When it comes to search engine rankings, page speed is one of the most important and yet neglected factors.

This is simply because even with the best content, if the user cannot load it fast enough and interact with it, they will leave.

This will, in return, increase the percentage of short clicks based on the “short clicks v long clicks” algorithms.

To reduce bad experiences, Google tries to model the user experience when it comes to web performance that is measurable.

This is, however, easier said than done.

To do this, Google needs to run real-world and lab measurements to define what is a fast and enjoyable user experience.

Introduced in May 2020, Web Vitals, going forward, will be the essential metrics used to measure great user experiences on the web.

What are Core Web Vitals?

According to Martin Splitt on VirtuaCon Live 2.0 on the first iteration, Google has decided to use the three metrics called “Core Web Vitals”.

These faces are the Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS) for the standard measurements.

Having said that, they may change on a yearly basis. Let’s try explaining what each of these is.

What is LCP in Web Vitals?

LCP is a metric that tries to measure when a website is basically visible to the user and shows the largest content element visible within the user’s viewport.

This does not mean that the website is fully loaded. Below are examples of websites showing different LCPs:

LCP on CCN
LCP on CCN
LCP on Instagram
LCP on Instagram

What is FID in Web Vitals?

Some websites paint content very quickly. For example, let’s use a contact form page, but when it comes to interacting with it, like tapping on the form element to start filling it in.

If nothing happens for five seconds and then you can fill in the form, then that should be considered slow, FID measures the time it takes for the first meaningful user interaction.

A quick tip: Any user input, including scrolling, is considered as user input.

FID Graph

What is CLS in Web Vitals?

CLS is the measurement of unexpected movements on a page!

This is my favourite, especially for mobile pages. CLS measures how much things move unexpectedly after they settled in.

For example, sudden banners showing up at the top of the page and pushing down content while you are trying to read or click on something.

The video below perfectly shows this, notice the pro-tip banner popping up right through the user journey.


How can you collect Web Vitals and use them?

The best thing about Web Vitals is that you can personally collect them quickly through Google’s own script without affecting the performance of your website.

This way, you can make a data-driven decision by looking at a large data set rather than just a site speed tool that runs one from your own machine or an individual server.

The Web Vitals script can be integrated into your website/app in many ways as described within the appropriate Github page, and I highly recommend that you integrate it within your build.

Having said that, you may just want to run a trial, and quickly digest the data through Google Analytics.

Push Web Vital data to Google Analytics

If you want a simple way to load Web Vitals from CDN and then push the code onto GA then here we go; a simple two-part code that should load on pages (all site suggested) that you want to monitor.

This code then pushes the data in form of events into your GA.

What can you learn from Web Vitals

Once you’ve pushed your events into Web Vitals, you can use the data to understand a variety of information based on a large data set of users in multiple locations and on different browsers — rather than just based it on a smaller sample.

Web Vitals and the Google Analytics Dashboard

To get started, we’ve shared a basic GA Dashboard that will display your information in a way to make it more useful. To install the dashboard on your GA profile please click on the link below

Basic GA Web Vital's Dashboard
Basic GA Web Vitals Dashboard

Our basic Web Vitals GA dashboard allows you to see the three different metrics in multiple formats that are digestible when a larger date range is set.

Everyday average web vital metric

The daily moving average allows you to monitor for spikes. This is generally good to monitor spikes when large updates happen to the website, and you want to make sure you haven’t seriously affected your performance

Average web vital metric by region

This allows you to monitor the metrics by country and region. This is especially useful for CLS were you could be displaying different content to each region.

For example, Europe might see cookie banners and suffer from worsened CLS due to bad implementation, or changes and this would then allow you to see that. The darker the country, the more affected it is.

Page average web vital metric

The page average web vital value allows you to see the worst affected pages for each value, which then allows you to dig in and find out what could be causing issues, if any at all.

More web vital ideas for dashboard and reporting:

I suggest that these basic dashboards are expanded onto Google Data Studios, to allow you to explore the data further.

For example, you can use the Data Studios data explorer to dig into each page and look into types of browsers and countries.

We will try to update the dashboard as time passes and the data becomes more useful to display.

How to install Web Vitals through GTM?

Sadly, we do not recommend installing web vitals through GTM as the data collection will be more unreliable than expected.

You can, however, install Web Vitals on the code base and then push in the data through GTM to your favourite analytics platform.

You can see a list of different ways of doing this on the GitHub source code.

Can I see my Web Vital information without having to install anything?

Of course, you can see it either through Chrome Developer Tools or by installing the Web Vitals Chrome plugin! Once installed, you’ll see a square icon that will flash red or green depending on your Web Vital Score. Try it your self by going to Web Vitals Chrome’s Extention.

Web Vital's Plugin Example
Web Vitals Plugin Example

Frame images & videos from Web.dev by Google: