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.)