Earlier, we touched on the issue of conversion tracking in Facebook iOS 14+. Now, the same question becomes relevant for Google Ads, as Google developers have introduced a new solution using "gbraid" tags and have sent notifications to all Google Ads account holders. Let’s break it down in more detail.
A bit of background: In 2021, Apple decided to enhance user privacy and allowed users to opt out of sharing information from their devices. This means conversion events might not be sent from certain devices, and as more users upgrade to newer gadgets, this trend is growing.
Here are a few key points regarding this change.
👉 The “gclid” parameter may be empty for some clicks from Apple devices running iOS 14.5+:
example.com/test?gclid=____
👉 For clicks from Apple devices running iOS 14.5+, a new parameter, "gbraid" (similar to "gclid"), will be added:
example.com/test?gbraid={gbraid}
This new parameter will transmit user and click information from Apple iOS 14.5+ devices. But how exactly is it different from "gclid"? Honestly, it’s not entirely clear—it's just another parameter. However, they promise that conversion tracking will work.
What needs to be done to work with “gbraid”?
- Tag Manager or the gtag code must be installed and linked to your Google Ads account.
- Ensure that your website can handle the new "gbraid" tag without returning a 404 error.
- Enable auto-tagging in Google Ads if it hasn’t been enabled yet.
According to the developers, Google will begin adding this functionality to URLs starting in June 2023. 90% of advertisers won't even notice the adjustment since their websites are built on ready-made CMS platforms.
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