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Throughout this article, bounceless tracking and SEO-friendly tracking are used as synonyms.
What is Bounceless tracking?
SEO-friendly Bounceless tracking seeks to put tracking into practice tracking without using click redirects, and without hampering SEO.
Apart from minor exceptions, most search engines – Google included – do not consider links relevant if a user is redirected to an ad server after the initial click. This is the case with all tracking URLs, even if first party tracking is implemented, as you can see in the following graphic:
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With SEO-friendly bounceless tracking, traffic is not redirected to an ad server, but is directly transmitted to the website of the advertiser. To identify the partner, the ad space and the ad media used, the SEO-friendly tracking URL contains a parameter containing an ad media admedia code. The data in this parameter will be transmitted to the ad server via a code on the advertiser’s website, as you can see in the following graphic:
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Tracking URL examples
Say, the advertiser on your platform has the following URL:
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As you can see, this URL is not directing to the website of the advertiser directly, but to an ad server located on the domain of the advertiser. An SEO-friendly A bounceless URL for this advertiser would look like this:
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This URL directs to the website of the advertiser directly, it merely contains an additional parameter used to identify the traffic source, i.e. the partner, the ad space and the ad media item. Therefore, search engines will regard it as a regular link.
What are the benefits of
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bounceless tracking?
For SEO
Unlinke regular tracking URLs, SEO-friendly bounceless tracking URLs are taken into consideration by search engine robots and even provide the advertiser’s website with additional page ranks. This is beneficial for your advertiser, but also for the content partners on your platform. In their case, integrating regular tracking URLs will make their ad space less attractive for search engines, as the content is considered commercially motivated. They avoid this problem by using SEO-friendly tracking URLs.Apart from that, the absence of redirecting speeds up the transfer of traffic from the partner’s ad space to the website of the advertiser
For Conversion Rates
Since there is no click-redirect, the user journey of the customer allows for smoother, faster user-focused tracking. This correlates to with improved conversion rates because of the faster experience.
Browser Regulation
Browser regulations such as Safari’s ITP or Firefox’ ETP focus not only on cookie deletion, but also recognizing cross-site tracking using click-redirects. Their tracking prevention mechanisms significantly restricts referrer and cookie handling, and it is expected that the major browser providers will implement more limitations on cookies in the future. Bounceless tracking in combination with First-Party tracking and Click-Ids is the currently most advanced tracking technique.
Requirements
To enable SEO-friendly bounceless tracking, a code triggering the tracking process will have the on-page code needs to be placed on the advertiser’s website. This code is included in the so called on-page code, which It should be integrated along with the conversion code on the advertiser’s website.
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