wbraid vs gclid: Understanding the Differences

Google Ads appends different click IDs depending on campaign type and platform. For app campaigns on iOS, you'll see wbraid instead of the standard gclid. Understanding the difference matters for tracking setup and troubleshooting.

The Key Differences

gclid (Google Click ID)

• Campaign type: Standard web campaigns
• Platform: All browsers and devices (for web traffic)
• Purpose: Track clicks to websites and web conversions
• Technology: Cookie-based attribution
• Attribution window: 90 days (default)
• First introduced: 2005

wbraid (Web-to-App Browsing ID)

• Campaign type: App install and app engagement campaigns
• Platform: iOS only (iPhone, iPad)
• Purpose: Track app installs and web-to-app conversions
• Technology: Privacy-safe, ATT-compliant attribution via SKAdNetwork
• Attribution window: 30 days (default, adjustable)
• First introduced: 2021 (response to iOS 14 privacy changes)

When Google Uses Each Parameter

Google Ads automatically selects the appropriate parameter based on campaign type, platform, and browser.

gclid: Standard Web Campaigns

Used for:

• Google Search campaigns (web destination)
• Google Display campaigns (web destination)
• Google Shopping campaigns
• YouTube campaigns (web destination)
• Performance Max campaigns (web conversions)

Platforms:

• All desktop browsers (Chrome, Firefox, Edge, Safari)
• Android mobile browsers
• iOS mobile browsers (for web campaigns only)

Example URL:

yoursite.com/product?gclid=EAIaIQobChMI7qHM4o7t-gIVBxatBh2yZwG6EAAYASAAEgJYY_D_BwE

wbraid: iOS App Campaigns

Used for:

• Google App campaigns (iOS app install)
• App engagement campaigns (iOS)
• Universal app campaigns targeting iOS

Platforms:

• iOS only (all traffic directed to App Store)

Example URL (App Store):

apps.apple.com/app/your-app/id123456789?wbraid=abc123xyz...

gbraid: Safari/iOS Web Campaigns (NOT wbraid)

Important distinction:

• wbraid = iOS app campaigns
• gbraid = Safari/iOS web campaigns

Don't confuse these. They serve different purposes despite both targeting iOS.

Campaign Type Comparison

Technical Comparison

How wbraid Works for iOS App Campaigns

Complete Tracking Flow

Step 1: User Sees Google App Campaign

User searches "meditation apps" on Google
↓
Google App campaign triggers
↓
Ad shows with App Store link

Step 2: User Clicks Ad

User clicks ad on iOS device
↓
Google appends wbraid to App Store URL
↓
Redirected to: apps.apple.com/app/id123?wbraid=abc123xyz

Step 3: User Installs App

User clicks "Get" in App Store
↓
App installs on iPhone
↓
App opens for first time

Step 4: Firebase Tracks Install

Firebase SDK initializes
↓
Reads wbraid from iOS system (via SKAdNetwork)
↓
Sends install event to Google Ads with wbraid
↓
Google Ads attributes install to campaign

Step 5: In-App Conversions

User completes purchase in app
↓
Firebase logs "purchase" event
↓
Event sent to Google Ads with original wbraid
↓
Purchase attributed to original campaign

Why Manual UTMs are Redundant

Both gclid and wbraid provide complete attribution for their respective campaign types. Adding manual UTM parameters:

• Provides zero additional tracking value (GA4 and Firebase ignore them)
• Clutters URLs unnecessarily
• Makes campaign management harder
• May create confusion in attribution reports

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

Exception: Hybrid Web + App Campaigns

If you run campaigns that send users to a landing page first (not directly to App Store), you may see:

yoursite.com/app-landing?gclid=abc123  (web tracking)
↓
User clicks "Download on App Store"
↓
apps.apple.com/app/id123?wbraid=xyz789  (app tracking)

Both parameters track different stages of the journey.

iOS Privacy Compliance

How wbraid Respects ATT

Pre-iOS 14 (IDFA-based tracking):

• App tracking used IDFA (Identifier for Advertisers)
• Full user-level attribution
• No user permission required

iOS 14+ (wbraid + SKAdNetwork):

• wbraid uses Apple's SKAdNetwork framework
• Aggregated attribution (no user-level data)
• Privacy-safe without ATT permission
• User can still grant ATT for enhanced tracking

Impact of ATT permission:

Troubleshooting

Issue 1: App Installs Not Showing in Google Ads

Problem: Users install app from Google Ads, but installs don't appear in Google Ads reporting.

