Click Identifiers Comparison: GCLID vs. FBCLID vs. MSCLKID vs. TTCLID

All major ad platforms append a unique click identifier to URLs when users click ads. Here’s how they compare.

Identifier Comparison

Property	GCLID	FBCLID	MSCLKID	TTCLID	WBRAID	GBRAID
Platform	Google Ads	Meta	Microsoft	TikTok	Google (web)	Google (app)
Format	Base64	Alphanumeric	Hex	Alphanumeric	Encrypted	Encrypted
Length	50-100+	20-100	32	50-100	100-200	100-200
Validity	90 days	7 days	90 days	28 days	90 days	90 days
URL param	gclid=	fbclid=	msclkid=	ttclid=	wbraid=	gbraid=
Auto-tagging	On by default	Always on	OFF by default	On by default	Automatic	Automatic
Storage	CRM/cookie	Cookie	CRM/cookie	Cookie	Cookie	Cookie

URL Examples

Google Ads

yoursite.com/landing?gclid=EAIaIQobChMIkYqG0pTg7gIVAYrICh2XDQ3PEAAYASAAEgK...

Meta

yoursite.com/landing?fbclid=IwAR3x7Y2Z1a_bCdEfGhIjKlMnOpQrStUvWxYz012345...

Microsoft Ads

yoursite.com/landing?msclkid=a1b2c3d4e5f6a7b8c9d0e1f2a3b4c5d6

TikTok

yoursite.com/landing?ttclid=E.C.P.C7DwK8mTyB0DzI1...

Capture Strategy

Capture ALL click identifiers — your landing page may receive traffic from any platform:

const clickIds = ['gclid', 'wbraid', 'gbraid', 'fbclid', 'msclkid', 'ttclid'];

Use the Click ID Tester to verify capture is working.

CRM Field Requirements

Identifier	Min Field Length	Recommended
GCLID	100 chars	200 chars
FBCLID	100 chars	200 chars
MSCLKID	32 chars	50 chars
TTCLID	100 chars	200 chars
WBRAID	200 chars	250 chars
GBRAID	200 chars	250 chars