What is parallel tracking, and as a digital Marketer why is it important to know?

Parallel tracking is a method used in digital marketing where, when a user clicks on an ad, they are immediately directed to the landing page while the click tracking process occurs in the background, in parallel. This technique is designed to provide a faster landing page loading experience, thereby improving the value of the click and enhancing the customer experience.

Parallel tracking is important for digital marketers because it addresses the issue of high click-to-visit dropoff rates, which can be as high as 20% for high-intent ad placements like Search Engine Ads and up to 70% for non-search ads. By reducing the number of redirects that occur when a user clicks on an ad, parallel tracking improves the landing page loading time, which can lead to a better customer experience and potentially higher campaign ROI.

Parallel tracking improves customer experience by significantly reducing the time it takes for the landing page to load after a user clicks on an ad. Since the click tracking is done in the background, users are not subjected to multiple redirects that can slow down the process. This swift transition to the landing page without delays leads to a smoother and more satisfying experience for the customer.