Behind every high-performing campaign is a site that loads fast, stays stable, and keeps users happy.
If you want your marketing campaigns to deliver results, your website’s performance can’t be an afterthought. Here are five key metrics every marketing manager should monitor — and why they matter.
1. LCP (Largest Contentful Paint)
Measures how quickly the largest, most important element on a page becomes visible. Usually, this is your hero image, product photo, or main headline. Aim for under 2.5 seconds.
Imagine walking into a retail store, and the main display at the entrance is covered by a curtain. You have to stand there for several seconds before someone pulls it away. Even if the store is amazing inside, that first delay makes you want to leave.
2. CLS (Cumulative Layout Shift)
Tracks how much your page layout moves unexpectedly while loading. If text jumps or buttons shift, it hurts user experience and can cause accidental clicks. Aim for a CLS score below 0.1.
Think about being in a supermarket and reaching for a product on the shelf — just as your hand is about to grab it, a staff member moves the shelf a few centimetres. That’s how frustrating layout shifts feel online.
3. FID (First Input Delay)
Measures the time from when a user first interacts with your site (like clicking a button) and when the browser responds. A low FID (under 100ms) makes your site feel responsive.
Imagine you walk up to a service desk, say “Hi, can you help me?”, and the staff member just stares for a few seconds before replying. Even if they eventually help, that hesitation feels awkward and inefficient.
4. TTFB (Time to First Byte)
The time it takes for your server to respond to a browser request. Faster TTFB improves all other load metrics.
This is like waiting for a waiter to bring you a menu at a restaurant. If it takes too long just to get started, you start wondering about the kitchen’s efficiency.
5. Mobile Responsiveness Score
Search engines and users expect a flawless mobile experience. Regularly test your site on multiple devices to ensure it’s fast, readable, and easy to navigate.
Think about setting up a pop up shop at an event. If your booth is designed only for tall people, shorter visitors will struggle to see your products. Mobile responsiveness ensures every visitor, regardless of device, gets the same quality experience.
Tracking these five metrics is like monitoring the health of a physical store, how quickly customers are welcomed, how easy it is for them to browse, how responsive the staff are, and whether the space works for everyone. Regular monitoring ensures you spot performance issues before they cost you visitors or conversions.