Difference between GCLID and UTM - A Quick Guide

When marketing campaigns are executed, GCLID and UTM help in measuring the efforts made for each. Though both are functional for tracking these efforts, there are differences between GCLID vs. UTM. The Google Click Identifier helps in automatically tracking clicks. On the other hand, the Urchin Tracking Module requires a marketer to make manual effort for tracking but it offers enriching information about marketing campaigns. In order to identify the best choice to fulfill tracking requirements, comparing both parameters can help. This comparison between the parameters, Google Click Identifier vs. Urchin Tracking Module, should include the approach they use for their functioning as well as their advantages and disadvantages.

What is GCLID?

GCLID is a distinctive identifier. It is added to a URL associated with a landing page for Google Ads. Also called Google Click Identifier, it is an important parameter. As users click on a specific ad, this parameter gets added to its URL. Following this, clicks are tracked by Google Analytics. They are then attributed to the same online ad.

What is UTM?

UTM indicates a set of crucial parameters that one can add to landing pages' URLs. These are vital for tracking how effective marketing efforts are. Additionally known as Urchin Tracking Module, its parameters are inclusive of content, source, campaign, medium, and term.

GCLID vs. UTM - What is the Difference?

The main difference between GCLID vs. UTM is that the former works using an automated approach while the latter needs the input manually. Thus, the ease of using both sets them apart. Other than these, they are different in terms of the data they provide to marketing professionals. Also, the use cases of these parameters are varied.

Concerning the Ease of Usage

An important point of difference between UTM vs. GCLID is the ease of using both. Considering the Urchin Tracking Module, it is possible to add it manually. For this, one can rely on the URL Builder tool by Google.

Contrary to this, in the case of Google Click Identifier, it gets auto-added to the URL of the landing page when a user clicks on a particular online ad. Thus, the parameters for tracking also get automatically added to it.

Considering the Data Offered to Marketers

When choosing between GCLID vs. UTM, it is vital to know the kind of data they offer to marketers while tracking clicks. With the Google Click Identifier, they can access information regarding campaigns, keywords, the time of the day, ad positions, sources/mediums, ad groups, ad content, search queries, and more.

In contrast, with the Urchin Tracking Module, a marketer can access data regarding particular sources that yield traffic. In addition, one can avail of information about specific campaigns, marketing mediums, content, and term parameters.

As per Use Cases

While differentiating between GCLID vs. UTM, a marketing professional should be aware of the use cases of each. If preferring the Google Click Identifier, the parameter is useful for the analysis of marketing campaign performance. It is apt for tracking conversions. Besides, it can help with the segmentation of the audience.

Similar to GCLID, UTM or the Urchin Tracking Module can assist a marketer in identifying which campaign is the most impactful. Contrastingly, though, this parameter is better for tracking the particular aspects of marketing campaigns. Also, it can help one with multichannel tracking.

Comparing the Advantages of UTM vs. GCLID

Marketers can choose the best parameter, i.e. UTM or GCLID, according to the advantages of each. When looking at the advantages of GCLID vs. UTM, the latter is a flexible parameter. It enables personalization while tracking clicks from campaigns. Furthermore, relevant apps as well as humans can read the information recorded through UTM.

GCLID or Google Click Identifier is supportive of auto-tagging in relation to ad campaigns. Besides, it lets marketing professionals record information through several other parameters aside from those that are utilized when tagging manually. Moreover, GCLID needs no setup additionally in any third-party software for reporting.

Looking at the Disadvantages of GCLID vs. UTM

Considering GCLID vs. UTM, going through the disadvantages of each is vital prior to using any of these. A drawback of GCLID is that it can track the number of clicks on a Google ad. In case one is running a campaign on another channel or platform, there will be limitations to tracking clicks.

On the flip side, when using the Urchin Tracking Module, the need for manual input is the disadvantage of its parameters. Any mistakes can result in data inaccuracy. Moreover, these parameters can add to the length of URLs. Thus, these links can be less user-centric. To some extent, this can cause a negative effect on the CTR or click-through rates.

Endnote

Both Urchin Tracking Module and Google Click Identifier are important for the measurement of marketing efforts. Yet, comparing GCLID vs. UTM is necessary to identify the best one. For campaigns on Google Ads, GCLID is a better choice for tracking. On the basis of other aspects like the data offered to marketers, tracking specific components of marketing, etc., marketers can opt for UTM.