Mover Marketing AI

What is a GCLID?

A GCLID (Google Click Identifier) is a parameter Google Ads adds to the landing page URL of each ad click when auto-tagging is on, used to track conversions and match offline sales back to the click.

GlossaryReviewed by Nicholas DiMoro

Learning objectives

After reading this article you will be able to:

  • Define the GCLID and where it comes from
  • Explain how a moving company uses it to track booked jobs

What is a GCLID?

A GCLID, short for Google Click Identifier, is a code Google Ads attaches to the web address of each ad click. Google describes it as "a URL parameter passed with ad clicks" that "identifies the campaign along with other attributes of the click."

It appears in the landing page URL as gclid= followed by a long string, for example https://www.example.com/quote?gclid=....

How is the GCLID turned on?

Through auto-tagging. Google says the GCLID "is activated by turning on the auto-tagging setting" and that it's "required for Google Ads website conversion tracking." Auto-tagging is "on by default for new accounts."

Why does a moving company need it?

Most moving sales close offline, after a call and an estimate. If the website saves the GCLID with each lead, the business can later report which ad clicks became booked moves. Google notes the GCLID "can also be used in conjunction with features like offline conversion tracking." See offline conversion tracking.

The GCLID is different from UTM parameters, which a business adds itself to label traffic sources.

FAQs

What does GCLID stand for?
Google Click Identifier, also written Google Click ID. Google Ads adds it to the landing page URL for each ad click when auto-tagging is turned on.
Is GCLID the same as UTM parameters?
No. UTM parameters are tags you add yourself to describe a traffic source. The GCLID is added automatically by Google Ads and identifies one specific ad click.

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