Many businesses use Google Analytics to measure their website's performance. But how many are utilising Core Web Vitals?
Google Core Web Vitals is a tool that provides page speed insights. It gives valuable Core Web Vitals metrics about a web page’s overall user experience. It uses a specific set of factors that are part of Google's Page Experience score that rate a web page's overall UX.
Based on real world web usage data from the Chrome User Experience, the Core Web Vitals report displays page performance metrics. Google calls this real-world data as field data and uses it to also power the engine behind this feature.
The report is based on URL performance grouped by status. It's a ranking Google uses to classify which category of performance a group of URLs’ belong to.
- Red = Poor
- Green = Good
- Yellow = Needs improvement
Google Core Web Vitals uses three main metrics in its report:
- Largest Contentful Paint (LCP)
- First Input Delay (FID)
- Cumulative Shift Layout (CSL)
1. Largest Contentful Paint (LCP)
Largest Contentful Paint is the amount of time it takes to render the largest page elements visible in the viewport, from when the user lands on the page or requests the URL. These elements are typically an image or video, a large block of text.
One of the main contributors to a poor page experience is content load time. This is the amount of time it takes for content to render on a web page.
The LCP measures how long it takes for the largest page element in the viewport to become visible. This helps Google understand when the main content of the page is rendered and is displayed on the screen. The optimum LCP speed is less than 4 seconds.
Some LCP flags to look out for are:
- Slow server response times
- Slow resource load times (<img>, <image> in side <svg>, <video> tags etc.)
- Client-side rendering
2. First Input Delay (FID)
FID measures the user's real time data to capture the first impressions of a site’s interactivity and responsiveness. It tracks the time from the moment a user interacts with a web page to the time when the browser responds to that interaction. The optimum FID speed should be less than 100 milliseconds.
Although there may be many reasons why FID might be slow, the main cause for poor interaction time is:
3. Cumulative Layout Shift (CLS)
'Content jank' or Cumulative Layout Shift represents the time it takes page layouts to shift even after the page has loaded.
CLS measures the visual stability of content by summing shift scores across layout shifts that don’t occur within 500ms of user input. It looks at how much visible content shifted in the viewport as well as the distance the elements impacted were shifted. The optimum CLS speed is less than 0.25 seconds.
Most common causes of a poor CLS are:
- Images without dimensions
- Ads, embeds and iframes without dimensions
- Dynamically injected content
- Web fonts causing FOIT/FOUT
- Actions waiting for a network response before updating DOM
A June 2021 update of CLS now considers long-lived pages as well as pages that are open for a long time.
Where to find the Core Web Vitals report
Core Web Vitals can be measured using any of the tools listed below. Some of these above tools use field data (actual user data) whereas others use user simulation data to predict behaviour patterns.
- Page Speed Insights
- Chrome UX Report
- Google Search Console
- Chrome Dev Tools
- Web Vitals Chrome Extension
How to optimise for Core Web Vitals
Google considers Core Web Vitals a key search engine ranking factor. It has a direct impact on your SEO. So it's important when implementing your content strategy to not only optimise your content for keywords, intent and authority etc., but to also consider the overall UX experience you're delivering to your audience.
In an increasingly competitive digital space, you need to deliver a technically sound and balanced digital experience to your website visitors.
A bug free, lag free page experience that doesn't disrupt the user journey can dramatically increase engagement and conversions. The best way to do this is to improve Core Web Vitals by:
- Optimising and compressing videos and images
- Implementing lazy loading
- Optimising for mobile
- Providing better dimensions for images and embeds
- Improving server response time
Our Google certified team has helped many customers improve the page experience. To find out more about how our Analytics service can help with your website's performance, or if you need help understanding how to get the best out of Google Analytics and other marketing configurations, get in touch.
Source of images: Google Analytics