Parallel Tracking is Google’s latest technique to improve page load times. This time the focus is on enabling faster load times of landing pages used for Google Ads (AdWords). Beginning October 30, 2018, parallel tracking will be required for all Google Ads accounts that utilize click measurement systems.
Google to Warn Advertisers Using HTTP Landing Pages
Beginning in July 2018 Google’s Chrome browser will visibly identify all HTTP pages as “not secure”. The “not secure” warning will become
progressively obvious including featuring a red triangular warning icon with Not Secure in the address bar. It is expected that other browsers will deliver negative motivation for site owners to add SSL to their website.
What is Parallel Tracking?
Parallel tracking is a method that serves to improve landing-page load times. The trick here is to separate loading of tracking parameters from the URL of an advertiser’s landing page. With parallel tracking in place, the Google Ads click tracker (and any redirects before the user views the target landing page) load separately from the landing page. This means users go directly to the target landing page while Google Ads’tracking functionality loads apart from the landing page. This process is similar to what SEO companies do to get faster page load times.
Currently, parallel tracking is an optional feature for advertisers who use click measurement tools for traffic analytics on Shopping and Search Network campaigns
How Does Parallel Tracking Work?
With this improvement customers are directed straight to your designated landing page, and click analytics run in the background.
The parallel tracking process action-by-action
Shopper clicks your PPC avertising
Shopper goes to your landing page
and at the same time, behind the scene . . .
Google Ads click tracker (or other PPC analytics tool) loads
What Does Parallel Tracking Means for PPC Advertisers?
The first action item is to confirm your landing pages are compatible with parallel tracking. To do this you can use Google’s Parallel Tracking Checklist.
If you’re using a click measurement system, such as click tracking in AdWords, you should opt into it in the “Tracking Section” in AdWords.
Ad Re-Reviews: If you make account changes at group levels (accounts, campaigns, ad group), your current ads will continue to deliver. Have no worries as the ad re-review process is initiated in parallel. Generally there is no additional action required. If you edit the ad in any way, ad display will be paused until the ad review is completed. Ad re-review can take anywhere from a few hours to a full day.
What is Affected: Currently, the new tracking process is only available for Search and Shopping ad clicks from Chrome on Android. Google will be expanding this throughout 2018. Google Ads accounts that have opted-in will be automatically enabled for future additions.