Why Are GBRAID and WBRAID Important?

Quick Answer

With increasing privacy regulations like GDPR, CCPA, and Apple’s ATT framework, traditional tracking methods (such as the GCLID) are facing significant limitations. Third-party cookies are being phased out across major browsers (or are they?), and platforms are placing a greater emphasis on user privacy. This presents challenges for marketers who rely on detailed data to measure the success of their campaigns.... and this is where GBRAID AND WBRAID come into play.

What Are GBRAID and WBRAID?

GBRAID and WBRAID offer a solution by enabling tracking and conversion attribution even in privacy-first environments. By allowing Google Ads to still capture and attribute conversions on iOS and in web environments where GCLID may be blocked, these identifiers ensure that marketers can continue to assess the effectiveness of their campaigns without compromising user privacy.

• GBRAID (Google-Click Braid): Used to track conversions from Google’s click-based campaigns, like those running on Google Ads or YouTube. It replaces traditional identifiers when third-party cookies or other identifiers aren’t available.
• WBRAID (Web-View Braid): Tailored for app-to-web conversions, helping you track when users interact with an ad in an app and later convert on your website.

Both identifiers work in tandem with Google’s privacy-preserving technologies to provide attribution insights while respecting user data preferences.

How Do GBRAID and WBRAID Work?

Both GBRAID and WBRAID are embedded in URLs similarly to how GCLID functions. However, instead of being used universally across all devices and platforms, these new identifiers are specifically used in situations where privacy settings restrict traditional tracking. Here’s how they work:

1. A User Clicks on a Google Ad: When a user clicks on an ad in a privacy-restricted environment (e.g., iOS with ATT enabled), Google generates a URL that includes either a GBRAID or WBRAID identifier.
2. The User Converts: Whether the user completes an action on a website (WBRAID) or in an app (GBRAID), Google tracks this event using the respective identifier.
3. Conversion Data is Attributed: Google Ads attributes the conversion back to the ad that originally generated the click, using the GBRAID or WBRAID identifier instead of GCLID. This allows marketers to measure campaign performance without violating privacy rules.

Implementing GBRAID and WBRAID in Your Tracking Strategy

Tracking the success of your ads has become more challenging with new privacy regulations and changes in how data is shared online. That’s where GBRAID and WBRAID come in. These tools are designed to help you accurately measure conversions from your ad campaigns, even in a world with stricter data privacy rules. Implementing them might seem daunting at first, but taking the time to do it can provide invaluable insights into what’s working, help improve your ad performance, and make smarter marketing decisions—all while staying compliant with privacy standards. Let’s explore how you can make the most of these innovative tools.

Read on below to see how you can ensure you are up to date with the latest tagging solutions from Google:

1. Google Ads Auto-Tagging

The good news is that GBRAID and WBRAID are handled automatically through Google Ads auto-tagging. As long as you have auto-tagging enabled in your account settings, Google will include the appropriate identifiers in your URLs without requiring additional setup.

To check if auto-tagging is enabled:

• Go to your Google Ads account.
• Click on Settings → Account Settings.
• Ensure that Auto-tagging is turned on.

2. Google Analytics 4 (GA4) Integration

Since Google Analytics 4 is built for privacy-first tracking, it automatically supports GBRAID and WBRAID identifiers. By ensuring that your Google Ads account is linked to your GA4 property, you can track conversions that involve these new identifiers, giving you a comprehensive view of how your ads are performing across various platforms.

Here's the steps you need to take to check or link Google Ads to GA4. Once complete GA4 will support GBRAID and WBRAID identifiers

• Go to Admin in GA4.
• Under Property, click Google Ads Links.
• Follow the steps to connect your accounts.

3. First-Party Data Strategy

Given the increased focus on privacy, building a strong first-party data strategy is essential. Rely on first-party data collection through your own website or app, and use it to complement GBRAID and WBRAID tracking. By building your own data sets, you’ll be less dependent on external identifiers, making your marketing efforts more resilient as privacy regulations evolve.

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When to Use GBRAID and WBRAID

While GBRAID and WBRAID are implemented automatically in privacy-first environments, understanding when they are likely to come into play is crucial:

GBRAID is your go-to identifier when:

1. Tracking Click-Based Conversions: If your campaign relies on clicks (e.g., Google Ads, YouTube ads) to drive traffic, GBRAID ensures conversions are properly attributed, even in environments where traditional tracking methods fall short.
2. Operating in Privacy-Conscious Environments: With third-party cookies being phased out, GBRAID provides an alternative that aligns with privacy-focused frameworks like Apple’s ATT and Google’s Privacy Sandbox.
3. Managing Cross-Device Journeys: If your audience interacts with your ads on one device but converts on another, GBRAID helps ensure the conversion is accurately attributed.

WBRAID is most effective when:

1. Tracking App-to-Web Conversions: For campaigns that start in an app (like a mobile ad) but result in a web-based conversion (e.g., a purchase or sign-up), WBRAID captures the journey seamlessly.
2. Running Ads Across Multiple Platforms: If your campaigns span mobile apps and websites, WBRAID helps unify conversion tracking across these ecosystems.
3. Optimising for Mobile Users: Many users transition between apps and browsers during their buyer journey. WBRAID ensures these transitions are properly tracked without relying on invasive tracking methods.

The Future of Digital Tracking

As we move deeper into a cookieless future and privacy regulations become more stringent, solutions like GBRAID and WBRAID will be critical for maintaining accurate tracking without infringing on user privacy. Marketers should continue to adopt privacy-first tracking technologies like Google Analytics 4, server-side tracking, and first-party data strategies to stay ahead of these changes.

Final Thoughts

The introduction of GBRAID and WBRAID underscores the changing landscape of digital marketing. These new identifiers provide a pathway to continued success in advertising, even as privacy restrictions tighten. By understanding how to use them and integrating them into your overall tracking and analytics strategy, you can ensure that your campaigns remain effective and compliant in 2024 and beyond. Make sure your Google Ads account is set up to utilise these identifiers, and consider how you can build a stronger first-party data strategy to complement this privacy-friendly tracking.

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