Send Google Ads click IDs to your CRM

When someone clicks one of your Google Ads, Google adds a click ID to the URL. Sign Customiser picks that up, keeps it with the customer’s session, and includes it when the customer submits a quote request or custom design form.

That matters because it closes the gap between ad click and sale. Instead of losing attribution after the customer fills in a form, you can store the click ID in your CRM, keep it attached to the lead, and send it back to Google Ads when that lead becomes a paying customer.

How it works

1. A customer clicks a Google Ad and lands on your store.

2. Sign Customiser captures the click ID automatically from the URL, cookies, or session storage.

3. The customer submits a quote form or custom design form.

4. Sign Customiser sends the click ID along with the form submission data.

5. Your CRM stores that click ID against the lead or deal.

6. When the customer converts, you send that conversion back to Google Ads.

No configuration needed on your end. If a click ID is present, we capture it.

The best way to set this up

For most merchants, the cleanest approach is to use a form:submitted webhook. This sends the click ID to your server or CRM the moment the customer submits a form.

1. Set up a webhook in Sign Customiser by following our Subscribe to webhooks guide.

2. Choose the form:submitted topic.

3. Point that webhook at your server, CRM middleware, or automation platform (Zapier, Make, etc.).

4. Read the form_submission.ad_click_ids field from the payload.

5. Store the values against the contact, lead, or opportunity in your CRM.

6. When that lead becomes a sale, send the stored click ID back to Google Ads as an offline conversion.

If you already use Zapier, Make, or your own backend to process form submissions, this fits right into the workflow you already have.

What fields you will receive

Sign Customiser can send up to three Google Ads click ID fields:

• gclid — the standard Google Ads click identifier. This is the one most people are looking for.

• gbraid — used in some mobile and privacy-restricted scenarios.

• wbraid — used for cross-device and cookie-less attribution.

If more than one is present, store all of them.

Example webhook payload

When a form submission includes ad tracking data, the webhook payload looks like this:

{
  "form_submission": {
    "submission_number": 42,
    "type": "custom_form_submission",
    "ad_click_ids": {
      "gclid": "CjwKCAjw7p6aBhAoBhAAEiwA...",
      "gbraid": "BRAID_456",
      "wbraid": "WBRAID_789"
    },
    "form": { ... },
    "responses": [ ... ]
  }
}

The field your developer needs for Google Ads offline conversions is:

form_submission.ad_click_ids.gclid

Where the click ID is stored

There are two stages:

1. While the customer is browsing — Sign Customiser keeps the click ID in the browser session storage so it survives the journey from ad click to form submission. The storage key is signCustomiser:adClickIds.

2. When the form is submitted — the click ID is attached to the submission and passed into your webhook payloads, merchant notification emails, and any JavaScript tracking events.

Sign Customiser does not store click IDs in a database you can query later. The data flows through in real time. Capture it in your webhook handler or JavaScript event listener when it arrives.

Click IDs in order emails

When ad click IDs are available, they also appear in the merchant notification email under an Ad Tracking section. This is useful for manual matching if you do not have an automated CRM integration yet.

Frontend JavaScript events

If you already have custom scripts running on your storefront, the same click ID data is available in Sign Customiser’s frontend events:

• signCustomiserProductAddedToCart

• signCustomiserFormSubmitted

• signCustomiserQuoteSubmitted

Access the data at event.detail.adClickIds:

document.addEventListener("signCustomiserFormSubmitted", function(e) {
  var gclid = e.detail.adClickIds && e.detail.adClickIds.gclid;
  if (gclid) {
    // Send to your CRM, analytics, or Google Ads
    console.log("Captured GCLID:", gclid);
  }
});

For more on frontend events, see our Tracking events for ad conversions guide.

Webhooks vs frontend events

Use webhooks when you want to store the click ID in your backend or CRM. This is more reliable for offline conversion tracking because it does not depend on browser-side JavaScript running correctly.

Use frontend events when you want to trigger browser-based pixels, fire a Google Ads conversion tag on the page, or pass data to a client-side analytics tool.

If your goal is CRM storage and offline conversion uploads to Google Ads, start with webhooks.

Common questions

Do I need to change anything in my store to capture click IDs?

No. Sign Customiser captures click IDs automatically when they are present in the URL, cookies, or session storage. There is nothing to configure.

Will I always get a gclid?

Not always. Depending on the traffic source, device, and browser privacy settings, you might receive gclid, gbraid, wbraid, or none at all. If the customer did not arrive via a Google Ad, there will not be a click ID.

Can I see the click ID in the form submission email?

Yes. When click IDs are available, they appear in the merchant notification email under the Ad Tracking section.

Can Sign Customiser send the offline conversion to Google Ads for me?

No. Sign Customiser captures and passes the click ID through to you. Your CRM, backend, or automation workflow needs to store that value and send the final offline conversion back to Google Ads.

Does this work when the customiser is embedded in an iframe?

Yes. Click IDs are passed through to the customiser across iframes on Shopify, WooCommerce, Wix, and any other platform using our embed code.