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  • Maximizing Conversion Tracking: Incorporating gclid with gtag and GA4 for Google Ads

    Posted by Sofia on 19 May 2022 at 10:38 am

    I need a little help to send conversion reports from gtag on my server back to Google Ads. Currently, I’m reporting events from gtag back to Google Analytics 4 using a unique userId (that I generate in my database for each user). Here’s what my code looks like:

        let data = {
            client_id: this.getDeviceId(),
            user_id: this.userId,
            events: [{
                name: eventName,
                params: props,
        ... I then use it as payload to the tracking URL of GA4:

    After setting up Google Ads, I want to report purchases and renewals as conversions. So, I imported my target event from GA4 to Google Ads as an offline event.

    Now, here’s where I’m stuck. As far as I understand, to properly link the user back to Google Ads, I need to include gclid in gtag when I report the event/conversion. But how should I go about doing that? Should I just add gclid as a property in my data object or is there a better way?

    Oh, and by the way, I referred to this guide for setting up gtag tracking on the server: GA4 User Properties for gtag. Maybe there’s something in there that can help?

    Adam replied 10 months, 3 weeks ago 3 Members · 2 Replies
  • 2 Replies
  • Skyler

    5 October 2022 at 10:31 am

    Sure! So, essentially, you are trying to measure the effectiveness of your Google Ads by reporting certain user actions (like purchases), also known as conversions, back to Google Ads. You’re already tracking these actions in Google Analytics 4 and you’re looking to connect them back to the individual users and the ads they interacted with. To do this, you’re considering using the Google Click Identifier (gclid), a unique code used by Google to keep track of these links.

    Including the gclid in your event data would be one way to achieve this. Conceptually, it’s similar to including the user ID you are currently generating in your database. When you report an event, you can include the gclid in your data object and then send it along with your API call to Google Analytics. Google should then be able to use this ID to connect the dots between user actions, your Google Ads, and your Analytics data. Make sure to store the gclid when the user first lands on your webpage from the ad click, and then include it in all subsequent user events.

  • Adam

    4 March 2023 at 3:13 pm

    Yes, you are correct that you need to include the gclid parameter in your data object so Google Ads can track conversions. This parameter should be stored when the user lands on your website from a Google Ads click and then included in the event data that you send to Google Analytics 4. You could add gclid as a new property in your events object. Ensure to store and retrieve the gclid parameter correctly. When the user visits your website from a Google Ads click, the gclid will be in the URL. You have to capture it and store it locally (for example in a cookie or local storage), and whenever a conversion is made, retrieve the gclid and include it in your event tracking data. Additional reference material can be found in the Google Ads cookie matching guide. It could help provide more context on how to perform these actions.

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