Thank you for the whitepaper! I wish I had this two years ago. It would have saved me more than a few days of explanations, pointless reports and a couple of dollars. I definitely need to pass on the PDF to the new guys, here at the company.
While working on several PPC accounts, I found accurate tracking and good loading times to be a challenge . A struggle, actually, on two fronts. Managing staff cares for leads and conversion rates, while web developers usually have no problem with web pages and forms loading 3-10 seconds, as long as the resources are secure and don’t misfire. Suggestions for improvements here need to be backed up with reliable data and an actual problem.
Currently, Google Analytics will measure loading times for up to 10% of all traffic. Big sites can use the data. More traffic would mean better resolution and accuracy. Owners of smaller website should be careful though. Loading times between 5-10 seconds (according to GA) might not be as bad as one would think. If you are running a site of local importance and you measure good loading times there, than you shouldn’t really bother with data from other countries, which can bump up the averages.