Tracking parameters are useful for marketing attribution, but they quietly introduce a caching problem across the web. Browsers treat URLs with different query parameters as separate resources, even when the underlying page content is identical.
Speculative loading is one of the few techniques that can fundamentally change how fast a website feels. And a new kid on the block got introduced: prerender_until_script
The back/forward cache (bfcache) is the most powerful performance optimization you've never heard of. While teams obsess over milliseconds of server time, they're missing out on entire seconds of improvement that's already built into every major browser.
The srsltid auto-tracking parameter already caused SEO havoc amongst site owners using Google Merchant Center. But issues aren't stopping there.
Almost instant page loading times, with just a small code change, who doesn't want that? Thanks to the Google Chrome dev team, this can be your reality. Want to learn more? Let Barry tell you all about it!
Our data shows that the question should actually be: by how much? And a bad Time to First Byte will even impact both user engagement and Core Web Vitals, via the First Contentful Paint and Largest Contentful Paint metrics. This happens because Google Ads will add a redirect for tracking purposes once a user clicks. Add inefficient caching rules on top of this, and you've got yourselves expensive traffic that is less likely to convert.