick Uses Click IDs
ClickMagick records ad platform click IDs with each visit and, through Audience Optimization, sends conversions back with the identifiers and customer details each platform needs. Its help docs note that it supports WBRAID for iOS Google conversions.
Keep every click ID matched to the sale it produced.
Try ClickMagick FreeFrequently Asked Questions
What is a click ID?
A click ID is a unique code an ad platform adds to your landing page URL when someone clicks an ad. When a conversion is reported with that code, the platform can match it to the exact click.
What's the difference between a click ID and a UTM?
UTMs are labels you write, such as source and campaign, for your own analytics. Click IDs are opaque codes generated by the ad platform, mainly useful when sent back to that platform.
What are gbraid and wbraid?
They're Google identifiers used for some iOS traffic where GCLID can't be used for privacy reasons. Capture them alongside GCLID so iPhone conversions aren't lost.
Why do click IDs disappear from URLs?
Redirects that drop query strings, forms that don't store them, and privacy features. Apple's Link Tracking Protection removes some known click IDs in Mail, Messages and Safari Private Browsing.
How long can I use a click ID for an offline upload?
Google generally accepts offline conversions up to 90 days after the click. Check each platform's current window before relying on it.