Welcome to the second installment of the Field Guide to Reporting on Web Vitals! In Part 1, we covered:
- What Core Web Vitals are
- Why they matter
- What tools you can use to measure them
In this post, we’ll outline two out-of-the-box solutions to integrate Core Web Vitals into your reporting. To illustrate this solution, we’ll use Google Data Studio (the Portent dashboarding tool of choice).
How to Report on Core Web Vitals in Google Data Studio
We recommend two methods of pulling Core Web Vitals data into GDS to create a comprehensive and automated web vitals report: the Chrome UX GDS connector and PageSpeed Insights.
Chrome UX Reports GDS Connector
The Chrome UX Report GDS connector is a free, open-source connector. The Chrome UX report (aka CrUX) “provides user experience metrics for how real-world Chrome users experience popular destinations on the web.”
With this connector, we get access to:
- Largest Contentful Paint (LCP)
- First Input Delay (FID)
- Cumulative Layout Shift (CLS)
- First Contentful Paint (FCP)
To use this connector, go to Data Studio and select “Create” at the top lefthand side, and then “Data source.”
Search for “Chrome UX Report” and it will appear at the bottom. Click into the connector.
Enter the origin URL of choice, and then click “Connect.”
This connector only accepts origin URLs like “https://www.portent.com,” and does not accept full URLs, such as “https://www.portent.com/blog.” For additional information on how to input URLs, Google has provided an excellent resource for details about the Chrome UX connector.
After you create the data source, it’s ready to use and configure in Google Data Studio.
Here is a sample slide of how we recommend visualizing and reporting on the Core Web Vitals metrics, with five reporting elements called out.
This sample slide focuses on Cumulative Layout Shift (CLS). The five reporting elements are what help bring context to understanding CLS, and how it is trending on our website over time:
- Last Month. This is a sideways 100% stacked bar chart that displays “Poor CLS,” “Needs Improvement CLS,” and “Good CLS.” I’ve set the date range to “Last Month,” and included each metric’s percentages for clarity. You can also mouse over each individual section to get a pop-out box of the metric name and result.I’ve also color-matched these to the Search Console report, for visual continuity.
- Change Over Time. This is a 100% stacked column chart, set back as far as we have available data for the metric. This timeframe will vary from metric to metric (for example, the Largest Contentful Paint metric only goes back as far as September 2019.) The data reads from left to right, with left being the earliest data available, and right being the most recent. This chart allows you to see where improvements are being made and how. The metrics here are also “Poor CLS,” “Needs Improvement CLS,” and “Good CLS.”
- Device Type. While seeing Core Web Vitals as a whole is useful, it’s also critical to understand that these metrics may behave very differently on desktop, mobile, and tablets, and therefore score differently. Having a “Device” filter allows you to see where these metrics are most impacted. The “Last Month” and “Change Over Time” charts are 100% stacked charts so that they are responsive to this filter.
- “Good” CLS and “Poor” CLS compared YoY. We picked the “Good” and “Poor” metrics to highlight in the scorecard, with “Last Month” as the date range, and YoY comparison data underneath. This will tell you at a glance how your website ranks and how the metric has changed compared to the previous year.
- Definitions. Core Web Vitals each measure a specific aspect of a user’s experience with a web page. We’ve used this section to reiterate what that measurement is, and what is considered “Good,” “Needs Improvement,” and “Poor” as it relates to each metric.
This format is repeatable for all three Core Web Vitals metrics, and First Contentful Paint. These are the first four pages of the report:
PageSpeed Insights via the URL Embed Tool
The second data source we recommend using in this web vitals report is PageSpeed Insights. To achieve this, we have embedded PageSpeed Insights measuring “Portent.com” in the final page of our GDS report:
To embed this report in GDS, click on “Insert” in the top navigation bar, and scroll down to “URL Embed.” Draw a box on the GDS slide where you want PageSpeed Insights to appear. In our report, we’ve dedicated most of the slide to the embed box for maximum visibility and ease of use.
After placing the box, you can define the URL of the embed. Simply replace the below URL with the URL you want to measure:
Embedding a URL into GDS functions as if you’re on the PageSpeed Insights page, except that it’s accessible in your GDS report, supplementing the Chrome UX Web Vitals data.
While the previous month’s Chrome UX data is available beginning the second Tuesday of the month, PageSpeed Insights are available to you all the time. It gives you an instant pulse check on all metrics and how they measure in real-time.
This report aggregates mobile and desktop separately, so remember to toggle between the two and see how they compare. This report defaults to mobile first, so you’ll need to toggle to see desktop:
PageSpeed Insights also outlines specific opportunities and diagnostics to give you tangible actions to improve your Core Web Vitals scores.
Benefits of Each Data Source
Using these out-of-the-box solutions, you have access to Core Web Vitals in your reporting in an automated and refreshable format.
The benefit of the Chrome UX report is being able to see trends in Web Vitals and change over time. PageSpeed Insights provides you with real-time measurement of your website and tangible action items to improve your Web Vitals scores.
Ultimately, using both sources in tandem and building a Core Web Vitals dashboard will help you get a better baseline understanding of which metrics you may need to improve, thus positioning your website for a smooth transition when Core Web Vitals become a ranking factor in the Google SERPs.
The post Field Guide to Reporting on Core Web Vitals: Part 2 appeared first on Portent.