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Paralell Tracking in AdWords

Fast loading websites have long been a desire of most digital enterprises; speed matters greatly today and it is increasing in importance once again. 

While it has been an optional feature since its introduction, Google recently announced that by the end of October 2018, all advertisers will be required to use paralell tracking. 

Parallel tracking essentially helps load landing pages more quickly (which can obviously reduce lost visits, lead to increased conversions, and improve ad performance). Parallel tracking sends customers directly from an ad to the final URL while the click measurement happens in the background. There is essentially no redirection as users aren't sent to the tracking URL first. 

Google is recommending that advertisers looking for a jump start should opt in now for their Search Network and Shopping campaigns. And even if you don't intend to turn it on today, you should start talking with your click measurement providers to ensure that they are ready for this change. Doing so, ensures there’s no disruption to your click measurement system.

If you've confirmed that your click measurement system is already compatible, you can opt in from your account-level "Settings" page in the "Tracking" section.
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