10 Google Analytics Site Speed Tips

Google Analytics has a set of ‘speed’ reports, found under the the ‘Content’ left-hand navigation item. Here are 10 very quick “Google Analytics Site Speed” tips, collected together for ease of reading:

  1. All¬†of the load speed data in Google Analytics is taken from users’ browsers themselves, so is fairly accurate.
  2. The browser stores all this speed data; Google Analytics then pulls that data at the point the code fires.
  3. Some¬†browsers don’t support page load speed recording (notably Safari) so be very careful on ‘mobile’ speed.
  4. It’s tempting to pay attention to the top level “Avg. Page Load Time (sec)” metric that Google Analytics gives you. Slightly more useful than that: The ‘Distribution‘ report is tucked away behind a tab in the ‘Page Timings’ report. The distribution report is very useful, as you can see ‘% of pages loaded in less than X seconds’.
  5. ‘DOM Timings’ reports were added long after the main speed reports. They’re found in a similar area to the ‘distribution’ report, and are useful as they show how long it takes for your pages to become usable. (giving you ‘Avg. Document Interactive Time (sec)’ and ‘Avg. Document Content Loaded Time (sec)’ for each page).
  6. A big caveat: Google Analytics only tracks ‘page load speed’ for between 1-5% of pageviews as standard. You can fix that (see point 8).
  7. Because the sample size is so low, remember that ‘average’ page load speed is therefore affected if the speed of a page has only been recorded a few times.
  8. To fix the sample rate issue, add: “_gaq.push(['_setSiteSpeedSampleRate', 100]);” above the ‘trackpageview’ line in your Google Analytics code to improve accuracy. (this essentially tells Google Analytics ‘try and collect page load speed data for 100% of page views’). Based on the earlier caveat that not all browsers support it, you will never see a 100% sample rate, but this will increase it significantly.
  9. If you’re looking for a good KPI on site speed, ‘% of pages loaded in less than 3 secs’ is a safe bet. (and ‘less than 7 seconds’ as a secondary).
  10. You may want to isolate that KPI further: ‘UK Only: % pages loaded in under 3 secs’ split by new vs return, for example.

I’ve done quite a bit of work with ‘Google Analytics Page Speed’ reports & have found them really useful, but with plenty of hidden caveats in the data. Feel free to ask any questions if I can help, & do share this with others if you think it would be useful.

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4 thoughts on “10 Google Analytics Site Speed Tips

  1. Derek

    Hi Dan,

    After changing the sampling rate, is there a way to test this using HTTP Fox or a similar tool? If not, can I expect to see some indication in the reports that the sampling is now at a higher rate?


    1. admin Post author

      hi, Derek!

      Yes, if you use a plugin for Chrome called ‘ga-debug’, opening up the developer tools console will then show that it’s taking place.

      Within Google Analytics itself, if you go to the site speed reports you can select a graph line showing ‘sample rate’, so should see that leap up if all has gone well.



  2. Paul

    Hi Dan-

    Thanks for these tips; great stuff.

    Question: where do I add the line _gaq.push(['_setSiteSpeedSampleRate', 100]); to my Analytics code? I can’t do it Analytics, and I’m running Google Analyticator on WP.



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