gclid (Google Click Identifier): This is the most common and powerful one. It’s the handshake between Google Ads and Google Analytics. When auto-tagging is on, every click on your ads gets a unique gclid. This allows you to see exactly which campaign, ad group, keyword, and ad led to a specific user session, and ultimately, a conversion.

wbraid & gbraid (Web/Google Browser Click ID): These are Google's answer to a more privacy-focused internet, especially after changes like Apple's iOS 14 update which limited traditional tracking. They are designed to measure conversions from app-based platforms (like YouTube or other apps in the Google network) where standard cookies don't work as well. They help attribute conversions back to your campaigns even without third-party cookies.

They Power Smart Bidding: Automated bidding strategies like "Maximize Conversions" or "Target CPA" are not magic. They are AI models that are entirely dependent on conversion data. The gclid is the "fuel" for this AI, telling it exactly which clicks resulted in a valuable action. Without accurate gclid data, these powerful bidding strategies are effectively blind.

They Enable Offline Conversion Tracking: Did a lead from your website later make a purchase over the phone or in person? With the gclid captured in your CRM, you can upload that sales data back into Google Ads. Google then matches the gclid and attributes a real-world sale back to the specific keyword and ad that started the journey. This is impossible without it.

They Provide Granular Attribution: These IDs allow you to move beyond simply knowing you got a conversion. They tell you which specific keyword, ad copy, audience segment, and device was responsible. This level of Traffic Source Analysis gives you the granular data needed to make intelligent decisions—like allocating more budget to your top-performing keywords or pausing underperforming ads.

Here is the billion-dollar problem: Bots and fraudulent users also generate gclids.

Your Analytics Fill with Ghosts: Your Google Analytics account registers thousands of sessions of Fake Traffic To Website, each with a valid gclid. On paper, your campaign looks incredibly busy.

Metrics Become Meaningless: Your Click-Through Rate (CTR) soars, but your conversion rate collapses to near-zero because bots don't buy products or fill out forms. Your Cost Per Acquisition (CPA) skyrockets because your spend increases with no new customers.

You Optimize for Bots: Seeing the high click volume, you (or worse, Google's Smart Bidding) might allocate more budget to the fraudulent campaigns, keywords, or placements, effectively feeding more money directly to the fraudsters.

Real-Time Bot Blocking: ClickSambo uses advanced Bot Traffic Detection and behavioral analysis and device fingerprinting to identify automated bots the moment they click. We block them instantly, so they never reach your site and never generate a fraudulent session in your analytics.

Ensuring Data Integrity: By filtering out all invalid traffic, we guarantee that every gclid, wbraid, and gbraid that appears in your Google Analytics comes from a genuine, human visitor.

Enabling Smarter Optimization: With clean, reliable data secured by Ad Fraud Protection, you can finally trust your metrics. You can confidently optimize your campaigns, and you allow Google's Smart Bidding algorithms to learn from real customer behavior, dramatically improving its effectiveness and lowering your true CPA.