Marketing Site Speed and Conversion, Done Properly
The relationship between how fast a marketing page loads and whether visitors complete what they came for.
Samir Haddad
Why does it matter?
Marketing pages carry more third-party tracking than any other page type, which makes them slow at exactly the moment speed matters most.
What are the numbers?
- Tag load marketing pages typically carry the most third-party code
- Core Web Vitals measured in the field at the 75th percentile
- Paid traffic arrives on mobile connections more often than site averages suggest
- Landing page experience a documented component of paid search ad quality
- Compounding each added tag costs a little, and nobody removes any
What should I do?
- Audit the tag manager regularly and remove unused tags
- Measure landing pages separately from the rest of the site
- Defer non-critical tracking until after first interaction
- Test on a mid-range mobile device on a slow connection
- Make adding a tag require a measurement of its cost
What should I avoid?
Avoid:
- Unlimited tag manager access with no review
- Measuring the home page while landing pages are slow
- Synchronous third-party scripts on paid landing pages
- Adding tracking without removing anything
When should I get help?
Short answer Bring in help when paid performance is declining without a campaign change, when nobody can say what is in the tag manager, or when Core Web Vitals fail on landing pages.
Where this comes from
- web.dev — Third-party performance
- Google Ads Help — Landing page experience
- Chrome for Developers — Performance measurement
The figures and practices above come from the sources listed.
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Where to go next
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