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  3. What Are DNS CNAME Records? | How They Works, Use Cases, and Importance

What Are DNS CNAME Records? | How They Works, Use Cases, and Importance

  • By Gcore
  • July 25, 2023
  • 9 min read
What Are DNS CNAME Records? | How They Works, Use Cases, and Importance

CNAME records are an important tool in the world of business branding and website management that serve multiple purposes. For one, think of the subdomains “store.example.com” or “blog.example.com”—these represent distinct sections of a website that provide specific content types to visitors. Creating subdomains like “store” or “blog” is made possible by using CNAME records. Another use of CNAME records is to enable the use of content delivery networks (CDNs), which improve page load times and user experience. In this article, we will delve into how CNAME records work, explore their use cases, and learn best practices for implementing CNAME records.

What Is a CNAME Record?

CNAME, short for canonical name, is a type of DNS (Domain Name System) record. A CNAME record is used in two contexts:

  • To make a subdomain that directs to a different server
  • To send visitors from one domain to another

Let’s start with the first context. Imagine you have an online store and you want to create the subdomain “shop.example.com.” You can create a CNAME record to point to the main domain (example.com) or to a different source such as a third-party website using their provided URL. For instance, if you have a Shopify account, you can use a CNAME record (shop.example.com) to send your customers to your Shopify website (shops.myshopify.com).

In the second case, a CNAME record is used as a pointer or alias from one domain name to another. It allows you to associate one domain name with the IP address of another domain name. In simpler terms, a CNAME record is like a nickname or shortcut for a domain.

What Are the Components of a CNAME Record?

Here is a table with an example of a CNAME record:

HostnameRecord TypeValueTTL
www.example.comCNAME@ (example.com)1800 seconds
blog.example.comCNAMEblogalias.com3600 seconds
mail.example.comCNAMEdomainverify.googlehosted.com3600 seconds

Let’s examine each of these components and their functions in detail.

  • Hostname. The hostname is an identifier or a unique label to identify and differentiate devices within a network. In the Domain Name System (DNS), a hostname is commonly associated with a domain name. For example, in the domain name “www.example.com,” “www” is the hostname representing a specific server or service within the “example.com” domain. The hostname helps to route network requests to the appropriate device or server. Beyond websites, it can also be used to access resources such as email servers, FTP servers, or any other network-connected device.
  • Record type. The record type for CNAME records is always set to “CNAME” so that the DNS resolver can identify it as such. This allows the resolver to follow the alias and resolve the canonical name, retrieving the corresponding IP address or other server type.
  • Value. This represents the destination or target where the DNS resolver should redirect the queries for the specified hostname. For instance, if you need to verify your domain name in Google, you need to add a CNAME record with the unique value that they provide such as “domainverify.googlehosted.com.”
  • TTL (time to live). The TTL value for a CNAME record determines the length of time that DNS resolvers and caching servers should cache the record before checking for updates. It is specified in seconds. For example, a TTL of 3600 represents one hour of cache time.

Use Cases of CNAME Records

CNAME records provide flexibility in directing traffic, setting up subdomains, or implementing third-party services. Whether redirecting domains, managing content delivery networks (CDNs,) or facilitating email services, CNAME records empower website owners to customize and optimize their online presence, whatever their business type or size. Let’s look at some of the use cases of CNAME records in more depth.

Domain Redirection

CNAME records can redirect traffic from one domain to another, making it easy to switch between websites or redirect visitors to a different online location. When a CNAME record is created for a domain, it acts as an alias or nickname, allowing the source domain to point to the same IP address as the target domain.

Example: John’s Apparel, an online clothing retailer, decided to rebrand its website and switch to a new domain name, “new-johnsapparel.com.” To ensure a seamless transition, the company will set up a CNAME record for the old domain, “old-johnsapparel.com,” redirecting users to the new website. When users type “old-johnsapparel.com” into their web browsers, the CNAME record directs them to the new website. Users don’t need to learn or remember a new URL, which eliminates any potential loss of business when changing domain names.

Here’s a sample CNAME record for domain redirection:

TypeHostnameValue
CNAMEold-johnapparel.comnew-johnapparel.com

Subdomain Setup

CNAME records are frequently used to make subdomains that direct to separate servers or services. This helps organizations to arrange and handle specific parts of their website independently.

Example: ABC Corporation is a software development company with numerous services and departments. It wants to organize and manage its different services under specific subdomains. For instance, a subdomain “support.abc-corp.com” needs to be pointed to “support-target-server.com” for their customer support portal. This allows them to handle different parts of their business independently while maintaining an online presence with great UX.