Cause: Firebase not installed or not linked to Google Ads.

Fix:

1. Install Firebase SDK in iOS app
2. Link Firebase project to Google Ads account
3. Create "first_open" conversion action in Google Ads
4. Wait 24-48h for iOS installs (aggregated reporting via SKAdNetwork)

Issue 2: wbraid Parameter Missing from App Store URL

Problem: Clicking ad doesn't append wbraid to App Store URL.

Cause: Not using app campaign type or auto-tagging disabled.

Fix:

1. Verify campaign type is "App campaign" (not Search or Display)
2. Check auto-tagging enabled: Google Ads → Settings → Auto-tagging
3. Test from iOS device (wbraid only appears on iOS)

Issue 3: Both gclid and wbraid in Same Campaign

Problem: Campaign URLs show both parameters.

Cause: Hybrid campaign sending users to web landing page first, then App Store.

Reality: This is expected for web-to-app funnels:

1. gclid tracks web landing page visit
2. wbraid tracks subsequent app install

Action: Ensure Firebase tracks both web events (via GA4) and app events (via Firebase SDK).

FAQ

Can I use wbraid for Android app campaigns?

No. Android app campaigns use standard gclid parameter. wbraid is iOS-only due to Apple's privacy restrictions.

Does wbraid work without Firebase?

No. wbraid requires Firebase SDK in your iOS app to read the parameter and send attribution data to Google Ads.

How long does wbraid track conversions after install?

Default: 30 days post-install. Adjustable in Google Ads conversion settings (maximum 90 days).

Can I decode wbraid to see campaign data?

No. wbraid is an encrypted identifier. Only Google's servers can decrypt it. All attribution data is visible in Google Ads reports.

What if user doesn't grant ATT permission?

wbraid still works. It uses SKAdNetwork for privacy-safe aggregated attribution without requiring ATT permission. Individual user tracking requires ATT, but campaign-level attribution doesn't.

How do I track web-to-app conversions?

Use both gclid (for web landing page) and wbraid (for app install). Set up:

1. GA4 for web tracking (reads gclid)
2. Firebase for app tracking (reads wbraid)
3. Link both to Google Ads

Can I see which specific ad drove app installs?

Yes, but with limitations:

• Android: Full ad-level data (headline, description, creative)
• iOS: Ad group level only (privacy restrictions via SKAdNetwork)

Should I track "first_open" or custom install events?

Track both:

• first_open: Default Firebase event, tracks when app opens
• Custom install: Create event for completed onboarding (more valuable)

Example:

// Track when user completes onboarding (higher quality conversion)
Analytics.logEvent("onboarding_complete", parameters: [:])

Why is there a 24-48h delay for iOS conversions?

iOS uses SKAdNetwork for privacy-safe attribution, which batches and aggregates conversion data. Android shows conversions in real-time because it has fewer privacy restrictions.

Can I use UTMs with wbraid?

Technically yes, but they're redundant and ignored. Firebase and Google Ads only use wbraid for app campaign attribution.

Related Resources

Internal Guides

• Fix wbraid UTM Conflicts - Remove redundant UTMs
• Google App Campaigns Tracking - Complete setup guide
• Google Ads Double Sessions Fix - Troubleshooting duplicate data
• Platform Click ID Conflicts - Auto-tagging across all platforms

Google Official Documentation

• Google Ads App Campaigns - Official campaign setup
• Track app conversions with wbraid - wbraid documentation
• Firebase for iOS - iOS SDK setup

Apple Resources

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

Conclusion

wbraid and gclid serve different purposes: wbraid for iOS app campaigns, gclid for web campaigns and Android apps.

Key takeaways:

• gclid: Web campaigns (all platforms) + Android app campaigns
• wbraid: iOS app campaigns only
• gbraid: Safari/iOS web campaigns (different from wbraid!)
• Auto-tagging: Google selects the correct parameter automatically based on campaign type
• Manual UTMs: Redundant for Google Ads (auto-tagging provides complete attribution)
• Firebase required: wbraid requires Firebase SDK for iOS app tracking
• Privacy: wbraid uses SKAdNetwork for ATT-compliant aggregated attribution

Best practice: Enable auto-tagging, install Firebase SDK in iOS apps, link Firebase to Google Ads, create conversion actions for app events.

Related Documentation:

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