wbraid and gbraid

wbraid and gbraid are privacy-preserving click identifiers that Google Ads appends to landing page URLs in situations where it will not send a full gclid - primarily traffic from iOS devices after Apple's App Tracking Transparency rules took effect. Where a gclid identifies an individual click, wbraid and gbraid are aggregatable identifiers designed to support conversion measurement without user-level tracking.

The split between the two reflects the click's context: wbraid appears on web-based ad clicks (the common case for websites and web forms), while gbraid appears on clicks involving apps, such as ads shown inside iOS apps. From a website's perspective they behave like gclid - an opaque token in the query string of the landing page URL, gone after the next navigation unless something saves it.

They matter because iOS is a large share of paid traffic. A capture setup that only looks for gclid silently loses attribution for much of its Apple-device audience; robust ad attribution reads all three parameters and stores whichever one arrived. Google's offline conversion imports accept wbraid and gbraid alongside gclid for the same reason.

The SheetLink Forms embed treats the trio as a set. sl.js captures gclid, wbraid, and gbraid (plus fbclid, msclkid, and the UTM parameters) from the URL, persists them in localStorage across pages, and attaches them to submissions - so iOS-originated ad clicks land in your sheet with whichever identifier Google supplied, in their own columns next to the lead.

Setup is identical to plain gclid capture and is covered in the guide on capturing gclid in forms, with the full capture list in the docs.