Google’s Parallel Tracking: Improving the Browsing Experience

By Keegan Flood (Search Account Executive)

Google want the web to be faster. We can relate – who likes to wait? Luckily, Google’s engineers have come up with a solution to reduce page load time when users click on paid search results. It’s called parallel tracking, and it’s streamlining the customer journey on Google Search.

Removing friction by improving technology

Before parallel tracking, Google Ads was forced to wait for its tracking system to load before it was able to load a landing page. This meant that it took longer for customers to reach your website and the information you wanted them to see.

With parallel tracking, however, Google can load the landing page while performing the tracking, reducing the amount of time it takes for users to reach a website after clicking on a search ad.

Here’s what parallel tracking looks like:
• A customer clicks your ad
• The customer sees your landing page

Source: Google

Meanwhile, in the background:
• The Google Ads click tracker loads
• The tracking URL loads
• Any additional redirects load

The introduction of parallel tracking will allow for a better overall browsing experience, and should contribute to improved engagement metrics.

When is parallel tracking launching?

Google’s brainchild was developed and announced in early 2017, and was deployed on October 30th, 2018.

FCB’s Search team have been hard at work preparing for the launch to ensure your Search Ads continue to work seamlessly, and offer your customers the best user experience.

If FCB do not manage your Search activity, please reach out to your account lead for information around how to turn on parallel tracking.