Click ID parameters by ad platform: a reference

Click ID parameters are the query-string keys an ad platform uses to identify one ad click, such as gclid, fbclid, ttclid, msclkid, or tblci. Some platforms append them automatically. Others only fill a macro you place in the tracking URL. The table below lists each parameter we verified in the platform's own documentation on October 22, 2026 (TikTok's rechecked October 26, 2026), and how Tracked handles it.

What is a click ID (clickid)? A click ID is a unique value created for one ad click and carried in the URL, so a later conversion can be matched back to that click. The name clickid or click_id is also used generically for a tracker's or network's own click identifier, which is a different value from the ad platform's ID.

A click ID only helps if it survives every redirect and reaches a system that can return it with a conversion. If you need the concept first, read click IDs vs. UTM parameters. This page is the lookup table.

Click ID parameters by ad platform

"Auto" means the platform adds the parameter itself, so you should not template it. "Macro" means you add a parameter with the platform's token, and the platform replaces the token at click time.

Parameter	Platform	Auto-appended or template macro	Where it lands	Official source	How Tracked handles it
gclid	Google Ads	Auto, when auto-tagging is on	Landing-page URL	Google Ads Help	Default Google click-ID parameter. Omitted from the copied tracking URL. Used by the configured Google Ads offline-conversion upload
gbraid	Google Ads	Present on eligible clicks; not templated	URL when a web ad click leads to an iOS app	Google Ads API	Read from the captured landing query for the Google upload path
wbraid	Google Ads	Present on eligible clicks; not templated	Webpage URL after an ad click in an iOS app	Google Ads API	Read from the captured landing query for the Google upload path
dclid	Display & Video 360	Auto, with enhanced attribution	End of the landing-page URL	DV360 Help	Default DV360 click-ID parameter. Omitted from the copied URL. Captured and reported; DV360 has no connected conversion delivery in Tracked
fbclid	Meta (Facebook, Instagram)	Auto	Advertiser website URL	Meta Conversions API	Default Meta click-ID parameter. Omitted from the copied URL. Meta delivery is partial: supplied events only
ttclid	TikTok	Auto	Landing-page URL	TikTok Ads Help	Default TikTok click-ID parameter. Omitted from the copied URL. Captured only; TikTok is not a connected provider
msclkid	Microsoft Advertising	Auto; on by default, account-level setting	Landing-page URL	Microsoft Learn	Default Microsoft click-ID parameter. Omitted from the copied URL. Captured only; Microsoft Ads is not a connected provider
ScCid	Snapchat	Auto	Outgoing destination URL	Snap Conversions API	Default Snapchat click-ID parameter (case-sensitive). Omitted from the copied URL. Captured only; Snapchat is not a connected provider
tblci	Taboola	Auto by default; a custom parameter needs {click_id}	Ad URLs	Taboola developers	Default Taboola parameter. Omitted from the copied URL. Connected S2S feedback with a mapped Event Name
{{ob_click_id}}	Outbrain	Macro; you choose the parameter name	Wherever you place it in the campaign's tracking field	Outbrain Help	Tracked emits obclid={{ob_click_id}} once. Built-in conversion postback returns it as ob_click_id
__CALLBACK_PARAM__	NewsBreak	Macro; you choose the parameter name	The parameter you attach it to	NewsBreak Help	Tracked emits newsbreak_cid=__CALLBACK_PARAM__. Connected conversion delivery
{click_id}	MGID	Macro in Tracking Tags; you choose the parameter name	The parameter you define, such as sub_id	MGID Help	No built-in MGID definition. Add a custom traffic source with your click-ID parameter and macro token

What is ttclid? ttclid is TikTok's click ID, appended to the landing URL after a TikTok ad click. TikTok uses it to match Pixel or Events API events to that click. Tracked captures it by default for TikTok sources but does not send conversions to TikTok.

"Captured only" means Tracked stores the value with the visit and can pass it on through a macro. It does not mean Tracked uploads conversions to that platform.

Reported by third parties, not confirmed in platform docs for this page

Tracked's built-in catalog also includes X's twclid. Pinterest's epik and Reddit's rdt_cid appear in third-party guides. We did not confirm them in first-party documentation for this reference, so they are not in the table. Check the platform's current docs and a live landing request before you rely on them.

