Definition
A click ID is a unique identifier added to a landing page URL to link a click to an ad interaction (used for attribution and conversion uploads).
How to use it
- Capture it at landing, persist it (cookie/local storage), and attach it to conversions when allowed.
- Click IDs help with attribution, but incrementality still requires holdouts or experiments.
Measured as
Measure Click ID with a fixed attribution window, conversion event, and spend basis before comparing campaigns or creative tests.
Operator takeaway
- Capture it at landing, persist it (cookie/local storage), and attach it to conversions when allowed.
- Click IDs help with attribution, but incrementality still requires holdouts or experiments.
- Use Click ID only inside a stable attribution rule, conversion definition, and time window so campaign comparisons stay honest.
- If performance changes, check whether the metric moved for a real business reason or because the measurement setup changed underneath you.
Next decision
- Read UTM + GA4 attribution: practical tracking for paid ads (without lying to yourself) if the decision depends on interpretation, policy, or trade-offs beyond the raw formula.
- Decide which report owns Click ID before comparing campaigns, channels, or creative tests.
Where to use this on MetricKit
Guides
- UTM + GA4 attribution: practical tracking for paid ads (without lying to yourself): A practical guide to UTMs and GA4: consistent source/medium/campaign tagging, conversion deduplication, and common attribution traps.
- Attribution vs incrementality: what to trust, when, and how to test: A practical guide to attribution vs incrementality: common attribution models, window pitfalls, how MER/marginal ROAS fit in, and how to run holdout/geo tests.