Earlier this year, Google started offering parallel tracking as a click measurement option for advertisers on the old Google AdWords platform (now Google Ads). Starting on October 30th, it will become required.
What makes parallel tracking different?
Parallel tracking’s number one objective is to cut down on the loading time of landing pages. To do this, it essentially splits up the measurement process into two actions and runs them at the same time. For example, without parallel tracking a user would click on your ad, the Google Ads tracker would load, the tracking URL would load, any additional tracking processes would load, and then the user would see your final landing page. With parallel tracking implemented, a user would click on your ad and immediately see the final landing page while the Google Ads tracker, the tracking URL, and any additional tracking processes would run separately from the user experience.
That sounds great, what do we have to do to be ready for the change in October?
If you don’t use any third-party tracking or click measuring services, you’re set.
If you do partner with a third-party for click measurement, there are some additional steps you’ll need to take in order to prepare for the transition in October. Ideally, your tracking provider has already reached out to you and explained what steps will need to be taken to properly prepare. It will probably involve more work on the third-party’s end than on your business’ or your agency’s but they should be asking you to implement some changes to their associated tags or pixels in an effort to accommodate the new updates for Google Ads tracking– so no data is lost or landing pages are affected when the switch in tracking is made.
If you or your clients use more than one third-party tracking service like DCM click trackers or re-directs then the transition process will be more complicated. Make sure you’re getting in contact with your click measurement partners as soon as possible to address what needs to be done before October.
So, obviously this all sounds fun, but is it a good thing that Google is switching to parallel tracking? Or is it just extra work for us?
It is definitely a good thing. Switching to parallel tracking does exactly what Google intended – it successfully cuts down on the time it takes for landing pages to load. This, of course, is ideal for everyone because faster loading webpages means people who click your ads are much more likely to actually make it to your landing page as well as improving the overall customer experience.