Introduction – Parallel Tracking
Parallel Tracking is a feature in Google Ads that sends the user to the destination landing page, while tracking data runs in the background. The person who clicks on an ad will be brought to the website page directly, and the tracking parameters will run parallel to that journey, not interrupting the URL loading time.
Google Ads introduced parallel tracking as a way to improve mobile site speed. Parallel tracking improves mobile site processing speed in the browser background and results in mobile pages to load several seconds faster in the browser.
Brief Background on – Parallel Tracking
As per Google data, even a one-second increase in page load time can decrease conversions by 20%. To better help advertisers by offering faster web-page load time & enhance mobile browsing experience, Google has released tools like Accelerated Mobile Pages (AMP) and Parallel Tracking. Google has been working on several initiatives to improve landing-page load time, particularly on mobile. One of those efforts is parallel tracking.
Definition – Parallel Tracking?
The mechanism in which upon clicking on an ad the user is directed to a final URL while all the click measurement happens in the background with the help of a click measurement service provider. Since these are two events happening simultaneously, i.e. This is called as parallel tracking. Introduced in year 2017 and made available in this year 2018 in Google Ads account. Parallel tracking will be required for all advertisers using third-party click measurement systems. All Google Ads accounts will be required to use Parallel Tracking from October 30th2018 onwards.
Who is a click measurement service provider?
A company (in this case, outside of Google) that provides your tracking data for digital ads, app downloads, e-commerce transactions, etc. i.e. third-party click tracking provider.
Benefits of Parallel Tracking
- Parallel tracking helps load your landing page more quickly which can reduce lost customer visits. Parallel tracking leads to increased conversions and improved ad performance. Mobile landing pages on slower browsers will likely see largest impact from parallel tracking. For customers on desktops or faster browsers, the increased loading time will likely be undetectable.
- In May’2018, Google Ads introduced parallel tracking as an optional feature for Search and Shopping campaigns. Since May’18 parallel tracking worked on Chrome Browser and on Android devices only. Between the launch and October 30th 2018, Google is working to enable parallel tracking for additional campaign types and browsers. Incase if your ad is shown on a browser that doesn’t support parallel tracking, Google will automatically apply sequential tracking (the original tracking method).
Difference between Sequential & Parallel Tracking
The difference between sequential tracking and parallel tracking is how click measurement happens when using third party tracking.
|Difference Between Sequential V/s Parallel Tracking|
|Sequential Tracking||Parallel Tracking|
Sequential Tracking (Original Method)
Parallel Tracking (New Method)
How Parallel Tracking affects ROI?
Parallel tracking helps users on slower networks to reach landing pages up to several seconds faster. When more visitors can reach and engage with your site more quickly, this can help reduce waste ad spend and increase conversions for your business, thus maximizing & delivering better (ROI) return on investment.