Undoubtedly, many of us have recently received emails regarding the changes related to GBRAID/WBRAID parameters. First, we want to mention that few to none of our clients are currently using an app to generate sales. Therefore, from the search side, no immediate action is required. However, for other campaign types, such as YouTube, it’s essential to consider implementing WBRAID.
Understanding GBRAID and WBRAID
But first, let’s take a moment to clarify what GBRAID and WBRAID are. In response to Apple’s App Tracking Transparency (ATT) policy, Google introduced two new URL parameters: GBRAID and WBRAID. These parameters allow us as marketers to measure ad clicks and conversions in iOS apps in a way that complies with platform policies like ATT and Firefox’s URL stripping. The key feature of these parameters is that they are not tied to individual users, enabling us to measure conversions in a privacy-safe manner. Although we can no longer assign conversions to specific users, we can still attribute them to our ad campaigns.
The Difference Between GBRAID and WBRAID
But what exactly is the difference between GBRAID and WBRAID? GBRAID is primarily used for conversion measurement in apps, especially in deep-linked campaigns. This means that when a user clicks on a web or app ad and then navigates to a popular shoes app (on the same device), GBRAID is used to measure the conversion when the user buys a pair of shoes.
On the other hand, WBRAID is used for web conversion measurement. This is especially relevant for campaign types like YouTube, Display, Discovery, Gmail, and Maps. An example is when a user clicks on a shoe ad in the YouTube app and is then redirected to the shoe brand’s website. WBRAID is used to measure the conversion when the user buys a pair of shoes on the website.
It is important to note that the exact parameter values may vary and depend on specific campaign settings and configurations.
Stay updated with the latest developments in the digital marketing world by following our blog and newsletters. We will be sure to share new updates on GBRAID, WBRAID, and other important changes that may impact your online advertising activities. At Digital Increase, we are always ready to assist our clients with implementing these changes. Contact us at info@digital-increase.com for any inquiries, or reach out via our contact form.