Understanding GLCID, WBRAID, and GBRAID

In today’s digital marketing world, tracking how ads perform is crucial. Google has been helping advertisers track ad performance using something called GLCID. Recently, Google introduced two new tools called WBRAID and GBRAID. These changes are due to new privacy rules from Apple, and they help advertisers see how effective their ads are without compromising user privacy.

What is GLCID?

GLCID stands for Google Click Identifier. It’s a unique code added to a URL when someone clicks on a Google ad. This code helps advertisers track these clicks in Google Analytics, showing them how well their ads are working. It’s a way to see if the money they spend on ads is bringing in visitors and customers.

New Tools: WBRAID and GBRAID

Due to new privacy laws, Google developed WBRAID and GBRAID. These parameters are designed to work within Apple’s new privacy framework, which requires apps to get permission from users before tracking their activities across other apps or websites.

WBRAID for Web-to-App Tracking

WBRAID helps track when someone sees an ad on a website and then decides to install or use the corresponding app. This tool links the web ad to the app activity, helping advertisers understand if their web ads are leading people to download and use their apps.

GBRAID for App-to-App Tracking

GBRAID is used when someone interacts with an ad in one app and then installs or uses another app. This parameter tracks these activities from one app to another, helping advertisers see how well their in-app ads are working.

Both WBRAID and GBRAID help advertisers measure their ad performance in a way that respects user privacy, aligning with the latest legal requirements. These tools are essential in a world where understanding ad impact without invading privacy is becoming increasingly important.

More details Updates to iOS 14+ campaign measurement