iOS Enhanced Conversions Tracking with wbraid (2025 Guide)

Apple's App Tracking Transparency (ATT) requires users to opt-in to app tracking. Most users decline. How can you track Google Ads app install campaigns on iOS when 70% of users opt out?

Enter wbraid—Google's enhanced conversion tracking for iOS that works within Apple's privacy framework.

Here's the complete guide to understanding and implementing wbraid for iOS app campaigns in 2025.

The iOS tracking challenge

Post-iOS 14, traditional app conversion tracking broke:

• ATT prompt: Users opt-out of tracking (70-80% decline rate globally)
• IDFA unavailable: Identifier for Advertisers blocked for opted-out users
• App install attribution unreliable: Can't track user journey from ad click to install
• Campaign optimization impossible: No conversion data means can't optimize for ROAS

Impact: Advertisers running iOS app campaigns lost visibility into 70% of their conversions.

The Scale of iOS 14's Impact

Pre-iOS 14 (2019):

• 1,000 iOS app install clicks from Google Ads
• 50 app installs tracked (5% conversion rate)
• $10,000 ad spend
• $200 cost per install (CPI)
• Full attribution to campaign/keyword/ad level

Post-iOS 14 without wbraid (2021):

• 1,000 iOS app install clicks from Google Ads
• 15 app installs tracked (70% opt-out = 70% invisible)
• $10,000 ad spend
• $667 apparent CPI (but actually $200)
• Campaigns appear unprofitable
• Budget reduced by 60%
• Business impact: iOS campaigns paused, massive revenue loss

Post-iOS 14 with wbraid (2022-2025):

• 1,000 iOS app install clicks
• 45 app installs tracked (90% recovery vs 100% pre-iOS 14)
• $10,000 ad spend
• $222 CPI (close to reality)
• Campaign-level attribution (not user-level, but sufficient for optimization)
• Campaigns remain profitable
• Business impact: iOS app growth continues

How wbraid enables enhanced conversions

wbraid (Web-to-App Browsing ID) tracks iOS app installs and web-to-app conversions using privacy-preserving methods compliant with Apple's ATT framework.

4 Key Technologies Behind wbraid

1. First-party attribution

Uses Google's own data (users signed into Google account) to connect ad clicks to app installs without requiring IDFA.

How it works:

• User signed into Google on iPhone
• Clicks Google Ad in Safari
• Google stores wbraid in first-party cookie
• User installs app from App Store
• Firebase SDK reads wbraid from iOS system
• Connects install to original ad click via Google account

Privacy-safe: No third-party tracking, no cross-app tracking, respects user's ATT choice.

2. Aggregate reporting

Provides campaign-level insights without individual user tracking.

What you see:

• Campaign X: 100 installs, $5,000 spend, $50 CPI
• Campaign Y: 50 installs, $3,000 spend, $60 CPI

What you don't see:

• Individual user journeys
• User-level demographics (only aggregated)
• Cross-app behavior

Trade-off: Lose granular user data, but maintain campaign optimization capability.

3. SKAdNetwork integration

Works with Apple's privacy-safe attribution framework.

SKAdNetwork basics:

• Apple's official attribution framework for iOS apps
• Provides install attribution without IDFA
• Delays conversion reporting by 24-48h (privacy protection)
• Limits conversion value to 6 bits (64 possible values)

wbraid + SKAdNetwork:

• wbraid provides Google-specific attribution
• SKAdNetwork provides Apple-verified attribution
• Combined = more accurate attribution than either alone

4. Web-to-app tracking

Connects ad clicks on web to app installs on mobile.

Cross-device scenarios tracked:

• User sees Google Ad on desktop → installs app on iPhone
• User clicks Google Ad in Safari → installs app later
• User researches on mobile web → installs from App Store

Requirements:

• User signed into Google account on both devices
• Firebase SDK installed in iOS app
• Google Ads conversion tracking enabled

What wbraid captures

App install attribution:

• Campaign that drove install
• Ad group performance
• Keyword or placement data
• Install timestamp
• Device type (iPhone, iPad)

In-app conversion events:

• First app open
• Registration/account creation
• In-app purchases
• Subscription starts
• Custom events (level completions, video views, etc.)

