Will the GAID changes impact our attribution on Branch?

Since the introduction of zeroed out GAIDs is the same feature as Limit Ad Tracking and Limit Ad Tracking has been available on Android for years, we do not expect a sudden decrease in Attribution or heavily impact our Attribution reporting. This is primarily because Branch does not collect the GAID when Limit Ad Tracking is enabled by the end-user.

With that said, many Ad Networks are implementing alternative parameters and methodologies to provide accurate attribution reporting even with Limit Ad Tracking enabled. Please evaluate the matrix below.

Impact on Sources when GAID is Zeroed and Limit Ad Tracking is Enabled

Source

Alternate Param/ID

Install

Open

Downstream Events

Facebook

Facebook Install Referrer

Yes

Yes

Yes

Google

Market Referrer GCLID

Yes

Yes

Yes

Twitter

Unknown

No

No

No

Snap

Probabilistic Attribution for Android

Yes

Yes

Yes

Non-SANs

No changes as Branch Links are used.

Yes

Yes

Yes

Other Branch Features

PREM

Yes

Yes

Yes


Additional Resources
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