It will soon be posible to get visitors to a landing page from AdWords faster with parallel tracking. As technology enables more assistive experiences, consumer expectations for seamless web experiences are now higher than ever before. In fact, a one second delay in mobile page load can decrease conversions up to 20%.
When someone clicks an AdWords advert with URL tracking, this can cause a delay that prevents them from reaching a website for hundreds of milliseconds. While this may not sound like much, this lost time can impact campaign performance and so to avoid these delays – and create better user experiences – Google announced last month that it will begin to roll out parallel tracking later this year.
With parallel tracking, users will head immediately to the landing page after clicking an ad while the browser processes URL tracking requests in the background. Google has seen this change help users on slower networks reach landing pages up to several seconds faster. When more visitors can reach and engage with a site more quickly, this can help reduce wasted ad spend and increase conversions for a business.
Parallel tracking will finish rolling out to all AdWords accounts in early 2018, so it’s important that the next steps are taken asap. If a third-party provider is used for tracking, it’s necessary to contact them as soon as possible to make sure clicks will continue to be measured with parallel tracking. Providers will need to make changes to their platform that could take several months to complete, so it’s important to get started early. Google is also working closely with key providers to help make the transition as easy as possible for all advertisers.
You can learn about how to prepare for parallel tracking here, or if you want more information about how it could impact your business, contact us now.