Parallel tracking offers a page-speed improvement for AdWords advertisers
Contributor Frederick Vallaeys urges advertisers to adopt the feature now, before it's required, especially if you're working with mobile landing pages.
While it’s critical for advertisers to measure and track the traffic driven from their ads, there’s always been something of a tradeoff because the technical processes involved could slow down page-loading time. Now, with this week’s parallel tracking announcement, this tradeoff may no longer be a factor for AdWords advertisers.
If your AdWords account leverages click measurement redirect servers (i.e., uses the “Tracking URL” field in AdWords), then this new feature provides a way to reduce the amount of time it takes for an ad click to reach your landing page. This can improve your user’s landing-page experience. And landing page experience is an important factor in Quality Score, which, of course, affects your CPCs and ad rank.
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