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May182018

AdWords Parallel Tracking Sets October 30 Deadline

Making the ad experiences more safer and faster for consumers Google on Thursday announced improvements to parallel tracking for advertiser using third-party click measurement system and the other one involves transition from non-secure landing to HTTPS.

For the best possible landing page experience for users Google said that parallel tracking will be required for all advertisers using third-party click measurement systems. It will go live starting October 30, 2018.

Parallel tracking was first introduced last year and made available generally earlier this year separates tracking parameters from the landing page URL and speeds up landing page load time as the browser processes URL tracking requests in the background. There by it helps users to immediately see the landing page after they click on ad.

Here’s how parallel tracking works:

  • Customer clicks your ad
  • Customer sees your landing page
    At the same time, in the background:
  • AdWords click tracker loads
  • Tracking URL loads
  • If you use more than one click tracker, additional redirects may load.

GIF below demonstrating parallel tracking in AdWords:

Parallel Tracking in Google AdWords

If your click measurement system is already compatible with parallel tracking, you can now opt-in in the “Tracking” section from the account-level “Settings” page in AdWords. Once opt-in, It will apply to all your Search Network and Shopping campaigns.

This improvement along with Accelerated Mobile Pages (AMP) as landing pages in AdWords and Mobile Speed Scorecard and the Impact Calculator with just a few inputs estimates the revenue impact that can result from improving the speed of your mobile website.

Parallel tracking will be required for all accounts using click measurement systems starting October 30, 2018.

Security With HTTPS On Chrome

Google also has announced several steps for advertisers to enable them to make a transition to HTTPS encryption based landing pages, include:

Enabled HTTP Search ad clicks to automatically be redirected to HTTPS when they know that a site prefers HTTPS. This feature will begin rolling out the week of June 11.

Launched Ad version history to allow advertisers to update their landing page URLs from HTTP to HTTPS without resetting their performance statistics.

Lastly, starting in the next few weeks, Google will begin warning AdWords advertisers if they are still using HTTP addresses for their landing pages.

Google strongly advocates that sites adopt HTTPS encryption, the industry standard for ensuring the security and integrity of data travelling between the browser and the website.

Google’s Chrome browser already marking a large set of HTTP pages as “not secure” for over a year now. And, with Chrome 68 which is slated to be release in July this year, Chrome will mark all HTTP pages as “not secure.”

Google Chrome HTTP Landing Page Treatment Timeline

Google will start by removing the “Secure” word and HTTPS scheme with September 2018 release of Chrome 69. And, in October 2018 with Chrome 70, Google will begin showing the red “not secure” warning for all HTTP pages.

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