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Tracking parameters are useful for marketing attribution, but they quietly introduce a caching problem across the web. Browsers treat URLs with different query parameters as separate resources, even when the underlying page content is identical.
The srsltid auto-tracking parameter already caused SEO havoc amongst site owners using Google Merchant Center. But issues aren't stopping there.
We are seeing an interesting change in the way digital marketing works right now, especially with Google Ads and how they work on IOS14+ devices. The change is based on a strange search term called "gbraid," which began showing up in our data from some clients around April.
Our data shows that the question should actually be: by how much? And a bad Time to First Byte will even impact both user engagement and Core Web Vitals, via the First Contentful Paint and Largest Contentful Paint metrics. This happens because Google Ads will add a redirect for tracking purposes once a user clicks. Add inefficient caching rules on top of this, and you've got yourselves expensive traffic that is less likely to convert.