Click ID inspector
See what an ad click actually carried
Paste a URL from Ads Manager, a Meta preview, or a partner Slack. We separate UTM tags from platform click IDs so you know what GA4 can name — and what only the ad account can see.
Click IDs are not campaign names
A click ID is a receipt from the ad platform. gclid lets a linked Google Ads account send campaign, ad group, and keyword detail into GA4. msclkid does the same job for Microsoft Advertising. fbclid, ttclid, and most ESP tokens stay useful to those platforms and do almost nothing for a session campaign report.
That is why a Meta URL can look “tracked” and still show as Direct. The inspector exists so you stop treating every long query string as a UTM. For the policy behind that split, read UTM vs auto-tagging and why ads and GA4 numbers differ.
What this tool looks for
Known keys: gclid, gbraid, wbraid, dclid, msclkid, fbclid, ttclid, twclid, li_fat_id, mc_cid, mc_eid. UTM keys are listed separately. Other query keys stay in the leftover bucket. Values are shortened on screen so you can share a screenshot without pasting a full click ID into a ticket.
Need only the five classic tags? Use the UTM decoder. Need a row per URL from a sheet? Use the bulk UTM decoder.
FAQ
UTM builder questions
What is a click ID?
A click ID is a platform identifier added to a landing URL when someone clicks an ad. Google Ads uses gclid. Microsoft Ads uses msclkid. Meta adds fbclid. These IDs help the ad platform measure. Most of them do not name the campaign in GA4.
Does GA4 read fbclid as a campaign?
No. fbclid is for Meta. Without utm_source, utm_medium, and utm_campaign, a Meta click often lands as Direct or Unassigned in GA4 even when fbclid is present.
Should I delete gclid when I add UTMs?
No. Keep auto-tagging on. UTMs and gclid can sit on the same URL. Deleting gclid breaks Google Ads import into a linked GA4 property.