[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fadwords-parallel-tracking":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":22,"head_links":390,"breadcrumbs":391,"reading_minutes":205,"category":399,"head":401},"2017-10-22T10:39:24",{"rendered":6},"\u003Cp>AdWords now allows advertisers to deliver an up-to-20% faster click through experience from search results with new technology which removes the link tracking service to run in parallel to the advertiser’s page load.\u003C\u002Fp>\n\u003Cp>Most link tracking software works by redirecting users via a server which quickly forwards users on to the destination, only leaving behind a slight footprint of the visit. The data included in this footprint is enough to determine where the user came from and where they were going, plus any other data that was encoded in the URL.\u003C\u002Fp>\n\u003Cp>Google’s new technology and process means that this intermediate redirection step is no longer required and as such the time the process takes is saved. The actual time saved may amount to near a hundred milliseconds in some cases, but you’ll see how important this is below.\u003C\u002Fp>\n\u003Cfigure style=\"width: 446px\" class=\"wp-caption aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-3395 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FW5svaLsS-AdWords-Parallel-Tracking.gif\" alt=\"\" width=\"446\" height=\"282\" \u002F>\u003Cfigcaption class=\"wp-caption-text\">Google’s new parallel loading technology in action. Source: https:\u002F\u002Fadwords.googleblog.com\u002F2017\u002F10\u002Fget-visitors-to-your-landing-page.html\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\u003Ch2 id=\"the-importance-of-speed\">The importance of speed\u003C\u002Fh2>\n\u003Cp>It’s a well known fact that users expect near-instant page loads when browsing – and even more so when they’re using a mobile phone to do this.\u003C\u002Fp>\n\u003Cp>A decade ago, in 2009 (before the rise of the mobile shopper, etc), \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.akamai.com\u002Fus\u002Fen\u002Fabout\u002Fnews\u002Fpress\u002F2009-press\u002Fakamai-reveals-2-seconds-as-the-new-threshold-of-acceptability-for-ecommerce-web-page-response-times.jsp\">Akamai ran a report\u003C\u002Fa> that surfaced some ever-important results;\u003C\u002Fp>\n\u003Cul>\n\u003Cli>47% of people expect a web page to load in two seconds or less.\u003C\u002Fli>\n\u003Cli>40% will abandon a web page if it takes more than three seconds to load.\u003C\u002Fli>\n\u003Cli>52% of online shoppers claim that quick page loads are important for their loyalty to a site.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Needless to say with 3G and 4G connection speeds, the rise of iPhone\u002FAndroid and all-round improvements in home and office broadband, consumer expectations have shifted even further. That’s why shaving off those 100 milliseconds is important.\u003C\u002Fp>\n\u003Ch2 id=\"get-started-with-parallel-tracking-today\">Get started with parallel tracking today\u003C\u002Fh2>\n\u003Cp>If you are a current AdWords advertiser, you may not be able to access this feature immediately, as there are a few prerequisite steps;\u003C\u002Fp>\n\u003Cul>\n\u003Cli>If you aggregate your ad management into a platform, then be sure that parallel tracking is supported at this time,\u003C\u002Fli>\n\u003Cli>Ensure that in AdWords you include a final URL tag, like {lpurl}, to ensure visitors are not double counted,\u003C\u002Fli>\n\u003Cli>Ensure you are using a secure landing page operating under the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgoogle-introduce-https-ssl-ranking-factor\u002F\">HTTPS protocol (there are other benefits to this too)\u003C\u002Fa>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>If you’re ready to get started, then you can find these settings in AdWords under Settings > Account Settings > Tracking.\u003C\u002Fp>\n\u003Cp>Read more about this on the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fadwords.googleblog.com\u002F2017\u002F10\u002Fget-visitors-to-your-landing-page.html\">Google Blog\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fadwords\u002Fanswer\u002F7544674\">Help pages\u003C\u002Fa>.\u003C\u002Fp>\n",false,"standard",[10],41,[],[13],108,[15,16,17,18,19,20,21],"post-3394","post","type-post","status-publish","format-standard","hentry","category-measurement",{"page_content_modules":23,"hero":201},[24,153],{"acf_fc_layout":25,"reduced":26,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":26,"title":27,"content":6,"authors":28},"blog_post_content",true,"AdWords Parallel Tracking — another site speed triumph",[29],{"id":30,"path":31,"display_name":32,"job_title":33,"description":34,"avatar_url":35,"acf":36},1,"\u002Fabout\u002Four-team\u002Faaron-dicks\u002F","Aaron Dicks","Chief Technology Officer","Chief Technology Officer of Impression. Previously a developer and SEO, I now oversee our technology- and data-driven services, as well as some of our innovation and software development. Technical problem solver.