Why they exist
Google's iOS 14 update page says Google no longer sends the GCLID for iOS 14 traffic from ads on a handful of Google apps. Traffic from other Google sources still includes the GCLID. For the traffic that changed, Google added new parameters so advertisers can still measure results.
Google describes GBRAID as "a privacy-preserving identifier used to measure ad performance." Its Analytics help says it measures conversions in a non-unique way, like a campaign ID, without linking them to individual users or events.
If you are new to the gclid itself, start with what a gclid is.
Which one does what
| Parameter | Google's description |
|---|---|
| gbraid | Helps measure app conversions from campaigns on iOS. The Google Ads API docs say it is present when someone clicks an ad on the web and is sent to an iOS app. |
| wbraid | Helps attribute website conversions back to campaigns. The API docs say it is present when someone clicks an ad in an iOS app and is sent to a web page. Google pairs it with a first-party cookie set by the Google tag or Google Tag Manager. |
Google's iOS page says gbraid is added to landing page URLs when auto-tagging is on, for iOS 14.5 and later clicks.
For a contractor sending ad clicks to a lead page, wbraid is the one most likely to matter, since it covers web conversions. Your conversion tag and the conversion linker still have to load on the page for that cookie to be set.
What your landing page must do
You do not set these parameters yourself. Auto-tagging adds them. Your job is to make sure the page does not break them on the way in.
- Accept URL parameters. Google lists "Arbitrary URL parameters are allowed" as a requirement.
- Keep the value exactly as sent. Google says the GBRAID value is case sensitive.
- Keep the query string through redirects. Google's advice for the gclid is to pass query parameters to the final URL. The same habit protects these.
- Do not strip unknown parameters. Some site tools, caches, or redirect rules remove query strings they do not recognize. Test your final URL with a parameter on the end and make sure it survives.
- Load the Google tag. A free ClickMend scan checks whether a Google Ads conversion tag is on the page, whether it loaded, and whether the conversion linker is off.
Frequently asked questions
Do I need to change my website for these?
Google says most advertisers do not, but a small percentage may need to allow arbitrary URL parameters on their website.
Can I change the gbraid value to lowercase?
No. Google's Analytics help says the GBRAID value is case sensitive and should not be converted to upper or lower case.