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Metrics type: Cross-Platform Metrics • Category: Ad Platform
Slow landing pages convert worse, names the page so the dev can fix it the same day.

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At a glance

Cross-platform scatter: ad-landing-page LCP (Largest Contentful Paint, Core Web Vital) plotted against conversion rate per landing URL. The page-level evidence that page speed affects conversion. Slow pages convert worse; this card names which pages are slow AND under-performing, so the dev team can fix the highest-revenue-impact pages first.

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Calculation

Calculated automatically from your Google Ads data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.

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Worked example

A UK fashion brand. The 30-day window covers 14 Mar 26 to 12 Apr 26. Account-average conversion rate is 3.2%. Five landing pages flagged. What this scenario tells the analyst:
  1. Two pages flagged: /collections/sale and /pages/gift-finder. Both meet the double criterion (LCP > 4s AND CR < 0.5x account avg = under 1.6%).
  2. /collections/sale is the higher-revenue-impact fix. It received 4,210 clicks at typical CPC of £1.20 = ~£5,050 of spend over 30 days. With CR at 0.43% it produced 18 orders; if it converted at the account-avg 3.2% it would have produced 135 orders, a gap of 117 orders. At £80 AOV that’s ~£9,360 of revenue lost over 30 days specifically because of slow LCP. Compounds annually to ~£113k.
  3. /pages/gift-finder is the smaller-volume but more-shocking fix. Only 1,180 clicks but CR at 0.34% (10x worse than account avg). Likely a JavaScript-heavy interactive page that loads slowly enough that visitors bounce before the gift-finder UI renders. Worth fixing not just for the £700 of monthly spend but because gift-finder pages typically convert at 2-3x normal when they work.
  4. The /products/floral-dress-red page is borderline. LCP 3.8s, just under the 4s threshold; CR is normal. This is a “watch but don’t act” row. If LCP creeps to 4.5s, it’ll join the flagged list. Pre-emptive optimisation here is good hygiene but lower priority.
  5. Engineering brief from this card. “Two pages need page-speed optimisation: /collections/sale (LCP 6.2s, suspect: large hero image carousel) and /pages/gift-finder (LCP 7.4s, suspect: heavy interactive JS bundle). Combined revenue lost to slow LCP: ~£10k/30D. Priorities: LCP < 2.5s on both pages, target 60-70% conversion-rate recovery.”
Quick sanity tests:
  • All pages on this card are under 4s LCP: page speed is healthy; focus on creative, offer, and product-page UX instead.
  • Card flags 5+ pages: site-wide page-speed issue; engineering investment needed (CDN, image optimisation, JS bundle splitting).
  • Card flags only sale or campaign-specific pages: theme issue, not site-wide. Brand-specific landing pages (sale, gift-finder) often have heavier JS than core PDPs.
  • Same pages flagged month-over-month with no fix: technical debt; escalate to engineering with revenue impact (£X lost per month) for prioritisation.
  • High LCP but normal CR: CrUX data may be stale; LCP issue may have already been fixed in a recent deploy. Re-check after next CrUX refresh.

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Sibling cards merchants should reference together

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Reconciling against the vendor’s own dashboard

Where to look in Google Ads UI: Google Ads > Insights and reports > Landing pages shows per-URL clicks, conversions, and Mobile-friendly score. Cross-reference the URLs here. Google Ads > Tools > Optimization score sometimes flags slow landing pages as a recommendation; not always reliable. Google Search Console > Core Web Vitals is the cleanest source for CrUX field LCP data, grouped by URL. PageSpeed Insights for an immediate (synthetic) read on a single URL; useful for confirming a deploy fixed LCP before waiting for the next CrUX refresh. Other Google Ads views that look like the same number but aren’t:
  • Mobile-friendly score: Google’s binary “is this page mobile-friendly” indicator; not LCP-specific.
  • PageSpeed Insights “Lab” data: synthetic measurement; doesn’t reflect real users on real networks.
  • GA4 Engagement > Pages and screens: shows engagement metrics per page, but not LCP and not Google Ads conversion rate together.
  • Quality Score “Landing Page Experience”: a coarse rating (Above Average / Average / Below Average); this card gives you the actual seconds.
Why our number may differ from Google Ads UI / CrUX (rare): Why the BUSINESS metric often differs (the IMPORTANT one): The card claims “slow LCP causes low CR” but several BUSINESS realities can confound this:
  • Correlation is not causation. A slow page may also have bad creative, weak offer, or audience-mismatched targeting, all of which collapse CR independently. Fix LCP and you may find CR still low; the LCP fix removed one of multiple causes.
  • Different traffic mix per page. A campaign-specific landing page (sale, gift-finder) might have lower CR not because of LCP but because the campaign attracts cold-discovery traffic that converts worse than warm-product-page traffic. Compare like-for-like landing pages.
  • Conversion definition can vary per page. Some pages have multiple conversion actions (newsletter signup AND purchase); the CR shown here may aggregate them differently than the merchant expects.
  • CrUX requires Chrome traffic minimum. Low-traffic landing pages may have no CrUX data; the card excludes them. Don’t assume “no LCP data” = “fast”.
  • Mobile-vs-desktop CR varies hugely. On apparel, mobile CR is typically 60-70% of desktop CR; LCP impact is also higher on mobile. The card’s p75 LCP can hide a mobile-specific issue.
Cross-connector reconciliation:

