What Is Parallel Tracking?
Parallel tracking is the latest shift in digital marketing. It is a way to streamline your advertising so that you can:
- Keep better track of your ad stats
- Get more clicks
- And improve your ROI.
Increase Your ROI with Parallel Tracking
These days, we all use multiple devices to get online. Between tablets, smartphones, and computers, it’s hard to figure out whether your advertising has worked. What if the customer saw your ad on their phone and later followed up on their computer?
Until now, there wasn’t a way to track it. Without effective ad tracking, you had no way to know how well your ad was working.
Now, with parallel tracking, it’s easy to follow your customers’ engagement across platforms. If they follow through with a visit to your site, you will know it–no matter what platform it’s on.
Better ad tracking means better information. When your information is more accurate, your marketing will be, too. With parallel tracking, you can easily increase your ROI by making sure that your advertisements are reaching the audience you want them to.
Advantages of Parallel Tracking
Another huge benefit of parallel tracking is that it means users can access your website faster than ever. Faster access equals fewer lost clicks.
Without parallel tracking, advertising can be slow and inefficient. This has to do with the chain of actions that takes place in the background while your site loads:
- An ad tracker logs the visit to your website.
- While that happens, the user is redirected for a split second to a placeholder site.
- Then, it redirects the customer to your site.
To the user, this just looks like a page that is slow to load. Really, it’s slow because ad tracking is happening in the background. The problem is that for every extra microsecond it takes a potential customer to get to your website, the greater the likelihood that they won’t stick around and wait.
To avoid this slowdown, Google is requiring all new ads to use parallel tracking.
Instead of slowing your visitors down with placeholder sites, the information-logging process will happen separately in the background while your site loads seamlessly for your customers.
Parallel tracking works by preloading your URL as soon as your advertisement appears on the device of the potential customer. That way, they don’t have to wait as long for your page to load and are more likely to stick around.
Why You Need Parallel Tracking
Parallel tracking is designed to improve the user experience for your audience. When they click on the ad for your business, they will get to your website faster. No more slow-loading websites leading to lost clicks.
Parallel tracking will also help you track how well your advertising is working. Whether someone follows your ad on their tablet, phone, or computer, you’ll be able to see their actions.
The more you know about how your target audience is reacting to your advertising efforts, the better you will be able to tailor your ads to their habits. This means you will have a better return on your advertising investment.
Soon, parallel tracking is going to be required by Google. When Google changes its rules, the rest of the internet quickly follows suit. Because it is essential for websites to be compatible with Google, it’s important for you to make sure that your business complies with their standards.
At Site Hub, we are ready to help you use parallel tracking to improve your ad tracking and increase your ROI.