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?
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The key differences
gclid (Google Click ID)
- Used for: All browsers except Safari/iOS 14+
- Technology: Cookie-based tracking
- Attribution: Full conversion tracking and remarketing
- Privacy: Traditional third-party cookies
gbraid (Google Browserless Attribution ID)
- Used for: Safari and iOS 14+ only
- Technology: Privacy-safe, cookie-independent methods
- Attribution: Limited by Apple's ITP restrictions
- Privacy: Respects iOS 14 ATT and Safari ITP
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When Google uses each parameter
Google Ads automatically selects the appropriate parameter:
Chrome, Firefox, Edge: gclid
Safari on macOS/iOS 14+: gbraid
iOS app campaigns: wbraid (different parameter entirely)
You never choose—Google determines this based on browser detection.
Technical comparison
| Feature | gclid | gbraid |
|---|---|---|
| Cookie lifespan | 90 days | 7 days (ITP limit) |
| Remarketing | Full support | Limited |
| Conversion window | Full attribution | Privacy-restricted |
| Cross-device | Via Google account | Limited |
| GA4 reporting | Complete | Aggregate only |
Why you shouldn't add manual UTMs
Both gclid and gbraid provide complete attribution for their respective platforms. Adding manual UTM parameters:
- Creates redundancy (parameters ignored by GA4)
- Clutters URLs unnecessarily
- Makes maintenance harder
- Provides zero additional tracking value
Best practice: Enable Google Ads auto-tagging and let Google handle everything.
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