Click IDs: GCLID, WBRAID and GBRAID, and where Tapper shows them
On this page
A click ID is the identifier an ad platform adds to the URL of every click it sends to your site. Tapper stores it with the click and uses it on the Clicks page, in the Google refund report and in the Salesforce match.
The Google click identifiers
Google Ads gives each click a GCLID and adds it to your landing page URL as gclid=. From it, Google can read the campaign, the exact time of the click, the network (for example Search or Display), and the ad group and ad. Clicks from iOS devices often carry a wbraid or gbraid parameter instead. Tapper treats all three as the identity of the click.
Meta and TikTok add their own (fbclid and ttclid); Tapper uses those to spot traffic from accounts you have not connected on The Sources page.
How the click ID reaches Tapper
Tapper's tracking template routes every Google Ads click through protect.tapper.ai and carries the click ID in gclid={gclid}. See The Google Ads tracking template: what Tapper sets and why.
Where Tapper shows the click ID
The Clicks page
Open Clicks and choose Google Ads. Each tracked ad click is one row, and the Click id column shows the identifier with its kind underneath: GCLID, WBRAID or GBRAID. Hover a row and choose View details; the drawer's Click ID field has a Copy to clipboard button. The Visitor ID filter narrows the list to one visitor.
The drawer on the Exclusions page shows the same fields, plus Google Analytics engagement evidence when Google Analytics and its BigQuery export are connected. See The Exclusions page and the proof drawer.
The Google refund report
The Refunds page builds a CSV of evidence for an invalid-click claim: one row per unique GCLID, with gclid first, then the IP address, your customer ID, the campaign, the click time, the landing page URL, the user agent, the referrer, the block reasons and the IP's network details. You submit the file through Google's form yourself; Google only investigates clicks up to 60 days old. See Request a refund from Google Ads for invalid clicks.
Salesforce and Tapper Vantage
Tapper Vantage, which Tapper enables for your account, matches each Salesforce lead's outcome back to its ad click by click ID, so your leads need a field that stores the GCLID. On the entity's Salesforce row of Setup > Data sources, Click ID field shows the field Tapper reads, and Match rate splits leads into Salesforce click ID, Tapper click data and Unmatched. See Connect Salesforce (read-only) on the CRM tab.
A repeated click ID
The same GCLID more than once means the same Google click reached your site again: a reload, the back button or a reopened link. Google counts it as one click.
Tapper does not know whether Google charged you for a click; Google decides that and also removes some invalid clicks itself. The Clicks page shows what reached your site; Google Ads shows what you paid. See Dashboard numbers differ from Google Ads.
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