Google Ads API enables dual gclid and gbraid fields starting October 3

Google removes restriction preventing simultaneous use of click identifiers in conversion uploads.

Google Ads API gclid gbraid tracking fields magnified through lens over city skyline data visualization
Google Ads API gclid gbraid tracking fields magnified through lens over city skyline data visualization

Google announced on July 22, 2025, that advertisers will be able to set both gclid and gbraid fields simultaneously in ClickConversion messages when uploading conversions through the Google Ads API. The change becomes effective October 3, 2025, using the UploadClickConversions method.

Previously, attempting to populate both fields resulted in a partial failure error with the code FieldError.VALUE_MUST_BE_UNSET. The restriction specifically targeted the gclid field through the location.field_path_elements.field.field_name parameter. According to Ben Karl, who announced the update on behalf of the Google Ads API Team, this error will no longer occur after the October implementation date.

The announcement represents a significant technical advancement for advertisers managing complex conversion tracking scenarios across multiple iOS attribution methods. This flexibility addresses the growing complexity of cross-platform measurement, particularly for campaigns targeting iOS devices where traditional tracking methods face limitations.

Technical implementation details

The Google Ads API ClickConversion resource contains multiple fields for tracking different types of click identifiers. The gclid field captures the Google click ID associated with standard web conversions, while gbraid specifically handles click identifiers for iOS device conversions originating from apps and starting with iOS 14.

According to the API documentation updated June 27, 2025, the gbraid field "identifies clicks associated with app conversions and originating from iOS devices starting with iOS14." This parameter became necessary following Apple's App Tracking Transparency framework, which limited traditional GCLID functionality on iOS devices.

The ClickConversion message structure allows developers to specify various conversion attributes including conversion_action, conversion_date_time, conversion_value, and currency_code fields. The ability to include both gclid and gbraid simultaneously provides enhanced attribution accuracy when conversions can be traced through multiple tracking mechanisms.

Partial failure functionality in the Google Ads API enables valid operations to proceed while returning specific errors for failed operations. The system processes successful conversions and returns detailed error information for failed ones through the partial_failure_error field. This approach allows developers to handle mixed results efficiently rather than having entire batches fail due to individual errors.

The MutateAdGroupsRequest demonstrates this partial failure mechanism through its partial_failure parameter. When enabled, the service commits valid operations while providing specific error details for failed ones through GoogleAdsFailure objects containing GoogleAdsError instances.

Attribution challenges across iOS platforms

The introduction of dual field support addresses ongoing attribution challenges that emerged following Apple's iOS 14.5 release. Previous tracking limitations forced advertisers to implement alternative measurement approaches when traditional GCLID parameters became unavailable.

Google's implementation of gbraid and wbraid parameters provided solutions for app-to-app and app-to-web measurement scenarios respectively. The gbraid parameter handles conversions originating from iOS apps, while wbraid addresses web conversions from iOS devices. Enhanced measurement capabilities became essential as browsers increasingly restricted third-party tracking mechanisms.

The technical complexity of iOS attribution has continued expanding as advertisers require more sophisticated tracking approaches. Auto-tagging implementations demonstrate the evolving landscape where traditional cookie-based tracking methods face increasing limitations from privacy-focused browser policies.

Digital advertising platforms have responded to these challenges through enhanced API capabilities and server-side tracking implementations. The ability to use multiple click identifiers simultaneously represents a practical solution for complex attribution scenarios where conversions might be traceable through different tracking methods.

Industry context and measurement improvements

The announcement comes amid broader changes to Google's advertising measurement ecosystem. Recent API developments have focused on reducing technical barriers and improving real-time data processing capabilities for advertisers using programmatic interfaces.

Google's approach to conversion tracking has evolved significantly over the past year. Enhanced attribution implementations across Display & Video 360 and Campaign Manager 360 demonstrate the company's commitment to improving attribution accuracy through advanced identifier systems.

The conversion tracking landscape has become increasingly sophisticated. Mandatory conversion environment parametersrequiring implementation by April 30, 2025, highlight the growing complexity of cross-platform measurement requirements that advertisers must navigate.

Auto-tagging capabilities have expanded across multiple Google advertising platforms. YouTube auto-tagging implementations for Display & Video 360 advertisers demonstrate how identifier systems are becoming default components of campaign measurement strategies.

Developer implications and implementation requirements

The October 3, 2025, implementation affects developers using any version of the Google Ads API for conversion uploads. Code examples demonstrate the technical implementation through the AdGroupOperation and MutateAdGroupsRequest structures, showing how partial failure handling enables robust error management during bulk operations.

Developers must ensure their conversion tracking implementations can handle the expanded field compatibility. The ClickConversion object structure requires careful attention to field validation, as some combinations that previously generated errors will now be processed successfully.

Error handling mechanisms become particularly important given the expanded field compatibility. The ErrorUtils class provides functionality for extracting detailed error information from GoogleAdsFailure objects, enabling developers to identify specific operation failures within batch requests.

Testing procedures should verify that existing conversion tracking logic performs correctly with the expanded field support. Applications that rely on specific error codes for workflow management may require updates to accommodate the changing validation behavior.

Attribution accuracy and campaign optimization

The dual identifier support enhances attribution accuracy for campaigns targeting iOS users through multiple touchpoints. Conversions that can be traced through both traditional web-based tracking and iOS-specific attribution methods provide more comprehensive measurement data for optimization algorithms.

Smart Bidding strategies benefit from improved attribution data quality when multiple tracking mechanisms capture the same conversion events. The enhanced data fidelity enables more accurate bid adjustments and performance optimization across different device types and platforms.

Cross-platform measurement scenarios become more manageable when advertisers can submit comprehensive attribution data through single API calls. This capability reduces the complexity of managing multiple tracking implementations while ensuring complete conversion attribution.

