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.

parallel tracking

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.

Why should you care?

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.

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About Steph Von der Heyde

Our resident wordsmith’s love of digital lured her over from advertising to the online space, where she fell in love with content marketing. Since coming to the online world Steph has made her mark on all outgoing CleverClicks copy and is passionate about using words to build brands. Her obsession with the writing is rivaled only by her love of trail running, yoga and green juice. When she’s not submerged in content strategy you’ll find Steph in Downward Dog.

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