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The WBRAID parameter is a tracking parameter that Google introduced to replace the traditional tracking mechanism using third-party cookies. This parameter is part of Google's effort to enhance user privacy while still providing advertisers with necessary data for ad tracking and measurement. WBRAID helps in identifying and tracking conversions from Google Ads without relying on user-level tracking, thus aligning with the current privacy-focused changes in the digital advertising landscape. It's a step towards maintaining effective ad performance measurement in a way that respects user privacy.