Google introduces support for Microsoft Advertising parallel tracking in Search Ads 360

Google last week announced the support for Microsoft Advertising parallel tracking within Search Ads 360. Microsoft Advertising parallel tracking will become mandatory on November 15, 2020.

Google says some Search Ads 360 features are not compatible with parallel tracking, and is telling advertisers that may be other issues that are unique to the sites or third-party tracking services that can cause measurement interruptions when parallel tracking is turned on.

According to Google, the new Microsoft Advertising accounts (created after May 28, 2020) do not need to be migrated. Advertisers just need to enable parallel tracking.