Page Load Time / Latency
Average time for key product pages or API endpoints to respond
What is Page Load Time / Latency?
Page load time, or latency, is the average time it takes for a page to load or a request to complete. It shows how fast a product feels to users.
Slow pages frustrate users, lower conversion and can reduce search visibility, so speed is a key part of product quality.
How this KPI is measured
- Function
- Product & Engineering
- Sub-function
- Infrastructure & Reliability
- Industry
- All Industries
- Type
- Lagging
- Impact
- Quality
- Unit
- ms/sec
- Measurement frequency
- Daily / Weekly
- Formula
- Sum of load times / Number of requests measured
How to calculate it
Add up the load times and divide by the number of requests measured.
For example, if 1,000 page loads took a combined 2,500 seconds, the average load time is 2.5 seconds.
The average can hide slow experiences, so also look at percentiles, such as the 95th, and measure on real devices and networks, not only in the lab.
Where it is used
Improving user experience
Make products feel faster.
Protecting conversion
Reduce abandonment from slow pages.
Finding performance regressions
Catch slow releases.
How to improve it
Tips and common mistakes
- Averages hide slow experiences. Use percentiles.
- Test on typical devices.
- Watch third-party scripts.
More Product & Engineering kpi library
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