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":33,"full_bio":37,"specialist_service_links":38,"photo":97},"\u003Cp>Chief Technology Officer. Co-founded Impression in 2012.\u003C\u002Fp>\n\u003Cp>I’m a self-taught web developer who stumbled into digital marketing through a part time job at University. I went on to work with a number of digital agencies when I was in an in-house marketing manager role which led me to identify an opportunity to start Impression to offer a better service and product.\u003C\u002Fp>\n\u003Cp>Having been here from day one, I’ve held many roles at Impression, but have since settled back into a technology role. I lead our technology and data service design and delivery and also look after some of our internal media software development.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBuilding a business that can have so many positive impacts across our team, clients and – in time – a more positive impact on the community and environment.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nYou’ll find me walking my Giant Schnoodle, Otto.\u003C\u002Fp>\n",[39,56,68,78,88],{"page":40,"link_text":44},{"ID":13,"post_author":41,"post_date":42,"post_date_gmt":42,"post_content":43,"post_title":44,"post_excerpt":43,"post_status":45,"comment_status":46,"ping_status":46,"post_password":43,"post_name":47,"to_ping":43,"pinged":43,"post_modified":48,"post_modified_gmt":48,"post_content_filtered":43,"post_parent":49,"guid":50,"menu_order":51,"post_type":52,"post_mime_type":43,"comment_count":53,"filter":54,"url_path":55},"98","2020-12-16 14:36:55","","Digital Marketing Strategy","publish","closed","strategy","2025-10-29 17:34:16",33,"\u002F?page_id=108",0,"page","0","raw","\u002Fdigital-marketing\u002Fstrategy\u002F",{"page":57,"link_text":67},{"ID":58,"post_author":59,"post_date":60,"post_date_gmt":60,"post_content":43,"post_title":61,"post_excerpt":43,"post_status":45,"comment_status":46,"ping_status":46,"post_password":43,"post_name":62,"to_ping":43,"pinged":43,"post_modified":63,"post_modified_gmt":63,"post_content_filtered":43,"post_parent":64,"guid":65,"menu_order":51,"post_type":52,"post_mime_type":43,"comment_count":53,"filter":54,"url_path":66},24830,"1","2023-09-09 12:14:08","Media Measurement","measurement","2026-09-25 10:45:33",17552,"\u002F?page_id=24830","\u002Fmedia-solutions\u002Fmeasurement\u002F","Media Effectiveness & MMM",{"page":69,"link_text":72},{"ID":70,"post_author":41,"post_date":71,"post_date_gmt":71,"post_content":43,"post_title":72,"post_excerpt":43,"post_status":45,"comment_status":46,"ping_status":46,"post_password":43,"post_name":73,"to_ping":43,"pinged":43,"post_modified":74,"post_modified_gmt":74,"post_content_filtered":43,"post_parent":75,"guid":76,"menu_order":51,"post_type":52,"post_mime_type":43,"comment_count":53,"filter":54,"url_path":77},244,"2020-12-21 14:32:54","CRO","cro","2026-04-13 10:27:20",24873,"\u002F?page_id=244","\u002Fdigital-experience\u002Fcro\u002F",{"page":79,"link_text":87},{"ID":80,"post_author":41,"post_date":81,"post_date_gmt":81,"post_content":43,"post_title":82,"post_excerpt":43,"post_status":45,"comment_status":46,"ping_status":46,"post_password":43,"post_name":83,"to_ping":43,"pinged":43,"post_modified":84,"post_modified_gmt":84,"post_content_filtered":43,"post_parent":51,"guid":85,"menu_order":51,"post_type":52,"post_mime_type":43,"comment_count":53,"filter":54,"url_path":86},374,"2021-01-11 16:25:32","Analytics","analytics","2026-09-25 09:11:08","\u002F?page_id=374","\u002Fanalytics\u002F","Enterprise Analytics",{"page":89,"link_text":92},{"ID":90,"post_author":41,"post_date":91,"post_date_gmt":91,"post_content":43,"post_title":92,"post_excerpt":43,"post_status":45,"comment_status":46,"ping_status":46,"post_password":43,"post_name":93,"to_ping":43,"pinged":43,"post_modified":94,"post_modified_gmt":94,"post_content_filtered":43,"post_parent":51,"guid":95,"menu_order":51,"post_type":52,"post_mime_type":43,"comment_count":53,"filter":54,"url_path":96},20655,"2023-01-04 14:22:27","CRM","crm","2025-03-13 14:52:45","\u002F?page_id=20655","\u002Fcrm\u002F",{"ID":98,"id":98,"title":99,"filename":100,"filesize":101,"url":102,"link":103,"alt":43,"author":104,"description":43,"caption":43,"name":105,"status":106,"uploaded_to":51,"date":107,"modified":107,"menu_order":51,"mime_type":108,"type":109,"subtype":110,"icon":111,"width":112,"height":113,"sizes":114},25129,"Aaron-Dicks2","Aaron-Dicks2.png",305948,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&q=90","\u002Faaron-dicks2\u002F","12","aaron-dicks2","inherit","2023-10-03 