Improved iOS14.5+ conversions measurement through gBraid for ad campaigns
Right up front, the new parameter will go live at the end of June 2023. With it, it will be possible to better measure the conversions of iOS campaigns. This innovation offers exciting advantages.
The gBraid parameter is a URL parameter designed specifically for search, shopping, display, and Performance Max deep link ads on iOS. By simply adding the parameter “&gBraid={gBraid}” to ads, app conversions can be better attributed to ad campaigns in the future. This makes it possible to better measure iOS campaigns and increase campaign performance at the same time.
What’s next for gBraid?
From the end of June 2023, the gBraid parameter will be enabled in the Google Ads account. However, additional steps may be required to use gBraid in the campaigns. For a smooth transition, we recommend reading Google’s help article in the Help Center.
Help Center article
After enabling gBraid, you may see changes in the reports, such as the increase in conversions. But what is not a surprise, because the new parameter allows to capture more conversions. If you want access to it earlier, you can request early access or contact a Google account manager.
And if you don’t want the new parameter at all, you can always opt-out.
We will be watching very closely to see how the more precise measurement will affect the campaigns. In any case, more marketing data is never wrong for evaluations. For more information about gBraid and the benefits, visit Google’s website or just ask us. 😊