Campaign and ad group performance:

• Install volume by campaign
• Cost per install (CPI)
• In-app conversion rate
• Return on ad spend (ROAS)
• Lifetime value (LTV) by campaign

Aggregate audience insights:

• Age range (aggregated)
• Gender distribution (aggregated)
• Geographic location (city-level)
• Device model distribution

What wbraid does NOT capture (privacy compliance):

• Individual user IDs
• Cross-app behavior
• User-level browsing history
• Precise location data
• Data from users who declined ATT

How wbraid works: Technical implementation

Step 1: User clicks Google Ad on iOS

User journey:

User searches "meditation apps" on Google (iPhone Safari)
↓
Google App campaign triggers
↓
Ad shows in search results with App Store link

Technical process:

Google Ads server detects iOS device
↓
Generates unique wbraid identifier
↓
Appends to App Store URL: apps.apple.com/app/id123?wbraid=abc123xyz

Step 2: User redirected to App Store

User sees:

App Store opens automatically
↓
Shows app page with "Get" button

Behind the scenes:

iOS system receives wbraid parameter
↓
Stores in temporary memory for attribution
↓
wbraid persists for 30 days or until app install

Step 3: User installs app

User action:

Clicks "Get" → Face ID/Touch ID → App installs
↓
User opens app for first time

Technical process:

Firebase SDK initializes
↓
Reads wbraid from iOS system storage
↓
Sends install event to Google with wbraid
↓
Google Ads attributes install to original campaign

Step 4: User converts in-app

User action:

User completes purchase: $9.99 meditation course

Technical process:

App logs purchase event via Firebase:
Analytics.logEvent(AnalyticsEventPurchase, parameters: [
  AnalyticsParameterValue: 9.99,
  AnalyticsParameterCurrency: "USD"
])
↓
Event includes original wbraid value
↓
Sent to Google Ads
↓
Purchase attributed to original campaign

Step 5: Aggregated reporting

Google Ads reporting (24-48h delay):

Campaign: Meditation Apps Q4 2025
- Installs: 1,250
- In-app purchases: 187
- Revenue: $1,870
- ROAS: 3.2x

Privacy preserved: No individual user data revealed, only aggregated campaign performance.

Setting up enhanced conversions with wbraid

Prerequisites

Required:

• Google Ads account
• iOS app in App Store
• Firebase project linked to app
• Firebase SDK installed in iOS app (v8.0+)
• Google Ads linked to Firebase

Optional but recommended:

• Google Analytics for Firebase
• Enhanced Match enabled (for better attribution)
• Server-side Conversions API

Step-by-step implementation

1. Enable auto-tagging in Google Ads

1. Google Ads → Settings → Account Settings
2. Auto-tagging → Enable
3. Save

Result: wbraid automatically appended to all iOS app campaign clicks.

2. Install Firebase SDK in iOS app

Add Firebase to your Xcode project:

# Podfile
pod 'Firebase/Core'
pod 'Firebase/Analytics'

Initialize Firebase in AppDelegate:

import Firebase
 
func application(_ application: UIApplication,
                 didFinishLaunchingWithOptions launchOptions: [UIApplication.LaunchOptionsKey: Any]?) -> Bool {
  FirebaseApp.configure()
  return true
}

3. Link Firebase to Google Ads

1. Firebase Console → Project Settings → Integrations
2. Click Google Ads → Link
3. Select your Google Ads account
4. Enable data sharing
5. Save

4. Set up conversion events

Track key in-app events:

// First open (automatic with Firebase)
 
// Purchase event
Analytics.logEvent(AnalyticsEventPurchase, parameters: [
  AnalyticsParameterValue: 29.99,
  AnalyticsParameterCurrency: "USD",
  AnalyticsParameterTransactionID: "ORDER-12345"
])
 
// Subscription start
Analytics.logEvent("subscription_start", parameters: [
  "plan": "premium_monthly",
  "value": 9.99
])
 
// Trial signup
Analytics.logEvent("trial_start", parameters: [
  "trial_length_days": 7
])

5. Create conversion actions in Google Ads

1. Google Ads → Tools & Settings → Conversions
2. • New conversion action → App
3. Select Firebase event: "purchase"
4. Set conversion value: Dynamic (from event) or fixed
5. Attribution window: 30 days (recommended)
6. Save

6. Test tracking

Testing steps:

1. Create test app campaign with $5 daily budget
2. Click ad from your iPhone
3. Verify ?wbraid=... in App Store URL
4. Install app on test device
5. Complete test conversion (purchase, signup)
6. Check Firebase DebugView for events
7. Wait 24-48h for conversion in Google Ads

Firebase DebugView setup:

# Enable debug mode on test device
adb shell setprop debug.firebase.analytics.app YOUR_PACKAGE_NAME

Then trigger events and see real-time data in Firebase Console → DebugView.