Here’s an example CNAME record for subdomain setup:

TypeHostnameValue
CNAMEsupport.abc-corp.comsupport-target-server.com

Content Delivery Network (CDN)

CNAME records can be used to integrate CDNs, which cache and distribute website content across multiple servers, enhancing website performance and global accessibility.

Example: Shoes & More is an online store that sells a wide variety of footwear products and accessories to customers globally. They have experienced significant growth, resulting in high website traffic and the need to optimize their website’s performance and loading speed. The company decided to integrate a CDN to enhance its website’s performance. To achieve this, they signed up for a CND service and they were advised to set up a CNAME record.

Here’s an example CNAME record for content delivery network:

TypeHostnameValue
CNAMEshoesandmore.comcdn-provider-example.com

Email Service

CNAME records enable domain owners to configure email services from third-party providers. For instance, by creating a CNAME record you can associate your domain’s email subdomain (e.g., “mail.example.com”) with a dedicated email service provider like Google or Microsoft.

Example: Handmade Crafts & Treasures is a small e-commerce business that sells handmade crafts and artisanal goods online. They want to enhance their email communication by using a professional email service, so they decide to sign up for a third-party email service provider. To set it up, they need to create a CNAME record for the new email service.

Here’s an example CNAME record for email service:

TypeHostnameValue
CNAMEmail.handmadecrafts-treasures.commail.provider.com

Third-party service integration

By leveraging CNAME records, organizations can effortlessly integrate third-party services such as e-commerce platforms, customer support systems, or analytics tools, ensuring a seamless user experience. For instance, if you need to use Google Analytics for your website, you need to add a CNAME record to your DNS records to verify your domain name.

Example: XYZ Goods online store is an e-commerce business that sells a wide range of products through its website. They want to integrate Google Analytics to gain valuable insights into their website traffic and customer behavior. To achieve this, they need to add a CNAME record to their DNS records to verify their domain name for Google Analytics.

Here’s a CNAME Record for a third-party service (Google Analytics) integration:

TypeHostnameValue
CNAMEwww.xyz-goods-onlinestore.comanalytics.google.com

How Does DNS Manage and Resolve CNAME Records?

Managing and resolving CNAME records requires the use of DNS, which stands for the Domain Name System.

How DNS manages and resolves CNAME records

Here are the steps used by DNS to manage and resolve CNAME records:

  1. User sends a request. The process begins when a user sends a request, such as entering a website’s URL into their web browser.
  2. DNS resolver. The user’s device, typically operated by the internet service provider (ISP) or a public DNS provider, acts as the DNS resolver. The DNS resolver is responsible for handling DNS queries and resolving domain names into IP addresses.
  3. DNS root servers. If the DNS resolver does not have the requested information in its cache, it initiates a DNS query by sending a request to the root DNS servers. The root DNS servers are the starting point of the DNS resolution process and are responsible for providing information about the top-level domain (TLD) servers.
  4. TLD DNS server. The root DNS servers respond to the resolver’s query by providing the IP address of the TLD DNS server responsible for the specific TLD of the requested domain. For example, if the requested domain is “example.com,” the TLD DNS server for the “.com” TLD is identified.
  5. Authoritative DNS server. The DNS resolver contacts the TLD DNS server to obtain the IP address of the authoritative DNS server responsible for the domain “example.com.” The authoritative DNS server is where the specific DNS records, including CNAME records, for the domain are maintained. After that, the DNS resolver caches the obtained information, which helps in faster responses for subsequent queries and reduces the load on DNS infrastructure.

To summarize, DNS manages CNAME records by using resolvers to systematically query authoritative DNS servers, following any CNAME records encountered along the way, until the ultimate destination is reached. Caching improves efficiency and reduces the need for repeated queries.

Best Practices of Working with CNAME Records

Creating CNAME records requires thoughtful consideration to ensure a seamless experience and avoid potential issues—such as incorrect configurations of CNAME records—that can lead to downtime in online services. By following these five best practices, you can effectively manage your CNAME records and optimize your domain name setup.

#1 Identify The Purpose Of Your CNAME Record

Clearly define the purpose of the CNAME record; is it for domain redirection, subdomain setup, or integration with third-party services?

