Google recently announced its new “Parallel Tracking”, a feature that allows customers who click on your ads to be sent directly to your optimized landing page; the click tracker, URL tracking, and URL redirects, all happen in the background. This new feature saves landing page loading time by up to several seconds, thereby taking customers to your product faster, and providing an enhanced user experience.
Lost visits happen. It’s common for customers to click on your advertisement but never see your landing page because they either abandon pursuit or simply decide to continue their search elsewhere. While there are several reasons a prospect may decide to navigate away, one of the most obvious reasons is a slow landing page.
The Old Google Tracking Method
The old tracking method included a number of redirects that are completely invisible to users. Unfortunately, this process sometimes gives the appearance that a landing page is slow to load. In an age of instant gratification and increasing mobile browsing, it’s often easier for consumers to select the next ad on the search engine results page than wait for a slow website to appear. These older steps are outlined below.
- Interested user clicks on your advertisement.
- Google click tracker loads.
- Google URL tracking loads.
- Possible redirects for new URL tracking.
- User eventually arrives on your landing page.
Google’s New Parallel Tracking
The new tracking approach eliminates steps two through four, allowing consumers to click an advertisement and immediately land on your page. Condensing steps reduces the waiting period and potential frustration that customers might experience before they see your latest offer.
Faster response means a better user experience, , fewer lost opportunities and lower costs of advertising. Parallel tracking is the ideal solution for users on slower networks, ones that can sometimes take a couple of seconds before your landing page loads. With Parallel Tracking, you may very well see your conversion rates increase as fewer users navigate away.
Preparing for a Seamless Integration
Parallel tracking was made available in the latter part of 2017. It’s currently optional and only works in the Google search network and within its shopping campaigns. However, in 2018, it will become the default tracking method across the Google advertising network. Here are some tips to prepare for a seamless integration.
Ensure Your Tracking Template is Compatible: This is an absolute must if you use a third-party URL template provider or rely upon dynamic landing page redirects. Make sure that provider’s template is compatible with parallel tracking or it won’t work when Google makes the switch.
Add Final URL Tag to a Secure Tracking Template: Minimize duplicate counts on visits by adding your final URL tag on your template, and make sure your template is secure. Ask for verification from any third-party URL template provider.
You should see an improvement in bounce rates, time on page and conversion rates as customers are instantly directed to your landing page. Make sure to track each of these variables and monitor the impact on your advertising budget.
If you want more insight into how to improve your shopping campaigns, go to E-Commerce Insight: Top 8 Shopping & Feed Tips.