gbraid vs gclid: Understanding Google's Click IDs

Google Ads appends different tracking parameters depending on the browser and platform. Sometimes you see gclid, sometimes gbraid. What's the difference, and why does it matter for your tracking setup?

The Key Differences

gclid (Google Click ID)

• Used for: All browsers except Safari/iOS 14+
• Technology: Cookie-based tracking
• Attribution window: 90 days (full conversion tracking and remarketing)
• Privacy: Traditional third-party cookies
• First introduced: 2005 (original Google Ads tracking parameter)

gbraid (Google Browsing Advertising ID)

• Used for: Safari and iOS 14+ only
• Technology: Privacy-safe, cookie-independent methods
• Attribution window: 7 days (limited by Apple's ITP restrictions)
• Privacy: Respects iOS 14 ATT and Safari ITP
• First introduced: 2021 (response to iOS 14 privacy changes)

When Google Uses Each Parameter

Google Ads automatically selects the appropriate parameter based on browser and platform detection:

gclid: Chrome, Firefox, Edge

Desktop browsers:

• Google Chrome
• Mozilla Firefox
• Microsoft Edge
• Opera
• Any Chromium-based browser

Mobile browsers (non-iOS):

• Chrome on Android
• Firefox on Android
• Samsung Internet Browser

Example URL:

yoursite.com/product?gclid=EAIaIQobChMI7qHM4o7t-gIVBxatBh2yZwG6EAAYASAAEgJYY_D_BwE

gbraid: Safari and iOS 14+

Desktop:

• Safari on macOS

Mobile (all browsers on iOS):

• Safari on iPhone/iPad
• Chrome on iPhone/iPad (uses WebKit engine)
• Firefox on iPhone/iPad (uses WebKit engine)
• Edge on iPhone/iPad (uses WebKit engine)

Why all iOS browsers use gbraid: Apple requires all iOS browsers to use Safari's WebKit engine, which enforces Intelligent Tracking Prevention (ITP).

Example URL:

yoursite.com/product?gbraid=0AAAAADw7i1pQwFjZGE1YmU4LTRhODktNGRmZS05ZjZhLWVjZmU4NzE3YmZmZQ

Technical Comparison

Why the 7-Day Limit Matters

Traditional gclid scenario:

Day 1: User clicks Google Ad on Chrome → lands on site (gclid stored)
Day 45: User returns → converts
Result: Conversion attributed to Google Ads (within 90-day window)

gbraid scenario (Safari ITP):

Day 1: User clicks Google Ad on Safari → lands on site (gbraid stored)
Day 10: User returns → converts
Result: Conversion shows as "Direct" (beyond 7-day window)

Impact: Safari users with longer consideration periods lose attribution.

How Attribution Works

gclid Attribution Flow

1. User clicks Google Ad
2. Google appends ?gclid=abc123 to landing page URL
3. GA4 reads gclid and stores it in a first-party cookie (90-day expiry)
4. User converts (anytime within 90 days)
5. GA4 matches conversion to original gclid
6. Conversion attributed to Google Ads campaign

gbraid Attribution Flow

1. User clicks Google Ad on Safari/iOS
2. Google appends ?gbraid=xyz789 to landing page URL
3. GA4 reads gbraid and stores it in a first-party cookie (7-day expiry max due to ITP)
4. User converts (within 7 days)
5. GA4 matches conversion to original gbraid
6. Conversion attributed to Google Ads campaign

Beyond 7 days: Attribution lost, conversion shows as "Direct" or "Google Organic".

Why You Shouldn't Add Manual UTMs

Both gclid and gbraid provide complete attribution for their respective platforms. Adding manual UTM parameters:

• Creates redundancy (GA4 ignores UTMs when gclid/gbraid present)
• Clutters URLs unnecessarily
• Makes campaign management harder
• Provides zero additional tracking value
• May create confusion in reports (if gclid/gbraid fails, UTMs take over)

Best practice: Enable Google Ads auto-tagging and let Google handle everything automatically.

Solving the 7-Day Attribution Gap

For Safari users with longer purchase cycles, implement these solutions:

Solution 1: Server-Side Conversion Tracking

Store gbraid server-side immediately on landing page load:

// Client-side: Extract gbraid from URL
const urlParams = new URLSearchParams(window.location.search);
const gbraid = urlParams.get('gbraid');
 
if (gbraid) {
  // Send to server for storage
  fetch('/api/store-gbraid', {
    method: 'POST',
    body: JSON.stringify({ gbraid, userId: USER_ID })
  });
}

# Server-side: Store gbraid in database
@app.route('/api/store-gbraid', methods=['POST'])
def store_gbraid():
    data = request.json
    # Store gbraid with user session/account
    db.users.update(
        {'user_id': data['userId']},
        {'$set': {'gbraid': data['gbraid'], 'gbraid_date': datetime.now()}}
    )
    return {'status': 'success'}

On conversion: Send gbraid back to Google via Measurement Protocol or server-side GTM.