#2 Verify Record Compatibility

Once you know the purpose of the CNAME record you’re trying to set up, ensure that the CNAME records you create are compatible with your specific use case and the services you plan to integrate. For instance, if you’re integrating a CDN to your website, you should contact the CDN provider to obtain the correct CNAME value that you need in order to add to your CNAME record. It’s important to note that different services may have their own requirements and limitations when it comes to CNAME records, so it is highly recommended also to contact the support team of your DNS hosting provider for assistance.

#3 TTL Management

Time to live (TTL) is a value that indicates the lifespan of data in a network before it is removed. For effective TTL management, set an appropriate TTL value for the CNAME record. Consider the frequency of changes and the desired responsiveness. Lower TTL values result in quicker updates but may increase the DNS query load.

Example: When setting up a CDN, you need to enter the correct value provided by your CDN provider. This value determines how long DNS resolvers should keep the DNS records cached. Typically, the recommended TTL value for this is around 3600 seconds (1 hour,) which helps to balance caching efficiency and responsiveness.

#4 Avoid CNAME Chains

Minimizing the use of multiple CNAME records in a chain is recommended to avoid unnecessary latency and potential points of failure. Each additional CNAME lookup introduces delays in the DNS resolution process and increases the likelihood of encountering issues.

Example: Here is a CNAME chain consisting of three links. The chain begins with the subdomain “sales.example.com,” which directs to “marketing.example.com.” The “marketing.example.com” subdomain, in turn, directs to “promotions.example.com,” and finally, the “promotions.example.com” subdomain directs to “offers.example.com.”

TypeHostnameValue
CNAMEsales.example.commarketing.example.com
CNAMEmarketing.example.compromotions.example.com
CNAMEpromotions.example.comoffers.example.com

This usually happens when the website owner creates a new web page and also creates a new subdomain, then wants to redirect users to the new site. The process repeats itself again, and the website owner decides to create another one. As a result, it could cause excessive redirections that can lead to delays for the users.

#5 Perform Record Testing

To ensure that your CNAME record is working correctly, test its configuration and confirm it’s functioning as expected. You can do this by verifying that the record resolves accurately and redirects traffic to the intended destination. For example, after setting up a CNAME record, perform DNS lookups or utilize online DNS tools to verify the record’s accuracy.

What Are the Limitations of CNAME Records?

After understanding the different ways to use CNAME records on your website, it’s important to keep in mind the restrictions that come along with them. This next section will explore these limitations and their potential impact.

  • Limited direct use for the root domain. A significant drawback of CNAME records is that they cannot be utilized for the root domain (example.com.) Only subdomains (e.g., mail.example.com) can use CNAME records.
  • DNS resolution time may take longer. Due to the additional step in DNS lookup, it can lead to a slower website loading experience for users, especially for the first time they visit the website.
  • It can’t coexist with other DNS records. DNS rules prevent you from having both CNAME and other record types for the same subdomain. For instance, you can’t set up a CNAME for “mail.example.com” and also create an MX record with the same name.

For the latter situation, Gcore DNS provides the CNAME Flattening feature. But what exactly is CNAME flattening and how does it operate? Let’s delve into the details in the next section.

CNAME Flattening with Gcore

Gcore’s DNS service offers CNAME flattening to all our clients by default, regardless of their plan. CNAME flattening feature enables the use of CNAME records at the root domain. It accomplishes this by providing the IP address of the host during the lookup process, ensuring adherence to the DNS specifications.

TypeNameContentTTL
CNAMEblog.example.comexample.com3600 seconds
Table 1. Traditional CNAME record

The CNAME flattening feature helps avoid possible issues and makes the resolution process faster. Here’s an example:

TypeNameContentTTL
CNAMEexample.comexample.sitebuilder.com3600 seconds
Table 2. CNAME record with CNAME flattening

Our service also functions as an internal DNS cache that allows for CNAME flattening. This means that it resolves the chain of CNAME records and provides the IP address of the host, which can speed up DNS lookups and enhance your application’s performance.

How to Implement CNAME Flattening

To implement CNAME flattening, replace the previous A record for the domain root with the flattened CNAME record. For instance, suppose you have a domain, “example.com,” and you intend to use a CNAME record for the root domain to direct it to a third-party service that hosts your website, like “website-buildersite.com.”

Here’s how this might look without CNAME flattening:

TypeNameValue
CNAMEexample.comwebsite-buildersite.com

The CNAME record above doesn’t follow DNS standards, so it won’t function as intended. This is because CNAME records are not permitted at the root level. Now, let’s see how to use CNAME flattening to make it work properly.

