Google has announced improvements to its Interaction to Next Paint (INP) metric for websites using popular consent management platforms (CMPs).
Google made this possible by working directly with platforms like OneTrust, Complianz and Axeptio.
Barry Pollard, a member of the Chrome User Experience Report (CrUX) team, announced the initiative in a recent publication in the CrUX ad group.
Pollard said:
“The Google team has been working with various consent management platforms, including OneTrust, Complianz, and Axeptio, to improve the interaction with Next Paint (INP) by rendering more often, especially when cookies are accepted.”
INP Insights from Google’s Chrome UX Team
Pollard revealed that Google’s partnership with CMPs has “resulted in greatly improved INP for sites using these platforms.”
The Google team has been working with a number of CMPs (including OneTrust, Complianz, and Axeptio) to improve INP rendering more often, especially when cookies are accepted. This has resulted in a greatly improved INP for sites using these platforms. pic.twitter.com/Ce5nFY2TtO
— Chrome UX Report 📊 (@ChromeUXReport) April 9, 2024
He explained that platforms now “render more often” when cookies are accepted, directly impacting the site’s INP performance.
The importance of the INP
Introduced as a replacement for First Input Delay (FID), INP measures the time from when a user interacts with a page until the browser can display the changed pixels on the screen.
As a Core Web Vital, INP plays a role in evaluating a website’s interactivity and overall user experience.
INP optimization and problem identification
You can evaluate your site’s current INP performance using tools like PageSpeed Insights and CrUX.
Google has also published a tutorial for identifying and resolving INP issues, guiding developers through steps such as diagnosing problem areas, optimizing JavaScript, and streamlining the DOM structure.
According to data from DebugBeara web performance monitoring platform, the average website takes 1.3 seconds to load its main page content (as measured by the Largest Content Painter metric).
However, there is significant variation in loading speed between different websites, devices and locations.
FAQ
What is Interaction to Next Paint (INP) and why is it important?
INP measures the time from when a user interacts with a page until the browser can render the changed pixels on the screen. It is an evolution of the First Input Delay (FID) metric and Google considers it a Core Web Vital.
INP is important because it quantifies the responsiveness of a web page, which is an aspect of the user experience. A lower INP indicates a more interactive and responsive website, which can contribute to user satisfaction and potentially better search visibility.
How have consent management platforms been improved for better INP results?
CMPs such as OneTrust, Complianz, and Axeptio have been optimized through Google’s collaboration to improve website INP metrics.
This has been achieved by making platforms “yield more often”, specifically when users accept cookies.
Rendering more often means that these platforms allow the browser’s main thread to be less busy processing consent-related tasks, improving the INP metric and overall performance.
Featured image: rafapress/Shutterstock
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