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Known limitations / merchant FAQs

The card flagged 3 pages, what’s my action? Hand it to engineering with the revenue-impact estimate. Each row is a brief: “URL X has LCP Y seconds (target < 2.5s) and CR Z% (account avg W%). Estimated revenue lost per month: £N.” Engineering prioritises by N; typical fixes are image optimisation (compression, lazy-load, modern formats), JS bundle splitting, CDN tuning, and removing render-blocking third-party scripts. Most fixes ship in a sprint and recover 50-80% of the conversion gap. Why is the threshold LCP > 4s and not the standard 2.5s? The “Good” CrUX threshold is 2.5s. We use 4s for the alert because the LCP-CR correlation gets sharply worse above 4s, and 2.5s would flag too many borderline pages without strong CR impact. Pages between 2.5s and 4s are “Needs Improvement” but don’t usually warrant urgent intervention. To see the broader 2.5s+ list, look at Website Performance LCP directly. My LCP fixed in production but the card still shows the old value, why? CrUX is a 28-day rolling field-data window. A fix today shows up gradually over 28 days as old slow data ages out. To verify a fix immediately, run PageSpeed Insights on the URL; lab data updates instantly. The card flagged a page but my Quality Score for it is “Above Average”, what gives? Quality Score’s Landing Page Experience signal lags actual LCP by weeks and is much coarser. A fast page can still under-convert (creative, offer, audience), and Google may rate it Above Average for a while before noticing the CR gap. Trust the per-URL CR data here over Quality Score’s coarse rating. Why is mobile LCP separated from desktop? Different audiences, different network conditions, different content rendering. Mobile is typically 1.5-2x slower than desktop on the same page (3G/4G networks, smaller CPU). For mobile-traffic-dominant brands (most DTC), the mobile p75 is the more important read. This card uses combined p75; for mobile-only, see Website CrUX Mobile LCP. Should I fix LCP for pages that aren’t in this card? Generally yes, but lower priority. This card flags pages with both slow LCP AND under-converting. Pages with slow LCP but normal CR (a high-value brand page where customers are willing to wait) are worth fixing for SEO/Quality Score reasons but won’t immediately recover revenue. My low-traffic landing pages aren’t in CrUX, are they slow? CrUX requires a minimum Chrome traffic threshold to publish field data. Low-traffic pages (typically < 1,000 visits/month) won’t have CrUX data. Use PageSpeed Insights lab data instead, less reliable but available for any URL. My Performance Max campaign sends traffic to multiple landing pages, how does the card handle that? PMax routes to whatever landing page Google’s optimiser chooses (often the homepage, sometimes product pages). The card aggregates at the URL level regardless of which campaign sent the click; PMax’s traffic on a slow page contributes to that page’s flagged status the same as Search traffic. The slowest page in my account has the highest CR, are you sure speed matters? Sometimes. Brand-loyal customers will wait through poor LCP if they specifically want your product. Cold traffic from Search will not. The card’s CR threshold (0.5x account avg) is what catches the meaningful cases; a slow page with high CR doesn’t get flagged because the customers who arrive are willing to wait. The pages that DO get flagged have cold-traffic mix. Multi-domain setup: how does the card handle subdomains? Each domain has its own CrUX dataset. The card joins per full URL (including domain), so subdomain landing pages are treated separately from main-domain pages. Currency-wise, where does the £ figure in the worked example come from? The card itself has no currency; the worked example multiplies “lost orders” by AOV (account-currency, from the commerce platform) to give a £ revenue-impact estimate. This is a derivation, not a card field, useful for the engineering brief.

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Tracked live in Vortex IQ Nerve Centre

Landing-Page LCP vs Conversion is one of hundreds of KPI pulses Vortex IQ tracks across Google Ads and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English. Start for free or book a demo to see this metric running on your own data.