What Are GBRAID and WBRAID?
GBRAID and WBRAID are URL parameters Google uses as replacements for the classic GCLID parameter on iOS devices. Since Apple’s App Tracking Transparency (ATT) in iOS 14.5 restricted cross-device tracking, Google uses these alternative parameters to measure conversions on Apple devices without violating Apple’s privacy policies.
GBRAID is used for app conversions resulting from Google Ads. WBRAID stands for web conversions on iOS and is appended to the destination URL when a user on an iOS device clicks an ad. Both parameters contain encrypted, aggregated information that doesn’t enable individual user identification but is sufficient to attribute conversions to the correct campaign.
For your practice, GBRAID and WBRAID mean you need to prepare your tracking infrastructure for these parameters. Make sure your conversion tag uses current versions and that your server-side tracking correctly processes the parameters. If you filter URL parameters in your analytics tool, don’t accidentally exclude GBRAID and WBRAID. Without these parameters, iOS conversions would no longer be attributed, and conversion modeling would have to estimate an even larger share.
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Christian SynoradzkiSEO-Freelancer
Mehr als 20 Jahre Erfahrung im digitalen Marketing. Fairer Stundensatz, keine Vertragsbindung, direkter Ansprechpartner.