Following the introduction of parallel tracking for search ads last year, Google announced that this feature would now be available within Display Campaigns this week.
This update will be going live from the 1st of May, and from the 31st of July, it will be mandatory that all advertisers include tracking parameters within their display ad URLS in Google Ads.
What does this mean for advertisers?
So, Google initially introduced parallel tracking to speed up the load time of landing pages once users have clicked your ads. This essentially means when a user clicks on your ad, they are taken straight to the landing page whilst the tracking functionality loads separately. The search engine does this by splitting the processing of the actual landing page and the tracking parameters within the ad URL.
What about video campaigns?
Google has made the decision to postpone parallel tracking for video campaigns for a few months. As most of you are probably aware, Google initially planned to launch parallel tracking for video at the same time as display; however, in a recent statement the search engine explains “We’re postponing parallel tracking for Video campaigns until later this year to give you more time to prepare. We’ll provide an update once we’ve finalised a new date,”.