Platform Click IDs Explained: Which Ones Does GA4 Actually Support?

Understanding which advertising platform click IDs work natively with Google Analytics 4 is crucial for accurate campaign tracking. Many marketers assume all click IDs function the same way, but the reality is far more nuanced.

The Definitive List: GA4 Native Click ID Support

Here's the complete breakdown of platform click IDs and their GA4 support status:

✅ Fully Supported by GA4 (Native Support)

These click IDs work without requiring UTM parameters:

❌ Not Supported by GA4 (UTM Parameters Required)

These click IDs require both the click ID and UTM parameters:

Why the Different Levels of Support?

The reason for this disparity is straightforward: Google Analytics is built to natively support Google's advertising ecosystem.

Google's Integrated Ecosystem

Google Analytics 4 has deep integration with:

• Google Ads
• Google Display & Video 360
• Google Marketing Platform
• Google Campaign Manager 360

This integration allows GA4 to:

• Automatically recognize Google click IDs
• Import cost data from Google Ads
• Attribute conversions without manual configuration
• Provide detailed campaign reporting without UTM parameters

Third-Party Platforms: No Native Integration

For non-Google platforms, GA4 has no built-in recognition system. When traffic arrives with only a third-party click ID:

1. GA4 sees the referrer domain (facebook.com, bing.com, etc.)
2. Classifies traffic based on default channel grouping rules
3. Treats it as referral traffic unless UTM parameters are present
4. Cannot extract campaign information from the click ID

How Each Click ID Works

Google Click IDs (gclid, wbraid, gbraid, dclid)

How They Work:

When someone clicks a Google ad, Google automatically appends the appropriate click ID:

https://www.example.com/page?gclid=CjwKCAiA...

What Happens in GA4:

1. GA4 recognizes the gclid parameter
2. Automatically attributes the visit to Google Ads
3. Sets default channel grouping to "Paid Search"
4. Can import cost and campaign data from linked Google Ads account
5. No UTM parameters needed

Best Practice:

For Google Ads, you can choose to:

• Use only the gclid (automatic)
• Add UTM parameters for additional detail
• Both approaches work correctly

Facebook Click ID (fbclid)

How It Works:

Facebook automatically adds fbclid to all outbound links:

https://www.example.com/page?fbclid=IwAR3xK8...

What Happens in GA4:

1. GA4 ignores the fbclid parameter completely
2. Sees referrer as facebook.com or l.facebook.com
3. Classifies as "Referral" traffic
4. No campaign information captured
5. Shows as "facebook.com / referral" in reports

Correct Setup:

Always use fbclid + UTM parameters:

https://www.example.com/page
?utm_source=facebook
&utm_medium=paid_social
&utm_campaign=spring_sale
&fbclid=IwAR3xK8... (added by Facebook)

Why Both:

• fbclid: Powers Facebook's conversion tracking
• UTM parameters: Powers GA4's campaign attribution

Microsoft Click ID (msclkid)

How It Works:

Microsoft Advertising adds msclkid to ad clicks:

https://www.example.com/page?msclkid=abc123def456

What Happens in GA4:

1. GA4 does not recognize msclkid
2. Sees referrer as bing.com
3. Often classifies as "Organic Search" (incorrectly)
4. No paid campaign attribution
5. Paid traffic appears as free organic traffic

Correct Setup:

Use msclkid + UTM parameters:

https://www.example.com/page
?utm_source=bing
&utm_medium=cpc
&utm_campaign=brand_campaign
&msclkid=abc123def456

Why Both:

• msclkid: Enables Microsoft Ads UET conversion tracking
• UTM parameters: Ensures GA4 recognizes paid traffic

TikTok Click ID (ttclid)

How It Works:

TikTok adds ttclid to track ad interactions:

https://www.example.com/page?ttclid=xyz789

What Happens in GA4:

1. GA4 ignores ttclid
2. Sees referrer as tiktok.com
3. Classifies as "Referral" traffic
4. No campaign data captured
5. Paid TikTok ads show as referral traffic

Correct Setup:

Use ttclid + UTM parameters:

https://www.example.com/page
?utm_source=tiktok
&utm_medium=paid_social
&utm_campaign=product_launch
&ttclid=xyz789

Why Both:

