analytics-dictionary / term / tracking & measurement

Click ID (gclid)

A click ID is a unique identifier added to a landing page URL by an ad platform, such as Google gclid, to link a click to a later conversion.

Written by Reflective Data experts · updated Oct 5, 2026

Auto-tagging adds the identifier automatically. Capturing it with the lead or order lets you report offline results back to the platform, which improves optimisation.

Do not strip these parameters in redirects or forms, or attribution is lost.

Enhanced conversions Offline conversions UTM parameters

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Keyword

A keyword is a word or phrase that people type into a search engine, and that…

last-click-attribution.md

Last-click attribution

Last-click attribution gives 100 percent of the credit for a conversion to the final touchpoint before…

north-star-metric.md

North Star metric

A North Star metric is the single measure that best captures the value your product delivers…

cohort-analysis.md

Cohort analysis

Cohort analysis groups users by a shared starting point, such as sign-up week, and tracks how…

product-analytics.md

Product analytics

Product analytics studies how people use a digital product, to improve features, onboarding and retention.

cta.md

Call to action (CTA)

A call to action is a prompt that tells visitors what to do next, such as…

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