At a glance
Cross-channel table of Microsoft Advertising landing pages that combine poor Core Web Vitals with a weak conversion rate. Bing traffic skews more desktop than Google, but a slow page still hurts: a landing page with a poor Largest Contentful Paint loses conversions and drags down quality score the same way it does on Google. This card joins Microsoft landing-page performance against measured page-speed signals, so you can see which slow pages are both well-funded and under-converting, the ones worth fixing first.
| What it lists | Microsoft Advertising landing pages whose page-speed signals are poor and whose conversion rate sits well below the account average. |
| How the join works | Each landing page receiving Microsoft paid traffic is matched to its measured web-vitals signals, then cross-checked against its paid conversion rate. Pages that are both slow and under-converting are surfaced. |
| Why it is cross-channel | Microsoft Advertising reports conversion rate per landing page but not page speed; the web-vitals signal comes from a separate measurement source. The join shows where slowness is costing paid conversions. |
| The web-vitals signal | Loading, interactivity, and visual-stability measures, with loading speed (Largest Contentful Paint) the most directly tied to paid bounce and conversion. |
| Why quality score is in play | Microsoft, like Google, factors landing-page experience into ad relevance and effective cost. A slow page can raise your effective CPC as well as lose conversions. |
| Conversion definition | UET-tracked primary conversions for paid Microsoft traffic on that page. |
| Unit | A count of flagged landing pages, each row carrying its speed and conversion-rate detail. |
| Time window | 30-day rolling, which smooths day-to-day page-speed and conversion noise. |
| Alert trigger | Any landing page combining clearly poor loading speed with a conversion rate well under the account average. |
| Roles | owner, marketing, engineering |
Calculation
Calculated automatically from your Microsoft Ads (Bing) landing-page data joined to measured web-vitals signals. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.Worked example
A US DTC furniture brand drives Microsoft paid traffic to a mix of category and product pages. The card reads on 11 May 26, trailing 30 days.| Landing page | Loading speed (LCP) | Paid CR | Account-avg paid CR | 30-day spend | Flagged? |
|---|---|---|---|---|---|
| /collections/sofas | ~5.8s (poor) | 0.6% | 2.1% | £1,900 | Yes |
| /products/oak-dining-table | ~6.4s (poor) | 0.4% | 2.1% | £1,240 | Yes |
| /collections/bedroom | ~2.4s (good) | 2.4% | 2.1% | £1,650 | No |
| /products/velvet-armchair | ~3.0s (ok) | 1.9% | 2.1% | £880 | No |
- The sofas collection is the priority. It is both the slowest and the best-funded flagged page, with a conversion rate less than a third of account average. Slow loading on a high-spend page is the most expensive combination, the leak this card is built to find.
- The oak dining table page is worse on speed and conversion but lower on spend. Still worth fixing, just second in line behind the higher-budget sofas page.
- The bedroom and armchair pages are correctly unflagged. They load acceptably and convert at or above average, so their spend is working.
- Bing skews desktop, which can mask the problem. Desktop hides some of the pain a slow page causes on mobile, so a page that looks merely mediocre on Bing’s desktop-heavy traffic can be far worse on the mobile traffic the same page receives from other channels. Fix it for everyone, not just Bing.
Sibling cards merchants should reference together
| Card | Why pair it with Landing Pages with Poor Web Vitals |
|---|---|
| Microsoft Ads Landing Page Performance | The broad per-page view. This card is the slow-and-under-converting subset worth fixing first. |
| Microsoft Ads Landing Page Conv. Rate | Confirms how far below average each flagged page converts. |
| Microsoft Ads Quality Score Distribution | Landing-page experience feeds quality score; slow pages drag it down and raise effective CPC. |
| Microsoft Ads Landing Page CPC | Shows whether a poor landing-page signal is already inflating the CPC on these pages. |
| Microsoft Ads CTR by Campaign | Helps separate a click-side problem from a landing-side one when conversions are weak. |
| Shopify Total Revenue | The commerce truth side; faster landing pages should lift paid-attributed revenue here. |
Reconciling against Microsoft Advertising
Where to look in Microsoft Advertising: Microsoft Advertising → Reports → Performance → Landing page report, with Conversions and Conversion rate columns. Microsoft shows the conversion side but not page speed, so you cannot build this card from the Microsoft UI alone. The web-vitals half comes from a page-speed measurement source and is joined to the Microsoft landing-page data. Why Microsoft cannot show this on its own:- The Microsoft landing-page report has no page-speed or Core Web Vitals column.
- Landing-page experience does feed Microsoft’s ad relevance, but it is folded into quality score rather than exposed as a measurable speed metric you can sort by.
| Reason | Direction of divergence |
|---|---|
| Field vs lab page-speed data. Real-user signals and synthetic lab tests can disagree. | A page may look worse or better than a one-off lab test |
| URL normalisation. Query strings and variants can split or merge page rows. | Per-page totals may differ from a raw URL list |
| Desktop skew on Bing. The card weighs the conversion side from Bing’s desktop-heavy traffic. | Mobile speed problems can be understated in the Bing-only view |
| Card | Expected relationship | What causes legitimate divergence |
|---|---|---|
google_ads.gads_landing_page_performance | The same slow pages usually under-convert on Google paid too, often more so on mobile-heavy Google traffic | Traffic mix differs by engine, so the conversion-rate gap can look different. |
shopify.total_revenue | Fixing a flagged page should lift paid-attributed commerce revenue for that page | Price, stock, and seasonality can move page revenue independently of speed. |