GCLID (Google Click Identifier) is a unique code automatically added to URLs when users click on a Google Ad. It helps track user interactions with specific ads, campaigns, and keywords, providing insights into the effectiveness of advertising campaigns.
How to Use GCLID and Auto-tagging:
- Enable Auto-tagging: It is automatically enabled in new Google Ads accounts. To enable or disable it, go to your Google Ads account settings and adjust in the “Auto-tagging” section.
- Check GCLID Functionality: If the GCLID is not appearing on your URLs, you need to check your website settings and follow Google's troubleshooting steps.
Limitations of GCLID:
- Only Tracks Google Ads Traffic: GCLID does not provide insights from other sources like organic search, social media, or Microsoft Ads, offering an incomplete view of all traffic sources.
- Increasing Data Privacy Measures: Privacy changes, such as Apple’s iOS 17, may remove GCLIDs from links in private browsing modes, making it harder to attribute conversions to specific ads.
- Limited Attribution Window: Google Ads only attributes conversions to ad clicks that occurred within the last 90 days, which is insufficient for longer customer journeys, particularly in B2B contexts.
Alternatives to GCLID:
Ruler Analytics provides advanced tracking solutions, allowing for longer attribution windows than 90 days, integrating data with CRMs, and offering more accurate ROI analysis.
Conclusion:
GCLID is a valuable tool for tracking the effectiveness of Google Ads, but it has its limitations. Using an analytics tool like Ruler can provide a more comprehensive view of the customer journey and marketing campaign effectiveness.
