Conversion Post for GCLID, GBRAID & WBRAID click identifiers

[Dio Villasencio]

Dear Google Ads API Team,

I hope this message finds you well.

We are currently uploading click conversions to Google Ads API and we're also sending Enhanced conversions for leads by using user identifiers.

Google Ads API Version used: v20

Python Client Library used: 27.0.0

We want you to confirm the items below with regards to the proper uploading of click conversions based on conversion counting options.

One Conversion:

• Is GCLID mandatory or optional in the request payload?
• Can we still submit enhanced conversions without GCLID?
• We should not include GBRAID and WBRAID in the request payload right?

Every Conversion:

• We should only include 1 click identifier, not more than one? It should only be 1 of the following, GCLID or GBRAID or WBRAID?
• We should not submit enhanced conversions? No user identifiers?
  

Thank you and looking forward to your prompt response.

Regards,

Dio

[Google Ads API Forum Advisor]

 

Hi,

 

Thank you for contacting the Google Ads API support team.

 

Upon reviewing your concern, I observed that you have differentiated your queries based on the conversion counting options. Please note that the answers to your queries does not depend on the conversion counting options and are based on the type of conversions which you are trying to upload. I would recommend you to refer to the Help Center article for more information about the conversion counting options.

 

As you have mentioned that you are using enhanced conversions for leads, please find below the answers to your queries based on it:

 

1. Is GCLID mandatory or optional in the request payload?

Answer: GCLID is an optional field while uploading enhanced conversions for leads but as per the API documentation, it is recommended to include GCLIDs in your import requests where possible, even if you have Google Tag set up to track enhanced conversions for leads.

 

2. Can we still submit enhanced conversions without GCLID?

Answer: Yes, you can submit enhanced conversions for leads without GCLID. As per the documentation,  you can send all relevant data for a given conversion, even if you don't have a GCLID for it. Conversions that include only user-provided data are still useful and can contribute positively to campaign optimization.

 

3. We should not include GBRAID and WBRAID in the request payload right?

Answer: As per the blog post, starting on October 3, 2025, you can set both the gclid and gbraid fields on your ClickConversion messages when uploading them via the Google Ads API by using the UploadClickConversions method. So, GBRAID is supported but please note that WBRAID is not supported for enhanced conversions for leads.  

 

4. We should only include 1 click identifier, not more than one? It should only be 1 of the following, GCLID or GBRAID or WBRAID?

Answer: As per the API documentation, if you are able to associate both a gclid and a gbraid with a conversion, we recommend setting both the GCLID and GBRAID onto the conversion message in your import request.

 

5. We should not submit enhanced conversions? No user identifiers?

Answer: Kindly note that this query is not clear to us. Do you mean to ask that if user identifiers are not present then enhanced conversions should be used or not? If yes, then kindly note that enhanced conversions cannot be uploaded without user identifiers and it is necessary to populate the user_identifiers field with normalized and hashed user-provided data. You can refer to the “API Implementation” section for offline and online conversions.

 

I hope all your queries are answered. Please feel free to reach out for any further concerns/ queries.

 

Thanks,
 

Google Ads API Team

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[2025-11-03 04:53:03Z GMT] This message is in relation to case "ref:!00D1U01174p.!500Ht01vSRQz:ref" (ADR-00338169)