Schedule your FREE growth strategy session

If your website generates over $20k per month, let’s chat. We’ll discuss your goals and figure out how we can help your business get to its next stage of revenue and growth. 

Client feedback

Mac Steer
Mac SteerSims Direct Owner
Read More
“Almost $4 million in revenue from basically nothing.”
Matt Childs
Matt ChildsWine Stash
Read More
“[They] helped us to more than 10x our conversions while decreasing the amount we're spending on Adwords almost every day.”
Ellen McCaleb
Ellen McCalebHeadwaters Studio
Read More
"My conversion rate went from like 1.83 to over 9%."
Pat Langley
Pat LangleyVaikobi
Read More
“We've been using them for just over a year now and we've had incredible success. We've grown our online business 145% and achieved a ROAS of 4.9. Fantastic return on investment!”
Read More
"Our ROI's went from 88% to 275%, which is huge."

Over 1.4 million views and growing fast on YouTube

We’re proud to be helping thousands of ecommerce business owners by giving the most digestible, battle-tested advice to be found online about succeeding with Google Ads.

Be sure to follow our channel to stay in the loop.

Data Privacy

Navigating Privacy Changes: The Importance of WBRAID & GBRAID Parameters in Google Advertising

In today’s digital landscape, Google’s search engine reigns supreme, accounting for about 90% of all searches. However, as privacy-centric developments continue to shape the industry, it becomes crucial for marketers like you to understand the nuances of Google advertising to ensure long-term success

The Role of GCLID

One of the essential tracking parameters in Google advertising is GCLID, which stands for Google click identifier. It serves as a vital link between your Google Analytics and Google Ads accounts, allowing you to track and optimize the performance of your ad campaigns. 

When a user clicks on a Google ad, GCLID appends a unique parameter to the destination URL. It enables the communication of valuable information back to Google. 

This information includes details such as:

  • The source
  • Campaign
  • Keyword data
  • Match type
  • Medium
  • Traffic information
  • User details
  • Landing page
  • Conversion tracking
  • Page data.

The Impact of iOS 14+ Update

However, recent changes, specifically Apple's App Tracking Transparency (ATT) policy updates, have influenced the use of GCLID parameters. 

As a result, Google no longer sends GCLID parameters for iOS traffic originating from various Google apps. 

This change has decreased reported website and offline conversions, posing challenges for marketers relying on accurate conversion measurements.

Introducing WBRAID and GBRAID

To address these challenges and comply with Apple's ATT framework, Google has introduced new URL parameters called WBRAID and GBRAID. These parameters are crucial in attributing conversions back to your ad campaigns. 

WBRAID primarily uses web-to-app measurement, while GBRAID focuses on app-to-app assessment. In addition, they offer alternative solutions for accurate conversion measurements when GCLID is unavailable on iOS devices.

ATT Compliance and User Privacy

WBRAID and GBRAID parameters are designed to work seamlessly with modeled conversions, prioritizing user privacy and compliance with Apple's ATT framework

Rather than attributing conversions to individual users, these parameters provide a comprehensive report on conversions while ensuring privacy through aggregation techniques and de-identification methods. 

This commitment to privacy-centric modeling and aggregation measures aligns with Google's stance of not developing alternative identifiers once third-party cookie tracking is phased out.


Impact on Google Analytics Reporting

The existing integration between Google Analytics and Google Ads remains intact, allowing marketers to import data and conversion reports from GA4 or Universal Analytics (UA). However, for iOS traffic, conversion reports in Google Analytics now rely on modeled conversions to adhere to ATT policies.

Leveraging WBRAID, GBRAID, and GCLID

As a marketer, it is essential to utilize the WBRAID, GBRAID, and GCLID parameters in tandem to ensure accurate conversion measurements across various devices and platforms. 

While GCLID continues to be used on non-iOS devices, WBRAID and GBRAID parameters fill the gap left by the iOS 14+ update, providing marketers with the necessary insights for optimizing campaigns, forecasting budgets, and attributing conversions effectively.

Looking Ahead

Privacy laws are becoming increasingly stringent, with new regulations such as the Colorado Privacy Act (CPA), California Privacy Rights Act (CPRA), and Virginia Consumer Data Protection Act (VCDPA) shaping the digital landscape. 

Moreover, Apple's commitment to limiting cross-website tracking highlights the need for marketers to adapt. As Google plans to phase out third-party cookie tracking by late 2023, the combined use of GCLID, WBRAID, and GBRAID parameters will play a crucial role in accurate conversion measurement.

Final thoughts

In an era of privacy-centric developments, marketers and business owners must try to understand the intricacies of Google advertising and the importance of parameters like WBRAID, GBRAID, and GCLID. 

Leveraging these tools effectively allows you to navigate privacy changes, optimize your ad campaigns, and ensure accurate conversion measurements. Stay informed and adapt to the evolving landscape to achieve long-term success in digital marketing.

Share this article:

Generic selectors
Exact matches only
Search in title
Search in content
Post Type Selectors

'How To Write Successful
Google Ads'

Google Ad Ebook Cover
We are committed to protecting your privacy, as described in our Privacy policy.
Sam single blog pages

I hope you enjoy reading this article.

If you want us to help you scale up your ecommerce business, book a free strategy call.

Subscribe to Our Newsletter to Improve Your eCommerce Digital Marketing!

Thank you for your interest in our newsletters. We will send you only the most important news and updates. No spam, we promise.

We are committed to protecting your privacy, as described in our Privacy policy.

What’s your goal today?

1. Hire us to grow your ecommerce store

We’ve generated millions for our clients, using the methods we’ve developed over years with a singular focus on Google Ads for ecommerce. To discover how we can help grow your business:

Claim your FREE website strategy session with one of our renowned experts.

2. Learn & develop your ecommerce skills

Watch our highly regarded YouTube channel, followed by over 23,000 store owners and ecommerce learners from around the world.

You can also subscribe to our weekly email newsletter to get real-world tested growth and optimization strategies, as well as notifications on anything you may need to know as an ecommerce store owner.

Browse our blog, written and structured to be the best resource in the world for anyone starting and growing their online store. It includes strategy guides, setup instructions, checklists, and tools.

Explore our KeyCompendium, which is a comprehensive wiki of digital marketing terms. Many readers have commented on the usefulness of this content.

3. Join our team

If you want to join our team—or discover why our team members love working with KeyCommerce—then see our “Careers” page.

4. Contact us

We help ecommerce store owners around the world, so get in touch!