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more posts","See all articles","\u002Fblog\u002F",[160,174,186],{"type_key":16,"title":161,"excerpt":162,"to":163,"postedAt":164,"readingTime":165,"image":166,"authors":167,"category":171},"Beyond ad-level data: Unlocking granular product insights for Meta","\u003Cp>Standard Meta Ads reporting traditionally stops at the ad level, leaving e-commerce brands in the dark about which specific products are actually driving traffic on social platforms. While Dynamic Product Ads (DPAs) are incredibly powerful, they aggregate performance across multiple items, making it difficult to isolate individual product success.  To bridge this data gap, the […]\u003C\u002Fp>\n","\u002Fblog\u002Funlocking-granular-product-insights-for-meta\u002F","2026-06-24T14:13:48",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fallison-saeng-B7VlWt3pRM0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[168],{"name":169,"image":170},"Zoe Le","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":172,"name":173},"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F","Measurement",{"type_key":16,"title":175,"excerpt":176,"to":177,"postedAt":178,"readingTime":179,"image":180,"authors":181,"category":185},"Which Marketing Mix Modelling platform should you use?","\u003Cp>If you’ve decided to build a Marketing Mix Model (MMM), an important first step is to choose what platform you want to use. There are quite a few options, ranging from simple to complex, with different benefits to each You’ve probably come across these libraries already: Google’s Meridian, Meta’s Robyn, PyMC Marketing and a handful […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhich-marketing-mix-modelling-platform-should-you-use\u002F","2026-06-10T11:28:01",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fvaleria-nikitina-ie2R2t9fC9Q-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[182],{"name":183,"image":184},"Harry Brace","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":172,"name":173},{"type_key":16,"title":187,"excerpt":188,"to":189,"postedAt":190,"readingTime":191,"image":192,"authors":193,"category":200},"Beyond the click: Can you use MMM to prove the value of LLMs?","\u003Cp>LLMs (Large Language Models) have quickly become a significant influence on a customer’s journey, and all signs point to this influence only increasing. Even before we consider how to influence visibility across AI search, the first question we have to ask ourselves is: How do we measure the impact LLMs have on top-line results? The […]\u003C\u002Fp>\n","\u002Fblog\u002Fcan-mmm-prove-the-value-of-lmms\u002F","2026-04-28T11:48:18",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Faerps-com-bUUrG6CMHiA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[194,197],{"name":195,"image":196},"Alex Howat","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":198,"image":199},"Petar Jovetic","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":172,"name":173},{"type":202,"style":203,"heading":27,"date":4,"updatedAt":204,"reading_minutes":205,"image":43,"imageAlt":27,"categories":206,"collections":389},"blog-post","light","2022-02-07T16:48:34",2,[207],{"id":10,"count":208,"description":209,"link":172,"name":173,"slug":62,"taxonomy":210,"parent":51,"meta":211,"acf":212,"head_links":213,"resource_count":214,"yoast_title":215,"yoast_meta":216,"yoast_json_ld":261,"_links":357,"path":172},129,"Here at Impression, ongoing research and training is a huge part of how we keep our \u003Ca href=\"\u002Fmedia-solutions\u002F\">Media Solutions\u003C\u002Fa> team up-to-date with the latest happenings in the world of web & app analytics, martech, \u003Ca href=\"\u002Fmedia-solutions\u002Fdata-science\u002F\">data science\u003C\u002Fa> and \u003Ca href=\"\u002Fmedia-solutions\u002Fmedia-effectiveness\u002F\">media effectiveness\u003C\u002Fa>. We regularly share our thoughts on the latest digital news right here on our blog, so you can keep up to date too.\r\n\r\nFind out more about our \u003Ca href=\"\u002Fanalytics\u002F\">Analytics Agency\u003C\u002Fa> services, or browse our latest tips, advice and opinions below.","category",[],{"sub_title_override":43,"title_override":43},[],21,"Online Measurement, Analytics & Effectiveness Blog | Impression",[217,219,222,225,228,231,234,236,238,240,243,246,249,252,255,258],{"property":218,"content":215},"title",{"property":220,"content":221},"description","Keeping up to date with the latest measurement and analytics trends and strategies can be difficult. 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