Introduction
Google Ads tracking is crucial for advertisers to measure campaign performance and attribute conversions accurately. With the introduction of parallel tracking, Google optimizes ad click flows by sending tracking requests simultaneously while redirecting users directly to landing pages.
Trackier now fully supports Google Ads parallel tracking method, including gclid capture and conversion attribution, ensuring accurate reporting for all campaigns.
Overview of Parallel Tracking Flow
When a user clicks on a Google Ad, the following sequence occurs (as illustrated in the diagram):
The user clicks on the ad.
Google sends a background beacon request to the tracking URL, which contains the gclid (Google Click ID) and other parameters.
Google simultaneously redirects the user to the final URL provided by the tracking system.
The user is redirected to the advertiser’s landing page with the gclid included in the URL.
The landing page content is displayed.
The user navigates the site and performs a conversion action (such as a purchase).
The thank you or confirmation page is shown.
The tracking system retrieves the previously stored gclid from the first-party cookie or local storage and sends conversion data back to Google Ads (via beacon, conversion pixel, or server-side postback).
Google Ads responds with a success status (e.g., HTTP 200 OK).
The key to accurate attribution is that the gclid from the URL must be captured and stored in a first-party cookie or local storage during the initial page load. This stored gclid can then be retrieved later during conversion to link the purchase back to the original ad click.
Real-Life Example
A user clicks a Google Ad for shoes:
What Happens:
Trackier captures
gclid=ABC123User browses products
User purchases shoes after 10 minutes
Confirmation page retrieves the stored GCLID
Conversion is sent back to Trackier
Google Ads attributes the sale to the original ad click
Use Cases:
Conversion Attribution
Track purchases and leads back to specific Google Ads campaigns.
Performance Optimization
Understand which ads generate actual conversions.
Retargeting & Analytics
Use accurate click-level data for audience building and optimisation.
Faster User Experience
Parallel tracking improves page load speed because tracking happens in the background.
Advantages of Trackier’s Google Ads Parallel Tracking Support
Accurate Conversion Attribution: By persisting the gclid in first-party storage, Trackier ensures conversions are correctly attributed to the original ad click even with parallel tracking’s redirect changes.
Improved User Experience: Parallel tracking bypasses intermediate tracking URLs, resulting in faster page load times and a smoother experience for users.
GCLID: If the click ID is missing but the gclid is present, the conversion will be correctly attributed to the gclid and approved.
GCLID Capture and Storage
Ensure that the URL contains the utm_source parameter along with gclid; missing utm_source will cause traffic to be marked as organic, even if gclid or fbclid is present.
Always capture the gclid parameter on the user’s first arrival. Store the gclid securely in a first-party cookie or local storage to associate future conversions.
Conversion Attribution
On the confirmation or thank you page, retrieve the stored gclid and send conversion data back to Trackier and Google Ads.
Proper event mapping should be configured when using Google CAPI for server-side conversion tracking.
Implementation :
To ensure accurate tracking and attribution, start by configuring your Google Ads campaigns to enable parallel tracking and include both the gclid and utm_source parameters in your URLs.
Next, set up Trackier by configuring tracking links, macros, pixels, or server-to-server postbacks as needed. After setup, perform test clicks and conversions to verify that the gclid is being captured correctly and that conversions are properly attributed in Trackier’s dashboard.
Common Tracking Issues
Issue | Possible Cause |
Missing conversions | GCLID not stored properly |
Incorrect attribution | URL parameters stripped during redirect |
Conversion mismatch | Cookie expiration or blocked storage |
Slow redirects | Non-optimized tracking setup |
Best Practices
Avoid unnecessary redirects between ad click and landing page.
Monitor GCLID capture rates regularly.
Keep tracking domains and SSL properly configured.
Ensure cookies comply with privacy and consent policies and GCLID is stored properly in cookies or local storage.
Conversion pages must be able to retrieve the stored GCLID.
We're thrilled to have put together a top-notch team of qualified experts who are available to handle any of your concerns and respond to any inquiries you may have. You can contact us at any time by sending an email to support@trackier.com or using the in-platform chat feature.
