The AdWords parallel tracking deadline has now passed, meaning that any advertiser using a third-party tracking system will need to have parallel tracking active across all Google Ads campaigns.
The parallel tracking requirement was announced back in May as part of a Google drive to improve page load speeds – specifically, mobile page load speeds. Parallel tracking helps pages to load faster by separating the tracking parameter from the page URL itself. This one change means that the user doesn’t have to wait for the tracking parameters and the page to load concurrently. The user is taken to the page as requested while the tracking details are loaded separately, speeding up page load times for the time-impatient mobile user.
Parallel tracking is one in a line of initiatives and requirements that Google has rolled out in the last 18 months in order to speed up the loading time of web pages for those accessing the internet from a mobile device such as a smartphone or a tablet.
It joins other developments such as Accelerated Mobile Pages (AMP) but means that as of now, the search engine will change the way it deals with the tracking parameters that advertisers can append to the end of a Google Ads landing page.
Anurag Agarwal, Google Vice President of Engineering explains, “By moving from a sequential to parallel tracking method, online consumers can reach and engage with websites more quickly, reducing wasted ad spend and increasing conversions for companies running ads through Google.”
How will this affect you?
As a Google Premier Partner, Adrac has known about this change for quite some time and we have been working hard all year to ensure that this doesn’t impact on your Google Ads or loading page speeds for mobile users.
The Adrac team has been upgrading and preparing our reporting platforms, tools and techniques over the summer to incorporate this change on behalf of our clients. With this, we have ensured as little down time and disturbance as possible, while also guaranteeing that any shoppers clicking on your Ads arrive on your landing page as soon as possible, with tracking loading in the background. This is crucial to ensuring conversions and staying compliant with Google Ads best practise but, it’s also the only way to ensure that you offer the best possible experience to shoppers.
What’s the difference in the real world?
If you – or your PPC management company – has implemented parallel tracking, you won’t see much of a difference day-to-day. And that’s all for the better – as Google explains, your customer will click on your ad and see your landing page. In other words, you’ll deliver the quick, responsive experience they expect.
If you, or your PPC management company, has missed the parallel tracking deadline however, the process is a lot slower and noticeably more frustrating:
- The shopper clicks on your ad
- The tracking system loads up
- The shopper waits
- The tracking URL loads
- The shopper is still waiting
- Any additional tracking URLs load
- The shopper waits some more
- The page loads for the shopper
If you’ve missed the parallel tracking deadline and need help ensuring your Google Ads are compliant, get in touch with the Adrac team now.