• ttclid: Powers TikTok Pixel events and optimization
• UTM parameters: Enables GA4 campaign tracking

LinkedIn Click ID (li_fat_id)

How It Works:

LinkedIn Campaign Manager adds li_fat_id:

https://www.example.com/page?li_fat_id=12345-67890

What Happens in GA4:

1. GA4 does not recognize li_fat_id
2. Sees referrer as linkedin.com
3. Classifies as "Referral" or "Social"
4. No distinction between organic and paid LinkedIn traffic
5. Campaign details not captured

Correct Setup:

Use li_fat_id + UTM parameters:

https://www.example.com/page
?utm_source=linkedin
&utm_medium=paid_social
&utm_campaign=b2b_lead_gen
&li_fat_id=12345-67890

Why Both:

• li_fat_id: LinkedIn's conversion tracking and optimization
• UTM parameters: GA4 campaign attribution and reporting

Reddit Click ID (rdt_cid)

How It Works:

Reddit Ads adds rdt_cid to track ad clicks:

https://www.example.com/page?rdt_cid=abc123

What Happens in GA4:

1. GA4 ignores rdt_cid
2. Sees referrer as reddit.com
3. Typically classifies as "Referral"
4. No campaign information available
5. Paid ads indistinguishable from organic Reddit traffic

Correct Setup:

Use rdt_cid + UTM parameters:

https://www.example.com/page
?utm_source=reddit
&utm_medium=paid_social
&utm_campaign=community_engagement
&rdt_cid=abc123

Why Both:

• rdt_cid: Reddit's conversion pixel tracking
• UTM parameters: GA4 campaign attribution

The Critical Distinction: Native vs. Manual Tracking

Understanding this fundamental difference will save you from tracking mistakes:

Native GA4 Support (Google Only)

Characteristics:

• Automatic recognition by GA4
• No configuration required
• Cost data import available
• Works without UTM parameters
• Deep integration with Google Marketing Platform

Platforms:

• Google Ads
• Display & Video 360
• Campaign Manager 360

Manual Tracking Required (All Other Platforms)

Characteristics:

• GA4 cannot recognize click IDs
• UTM parameters required for attribution
• Manual cost data import only
• Click ID serves platform's own tracking
• No native GA4 integration

Platforms:

• Facebook/Meta
• Microsoft Advertising
• TikTok
• LinkedIn
• Twitter/X
• Reddit
• Snapchat
• All other ad platforms

Implementation Strategy by Platform

For Google Ads (Native Support)

Option 1: Automatic (Recommended for Most)

• Enable auto-tagging in Google Ads
• GA4 automatically tracks via gclid
• Link Google Ads to GA4 for cost import

Option 2: UTM Parameters

• Add UTM parameters for additional granularity
• Useful for tracking specific promotions or A/B tests
• Works alongside gclid without conflicts

For All Other Platforms (Manual Tracking)

Required Setup:

1. Keep platform's click ID (don't remove it)
2. Add comprehensive UTM parameters
3. Test tracking before launching campaigns
4. Verify correct channel grouping in GA4

UTM Template:

?utm_source=[platform]
&utm_medium=[paid_social/cpc/display]
&utm_campaign=[campaign_name]
&utm_content=[ad_set_or_placement]
&utm_term=[targeting_or_keyword]
&[platform_click_id]=[auto_populated]

Common Tracking Mistakes to Avoid

Mistake 1: Using Only Non-Google Click IDs

Problem:

https://example.com/page?fbclid=abc123

Result: Shows as referral traffic, no campaign data

Fix:

https://example.com/page?utm_source=facebook&utm_medium=paid_social&utm_campaign=sale&fbclid=abc123

Mistake 2: Removing Platform Click IDs

Problem:

https://example.com/page?utm_source=facebook&utm_medium=paid_social

(Manually removed fbclid)

Result: GA4 tracking works, but Facebook conversion tracking breaks

Fix: Let platforms add their click IDs automatically, don't remove them

Mistake 3: Assuming All Click IDs Work Like gclid

Problem: Not adding UTM parameters to Microsoft, Facebook, or TikTok ads

Result: Paid traffic misclassified as organic or referral

Fix: Research each platform's requirements before launching campaigns

Mistake 4: Inconsistent UTM Usage

Problem: Some campaigns have UTMs, others don't

Result: Incomplete data, difficult to analyze performance

Fix: Create standardized tracking templates for each platform

Verification Checklist

Use this checklist to verify proper tracking setup:

For Google Ads

• Auto-tagging enabled in Google Ads settings
• GA4 property linked to Google Ads account
• Test URL contains gclid parameter
• GA4 shows traffic under "Google" source
• Default channel grouping shows "Paid Search"

For Facebook Ads

• UTM parameters added to ad URLs
• Test URL contains both UTMs and fbclid
• GA4 shows traffic under "facebook" source with "paid_social" medium
• Default channel grouping shows "Paid Social"
• Facebook Pixel still fires correctly

For Microsoft Ads

• UTM parameters added to all campaigns
• Test URL contains both UTMs and msclkid
• GA4 shows traffic under "bing" source with "cpc" medium
• Default channel grouping shows "Paid Search"
• UET tag tracking still works

For TikTok Ads

• UTM parameters configured in TikTok Ads Manager
• Test URL contains both UTMs and ttclid
• GA4 shows traffic under "tiktok" source with "paid_social" medium
• Default channel grouping shows "Paid Social"
• TikTok Pixel events still fire

For LinkedIn Ads

• UTM parameters added to campaign tracking
• Test URL contains both UTMs and li_fat_id
• GA4 shows traffic under "linkedin" source with "paid_social" medium
• Default channel grouping shows "Paid Social"
• LinkedIn Insight Tag still tracks conversions

Frequently Asked Questions

Q: Why does Google Analytics only support Google's click IDs natively?

A: GA4 is a Google product designed to integrate deeply with Google's advertising ecosystem. Supporting competitor platforms' click IDs natively would require partnerships and technical integration that don't align with Google's business model.

Q: Will GA4 ever add native support for Facebook or Microsoft click IDs?

A: This is highly unlikely. These platforms are direct competitors in digital advertising. Each platform maintains its own analytics and tracking infrastructure. GA4 will continue to require UTM parameters for non-Google platforms.

Q: Can I use ONLY the click ID without UTM parameters for any platform?

A: Only for Google platforms (gclid, wbraid, gbraid, dclid). All other platform click IDs must be paired with UTM parameters for GA4 to properly attribute the traffic.

Q: Do I need to manually add platform click IDs to my URLs?

A: No. Most platforms automatically append their click ID when someone clicks an ad. You should focus on adding UTM parameters; the platform handles its own click ID automatically.

Q: What happens if I use gclid on a non-Google platform?

A: GA4 will recognize the gclid and attribute traffic to Google Ads, even though it came from a different platform. Never use another platform's click IDs on your URLs - let each platform add its own automatically.

Q: How do I track platforms that don't have click IDs?

A: Some smaller ad platforms don't use click IDs. For these, UTM parameters are your only tracking method. This is actually simpler since you only need to implement one tracking system.

Q: Will having both a click ID and UTM parameters cause issues?

A: No. They serve different purposes and operate independently. The click ID is for the platform's tracking, UTM parameters are for GA4. Both can (and should) exist on the same URL for non-Google platforms.

Q: How can I tell if my tracking is set up correctly?

A: Run test clicks on your ads, then check GA4's real-time reports within 30 seconds. Verify the source, medium, campaign, and default channel grouping all appear correctly.

Related Resources

• Google Ads gclid vs Other Platform Click IDs: The Critical Difference
• Why GA4 Doesn't Read Facebook's fbclid (And What to Do About It)
• Microsoft Ads Not Showing in GA4? Here's Why msclkid Isn't Enough

Key Takeaways

1. Only Google click IDs work natively in GA4 (gclid, wbraid, gbraid, dclid)
2. All other platforms require UTM parameters for GA4 attribution
3. Platform click IDs still serve important purposes (conversion tracking, optimization)
4. Use both together for non-Google platforms - they don't conflict
5. Test your tracking setup before launching major campaigns
6. Standardize your UTM structure for consistent, reliable data

Understanding which click IDs GA4 supports natively versus which require UTM parameters is fundamental to accurate campaign tracking. By implementing the correct strategy for each platform, you'll ensure complete visibility into your marketing performance across all channels.