I'm thinking of slowing my pageloads a bit, and want to know how much ad revenue will decrease due to the slowness.

For ads on a revenue-per-impression (CPM) basis, I have to worry about

  • decreased initial traffic ("landings", if you will) and
  • an increase in the number of people who leave.

The second one — those who leave — has been covered. But is there a good, recent study on the decrease in landings? (One thing that affects landings is the fact that Google shows a slower-loading page lower among search results, though general site reputation also depends on page speed and affects landings.)

And as to ads on revenue-per-click (CPC) basis: Are there any data on the decrease in clicks when pages are slower-loading? (E.g., on whether those fewer people who stick around on a slower site are those who click more (or less), and to what extent.)

  • I have to ask - why on earth would you want to slow down your page loads a bit? Sep 14, 2011 at 12:56
  • @James, it's a by-product of adding stuff to the pages.
    – msh210
    Sep 14, 2011 at 14:26
  • You can usually add whatever you need to add in an asynchronous way without slowing down the page. Sep 16, 2011 at 15:20

1 Answer 1


I don't have any data that directly correlates page speed with click thrus. However, this article shows how important page speed is in a variety of other areas and may be useful to you:

  • +1; thanks. I've looked at some of these, none of which show a lot of info, and will look at the rest.
    – msh210
    Sep 13, 2011 at 19:51

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