Google’s tracking landscape has changed dramatically after iOS 14.5+ and the introduction of the App Tracking Transparency (ATT) framework. To adapt, Google Ads rolled out new URL parameters, GBRAID and WBRAID, to help advertisers measure conversions even when traditional tracking (via GCLID) is restricted.
What is GBRAID? The new privacy focused identifier
GBRAID is a privacy preserving URL parameter that Google Ads appends to landing page URLs when users on iOS 14.5+ click your ads and auto tagging is enabled. Instead of identifying the user who clicked, GBRAID represents an aggregated cohort level signal that lets Google attribute web to app or web to web conversions without relying on user based identifiers.
This parameter fills the gap created when GCLID cannot be passed due to consent restrictions. By capturing GBRAID, advertisers regain insight into how iOS users interact with ad campaigns, even if they decline cross app tracking prompts.
Key capabilities of GBRAID
- Supports attribution for web to app and web to web conversions on iOS
- Works with Google’s conversion modeling to restore lost iOS visibility
- Preserves privacy by avoiding user identifiable data
- Helps advertisers understand campaign performance on ATT restricted devices
- Can be stored for offline conversion imports and CRM matching
What is WBRAID?
WBRAID is the companion parameter to GBRAID and is primarily used for app to web and web to web journeys. When a user clicks a Google ad from an app or from an iOS environment where GCLID cannot be passed, WBRAID helps attribute the resulting website sessions and conversions back to the correct campaign. Like GBRAID, it is designed to comply with Apple’s App Tracking Transparency policy requirements by relying on aggregated, privacy preserving signals rather than user level identifiers.
WBRAID does not replace GCLID. Instead, it ensures conversion signals are still captured when GCLID cannot be used.
GBRAID vs WBRAID: Understanding the difference
Although these two parameters appear similar, they serve different attribution paths:
- GBRAID supports web to app or web to web measurement for iOS
- WBRAID supports app to web journeys on iOS
Both parameters ultimately feed into Google’s modeling systems so that iOS conversions can be estimated more accurately when direct click level tracking is unavailable.
When Google uses GBRAID or WBRAID instead of GCLID
Understanding when each parameter is used is key to maintaining accurate tracking:
- On most desktop browsers and non iOS devices, GCLID remains the standard click identifier.
- On iOS 14.5+ traffic, especially from Google apps or when auto tagging is enabled, Google may omit GCLID and use GBRAID or WBRAID instead.
- For iOS workflows, modeling and aggregated conversion tracking become central. GBRAID and WBRAID feed into Google’s conversion modeling process.
In short, GBRAID and WBRAID are not replacements for GCLID everywhere. They are alternatives where GCLID cannot be used compliantly.
Key differences between GBRAID, WBRAID, and GCLID
| Parameter/Type | Use Cases | Tracking Precision |
| GCLID Unique click level identifier | Desktop, non iOS, or iOS with consent | High precision click to conversion mapping |
| GBRAID Aggregated, privacy preserving token | iOS 14.5+ web to app and web conversions | Lower granularity, cohort level attribution |
| WBRAID Aggregated token for app to web and web to web | iOS ad traffic landing on web pages | Cohort level attribution via modeling |
Important: On iOS traffic affected by ATT, attribution shifts from deterministic click level tracking to modeled and aggregated tracking because GBRAID and WBRAID do not identify individuals.
Why GBRAID and WBRAID matter for marketers
The loss of GCLID on iOS created significant blind spots for performance marketers. Campaigns under-reported conversions, ROAS dropped artificially, and optimization signals became unreliable. GBRAID and WBRAID help reverse that trend by reintroducing measurable attribution signals.
These parameters allow advertisers to see the broader impact of their campaigns across iOS devices, feeding enough information into Google Ads and Google Analytics 4 for conversion modeling to estimate performance accurately. This enables improved budget allocation, more informed bidding decisions, and a clearer understanding of how iOS users interact with your ads.
How these parameters affect Google Analytics
Google Analytics 4 relies on a combination of observed and modeled data when iOS restrictions prevent exact attribution. GBRAID and WBRAID help bridge gaps in observed data by providing non identifiable signals that can be associated with campaign activity.
This means that GA4 reports for iOS traffic may not reflect exact user paths but will incorporate modeled conversions that rely on these privacy oriented identifiers. The end result is a more accurate estimation of campaign impact across iOS devices.
