GCLID

The GCLID ties a lead back to the exact ad click that brought it. Saved in your CRM with the lead, it lets you tell Google later which clicks became customers.

Without it, offline imports cannot match sales to clicks, and bidding keeps treating every lead as equal.

1. Check that auto-tagging is on, under Admin, then Account settings.
2. Click one of your ads and look for gclid= in the landing page address.
3. Add a hidden field to your forms that captures the GCLID.
4. Make sure your CRM stores it with each lead.

A solar installer saves the GCLID in a hidden form field. When a quote turns into a signed contract, the CRM sends the GCLID and contract value back to Google Ads, and bidding learns which searches bring buyers.

• Turning off auto-tagging, so there is no GCLID to capture.
• Losing the GCLID through redirects that strip the address parameters.
• Capturing it but never importing anything back.

The audit checks Oppy runs on this, each with its own page.

• What happens after the lead, told back to Google
• Enhanced conversions available and switched off

• Offline conversion import: Sending conversions that happen outside the website, such as a sale closed by phone, back to Google Ads.
• Tracking template: A URL template that adds tracking parameters to the landing page address when someone clicks, set at account, campaign, ad group or ad level.
• UTM parameters: Tags added to a link, such as utm_source and utm_campaign, so analytics tools know where a visit came from.