Parallel tracking is one of the most important thing that we usually use to ignore while handling our Google Ads account. In-fact parallel tracking is something that helps load your landing page fast and thereby reduce lost visits. This will eventually lead to increased conversions, and also improved ad performance. The Parallel tracking sends the visitors directly from your ad to your final URL (landing page) while click measurement activities happens in the background. This means that the visitors will not be send to the tracking URL first, which will result in slow loading of the landing page.
With the parallel tracking method, the visitors will be directed straight away to your landing page while the click measurement part happens in the background, without affecting the page load time.
The parallel tracking looks something like below:
1) Visitors clicks on your ad.
2) Visitors sees the landing page.
At the same instance in the background, some processes takes place. They are:
1) The click tracker of Google Ads loads.
2) Tracking URL loads.
If you are using multiple click trackers, additional redirects may load.
With the absence of parallel tracking, visitors have to go through one or more redirects after clicking the ad before they reach your landing page. This means that it will take longer time for the visitors to reach the landing page.
Without parallel tracking the ad tracking and execution looks like below.
1) Customer clicks on your ad.
2) After that the Google Ads click tracker loads.
3) Then the Tracking URL loads.
4) Possible other tracking URLs loads.
5) Customer reaches your landing page.
So we can understand the fact that turning parallel tracking for your Google Ads account is very much helpful in improving the performance of your campaigns. If you are not sure about how to enable parallel tracking for your Google Ads campaign, then as an advertiser, you can turn on this facility by following the steps below:
1) First sign in to your Google Ads account.
2) After that, in the navigation menu, click All campaigns.
3) Click Settings in the page menu on the left,
4) Next click Account Settings.
5) Click Tracking.
6) Now click the switch that is seen next to “Parallel tracking” and turn it on.
Before parallel tracking is turned on, Google will advise the advertisers working with any other click measurement provider to make sure their system is compatible with it.
Compatibility with parallel tracking will be different based on which features are enabled. A click measurement provider should be able to advise on what to do if there is an issue like incompatibility.
So, hope that the above steps are sufficient enough for you to learn how to enable parallel tracking for your Google Ads account. This will ultimately help in improving the overall performance of your campaigns, as the landing pages will be loading fast for the visitors clicking on your ads.