Aggregate identifiers can help you get the most accurate picture of your campaign performance. Aggregate identifiers, specifically GBRAIDS and gad_ parameters, are URL parameters that help maintain reporting accuracy in instances where Google Analytics can't automatically retrieve campaign information from Google advertising platforms using the standard GCLID or DCLID. By using these aggregate identifiers, Google Analytics can help provide more complete data about your campaigns, offering better insights into your marketing efforts.
For the most accurate attribution and measurement, don’t remove or block aggregate identifiers from your landing page URL.
GBRAID URL parameter
The GBRAID URL parameter (&gbraid=xyz) is a privacy-preserving identifier used to measure ad performance. GBRAID measures campaign data in a non-unique fashion, like Campaign ID, without linking them to individual users or events.
gad_* URL parameters
gad_* parameters are URL parameters that provide aggregate data about your campaigns. They offer valuable insights into campaign performance without compromising user privacy. For example, gad_source identifies the source of your ad traffic (for example, Google Search, Display Network), and gad_campaignid identifies the specific campaign that drove the click.
How it works
Google adds &gad_* to the end of your final URL, before any fragments, also called "name anchors" and indicated by the presence of a #.
Example
example.com/foo?a=b&gad_source=1#xyz
If your website contains redirects, it's important that you keep the gad_* URL parameter in your redirect. Google Ads and Google Analytics tags expect to observe the gad_* parameter as top-level parameter on the page where tags are loaded.
gad_source parameter
Google uses conversion metadata to measure certain conversions campaign data that can't be measured via traditional methods. To support this, the gad_source URL parameter is used to identify the source of ads URLs (for example, Google Search, Display Network), and improve the accuracy of ads measurement. Any URL coming from a Google ad will have &gad_source in its final URL. This parameter isn’t customizable and all advertisers and campaigns with the same source will have the same gad_source. Learn more About gad_source parameter.
&gad_source was formerly called &gad. The gad_source parameter will be rolled out in the coming months. Some advertisers may not find the gad_source parameter in their URLs yet.gad_campaignid parameter
gad_campaignid is a URL parameter used to identify the Google campaign that drove traffic and conversions. Any URL coming from a Google ad will have &gad_campaignid in its final URL. All conversions from the same campaign will have the same gad_campaignid.