Time is of the essence when it comes to successful internet marketing campaigns, and netting increased conversion. Internet users can’t stand to wait, not even a second. According to recent Google surveys, even a one-second increase in page load time can decrease website conversions by up to 20%. Offering a faster load time and better user experience for website visitors is crucial to maintaining a competitive edge in the world of internet advertising.
What’s Google done with this information on conversion rates and load time? They’ve unveiled new tools like Accelerated Mobile Pages, PageSpeed Insights and Google Parallel Tracking. Google Parallel Tracking became a required feature for all Google ads accounts last fall.
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What is Parallel Tracking?
Parallel Tracking is a new alternative to the traditional click tracking features that Google initially offered internet advertisers. It can boost page load times, because it runs a third-party tracking server in the background, instead of redirecting the users. Redirects tend to slow page load times and can lower conversion rates.
How does the tracking tool work?
Website visitors go to a post-click landing page after they click on your Google ad. The visitor’s browser processes URL tracking request in the background. Any users on slower networks can reach a post-click landing page much faster with Parallel Tracking. This allows them to engage with a business’s website more quickly, which can lower ad spend and increase conversion rates.
Will Parallel Tracking affect a company’s tracking call?
No, Parallel Tracking won’t impact a company’s tracking call. If a company has set up URL parameters as tracking template URLs or Final URL suffix with your Google Ads account, you’ll be able to get the same data about your callers that you go before Parallel Tracking went into effect. But, if you’re using a third-party service that adds URL parameters or landing page parameters as a redirect for more tracking, then you’ll want to check with the provider to make sure the redirects aren’t impacting Parallel Tracking.
What used to happen before Parallel Tracking was implemented?
It’s true that Parallel tracking can improve bounce rates, and search and shopping campaigns ad performance. Having fewer bounces on your site will make for better conversion rates for shopping campaigns and search campaigns. Below is what a click tracker process used to look like on Google ads, and how it has improved with Parallel Tracking.
Before it went into effect, the process for click measurement looked like this:
- A potential customer would see an ad
- The Google Ads click tracker would load
- Tracking URLs would load
- Any additional tracking URLs would load
- The potential customer would finally see the post-click landing page
As you can see, several steps needed to take place before the customer got to the post-click landing page. All of these trackers, taking up time to load, could significantly slow down page load times and site speed. For customers on a slow network? Page load times could be even more sluggish.
With Parallel Tracking, the process is far more streamlined and more straightforward. .
- The customer sees an ad and clicks it
- They are taken straight to the post-landing page with no trackers trying to load beforehand
The Google Ads click tracker does its job by loading simultaneously in the background, not consecutively. The new Parallel click tracker allows for the tracking URL to load, and any addition redirects to load at the same time if an advertiser wants to use additional one-click trackers.
Things Businesses need to consider
Third-party tracking software that does not use auto tagging or tracking tags might have issues with Parallel Tracking. The most common problem is that advertisers might see double pageviews in their Google Analytics data. It’s also possible that they will have a slower page load time for dynamic content, but that depends on the tracking parameters.
Google partners with several third-party tracking companies that have the ability to integrate their technology with the new Parallel Tracking tool. Businesses should be sure that whoever is providing them with click measurements should be integrated with the Google Tracking feature. If not, it can be terrible for your conversion rates and ad group performances.
How do you turn it on?
If your click tracking software is compatible with the Parallel Tracking tool, here is now you can turn it on in the AdWords dashboard:
- Go to your Google Ads account
- Click “All Campaigns” in the navigation menu
- Click settings, located in the page menu on the left
- Click “Account Settings”
- Click “Tracking”
- Click on the switch next to Parallel Tracking to turn on the feature
This is just one more way that advertisers can improve the user experience. A better user experience and faster load times mean there are far fewer obstacles in your way between the customer’s initial interest and the close of a sale. Load time may have once been a significant barrier to site entry and a major obstacle to increasing sales and conversion, but not anymore. Thanks to Parallel Tracking, advertisers can enjoy an even greater ROI with AdWords.
Here at Internet Advertising, we sleep, eat, and breathe social media marketing, Google Ads, and all things digital marketing. If your concerned about page load times and getting your landing pages to display to interested customers, we can help. Please contact Australian Internet Advertising today and see what our digital marketing team can do for your online business.
