A privacy-compliant tracking parameter introduced by Google in response to Apple's App Tracking Transparency (ATT) framework on iOS 14.5+. It allows Google Ads to measure conversions resulting from web-to-app or app-to-web ad clicks on iOS devices without violating individual user privacy policies.
Technical Overview
WBRAID appears in destination URLs as ?wbraid=…. It consists of an encrypted string designed to comply with differential privacy standards. Unlike a standard GCLID, WBRAID uses cryptographic techniques to group conversion data together at a campaign level, ensuring the action cannot be linked back to a single identifiable individual user.
- Trigger Condition: Automatically replaces GCLID when an ad click originates from an iOS device (iOS 14.5 or later) where user opt-in for cross-app tracking was denied or restricted under Apple's ATT framework.
Key Use Cases & Capabilities
- iOS Conversion Recovery: Restores measurement visibility for Google Ads traffic coming from iOS devices, preventing ad accounts from appearing underreported or untracked.
- App-to-Web Attribution: Specifically designed to measure conversions when a user clicks an ad inside an app (e.g., YouTube app or Gmail app on iOS) and completes an action on a web landing page.
- Smart Bidding Continuity: Feeds aggregated conversion signal back into Google Ads machine learning algorithms, allowing automated bidding strategies to optimize effectively despite strict browser privacy controls.
Table: WBRAID vs. GCLID vs. GBRAID
| Feature | GCLID | WBRAID | GBRAID |
| Primary Platform | Android, Desktop, non-ATT iOS | iOS 14.5+ (Web conversions) | iOS 14.5+ (App deep links) |
| Scope | 1:1 Individual tracking | Aggregated group measurement | Aggregated group measurement |
| Privacy Model | Pre-ATT standard click ID | Differential privacy compliant | Differential privacy compliant |
| Primary Journey | Web-to-Web | App-to-Web / Web-to-Web on iOS | App-to-App deep linking on iOS |
Common Limitations
- No Individual User Detail: Because it uses aggregated privacy math, WBRAID cannot reveal specific granular details about an individual click or user path.
- CRM Storage Constraints: Storing WBRAID in a CRM for Offline Conversion Tracking (OCT) works similarly to GCLID, but data returned to Google Ads is processed in aggregate rather than linked to a singular, specific contact record.
- Requires Updated Tagging: Sites must use the updated Google Tag (gtag.js) or Google Tag Manager to automatically capture and process WBRAID parameters alongside standard GCLIDs.