Google doesn’t want to waste our time, so it’s making changes to the way it handles the Tracking parameters connected to AdWords landing page URLs. A new parallel tracking method will be used to process the tracking URL, the AdWords click tracker and any redirects in the background, while users proceed to the landing page without any delay.

The current tracking method involves loading the tracking URL, AdWords click transfer and redirects before the user makes it to the landing page. Google said that processing tracking codes can slow down the page load time by “hundreds of milliseconds.” This can hurt campaign performances and annoy site visitors who want a seamless experience.

Google announced this change earlier this month. Parallel tracking will begin taking over later this year, and it will become the default tracking method by early 2018. It will be optional to start with and will only be available for Search Network and Shopping campaigns. Google says the change will improve page load time by several seconds for users on slower networks.

For advertisers working with third-party tracking template providers, this means they need to check in with them now, because the providers may need to make updates to cater to the new tracking method. It is advised that advertisers and providers act now to avoid falling behind. Once parallel tracking becomes the default method, it will be the expected norm.

Google says it is working with “key partners” to complete this transformation, but that “[p]roviders will need to make changes to their platform that could take several months to complete, so it’s important to get started early.” This change could increase customer engagement, boost business growth and improve the website experience for everyone.

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