Google Ads Parallel Tracking: Does This Affect You?

What is Google Ads parallel tracking and does it affect your Adwords account?

Google has been sending out an email this week about the upcoming parallel tracking change to make sure everyone is prepared.  Since I've had multiple clients forward this email to me and ask about it, I wanted to explain what this is and which clients it affects.

Here is the email Google sent out:

Back in May this was first announced on the Google Ads blog.  A significant focus of Google in the past year is increasing page load time on mobile devices.  As web searches continue to shift towards mobile where internet speeds are lower Google has been focusing on doing what they can to increase page load times.  Accelerate Mobile Pages (AMP) is one way they have been working on this.  They have put together various data showing the impact each second of page load time has on conversion rate.  If you are interested in learning more Google built a mobile site speed tool that also estimates the revenue impact.

Beyond AMP another way they are increasing mobile page load time is parallel tracking.  This is strictly for advertisers that use a click measurement system.  This feature has been available for a few months, but as of October 30th all accounts will be automatically opted in.  The vast majority of Google ads advertisers are not using a click measurement system.  Most advertisers are using Google Analytics with Adwords auto-tagging where there is no tracking added manually.  Many use custom tracking for lead forms with Google's tracking template, but those are not affected by this either.  

If you are using a click measurement partner like a Sizmek, what happens when someone clicks your ad is that the there is a redirect which takes place.  This happens so fast in the background you will not actually see it.  When a user clicks the URL a page will load and redirect the user to your landing page.  The middle page that loads (which no one ever sees) records click information, but also can slow down the time it takes for the landing page to load.  Parallel tracking solves that issue by still allowing click trackers to work, but it loads the click tracking page at the exact same time the landing page loads instead of loading it before.

To get a better idea here are some visuals:

Most advertisers look like this:

Google ads parallel tracking view.png

If you're using a third-party click measurement system it might look like this:

With the upgraded parallel tracking, this then changes to this:

Google ads parallel tracking view 3.png

Check out the Adwords developer section here for more information if you are interested https://developers.google.com/adwords/api/docs/guides/click-tracking

For our clients that are using a click measurement partner, we have already reached out to you about this separately.  For those that have not heard from us, you are not affected by this.

If you are not a client of ours and would like to know if this affects you, send us a message with an existing Google Ads URL and we will tell you and can assist with next steps.