This morning Google sent out a notification to Google Ads customers with the subject: gBraid parameter will be enabled for your URLs to measure your iOS14.5+ conversions
We’ve been spending a lot of time with GA4, particularly building new report templates that we can use for campaign reporting, but this was a topic we hadn’t encountered before. After reviewing Google’s own summary as well as several others, here’s our summary.
What are GBRAID AND WBRAID?
- These are tracking parameters for measuring web-to-app and app-to-web conversions if the visit started with a google ads click.
Does this impact my Google ads?
- If you aren’t using an iOS14+ app in your marketing, then gBRAID is not relevant for you.
- If you are running Youtube ads that can show on the Youtube App, then you may need to configure wBRAID
Here’s a great summary from WickedReports from 2021.