Safari’s update and why it matters

There’s been a lot of discussion about Safari removing ad click identifiers such as Google’s GCLID, Facebook’s FBCLID, Microsoft’s MSCLKID, and others. Some of this is based on rumor, so it’s important to still keep level headed while preparing for official updates.

At this stage, GCLID stripping by default has not been confirmed for regular browsing. But the direction is clear, browser changes are limiting reliance on click IDs. Even if GCLID disappears, Google already has GBRAID, WBRAID, Enhanced Conversions, and conversion modeling in place to continue attribution, also other platforms have their solutions, or are picking up on this.

Tracklution’s ready-to-go solution

Tracklution is ahead of these changes. We provide fallback parameters for all our ad platform connectors. When you add the custom parameter in your ad platform, Tracklution takes care of the rest server-side. Currently, most platforms require that the parameter is added directly to each ad, while Google Ads allows custom URL parameters at the account level. As URL stripping may become the trend, other platforms may follow suit. In either case, Tracklution has the parameters and the server-side functionality ready for you to use. That means one simple step from you, and more accurate tracking for your ads.

Do you need to act?

In most cases, no immediate action is required. Tracklution server-side tracking continues to run and send data to your ad platforms, and most platforms already rely on multiple signals beyond click IDs. However, adding Tracklution parameters ensures redundancy for more accurate tracking and preventing attribution blind spots.

How to add fallback parameters

Log in to your ad account to add the custom URL parameter's key and value in accordance with each platform's preferences. This guide gives you Tracklution's pre-configured custom parameters (the key). When you add the parameter, make sure to add the correct dynamic value and follow the correct format for key and value specified by your ad platform. Once added, Tracklution handles everything else. If you've added the parameter correctly, you will be able to see the custom parameter with the click ID value in your Tracklution dashboard from events coming from your ad platform.

Google Ads

Go to Admin → Account settings → Tracking. In the Final URL suffix field, add:

Key: trlgidValue: gclid

Example:

This ensures a backup for the GCLID if Safari strips the original.

➕ Additionally, we provide fallback parameters for:

Key: trlgbidValue: gbraid Key: trlgwid Value: wbraid

Facebook / Meta Ads

In Ads Manager, open your ad and scroll to the Website URL section. Use the URL Parameters field (or click Build a URL Parameter). More details found here. (requires login)

Add:

Key: trlfid Value: fbclid

TikTok Ads

In TikTok Ads Manager, edit your ad and locate the Destination URL. Click Build URL Parameters. More details found here.

Add:

Key: trltid Value: ttclid

Snapchat Ads

In the ad creation screen, locate the Tracking URL Parameters field. More details found here.

Add:

Key: trlsidValue: sc_click_id

LinkedIn Ads

In Campaign Manager, locate Account settings → URL parameters.

Add:

Key: trllidValue: li_fat_id

Microsoft Ads

• Hover over Campaigns and select Ads & extensions > Ads.
• Select Create ad or Create ad extension.
• Under Landing page URL, select Final URL and enter the URL of your website.
• Select Ad URL options or sitelink extension URL options.
• Under Custom parameters first box, enter the name of the parameter.
• Under Custom parameters second box, enter the variable of the parameter.
• Under Tracking template, add the name and variable to the tracking template.

More details found here.

Add:

Key: trlmidValue: msclkid

Affiliate campaigns

Add to your tracking URLs:

Key: trlc Value: your_affiliate_id

New to Tracklution?

Browser changes like this will only become more common. Tracklution’s server-side tracking ensures you stay ahead. Add Tracklution’s server-side solutions to your tracking setup in less than 15 minutes and keep your conversion tracking accurate, even in Safari.

👉 Start your free trial with Tracklution today and secure your tracking against Safari and beyond.