On 15 January 2021, parallel tracking will be mandatory for all Microsoft Advertising accounts. At the moment, it’s only compulsory for accounts created after 31 May 2020, and it is optional for those created before.
Parallel tracking helps reduce load times, and it enables a safer experience for search users. Both of these mean an increase in conversions for your ad campaigns.
What is parallel tracking?
When tracking a consumer’s path on your website, you end up taking them through redirect after redirect until they reach the last page. Parallel tracking’s ultimate goal is to change this.
Instead, your customer is taken directly to your final URL with the click-measurement processing taking place in the background. This leads to a faster page load time, making your site visitors happy and boosting your conversion rate as a result. Page speed is incredibly important for user experience, after all.
An added bonus of parallel tracking is improved customer trust in your brand. Instead of seeing a series of different URLs in their address bar, buyers will land directly on the final URL shown in your advert.
What do I need to do?
As of right now, there’s nothing you need to do – you can wait until the mandatory rollout in January.
However, if you’d like access to this feature earlier, just open your account, click on Shared Library and then Account level options. There you’ll see a tickbox that will allow you to enable parallel tracking.
Are you already using parallel tracking on Microsoft Advertising? Let us know in the comments or tweet us @TeamTillison. We love hearing from you.