Solution 2: Adjust Attribution Windows

For Safari-heavy traffic, optimize Google Ads for shorter conversion windows:

1. Google Ads → Tools & Settings → Conversions
2. Select conversion action
3. Edit settings
4. Set Click-through conversion window to 7 days
5. Optimize bidding for users likely to convert quickly

Solution 3: Use Google Signals

Enable Google Signals in GA4 for cross-device tracking (requires users to be signed into Google):

1. GA4 → Admin → Data Settings → Data Collection
2. Enable Google signals data collection
3. Consent mode implementation (required in EU)

Troubleshooting

Issue 1: Safari Traffic Shows as "google / organic"

Problem: Safari clicks on Google Ads appear as organic search traffic.

Cause: gbraid parameter missing or stripped from URL.

Fix:

1. Verify auto-tagging enabled: Google Ads → Settings → Auto-tagging
2. Check for URL redirects stripping gbraid
3. Test from Safari: Click ad → Verify ?gbraid= in URL

Issue 2: Conversions Lost After 7 Days

Problem: Safari conversion rate significantly lower than Chrome.

Cause: Safari's 7-day cookie limit.

Fix:

1. Implement server-side conversion tracking (see Solution 1)
2. Adjust attribution windows for Safari campaigns
3. Enable Google Signals for signed-in users

Issue 3: Both gclid and gbraid Present

Problem: Same click includes both ?gclid= and ?gbraid= parameters.

Cause: This shouldn't happen. Google selects one or the other.

Fix:

1. Check for multiple redirects appending different parameters
2. Verify tracking template in Google Ads isn't manually adding gclid
3. Contact Google Ads support if issue persists

FAQ

Does Google Ads performance differ between gclid and gbraid traffic?

Yes. Safari/iOS (gbraid) typically shows:

• Lower conversion rates (7-day attribution vs 90-day)
• Higher cost per conversion
• Shorter time-to-conversion metrics

This is due to attribution limitations, not actual performance differences.

Can I force Google to use gclid on Safari?

No. Google automatically selects the appropriate parameter based on browser detection to comply with privacy regulations.

What happens if a user switches from Safari to Chrome?

Each visit uses the appropriate parameter for that browser. If the user is signed into Google:

• Google Signals may provide cross-device attribution
• Otherwise, each browser tracks independently

How long is each parameter?

Both are similar length (~80-150 characters). Length varies based on campaign data encoded in the parameter.

Do ad blockers affect gclid and gbraid differently?

No. Ad blockers may block both parameters equally. Server-side tracking bypasses ad blockers for conversion tracking.

Can I decode gclid or gbraid to see campaign data?

No. Both are encrypted identifiers. Only Google's servers can decrypt them. However, all attribution data is visible in Google Ads and GA4 reports.

Should I create separate campaigns for Safari users?

Not necessary. Google Ads automatically handles browser detection. However, you may want to adjust bidding for Safari traffic if attribution windows differ significantly.

What about Firefox's Enhanced Tracking Protection?

Firefox's ETP doesn't restrict first-party cookies like Safari's ITP. Google Ads on Firefox uses standard gclid with 90-day attribution.

Can I use both gclid and manual UTMs?

Technically yes, but redundant. GA4 prioritizes gclid/gbraid over UTMs. If gclid is present, UTMs are ignored.

How does this affect remarketing?

Remarketing on Safari is limited due to ITP's 7-day cookie limit. Chrome/Firefox (gclid) allows full 90-day remarketing audiences.

Related Resources

Internal Guides

• Google Ads Double Sessions Fix - Troubleshooting duplicate data
• Safari Tracking Best Practices - Optimize Safari attribution
• Fix gbraid UTM Conflicts - Remove redundant UTMs
• Platform Click ID Conflicts - Auto-tagging across all platforms

Google Official Documentation

• About auto-tagging - Official Google Ads guide
• About gbraid - gbraid documentation
• Auto-tagging for iOS 14+ - iOS tracking

Apple Resources

• Intelligent Tracking Prevention - Official ITP documentation

Conclusion

gclid and gbraid serve the same purpose (Google Ads attribution) but are optimized for different privacy environments.

Key takeaways:

• gclid: Chrome/Firefox/Edge → 90-day attribution, full tracking
• gbraid: Safari/iOS → 7-day attribution, privacy-restricted
• Auto-tagging: Google selects the correct parameter automatically
• Manual UTMs: Redundant for Google Ads (auto-tagging provides complete attribution)
• Attribution gap: Safari users with >7 day conversion cycles lose attribution (implement server-side tracking)

Best practice: Enable auto-tagging, monitor Safari attribution separately, implement server-side conversion tracking for long purchase cycles.

Related Documentation:

• Platform Click ID Conflicts
• Google Ads Auto-Tagging Validation