Marketecture: Get Smart. Fast.
00:06:40 · Ari Paparo, Alex Cone
[00:06:40] S0: Right. Like a developer can open up the Chrome developer Yep. Little panel on the right side, and they can measure the Core Web Vitals of their own website while they're developing. [00:06:49] S2: Yep. And then, like, it's really... It's taken off. Like, it... This... I I cannot take any credit for this. I work with the team that that built these, and they're awesome. But, like, their whole mentality was, hey, as Google, we want the web to be fast and... But we shouldn't necessarily be opinionated about how people make it fast, But, like, helping people focus on a set of metrics when there's a million things you could potentially do and call them fast. Like, picking a few things that we've now standardized, across browsers for the most part, was really a big piece of it. Right? Like, so, yeah. It it... It's been around now, for quite a few years, and, like, there's been an ecosystem that developed around it. Like, people compete on, like, having faster Core Web Vitals scores, [00:07:43] S0: which is pretty cool. It's great to have a benchmark. So before we move on to the advertising, I just wanna ask some clarifying questions. So you say it's census level. How is it collected? Is it fully opt in, partial opt in? Is it, you know, is it every Chrome browser?
00:07:43 · Ari Paparo, Alex Cone
[00:07:43] S0: which is pretty cool. It's great to have a benchmark. So before we move on to the advertising, I just wanna ask some clarifying questions. So you say it's census level. How is it collected? Is it fully opt in, partial opt in? Is it, you know, is it every Chrome browser? [00:07:55] S2: Yeah. So we have we have docs about it that everyone can go read. If you look up Chrome User Experience Report, we will... No. I'm just... Because I'm gonna summarize. But if people are like, hey. What... How's Chrome collecting stuff? But, yes, users, are able to control whether they send data back to the browser for us to optimize web experiences and search, and that is what goes into it. And it's the data that we have is is Chrome too. So, like, when we are sharing this data, this is the data, right, like, that that we also have, like, in our our logs. [00:08:28] S0: Got it. Okay. So we're here to talk about the latest sort of extension to this platform that you've rolled out. That's the Chrome User Experience Report, also known as the Chrome UX Report. Now this has a acronym called Crux, which is an acronym crime, I believe, because there's no way to put these words in order to spell crux. Could we talk about the acronym first? [00:08:55] S2: I did not create the acronym. I have a cool hat, that says Chrome User Experience Report, and I have thought about this a lot that it's not a sequentially correct acronym. [00:09:05] S0: It should be c u [00:09:06] S2: r It's a cool sounding acronym. At least it has a good ring to it. But...
00:09:06 · Alex Cone, Ari Paparo
[00:09:06] S2: r It's a cool sounding acronym. At least it has a good ring to it. But... [00:09:11] S0: Okay. I'm gonna call it Kirk Kirk's from now. [00:09:14] S2: I think I think... Just think Chrome UX with no h in Chrome. [00:09:20] S0: Okay. Crux. We will have to accept. Pro... This is a... Accrux. Okay. Yeah. What what is Crux? [00:09:28] S2: Yeah. So Crux is the Chrome User Experience Report and it is available in in two forms, like, for people to consume... Well, two sort of technical forms for people to consume. We've got an API, which you can call, for free, and then a BigQuery project that you can... That we drop every month, that has, like, data and dimensions in it as well. We also have built a visualization for it, but there's a bunch of other companies that have built on top of our APIs to build visualizations of this data. So, like, I just think about it mostly as an API and a BigQuery project. [00:10:05] S0: Right. And so we're evaluating websites or URLs Yep. Is the demand... Is the key dimension. And then what are we getting for that? What are what are the variables that we're Yeah. Looking
00:10:05 · Ari Paparo, Alex Cone
[00:10:05] S0: Right. And so we're evaluating websites or URLs Yep. Is the demand... Is the key dimension. And then what are we getting for that? What are what are the variables that we're Yeah. Looking [00:10:13] S2: So what you get out of CrUX is either page level data with query string stripped, if you've got enough traffic. If you don't have enough traffic on individual pages, you get origin level data. So for everyone that's less technical, just think about that as like domain level data for for a site. And what we're doing is we're aggregating real experiences from the web. So in the case of Core Web Vitals, right, that's like actual what we call like field data. So data out with real users in the web, how fast are these things happening, how responsive are things on these dimensions at either the page level or the domain level, for for effectively all sites that get above a certain amount of traffic. There's about 18,000,000, origins in there. So it's it's quite a bit of the web. [00:11:03] S0: And what are the most useful fields? Like, how many fields are there? What are the fields that we're here
00:11:03 · Ari Paparo, Alex Cone
[00:11:03] S0: And what are the most useful fields? Like, how many fields are there? What are the fields that we're here [00:11:07] S2: to talk So the the Core Web Vitals are in there, which there's, Largest Contentful Paint, which I realize is a mouthful. But that's really, like, designed to help people understand what a user perceives as fast. So the biggest thing on the screen, right, as it paints or like renders on the screen, we find that and time that effectively. So that's that's in time. We have interaction to next paint, which is this responsiveness thing. Like how quickly when you click something does the next thing happen? Again, real user data. And then there's this cumulative layout shift, which is about stability of the page and, like, how much has it moved. Those are the, I would say, the most popular things in there, but they're not the only things in there. There's also diagnostic metrics for each of those Core Web Vitals. So, like, things that help you better understand, like, why you might be slow. But, yeah, I think in in crux, like, Core Web Vitals have been the most popular, of the total number of metrics. [00:12:08] S0: Right. So the reason we're here in an advertising podcast is because, like, the... In addition to all the great things you could do with this data as a web developer, we... There seems to be a belief that the data is useful for ad targeting. Right? Because there are some variables here that are offered, like the ad count and the ad density. So walk us through the advertising use case.
00:12:08 · Ari Paparo, Alex Cone, Eric Franchi
[00:12:08] S0: Right. So the reason we're here in an advertising podcast is because, like, the... In addition to all the great things you could do with this data as a web developer, we... There seems to be a belief that the data is useful for ad targeting. Right? Because there are some variables here that are offered, like the ad count and the ad density. So walk us through the advertising use case. [00:12:31] S2: So you're drawing attention to the things that are new and the reason that I'm here. Though I will say, I I do think as a measure of page quality, Core Web Vitals can be a thing that that ecosystem could use. In fact, I know of a company that uses them. They're called Picnic. They're in The UK. Yeah. [00:12:48] S1: They're a portfolio company of ours. [00:12:50] S0: Oh, yeah. Look at that.