Click identifiers (gclid, msclkid)

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

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

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