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What are the benefits of bounceless tracking?
For SEO
Unlinke Unlike regular tracking URLs, 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.
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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.
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To enable bounceless tracking, the on-page code needs to be placed on the advertiser’s website. It should be integrated along with the conversion code on the advertiser’s website.
As was mentioned above, partners working with SOESEO-friendly tracking URLs will combine the link to the advertiser with a parameter containing data needed for their identification. Because this parameter will be differ per partner, ad space and ad media item, your platform will provide a lot of different links leading to the same advertiser page. This might hamper the performance of the advertiser’s website in search engines. To avoid this, a canonical tag identifying the page should be added to the advertiser’s website.