Data insights
23. oktober 2024
What are GBRAID and WBRAID?
GCLID, or Google Click Identifier, is a tracking parameter used by Google to sync information between your Google Analytics account and your Google Ads account.
As a marketer, it is crucial to understand the nuances associated with Google advertising and the latest developments in privacy. One of the most important aspects of measuring and optimizing your ad performance is understanding the different URL parameters used to track and measure conversions.
In this post, I will explore three such parameters: GCLID, WBRAID, and GBRAID. I will dive into what they are, how they work, and what impact they have on your measurement.
What is GCLID?
GCLID, or Google Click Identifier, is a tracking parameter used by Google to sync information between your Google Analytics account and your Google Ads account.
When a user clicks a Google ad, Google automatically adds a unique parameter to the destination URL, enabling the GCLID to communicate information about post-click events back to Google.
This information includes sources, campaigns, keywords, match type, traffic information, user information, landing pages, and conversion tracking. GCLID helps advertisers track and optimize the performance of their Google ad campaigns.
What are WBRAID and GBRAID?
Due to changes in the privacy landscape and user expectations, Google no longer uses GCLID without the user’s consent on iOS14+. Instead, Google Ads has introduced two new URL parameters to comply with Apple’s policies and help measure the performance of your ads on iOS.
For web-to-app measurement, the parameter is known as WBRAID, and for app-to-web measurement, it is known as GBRAID. These parameters are used to track conversions and measure the effectiveness of your ads across different devices and platforms.
How do WBRAID and GBRAID work?
WBRAID and GBRAID are both URL parameters used to track and measure conversions from Google ads on iOS devices. WBRAID is used specifically for web-to-app measurement, while GBRAID is used for app-to-web measurement.
When a user clicks an ad on an iOS device, either the WBRAID or GBRAID parameter is added to the destination URL. These parameters act as an identifier that enables conversion tracking and attribution of conversions to the relevant ads and campaigns.
By using these parameters, you can gain valuable insights into the effectiveness of your ads across different devices and platforms.
The difference between GCLID, WBRAID, and GBRAID
The primary difference between GCLID, WBRAID, and GBRAID lies in their use and functionality. GCLID is the original parameter used by Google to track conversions across different devices and platforms.
It is still used on non-iOS devices and is an important part of the Google Ads ecosystem. WBRAID and GBRAID, on the other hand, were introduced as replacements for GCLID on iOS devices, taking Apple’s privacy guidelines into account.
WBRAID is used to measure conversions from web to app, while GBRAID is used to measure conversions from app to web.
Impact on Google Analytics reporting
The new WBRAID and GBRAID parameters also impact Google Analytics reporting. The integration between Google Analytics and Google Ads still works well, and you can continue importing conversion data from Analytics into Ads.
In Google Analytics 4 reporting, conversion data from affected traffic will be reported as “modeled conversions”. In Universal Analytics, affected traffic will be reported as “source/medium = google/cpc”, and additional Google Ads dimensions will be reported as “(not set)”.
It is important to understand how these changes may affect your reporting and measurement process so you can adapt your approach and ensure accurate measurement of your conversions.
What does this mean for marketers?
For marketers, it is important to be aware of these changes to URL parameters and their impact on tracking and measuring conversions. By using WBRAID and GBRAID on iOS devices, you can ensure that you receive accurate and reliable data on the effectiveness of your ads.
This enables you to optimize your campaigns, adjust your advertising strategy, and improve your results. It is also important to be aware of the changes in Google Analytics reporting and adapt your approach to analyzing and measuring the data.
Conclusion
GCLID, WBRAID, and GBRAID are all important URL parameters used to track and measure conversions from Google ads.
GCLID is the original parameter used on non-iOS devices, while WBRAID and GBRAID were introduced as replacements for GCLID on iOS devices, taking Apple’s privacy policies into account.
These parameters play a crucial role in providing valuable insights into the effectiveness of your ads and help you optimize your campaigns and improve your results.
It is important to understand how these parameters work and how they affect your tracking and measurement of conversions so you can get the most out of your advertising efforts.