Best practices for enhanced conversions

1. Never use manual UTM parameters

Manual UTMs conflict with wbraid and create attribution errors.

❌ Wrong:

apps.apple.com/app/id123?utm_source=google&utm_medium=app&utm_campaign=launch

✅ Correct:

apps.apple.com/app/id123

Google appends wbraid automatically:

apps.apple.com/app/id123?wbraid=dj0yJnU9...

2. Track value events, not just installs

Set up revenue-generating events for ROAS optimization:

Essential events:

• purchase - Completed in-app purchase
• subscription_start - New subscription
• trial_start - Free trial signup
• ad_revenue - Ad impression revenue (for ad-supported apps)

Pro tip: Track lifetime value (LTV) by cohort. Firebase automatically calculates LTV based on in-app purchase events.

3. Use realistic attribution windows

Default: 30 days post-click

Recommended by app type:

• Gaming: 7-14 days (quick decision cycle)
• E-commerce: 14-30 days (research phase)
• Subscription: 30-60 days (long consideration)
• Dating: 7 days (impulse decision)

Adjust in Google Ads: Conversions → Select conversion action → Edit settings → Conversion window

4. Enable Enhanced Match

Share hashed customer data for better attribution.

Implementation:

// When user signs up or logs in
Analytics.setUserID("USER-12345")  // Internal user ID
 
// Enhanced match data (hashed automatically)
Analytics.setUserProperty("user_email", value: "user@example.com")
Analytics.setUserProperty("user_phone", value: "+15551234567")

Benefit: 15-25% improvement in conversion attribution.

5. Set up Conversions API (server-side)

For maximum attribution accuracy, implement server-side conversion tracking.

Why server-side?

• Bypasses ad blockers
• More reliable than client-side only
• Required for accurate LTV tracking
• Deduplication with client events via event_id

Implementation: Use Firebase Cloud Functions to send conversion events to Google Ads Conversions API.

Common issues and troubleshooting

Issue 1: Low install volume in Google Ads

Problem: App installs happening but Google Ads shows zero or very low numbers.

Possible causes:

1. Firebase not linked to Google Ads
2. Conversion actions not set up
3. Attribution window too short
4. Test device installations not counted

Fix:

1. Verify Firebase → Google Ads link active
2. Create "first_open" conversion action
3. Increase attribution window to 30 days
4. Wait 24-48h for aggregated reporting

Issue 2: Conversions delayed by 48+ hours

Problem: iOS conversions take 2-3 days to appear in Google Ads.

Cause: This is expected behavior due to SKAdNetwork privacy requirements.

Reality: Apple requires aggregate reporting with delays for privacy protection. This is unavoidable.

Workaround: Plan campaign optimizations on weekly basis, not daily, to account for reporting delays.

Issue 3: Android installs track immediately, iOS delayed

Problem: Android app installs appear in Google Ads within hours, iOS takes days.

Explanation:

• Android: Uses standard gclid with real-time reporting
• iOS: Uses wbraid + SKAdNetwork with 24-48h aggregated reporting

This is normal: Different privacy frameworks require different reporting methods.

Issue 4: Attribution counts lower than expected

Problem: Conversion volume 20-30% lower than pre-iOS 14.

Reality: This is the "privacy tax" of iOS 14+ tracking restrictions.

What's happening:

• Users who decline ATT: Attribution limited
• Users not signed into Google: Cross-device attribution unavailable
• Conversions outside attribution window: Not counted

Accept this reality: wbraid provides maximum possible attribution within Apple's privacy framework.

FAQ

Does wbraid work if user declines ATT permission?

Yes! wbraid uses SKAdNetwork for aggregated attribution, which doesn't require ATT permission. You get campaign-level performance without user-level tracking.

