How to capture the GCLID in Keap
Learn how to capture the GCLID with each new contact in Keap and send it back to Google Ads as an Offline Conversion
Use Attributer to capture the GCLID in Keap. Simply add hidden fields to your forms, Attributer writes the GCLID into them, and they are sent to Keap. It even captures other lead source data (like UTM parameters, leads from organic channels, etc)
If you're running Google Ads to generate leads for your business, you already know they can be incredibly effective.
But here's the thing: if you can't see which of those leads actually turn into paying customers, you might be pouring money into campaigns that look good on paper but aren't driving real results.
The good news? There's a solution.
In this article, we'll show you how to use a tool called Attributer to capture the GCLID in Keap, so you can pass it back to Google Ads and start tracking offline conversions.
4 steps for capturing the GCLID in Keap
Using Attributer to capture the GCLID is quick and easy. Here's how it works:
1. Install Attributer on your website and add a hidden field
First things first, sign up for a 14-day free trial of Attributer. You'll receive a small code snippet to place on your website.
How you install it will depend on your website platform (WordPress, Webflow, Squarespace, etc), but in most cases it's as simple as adding it through your site's settings area. You can also use Google Tag Manager if you'd prefer.
Once the code is live, add a 'GCLID' hidden field to your lead capture forms. This is the field where Attributer will place the GCLID each time a visitor submits a form.
Instructions for all of the above can be found on our help site.
2. Attributer captures the GCLID and writes it into the hidden field
When someone clicks one of your Google Ads and lands on your website, Attributer picks up the GCLID from the URL and stores it in their browser. This means that even if they browse around your site before filling out a form (or leave and come back another day), the GCLID from their original ad click is always preserved.
Then, when they go ahead and submit a form, Attributer writes the stored GCLID into the hidden field you set up.
3. GCLID is captured with each form submission
Once the lead submits the form, the GCLID is picked up by your form tool along with everything else the lead entered (their name, email, phone number, etc.)
4. GCLID is sent to Keap with each new contact
Finally, the GCLID can be passed into Keap along with everything else the lead provided in the form, like their name, email, phone number, and so on.
If you're using Keap forms then this will all happen automatically. A contact will be created, and the GCLID will exist on their contact record alongside their name, email, etc.
If you're using a third-party form tool (such as Gravity Forms, Typeform, Tally, etc) then you can use the tool's built-in Keap integration, or a connector like Zapier or Make, to automatically send each new form submission (including the GCLID) into Keap as a new Contact.
How to send the GCLID back to Google Ads and mark it as an offline conversion
Before you can pass the GCLID back to Google Ads, you'll need to create a new conversion action.
To do this, log in to your Google Ads account, click on Goals in the left sidebar, and then navigate to Conversions. From the Conversions page, click the button to create a new Conversion and select 'Offline Conversion'.
On the final screen where it asks you to add a data source, go ahead and choose 'Add data source later'.
With the conversion set up in Google Ads, the next step is sending the GCLID back. But first, you'll want to think about which stage of your sales process should count as a conversion.
Your instinct might be to wait until a deal closes before sending the conversion. That makes sense, but it can actually limit your campaign performance. Google's smart bidding strategies (like Maximise Conversions, Maximise Conversion Value, or Target CPA) typically need around 50 conversions per month to work well. So if you're closing fewer than 50 deals a month, you're better off tracking an earlier stage in your pipeline (like when a Deal is created in Keap) to give Google enough data to optimise effectively.
Once you've decided on your conversion point, open your Zapier account and create a new Zap. Set the trigger to match the stage you picked. For example, if you want to send the offline conversion when a Deal is created in Keap, use that as your trigger.
Next, select Google Ads as the Action and choose 'Send Offline Conversion' as the event.
Finally, map the GCLID from Keap (or wherever you're storing it) to the corresponding field in Zapier.
That's all there is to it! You've now configured offline conversions in Google Ads. It's worth running a test to make sure everything is working properly before committing serious budget, and you can read more about how to do that here.
Why Attributer is the best way to capture the GCLID in Keap
There are a handful of different ways to capture the GCLID in Keap, so why should you use Attributer?
Here's what makes it the best option:
1. Remembers the GCLID as visitors browse your site
Many form tools offer built-in features for grabbing URL parameters, but they only capture what's in the URL when the form is actually submitted.
The issue with that? If someone clicks your Google Ad and lands on your homepage, then clicks over to your Contact Us page to submit a form, the GCLID is no longer in the URL and won't get captured.
Attributer handles this differently. It saves the GCLID in the visitor's browser the moment they arrive, so no matter how many pages they visit before filling out a form (or even if they leave your site and return on a different day), the GCLID always gets passed through.
2. Captures UTM parameters as well
Attributer doesn't just capture the GCLID. It also grabs any UTM parameters you've added to your ads.
For example, let's say you're running marketing for an accounting firm and someone clicks one of your Google Ads and fills out a form on your website. Based on the UTM parameters you've set up, Attributer could pass through data like this:
- Channel = Paid Search
- Channel Drilldown 1 = Google
- Channel Drilldown 2 = Small Business Tax Campaign (or whatever the campaign name is)
- Channel Drilldown 3 = Tax Accountant Near Me (or whatever keyword you are bidding on)
- Channel Drilldown 4 = Free Consultation Ad (or whatever ad they clicked)
3. Captures information on users from organic channels
Beyond paid campaigns, Attributer also picks up data on leads who find your website through organic channels like Organic Search, Organic Social, Referral, Direct Traffic, and more.
Continuing with the accounting firm example, if a potential client discovered your site through a Google search, Attributer would capture data like this:
- Channel = Organic Search
- Channel Drilldown 1 = Google
- Channel Drilldown 2 = www.google.com (or whatever search engine domain they came from)
- Channel Drilldown 3 = Tax Accountant Near Me (or whatever keyword they searched for, when available)
Wrap Up
If you want to capture the GCLID in Keap (so you can send it back to Google Ads as an offline conversion), Attributer makes the whole process simple.
It stores the GCLID as visitors browse around your site (or even if they leave and return later) and passes it through each time a lead fills out a form. On top of that, you'll also get additional data on your leads (UTM parameters, organic search information, and more), which means you can see where ALL your leads and customers are coming from.
Best of all, it's free to get started and usually takes less than 10 minutes to set up. Start your 14-day free trial today!
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About the Author
Aaron Beashel is the founder of Attributer and has over 15 years of experience in marketing & analytics. He is a recognized expert in the subject and has written articles for leading websites such as Hubspot, Zapier, Search Engine Journal, Buffer, Unbounce & more. Learn more about Aaron here.