Campaign performance analysis improves when conversion data includes multiple attribution sources. The ability to correlate gclid and gbraid data provides insights into user behavior patterns across different iOS environments and tracking mechanisms.

Market adoption and technical considerations

The change reflects broader industry trends toward flexible attribution systems that accommodate diverse tracking requirements. Digital advertising platforms continue adapting their technical infrastructure to support complex measurement scenarios while maintaining data accuracy and processing efficiency.

API versioning considerations affect implementation timelines for developers managing multiple Google Ads API versions. The change applies across current API versions, ensuring consistent behavior regardless of the specific version used for conversion uploads.

Integration testing becomes crucial for advertisers using third-party conversion tracking platforms or custom API implementations. These systems must be validated to ensure proper handling of the expanded field compatibility without introducing data quality issues.

Performance monitoring should track conversion upload success rates to identify any unexpected behavior following the October implementation. While the change aims to reduce errors, thorough monitoring ensures that existing workflows continue operating as expected.

The enhancement demonstrates Google's commitment to reducing technical barriers for advertisers while improving measurement capabilities. By enabling simultaneous use of multiple click identifiers, the platform provides greater flexibility for complex attribution scenarios without requiring architectural changes to existing tracking implementations.

For advertisers currently experiencing partial failure errors when uploading conversions with both gclid and gbraid fields, the October 3 implementation will resolve these issues automatically. This improvement eliminates the need for complex workarounds or separate API calls to handle different identifier types.

The timing of this announcement, approximately 10 weeks before implementation, provides sufficient preparation time for developers to update their testing procedures and validate their conversion tracking workflows. Organizations should use this period to ensure their systems are ready to take advantage of the enhanced flexibility while maintaining data quality standards.

Timeline

Summary

Who: Google Ads API developers and advertisers using conversion tracking through the UploadClickConversions method

What: Removal of the restriction preventing simultaneous use of gclid and gbraid fields in ClickConversion messages, eliminating the FieldError.VALUE_MUST_BE_UNSET partial failure error

When: Announced July 22, 2025, with implementation scheduled for October 3, 2025

Where: Google Ads API platform affecting all versions and advertisers using conversion upload functionality globally

Why: To provide increased flexibility for complex attribution scenarios, particularly for iOS device conversions where multiple tracking mechanisms may apply to the same conversion event

Key Terms Explained

Google Ads API: A programmatic interface that enables developers and advertisers to interact with Google Ads accounts at scale. The API provides comprehensive functionality for campaign management, conversion tracking, and performance optimization through structured data requests. Developers use this interface to automate advertising operations, upload conversion data, and integrate Google Ads functionality into custom applications and third-party platforms.

ClickConversion: A data structure within the Google Ads API that represents conversion events triggered by ad clicks. This object contains essential fields including conversion identifiers, timestamps, values, and attribution data. ClickConversion messages enable advertisers to upload detailed conversion information through the UploadClickConversions method, providing the foundation for accurate campaign measurement and optimization algorithms.

gclid: The Google Click Identifier, a unique parameter automatically appended to URLs when users click on Google Ads. This identifier enables attribution by connecting specific ad clicks to subsequent conversion events on advertiser websites. The gclid parameter has served as the primary tracking mechanism for Google Ads conversions, though its functionality has become limited on certain platforms due to privacy restrictions.

gbraid: A specialized click identifier introduced for iOS devices starting with iOS 14, specifically designed to handle app conversion attribution. This parameter addresses tracking limitations imposed by Apple's App Tracking Transparency framework, enabling conversion measurement for mobile app campaigns where traditional tracking methods face restrictions. The gbraid system provides essential attribution data for advertisers targeting iOS users through app-based advertising campaigns.

Conversion tracking: The process of measuring and attributing valuable user actions back to specific advertising interactions. This encompasses technical implementation, data collection, and performance analysis that enables advertisers to understand campaign effectiveness. Conversion tracking forms the foundation for automated bidding strategies, return on investment calculations, and campaign optimization decisions across digital advertising platforms.

Partial failure: An error handling mechanism in the Google Ads API that allows valid operations to proceed while providing detailed error information for failed operations within the same request. This functionality prevents entire batch requests from failing due to individual operation errors, enabling developers to process successful conversions while identifying and addressing specific issues. The partial failure system includes comprehensive error reporting through GoogleAdsFailure objects.

Attribution: The process of connecting conversion events to the advertising touchpoints that influenced those conversions. Modern attribution systems account for complex customer journeys across multiple devices, platforms, and interaction types. Accurate attribution enables advertisers to understand which campaigns, keywords, and creative elements drive valuable outcomes, informing budget allocation and optimization strategies.

iOS tracking: Specialized measurement approaches developed to address attribution challenges on Apple's mobile operating system. These methods have evolved significantly following privacy updates that restricted traditional tracking mechanisms. iOS tracking encompasses various technical solutions including specialized identifiers, first-party data collection, and privacy-compliant measurement frameworks designed to maintain attribution accuracy while respecting user privacy preferences.

API implementation: The technical process of integrating Application Programming Interface functionality into software systems or advertising workflows. This involves understanding API documentation, handling authentication, managing data structures, and implementing error handling mechanisms. Successful API implementation requires careful attention to field requirements, validation rules, and best practices for maintaining data quality and system reliability.

Conversion uploads: The process of sending conversion data from external systems to advertising platforms through programmatic interfaces. This capability enables advertisers to track offline conversions, cross-platform actions, and events that occur outside direct web-based tracking mechanisms. Conversion uploads require proper data formatting, timing considerations, and adherence to platform-specific requirements for successful attribution and campaign optimization.