Tag Load Time Report

This report shows the average time it takes for tags to load across the audit. As you drill down into the report, you can see either groupings of load times from each vendor or see the details for specific pages (see Page Details report).

Long tag load times contribute to high premature exit rates. Long-loading tags may degrade the quality of the user experience by preventing other content from displaying until they load.

The top level of the report shows the average load time, sorted descending from the longest to shortest in milliseconds. Click on the name of the tag to see an additional breakdown of load times for that tag.

Click the tag name to drill down into the detail level. The blue number is the average load time in milliseconds.

The detail level breaks down the load time by the number of URLs.

The tag load detail shows the number of URLs grouped by millisecond ranges. The total number of URLs could be more than the total number of pages in the audit because a page may be counted more than once if there is more than one instance of the tag on the page. For example, a page may have a two Facebook Like Buttons on a page, one loads in under 50 ms and the other loads in 250 ms. The same URL will be counted in both groupings.

Click the  View Pages button at the top right from either level of the report to see the Page Details report for each URL.


The export for this report can email a .CSV file to the user showing load times for each tag on each page. Open the report, filter on any tag (or none) and click View Pages in the top right header bar. This will take you to a list of all the pages available from the filter. Click the Export icon:

After clicking the export button, choose Tag Load Time.

Click the Export icon and then the line for the Tag Load Times export. The export contains tag details for each page in the audit.

The export shows the following columns:


  • The URL of each page in the audit repeated once for each tag load.

Tag Name

  • The name of the tag. If a tag loads more than once on a page, it will show up in two separate rows.


  • The account name or number for each tag.

Load Time

  • This shows the total milliseconds it took for the tag to load.

Load Start

  • The time in milliseconds when the tag began loading.

Load End

  • The time in milliseconds when the tag finished loading.

Status Code

  • The code returned from the server. Most often the server returns a 200-level code, meaning the tag was received by the server and returned a response. A 200-level code means the tag was received and a response was sent. A 302 code likely indicates the tag was sent insecurely and was redirected with a secure protocol (https).

Selection Summary

Clicking the bars in the chart will filter the report. The Selection Summary at the top reflects the filtered metrics. See Audit Overview for information about the Selection Summary.

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