Google Ads: New wbraid and gbraid Parameters for Conversion Tracking

Context: iOS and App Tracking Transparency (ATT)

In response to the iOS 14.5 update on April 26, 2021, which introduced the "App Tracking Transparency" (ATT) framework, Google developed two new parameters to comply with Apple's requirements and continue tracking campaign performance.

1. wbraid Parameter

This parameter allows continued tracking of campaign performance for ads served on Google ecosystem apps like YouTube for iOS users who choose to refuse tracking.

This new parameter aims to track performance in an aggregated manner by campaign (unlike gclid which is associated with a user's click) - using conversion modeling and complying with Apple's policy (ATT).

Observed among some EdgeAngel clients, this phenomenon generates many (not set) values on cpc traffic and impacts Google Analytics reports (with a relatively significant volume in some cases).

This issue appears to have been resolved since September 15, 2021.

2. gbraid Parameter

The gbraid parameter is intended for advertisers seeking to promote their mobile app via Google Ads.

Similar to wbraid, this parameter replaces gclid, enabling in-app conversion tracking while complying with the framework established by Apple (ATT).

Google Ads accounts have been able to benefit from this parameter since June 2023, which translates into an increase in measured conversion volume for advertisers who have made the necessary arrangements.

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