Does gBRAID or wBRAID impact my Google Ads account?

by | May 19, 2023 | Uncategorized

wbraid gbraid comparison

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.


  • 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.

wbraid gbraid comparison