Auto-appended vs. template macro click IDs

The two models need opposite setup.

Auto-appended click IDs come from the platform. Google, Meta, TikTok, Microsoft Advertising, Snapchat, DV360, and Taboola's default tblci work this way. Do not add gclid={gclid} or fbclid={{fbclid}} to your URL. At best it does nothing. At worst you send a duplicate parameter, and a literal placeholder can arrive beside the real value. The DV360 tracking guide shows the full dclid and click-macro setup.

Tracked's paste-ready tracking URL leaves the click-ID parameter out for these sources.

Template macro click IDs exist only if you put them in the URL. Outbrain fills {{ob_click_id}}. NewsBreak fills __CALLBACK_PARAM__. MGID fills {click_id}. Taboola fills {click_id} too, but only when you replace the default tblci with a custom parameter. If the macro is missing, the click ID never exists in your data.

Tracked emits the macro exactly once for Outbrain and NewsBreak. For a custom traffic source, you define the parameter and its token, and Tracked copies them verbatim.

Model	Platforms in this table	Your job	Common failure
Auto-appended	Google, DV360, Meta, TikTok, Microsoft, Snapchat, Taboola (default)	Keep the setting on and preserve the parameter through redirects	A redirect or page builder strips the query string
Template macro	Outbrain, NewsBreak, MGID, Taboola (custom param)	Add the parameter and token once	Missing, misspelled, or wrong-case token

Ad platform click IDs vs. network sub-ID parameters

The table covers ad platform click identifiers: values the traffic source creates so you can send a conversion back to it. A different set of fields belongs to the affiliate network.

Sub ID parameters are slots an affiliate network or advertiser offers so you can pass your own value through its system. Names vary by network. Typical examples include sub1, aff_sub, s2, or tid. Check each network's documentation for its exact field.

In Tracked, those slots should normally carry Tracked's offer-click ID, {{click.id}}, not the ad platform's ID:

https://advertiser.example/offer?sub1={{click.id}}

The field name is illustrative. When the network reports a sale, it returns that value to Tracked's /postback endpoint. Tracked finds the offer click, then the stored ad-platform click ID from the same journey. The postback URL guide covers that inbound step.

Do not put tblci or gclid in the sub-ID field instead. Each ID answers a different question:

• Ad platform click ID: which ad click should the traffic source credit?
• Tracked offer-click ID: which tracked visit and offer click produced this sale?
• Network order ID: which transaction is this in the network's records?

If an advertiser asks for the ad platform's ID as well, Tracked can insert it with {{platform.click_id}} or {{query.<param>}}, for example sub3={{query.fbclid}}. Pass it as an extra field, not as a replacement. The dynamic macros guide explains where those tokens resolve.

How Tracked stores each click ID

Each traffic source in Tracked has one click-ID parameter. The table's defaults are seeded for built-in sources. A campaign can override that parameter, for example when Taboola uses a custom name instead of tblci.

On the landing request, Tracked reads the value of that parameter and stores it as the visit's platform click ID. A few behaviors matter when you debug:

• The value is stored raw. Tracked does not normalize case. Meta and Taboola both describe their values as case-sensitive.
• Unexpanded macros are kept as-is. If you see a literal {click_id} or __CALLBACK_PARAM__, the platform did not fill the token. That is a setup problem upstream of Tracked.
• Empty values are treated as missing. ?gclid= with no value does not count as a click ID.
• Later events in the session inherit it. An offer click on a hosted page can carry the platform click ID from the landing visit.
• Google uses three identifiers. The Google upload path reads gclid, gbraid, and wbraid from the captured landing query. A conversion with none of them is skipped and recorded with a reason.
• Override changes take a short time to apply. Campaign platform settings are cached at the edge for up to 15 minutes, so test again after that window.
• Collection policy still applies. If your analytics policy minimizes stored query data, a value can reach the URL and still not be retained.

Reports do not offer gclid, fbclid, ttclid, msclkid, dclid, tblci, newsbreak_cid, ob_click_id, or click_id as grouping dimensions. Each value is unique per click, so a report row per value is noise. Use the visit or journey view to inspect a single click instead.

