Last year, Google announced that in 2018, parallel tracking was being introduced on Google Adwords. This month, Google announced that parallel tracking will be required for all AdWords accounts, starting on October 30, 2018.
The parallel tracking will have the click tracker running in the background, and not in the middle. This represents an increase of velocity “up to several seconds faster” that can increase the conversions.
Advertisers using Adwords can already jump start. Opt in is available for Search Network and Shopping campaigns.
Google is advising advertisers to start talking with your click measurement providers to ensure that they are ready for this change.