If you are advertising on Google Ads, you should be aware of the policies Google has made in the last few months regarding parallel tracking for all ad accounts.
Google predicts that even a second increase in page load time can reduce your conversion rate by 20 percent.
To facilitate the advertisers by providing efficient mobile experiences, Google has launched various tools like PageSpeed Insights and Accelerated Mobile Pages. Besides these tools, Google also inaugurated Google Ads parallel tracking, a tool that advertisers will implement from October 30, 2018.
What Is Parallel Tracking?
Parallel tracking is a process of loading a landing page URL of an ad, individually from a tracking URL that loads in the background, to reduce the time in a landing page. Google Ads will start executing this type of tracking as a default for all ads.
By using parallel tracking, Google believes that it will significantly boost up the load time.
By improving the load time with parallel tracking, bounce rate will get better even better, and decreased bounces will lead to more opportunities for conversions from search campaigns and shopping campaigns from Google.
Here is a quick method of what clicking an ad looks like with and without parallel tracking.
With parallel ad tracking:
- The prospect clicks your ad and sees your landing page
Before implementing parallel tracking, the process used to look like this:
- Customer clicks your ad
- Google Ads initiate tracker loads
- URL tracking loads
- Additional tracking with URL loads
- Customer subsequently sees your landing page
Things To Monitor Before Executing Parallel Tracking
There are certain things you should check before enabling parallel tracking in your account. Start by checking the tracking template that you use is matching your new parallel tracking.
If you are using some third-party URL or a landing page redirect not compliant with your parallel tracking, it may stop or damage your tracking page from working.
If your tracking template provider is matching with parallel tracking, add a final URL tag in your tracking template and ensure that you are not counting the visitors twice on your website. Once your template is compliant and working appropriately, add the final URL tag and enable parallel tracking.
How Can You Enable Parallel Tracking?
The process for tracking is available in the new Google Ad Words update under the Navigation Menu.
- Start by clicking All Campaigns
- Choose settings
- Select Account Settings
- Click on tracking
- Click on the switch next to “Parallel Tracking” and turn it on
Important Things You Should Know About Parallel Tracking
Below are some important things you should know regarding parallel tracking.
The Big Change
After announcing that parallel tracking will initiate from October 30, 2018, a few seconds got delayed due to the existing tracking method. These delays are short but capable of damaging the performance of your campaign, particularly on mobile phones.
Website pages on phones for slower networks will gain a considerable advantage from parallel tracking. In order to get the most out from parallel tracking, mobile phone users should have the updated browser for parallel tracking.
A few desktop users with slow internet will also see considerable improvement with parallel tracking. But for most of the users, there is no significant improvement at all.
Google has hinted out that providers should make amendments to their platform that may take a couple of months to complete; which is why it is important to start early. Google is forming a partnership with key providers to make the process of transition smooth and transparent for advertisers.
Also, it is worth mentioning that it is in Google’s best interests to collaborate with third-party providers because it will stimulate a larger measurement and improve the performance of your campaign.
How Can You Make It Work?
The existing model works like:
Google SERP > redirected page > landing page
The parallel model works like:
Your ad + URL tracking = Final URL
If you are concerned about parallel tracking and its changing policies, you should understand parallel tracking is implemented effectively as an opt-in tracking method.
Most of the browsers don’t support parallel tracking, and Google has suggested that it will default a linear re-direct tracking for the browsers that are not compliant with the Ad Words. The only worrying factor is the working of third-party systems that use their own conventional methods.
Google’s parallel tracking feature enables the tracking pages to load faster, authorizing to load in the background. There is a big possibility that conversions will improve with more people getting on to the landing page.
Since parallel tracking will be a default method, there’s a possible chance that third-party template providers will become compatible with the new approach.