What is GCLID?
GCLID is Google’s legacy click identifier that has been central to ad attribution for many years. When auto tagging is enabled, Google Ads appends a GCLID value to the destination URL when a user clicks an ad. Analytics tools then use that value to map the click to the correct campaign, keyword, and ad.
GCLID still works reliably for most traffic, including desktop and Android, and for iOS users who grant tracking permission. However, it cannot be used in environments where cross app tracking is disabled, which is why GBRAID and WBRAID were introduced.
ATT compliance: Why GCLID cannot always be used
Apple’s ATT framework requires apps to obtain explicit permission before tracking users across other apps or websites. Because GCLID can be used to link clicks to individual users, Google cannot send it on iOS devices when that permission is not granted. GBRAID and WBRAID address this limitation by supporting attribution without relying on user identifiers. They comply with ATT rules because they rely on aggregated and anonymized signals rather than cross app tracking.
How to implement GBRAID and WBRAID tracking in 6 steps
Follow our easy and fast 6-step setup guide below to benefit from GBRAID and WBRAID tracking in no time:
- Enable auto tagging in Google Ads. GBRAID and WBRAID only work if auto tagging is on.
- Ensure your landing pages accept arbitrary URL parameters. Some websites strip unknown parameters, which would remove gbraid or wbraid.
- Capture the parameter on landing. Store GBRAID or WBRAID using cookies, hidden fields, or CRM logic.
- Configure GA4 custom dimensions. Send gbraid and wbraid values to GA4 so you can analyze iOS performance accurately.
- Configure offline conversion imports if needed. Capture the parameter in your CRM and upload it through the Google Ads API.
- Adjust attribution expectations. iOS conversions may use modeling rather than precise click to conversion mapping. This is normal under ATT.
What stays the same for GCLID
GCLID continues to work on non iOS devices. On iOS 14.5+ traffic, if a user consents to tracking, GCLID may still appear. Advertisers should capture all three identifiers: gclid, gbraid, and wbraid.
Summary: What you should do now
GBRAID and WBRAID are essential additions to the modern measurement stack. They allow advertisers to recover attribution on iOS devices where GCLID can no longer be used. By capturing and storing these identifiers, you ensure your analytics and ad platforms can model conversions more accurately and help you make informed decisions about budget allocation and campaign optimization.
These parameters are critical for understanding your true performance on iOS and maintaining reliable reporting across all channels.
FAQ on GBRAID and WBRAID
Gclid is a unique tracking parameter that is added to the URL of a landing page when a user clicks on an ad in Google Ads. This parameter helps to identify the specific ad that was clicked on, the campaign it belonged to, and the keyword that triggered the ad.
Gbraid, short for Google Braid, refers to a novel parameter that Google appends to URLs for tracking purposes. It aims to deliver more accurate attribution and cross-platform tracking by consolidating data from multiple Google products and services.
Gclid is limited to tracking conversions within Google Ads, whereas GBRAID offers broader tracking and attribution across multiple platforms, including mobile apps, websites, and offline channels. With GBRAID, marketers can achieve enhanced cross-platform tracking, offline conversion tracking, and remain compliant with ATT. This ensures that crucial insights from iOS users, which are not accessible with Gclid, can be captured effectively.
GCLID (Google Click Identifier) and UTM (Urchin Tracking Module) parameters are both tracking mechanisms used in digital marketing, but they serve different purposes and are associated with different platforms.
GCLID is specific to Google Ads and is automatically generated for click and conversion tracking within that platform. On the other hand, UTM parameters are used across various marketing platforms to track and measure campaign effectiveness, allowing for a more granular analysis of traffic sources, mediums, and campaign performance.
Offline Conversion Tracking is the process of monitoring and measuring customer interactions and conversions that take place outside the digital environment, such as in physical stores or over the phone, is known as offline conversion tracking.
Nimbata is a Call Tracking Software that helps marketers and businesses define which lead sources and therefore campaigns, adgroups, ads keywords, and listings make your phone ring By placing the Nimbata DNI script on your website Nimbata will capture the GCLIDs and assign them to calls. Check out this in-depth guide.
The cost of a Call Tracking Software varies depending on the call volume and the features you want. You can check out our pricing page or talk to one of our specialists.
