Google Adwords has announced that they are rolling out ‘parallel tracking’, a new offering that they say advertisers should prepare to have as their default method by “early 2018”.
Parallel tracking has been introduced to reduce landing page load time, and does so by sending users straight from your ads to your landing page, bypassing the redirects of the tracking URLs.
In their announcement, Google said the reason behind introducing parallel tracking is that “expectations for seamless web experiences are now higher than ever before” and that their data has repeatedly shown that the delay caused by tracking URLs is damaging campaign performance.
You will still be able to track each click, it’s just that now the browser will send the tracking details to the ad platform in the background, rather than bothering the user with it.
You need to ensure your current systems supports parallel tracking and you need to do it soon. Google have urged users who use third party providers to ensure their current system supports it ASAP.
In their announcement, Google warned: “providers [that don’t support parallel tracking] will need to make changes to their platform that could take several months to complete, so it’s important to get started early”.
To find out more about how parallel tracking works and how you can implement it, read this.