Google AdWords to roll out ‘parallel tracking’ to speed up mobile landing page delivery

Google AdWords to roll out ‘parallel tracking’ to speed up mobile landing page delivery

Google’s been working to speed up mobile web experiences on several fronts, AMP being the most visible of these efforts. On Wednesday, the company announced a change to the way it will handle tracking parameters appended to AdWords landing page URLs.

Processing tracking codes can bog down page load time by “hundreds of milliseconds” and hurt campaign performance, says Google. Instead of processing the tracking with the landing page, Google is introducing “parallel tracking” to process the tracking URL, the AdWords click tracker and possible redirects in the background while the user goes straight to the landing…

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