When is a stored click ID used for conversion feedback?

Storage and feedback are separate. Tracked can capture all of the IDs in the table. It sends conversion feedback only through specific provider paths.

Platform	Tracked connection	What happens to the stored click ID after a conversion
Google Ads	Connected (OAuth)	Configured offline-conversion upload with gclid, gbraid, or wbraid, subject to action mapping and consent
Taboola	Connected (credentials)	Configured S2S event with the mapped, case-sensitive Event Name
Outbrain	Connected (credentials)	Built-in conversion postback with a mapped event name
NewsBreak	Connected (API key)	Configured conversion delivery with a mapped event type
Meta	Connected (OAuth), partial	Supplied events only; not automatic postback-to-Meta delivery
DV360, TikTok, Microsoft Ads, Snapchat, X	Not connected	Stored for journeys and macros only; no native conversion upload
Custom source (for example, MGID)	You configure it	Your postback URL template can include the stored click ID if the network accepts a server-side URL

A provider-specific path does not make Tracked a universal conversion API. That layer is in development. The native integrations, postbacks, and conversion APIs guide explains why a logo or a captured parameter does not prove a full connector. For the Google path, see the Google Ads offline conversions guide. For Taboola, see the Taboola S2S guide.

Verify each row before you rely on it

Platforms change settings and defaults. Confirm each row against a real click.

1. Read the platform's current documentation. Use the source links above and check whether the parameter, case, and setting still match.
2. Check the account setting. Google auto-tagging, Microsoft's MSCLKID option, and DV360 enhanced attribution are all settings, not guarantees.
3. Click a live or test ad. A manual URL or ad preview may not include the parameter.
4. Inspect every redirect. Confirm the parameter reaches the Tracked campaign URL with a real value, not a literal token.
5. Find the visit in Tracked. Confirm the platform click ID is stored on the visit and the offer click.
6. Send one test conversion. Check the inbound postback, the outbound delivery record, and the platform's own event view as three separate steps.

The TikTok tracking guide shows this check for an auto-appended ID on a source Tracked does not connect.

Where Tracked is today

Available now: click-ID capture per traffic source, campaign overrides, paste-ready tracking URLs, click-ID macros, inbound postbacks, journeys, and configured feedback for Google Ads, Taboola, Outbrain, and NewsBreak.

Partial: Meta handling sends supplied events, not every recorded conversion.

Not connected: DV360, TikTok, Microsoft Ads, Snapchat, and X IDs are captured and usable in macros, with no native conversion upload.

In development: a universal conversion API across supported providers.

Frequently asked questions

What is a click ID (clickid)?

A click ID is a unique value that identifies one ad click and travels in the URL. Ad platforms create their own, such as gclid or ttclid. Trackers and networks also use clickid or click_id for their own identifier. In Tracked, click_id in a postback means Tracked's offer-click ID, not the ad platform's value.

What is ttclid?

ttclid is TikTok's click ID. TikTok appends it to the landing-page URL when someone clicks a TikTok ad, and matches Pixel or Events API events that include it back to that click (TikTok Ads Help, checked October 26, 2026). Tracked stores it as the TikTok click ID; TikTok is not a connected provider.

Should I add gclid or fbclid to my tracking URL template?

No. Google adds gclid when auto-tagging is on, and Meta appends fbclid itself. Templating them can create a duplicate parameter or a literal placeholder. Keep the setting on and make sure redirects preserve the query string.

What is the difference between a click ID and a sub ID?

A click ID is created by the ad platform to identify an ad click. A sub ID is a field in an affiliate network where you pass your own value. In Tracked, the sub ID usually carries the offer-click ID, {{click.id}}, so the network can return it in a postback.

Why do I see a literal {click_id} or CALLBACK_PARAM in my data?

The traffic source did not replace the token. Common causes are a typo, the wrong brace style, the wrong case, a manual test click, or a preview URL. Check the URL saved in the platform, then test a live click.

Does capturing msclkid or ttclid mean Tracked sends conversions to Microsoft or TikTok?

No. Tracked stores those values and can pass them to another system with a macro. Microsoft Ads and TikTok are not connected providers, so Tracked does not upload conversions to them natively. Start free and capture click IDs on your next campaign.