Google AdWords rolling out "parallel tracking" to create a better user experience by making a change in the way it handle tracking parameters appended to AdWords URLs to avoid delays with faster landing page delivery.
With this feature users on slower networks will reach landing pages up to several seconds faster, says Google. As, users will immediately reach to the landing page after clicking an ad while the browser processes URL tracking requests in the background.
The current mode of tracking codes can bog down page load time by "hundreds of milliseconds" and hurt campaign performance, adds Google. "When more visitors reach and engage with your site more quickly, this can help reduce wasted ad spend and increase conversions for your business."
Parallel tracking will initially be optional and will only available for Search Network and Shopping campaigns. The roll out will complete by early 2018 to all AdWords accounts, so it becomes the default tracking mentod.
Advertisers working with a third-party tracking provider should check out with them as soon as possible for updates for getting their clicks to be continue to measure with parallel tracking.
Google says, closely it's working with key partners for faster transition, but "providers will need to make changes to their platform that could take several months to complete," so it's important to get started early.
To learn more about parallel tracking and how to prepare, please visit the AdWords Help Center.
In addition, Google has also introduced a new reporting "Days to Conversion" for sales cycle insights in the AdWords, so advertisers can see the time it takes users to convert to sale after clicking an ad.
The "Days to Conversion" segment is available in both current and new AdWords interfaces, and offers "advertisers with a more complete picture of how long users take to convert after clicking an ad, which in turn, can give them a better sense of how long to wait to see adequate conversion volume to start making bidding or other optimization decisions," writes Google.
You can apply the "Days to conversion" segment to your AdWords report to see the number of days it takes people to convert after clicking your ad, for all clicks during the selected date range. Google recommends setting the date range in the interface to at least a 30-day span to maximize the data volume.
For example, "you might see that 90% of purchases for your washing machine campaigns usually happen 14 days after a click. With that insight in mind, you may want to wait 14 days to get a more complete picture of performance before adjusting bids," google explained.
Additionally, this data can be use to set start date and duration of future promotions.
The GIF animation below shows access to the new report In the new AdWords interface:
In the current AdWords interface, it can be accessed under the Segment option in the sections for Campaign, Ad group and Keywords:
You can learn more about this new segment in the Help Center https://goo.gl/G5tZsH.