Click identifiers (gclid, msclkid)

The unique identifiers Google Ads (gclid) and Microsoft Ads (msclkid) attach to each ad click.

ClickLens uses the gclid as the key to restate or retract a fraudulent conversion through Google Ads’ adjustment API. It ties a conversion back to the exact ad click that produced it, which is what lets a retraction reach the right record. Without it there is no way to correct a single conversion after the fact, only blunt campaign-level exclusions.

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