First, remove A record before CNAME flattening is applied:

TypeNameContentTTL
Aexample.com192.168.0.13600 seconds

It is important to remove any existing A record and to ensure that there is only one record in the CNAME record set for the root domain. If there are multiple records in this set, CNAME flattening will not occur.

Next, create the CNAME record for the root domain “example.com” that points to the desired domain name:

TypeNameValueTTL
CNAMEexample.comwebsite-buildersite.com3600 seconds

That’s it, you’ve successfully implemented CNAME flattening!

Aside from CNAME flattening, Gcore DNS offers superior performance for managing your DNS. Our dedication to achieving minimal response times globally ensures that your applications load incredibly fast and without any issues.

Conclusion

CNAME records are crucial for delivering online services and are commonly used for subdomain redirection, CDN integration, email services, and analytics. However, using CNAME records at the root domain presents challenges. To overcome this, CNAME flattening can be employed, transforming CNAME records into A records for compatibility.

At Gcore, we offer CNAME flattening as a free feature in our DNS hosting service, allowing you to manage DNS records efficiently and ensure seamless operations for users. Whether you’re new to DNS or an experienced webmaster, our DNS hosting makes CNAME and other DNS record management easy and hassle-free. Reach out to our experts and we will be delighted to help you get started.

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Whether your goal is to optimize performance, manage high traffic, or protect your site from attacks, a well-configured CDN makes all the difference.Ready to enhance your website’s performance? Our futureproof CDN runs on a global network of over 180 points of presence, so your customers get outstanding performance no matter where in the world they’re located. Get in touch with our team today to learn how our CDN can benefit your business.Discover Gcore CDN

How to Migrate Your Video Files to Gcore Video Streaming

Migrating large volumes of video files from different platforms can be daunting and time-consuming, often discouraging companies from moving to a superior provider. But it doesn’t have to be this way. We’ve created this three-step guide to help you efficiently migrate your video files to Gcore from other popular streaming platforms.Step 1: Get Links to Your VideosFirst, obtain links to your videos and download them. Look for your provider in the list below, or refer to the general SFTP/S3 storage section if applicable. After completing the steps for your provider, go straight to step 2.Google DriveShare the file: Open Google Drive and locate the MP4 file you want to download. Right-click on the file and select “Share.”Get the shareable link: In the sharing settings, click “Get link.” Ensure the link-sharing option is turned on.Set sharing permissions: Adjust the sharing permissions so “Anyone with the link” can view or download the file. Copy the generated link.Amazon S3Edit S3 block public access settings: Go to the S3 management console, select the bucket containing your MP4 file, and edit the Block Public Access settings if necessary.Add a bucket policy: Implement a bucket policy that grants public read access to your files.Get the list of objects: Navigate to the Objects tab, find your MP4 file, and click on the file to obtain the Object URL, which will be your download link.VimeoAccess the video: Log in to your Vimeo account and go to the video you wish to download.Select options: Click on the “Settings” button (gear icon) below the video player.Get video file link: In the settings menu, go to the “Video File” tab, where you can find the download link for your MP4 file.MUXEnable master access: Log in to your MUX account, navigate to the video asset, and enable master access if it’s not already enabled.Retrieve URL to master: Once master access is enabled, the URL to the master file will be available in the video asset details. Copy this URL for downloading the file.DropboxCreate a shareable link: Log in to your Dropbox account and locate the MP4 file you want to share. Click on the “Share” button next to the file.Set access permissions: In the sharing settings, create a link and set the permissions to “Anyone with the link.” Copy the generated link to download the file.General SFTP or S3 StorageAccess storage: Log in to your SFTP or S3 storage service control panel.Manage buckets/directories: Navigate to the appropriate bucket or directory containing your MP4 files.Retrieve download links: Generate HTTP/S links for the files you want to download. You can then use these links to download the files directly.Step 2: Check Availability to DownloadEnsure that your video files are available and ready for download, preventing any interruptions or issues during the migration process.Open HTTP/S link in a browser: Copy the HTTP/S link for the MP4 file and paste it into your browser’s address bar. Press Enter to navigate to the link.Check the video plays correctly in the browser: Verify that the video starts playing once the link is opened. This step ensures that the file is accessible and the link is functioning properly.Right-click to download: While the video is playing, right-click on the video player. Select “Save video as…” from the context menu. Choose a destination on your local disk to save the MP4 file.Step 3: Upload to Gcore Video StreamingNo matter which provider you’re migrating from, you need to upload your videos to Gcore Video Streaming storage. There are three primary methods to upload videos to Gcore storage:Copy from external storage: If your videos are available via public HTTPS URLs, you can directly copy the video files from external storage to Gcore. This method efficiently transfers files without downloading them to your local device first.Upload from a local device: Videos can be uploaded from your local host, backend, browser, or mobile app using the TUS resumable upload protocol. This method is resilient to interruptions, ensuring a smooth upload process by resuming from the point of failure.Batch upload: This method will soon be available to migrate extensive collections of videos, allowing you to transfer vast numbers of video files efficiently.The simplest migration option is to obtain video URLs and copy them to Gcore Video Hosting, eliminating the need to download and reupload videos.Example API Request to Copy Video from External StorageTo copy a video from another server, specify the origin_url attribute in the POST API request. The original video will be downloaded for video hosting on our server. Here is an example of the API request to set a task for copying a video from external storage:curl -L 'https://api.gcore.com/streaming/videos/' \-H 'Content-Type: application/json' \-H 'Authorization: APIKey 1234$0d16599c' \-d '{ "video": { "name": "Gcore Demo", "description": "Video copied from an external S3 Storage", "origin_url": "https://s-ed1.cloud.gcore.lu/demo-video/gcore.mp4" } }Refer to the complete documentation for detailed steps and examples of API requests. The original file must be in MP4 format or one of the following formats: 3g2, 3gp, asf, avi, dif, dv, flv, f4v, m4v, mov, mp4, mpeg, mpg, mts, m2t, m2ts, qt, wmv, vob, mkv, ogv, webm, vob, ogg, mxf, quicktime, x-ms-wmv, mpeg-tts, vnd.dlna.mpeg-tts. Streaming formats like HLS (.m3u8/.ts) and DASH (.mpd/.m4v) are intended for final video distribution and cannot be used as original file formats. Here are examples of good and bad links:Good link: https://demo-files.gvideo.io/gcore.mp4Bad link (chunked HLS format): https://demo-files.gvideo.io/hls/master.m3u8Note: Currently, only one video can be uploaded per request, so transferring your library in batches will require automation.Migrate to Gcore Video Streaming TodayGcore Video Streaming makes video migration easy with support for multiple sources and automatic transcoding. Whether you’re moving files from cloud storage, hosting platforms, or API-based services, Gcore streamlines video administration. Store, process, and distribute videos in various formats, complete with features like subtitles and timeline previews.With seamless migration and automatic transcoding, Gcore ensures your videos are optimized and ready for distribution, saving you time and effort. Simplify your video management and ensure your content is always accessible and in the best format for your audience with Gcore’s robust video streaming solutions.

