What is wbraid?

Who adds it

Google Ads adds it to ad clicks from some Google iOS apps, where Apple's ATT rules stopped Google sending the gclid. Google introduced it in March 2021.

What it means

The visit came from a Google ad clicked in an iOS app such as YouTube or Google Search. It's used to attribute web conversions back to campaigns with conversion modeling.

What to do with it

Keep it in the URL so Google's tag (gtag.js or Tag Manager) can read it. You'll see fewer gclid values on iOS traffic as a result.

How Vireo shows it

Vireo doesn't store click IDs, in the free plugin or in Pro.

In the free plugin, Vireo drops the query string from page addresses, keeping only a few WordPress ones such as p and page_id, so a tagged URL counts as the same page as the untagged one. The visit is counted under the referrer it arrived with.

See Referrers and sources in the docs.

Sources

This new parameter, &wbraid={WBRAID} , will help you attribute conversions back to your ad campaigns and work with conversion modeling to give you a more accurate measurement on iOS.

Updates to iOS 14 campaign measurement - Google Ads Help

we no longer send the Google Click Identifier (GCLID) for iOS 14 traffic coming from ads on a handful of Google apps.

Updates to iOS 14 campaign measurement - Google Ads Help