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Google less likely to match offline conversions without gclid since April?
Posted by on May 6, 2026 at 1:01 pmHi, I am seeing a pattern on multiple accounts. Starting April, Google is less likely to match offline conversions uploads (hashed email+phone+order ID) when there is no gclid.
For example:
- in March, there is 50 form submissions with gclid (legit) + other submissions without gclid. Google often manages to match 25 non-gclid submissions and count them as conversions. (e.g. 50% bump on submissions with gclid) Total Google ads conversions 75.
- First half of April, the non-gclid submission matching goes down to 30%. By April 20, it is 0% – it only matches submission with gclid. So if there are 50 form submissions with gclid in April, Google only matches 6 submissions without gclid. Total conversions 56
- So month to month the Google ads account look like conversions drop from 75 to 56. But total inquiries didn't actually drop.
- No integrations or settings changed on those accounts in March / April.
I am seeing this across multiple accounts.
It's almost like April 20 a switch flipped and the numbers look a bit different for a bunch of accounts.
Is this just me or anyone else seeing this? Not sure if I am seeing things or anyone else have the same experience?
Looking forward to compare notes.
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1 Reply
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You should be capturing storing and passing gclid, gbraid, and wbraid
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I wouldn’t assume performance actually dropped — it sounds more like Google is matching fewer non-`gclid` offline conversions.
I’d first check upload diagnostics, consent/user-data settings, and whether `gclid/gbraid/wbraid` are still being captured properly before making campaign changes.
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