With ATT granted: Enhanced attribution with more granular data With ATT declined: Aggregate attribution via SKAdNetwork (still useful for campaign optimization)

How accurate is wbraid attribution compared to pre-iOS 14?

Pre-iOS 14 IDFA tracking: 100% of conversions tracked (user-level) wbraid + SKAdNetwork: 85-95% of conversions tracked (aggregate)

10-15% attribution loss is unavoidable with iOS 14+ privacy restrictions.

Can I track specific ad creative performance with wbraid?

Partially. You can see:

• ✅ Campaign performance
• ✅ Ad group performance
• ⚠️ Ad creative performance (aggregated, not ad-level)
• ❌ Individual user paths

Enough data to optimize campaigns, but less granular than pre-iOS 14.

Do I need both Firebase and Google Analytics?

Firebase for apps: Includes Google Analytics for Firebase. They're the same product for mobile apps.

GA4 for web: Use standard GA4 for website tracking.

Setup: Link Firebase project to GA4 property for unified reporting.

What happens if user installs app 60 days after clicking ad?

Not attributed. Default wbraid attribution window is 30 days. Conversions outside this window appear as "organic" installs.

Fix: Increase attribution window to 60 or 90 days in Google Ads conversion settings (maximum allowed).

How do I track iOS app engagement (re-engagement) campaigns?

Use standard app engagement campaigns in Google Ads. wbraid tracks:

• App opens from re-engagement ads
• In-app conversions after ad click
• Revenue from returning users

Setup: Create App Engagement campaign (not App Install campaign) targeting users who already have your app installed.

Does wbraid work on iPad?

Yes. wbraid works on all iOS devices:

• iPhone (all models)
• iPad (all models)
• iPod Touch

All subject to same iOS 14+ privacy restrictions.

Can I use wbraid for web-to-app installs?

Yes! This is one of wbraid's key features. User can:

• Click Google Ad on desktop web → Install app on iPhone later
• Click Google Ad in Safari on Mac → Install app on iPhone

Requirement: User signed into Google account on both devices.

How does wbraid compare to Facebook's AEM (Aggregated Event Measurement)?

Both solve same problem (iOS 14+ attribution) with similar approaches:

Does wbraid affect app store optimization (ASO)?

No. wbraid is a tracking parameter added to App Store links by Google Ads. It doesn't affect:

• App Store ranking
• App Store search visibility
• App Store conversion rate
• App Store reviews or ratings

It's purely for attribution tracking.

Related Resources

Internal Guides

• Google App Campaigns Tracking - Complete setup guide with Firebase integration
• iOS 14 Privacy & UTM Tracking - Understanding Apple's privacy changes
• Fix wbraid UTM Conflicts - Remove redundant manual UTMs
• Google Ads Double Sessions Fix - Troubleshooting duplicate attribution

Google Official Documentation

• Track app conversions with wbraid - Official wbraid documentation
• Firebase for iOS Setup - Firebase SDK installation guide
• Google Ads App Campaigns - Complete campaign guide

Apple Resources

• SKAdNetwork - Apple's attribution framework
• App Tracking Transparency - ATT framework documentation

Conclusion

Google's wbraid enables enhanced conversion tracking for iOS app campaigns post-iOS 14, providing aggregate attribution within Apple's privacy framework.

Key takeaways:

• wbraid combines Google's first-party data with SKAdNetwork for privacy-safe attribution
• Provides 85-95% conversion tracking accuracy (vs 100% pre-iOS 14)
• Requires Firebase SDK installation and Google Ads linkage
• Reports conversions with 24-48h delay for privacy protection
• Works for both app installs and web-to-app conversions
• Never add manual UTM parameters to iOS app campaigns

Implementation checklist:

• ✅ Enable auto-tagging in Google Ads
• ✅ Install Firebase SDK in iOS app
• ✅ Link Firebase to Google Ads
• ✅ Set up conversion events (purchase, subscription, etc.)
• ✅ Create conversion actions in Google Ads
• ✅ Test with small budget campaign
• ✅ Enable Enhanced Match for better attribution
• ✅ Set realistic attribution windows (30 days recommended)
• ✅ Accept 24-48h reporting delays as normal
• ✅ Plan optimizations on weekly (not daily) basis

Result: Maximum possible iOS app attribution within Apple's iOS 14+ privacy restrictions, enabling profitable iOS app campaigns.

Related Documentation:

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