5 Ways to Improve Website Speed for E-Commerce

In part 1 of this guide, we explained why site speed matters for e-commerce and how you can track your current speed.Now, speed up your page load times with these five techniques.#1 Assess Your Current Site SpeedFirst, check your site’s current performance. Use tools like Google PageSpeed Insights or real user monitoring (RUM) tools. PageSpeed Insights evaluates individual web pages for mobile and desktop performance, providing actionable insights to improve speed and user experience.Here’s an example of how your metrics might look:#2 Adopt Code and Image Optimization TechniquesE-commerce websites often have a huge number of images, videos, and/or animations, which can slow down load times. Since these media are essential, the key is to optimize all heavy components.Compress images and use lazy loading via your website host. Minimize redirects and remove broken links, consulting a technical SEO expert if required. These actions can significantly reduce page weight.#3 Adopt CDNs and Edge ComputingThe majority of online shoppers have purchased from an e-commerce store in another country and an additional 22% plan to in the future. Hosting location impacts speed. The further your servers are physically located from your customers, the higher the latency. So, having servers distributed globally improves your load speed and allows you to deliver great customer experiences, no matter where your customers are located.Imagine that your e-commerce website is hosted on a web server in the US, but you have shoppers from the EU. When shoppers from the US browse your store, they may not experience much latency. But shoppers from Germany will, because of the time it takes their browser to send requests to your US server, wait for the server to process them, and deliver a response. A reliable CDN and edge computing provider caching your website content—images, videos, payment portals and all—at the edge makes for speedy content delivery globally.In addition to shortening the distance between your servers and buyers, CDNs also enable load balancing. Say you’re running a Black Friday sale with traffic surges far beyond your normal quantities. Your CDN provider can distribute the traffic evenly between its network of available servers, preventing any one server from being overworked, thereby improving server response times. So, if your Black Friday surge comes mostly from the New York area, a CDN can push some of that traffic from the New York, NY server to the nearby Manassas, VA and Boston, CT servers. Customers won’t notice a difference since both servers are nearby, but spreading the load means all servers continue to perform optimally.#4 Use Fast Authoritative DNSDNS is like the internet’s phone book, translating human-friendly domain names (like www.example.com) into IP addresses that computers use to find each other. When this translation happens quickly, it reduces the time it takes for a user’s browser to locate your website, leading to faster page load times.#5 Rinse and RepeatSite speed optimization is continuous. The internet changes daily; technology advances and competitors emerge. Don’t get comfortable with your site speed. Continuously track speed scores and make improvements.Website Speed Solutions in One Intuitive PlatformWebsite speed is a game-changer for e-commerce success. A website that loads in under a second is the magic number to boost user experience, slash bounce rates, and skyrocket your e-commerce business’ conversion rates.Stay ahead of your e-commerce competitors by choosing tools and platforms designed with your e-commerce website speed in mind. With 180+ PoPs worldwide and a 200+ Tbps network capacity, Gcore CDN and DNS are ideal speed optimization solutions for global e-commerce sites. Contact us today to discover how we can supercharge your site speed.Explore CDN for e-commerce

