Regarding gclid

[Vijaysinh Parmar]

We have a question related to our Google Ads API integration,When we send our LifetimeValue predictions to Google Ads, we currently use the latest GCLID we've received. Our objective in sending the prediction to Google Ads is as the signal for target ROAS smart bidding on the basis of our predictions.

I have a two part question:

1. if the GCLID we send is just used for identification purposes, and then Google will do its own attribution on its side, or if it will explicitly link our prediction to the campaign associated with the GCLID?

2. Given the above, would you have a recommendation as to whether we should: (a) send the first GCLID for a given user, (b) send the last GCLID for a given user, (c) send the GCLID associated with our campaign (this is possible because we have the UTM parameters), or (d) send the prediction multiple times for all the GCLIDS we have associated with a given user?

[Google Ads API Forum Advisor]

Hi,

Thank you for reaching out to the Google Ads API support team.

Please find the below responses for your queries:

1) Please be informed that the Google Click ID (GCLID) is a parameter passed in the URL with ad clicks to identify the campaign and other attributes of the click associated with the ad for ad tracking and campaign attribution. The GCLID you send is primarily used for identification purposes to link your prediction to a specific ad click. Kindly go through the help center article Google Click Identifier (GCLID) for more details.

2) I would like to inform you that for Target ROAS smart bidding based on your Lifetime Value predictions, the best approach is (c) sending the GCLID associated with your target campaign and considering data-driven attribution within Google Ads. Please go through the help center article on About Target ROAS bidding for more details. 

I hope this helps! Feel free to get back to us in case of any further queries.

Thanks,
 

Google Ads API Team

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[2025-07-03 05:22:41Z GMT] This message is in relation to case "ref:!00D1U01174p.!500Ht01rh7CQ:ref" (ADR-00316902)