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Why are some conversions missing from Google Audience Optimization data?

While ClickMagick’s tracking systems are not affected, iOS 14.5 now prevents the major ad networks like Facebook and Google from tracking users who have indicated that they don’t want to be tracked.

In response to this, Google Ads no longer passes their gclid value – their unique click identifier – to your landing page for iOS users who choose not to be tracked.

This is the value ClickMagick needs to send your conversion event back to Google Ads, and so if the gclid is missing it means we can’t send that conversion back to Google Ads.

It wouldn’t do anything anyway, because again, Google Ads is prohibited from tracking these users.

So if you’re wondering why your Audience Optimization data doesn’t include all your conversions, this is the reason – whatever is “missing” are iOS users who’ve indicated they don’t want to be tracked.

This has nothing to do with ClickMagick, and ClickMagick will still track these conversions normally – because ClickMagick does not rely on Google’s gclid for tracking purposes.

The good news is that this doesn’t really affect anything when it comes to your overall ad optimization.

The only negative affect is that, all else being equal, it will take a bit longer for Google’s optimization algorithms to reach “peak efficiency” due to having a bit less data than in the past.

For more information on iOS and Google Ads, please read the article below:

What should I know about iOS and Google Ads?

Note: Google has recently introduced a new wbraid click ID, which replaces the gclid for iOS users who choose not to be tracked. Once they provide guidance on how this new wbraid parameter can be used for optimization purposes, if at all, we’ll get right on it.

Article 715 Last updated: 12/22/2021 8:39:03 AM