What Website Speed Is and Why It Matters for E-commerce Success

Website visitors are more impatient than ever—websites that take longer than three seconds to load lose more than half their visitors. For an e-commerce business, that translates to losing half its potential sales, which is bad news for revenue. In this article, we explain what e-commerce website speed is, how it’s measured, and how you can improve it for better customer retention and higher sales.Why Does Site Speed Matter?Website speed measures the time from when visitors click your link to when they see a fully functioning page. With the surge in e-commerce businesses around the world, buyers have many choices and will quickly abandon slow-loading websites out of frustration. Most customers won’t return to a slow website, and 89% will turn to a faster competitor. Satisfied customers are more likely to recommend your website to others, making high user satisfaction an effective marketing strategy.Just a second—or less—of load time can make the difference between a potential customer purchasing from you or your competitor. Conversion rates drop markedly with every additional second of load time. If your site loads in one second or less, you’re looking at a 3% conversion rate. That almost halves when you add just one second of wait time.That’s not surprising, since churn and bounce rates increase with slower load times, meaning potential buyers either leave your site before interacting and/or don’t return.Page load times also affect search engine optimization (SEO) rankings—your spot on search engine results pages. When buyers search for your products, if you don’t appear at the top, your competitors will—and your customers are more likely to visit their site instead of yours.Evidently, optimizing page load time is a non-negotiable for any e-commerce business.Metrics and Indicators to TrackSpeed can be measured and reflected by either technical or business metrics.Technical IndicatorsGoogle Core Web Vitals are metrics that measure various features contributing to a high-quality page experience. They’re an industry-standard way to measure your technical website load speed.Largest contentful paint (LCP) is the time it takes for the largest content on your site to load. An ideal LCP value is below 2.5 seconds, while above 4 seconds signals a poor page experience.First input delay (FID) is the delay between a user’s interaction (e.g., clicking a button) and the browser’s response. Google considers any FID value below 100 ms good, and above 300 ms poor.Cumulative layout shift (CLS) measures how much your content moves around while loading. Poor CLS can cause users to accidentally click on the wrong buttons.Keep track of the following additional technical metrics:Time to first byte (TTFB) is the time between a browser requesting your webpage and the first byte of data arriving. It often triggers the “reduce initial server response time” message in page speed diagnostics.Time to interactive (TTI) measures the time it takes for your website to become fully interactive. Google considers a TTI of below 5 seconds good, and above 7.3 seconds poor.Round-trip time (RTT) is the time it takes for requests to reach the origin server, be processed, and return to the client.Business MetricsThese metrics give you insights into how your website’s speed impacts sales. Although they’re not a direct speed measurement, speed has a direct impact on them.Conversion rate measures the percentage of your website’s visitors who make a purchase.Engagement time measures how much time customers actively spend on your website, such as browsing products or making a purchase. It’s connected to bounce rate, which is the opposite—how many customers leave your site without engaging at all, often caused by slow loading.Search ranking affects your site’s visibility, traffic, and revenue. Fast load times contribute to better SEO rankings.Explore part 2 of this guide to discover 5 practical tips to speed up your e-commerce website performance.

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