The Core Web Vitals are a set of metrics that Google has defined to measure how good a website’s user experience is. They first became a ranking signal in 2021.

While the metric definitions have been tweaked over time, the introduction of the Interaction to Next Paint metric is the biggest change since the launch of the Core Web Vitals initiative.

What is Interaction to Next Paint (INP)?

Interaction to Next Paint is a metric that evaluates how quickly your website responds to user interaction. It measures how much time elapses between the user input, like a button click, and the next time the page content refreshes (the “next paint”).

To rank better in Google this interaction delay should be less than 200 milliseconds. This ensures that the website feels responsive to users.

How are the Core Web Vitals changing?

Google has announced that Interaction to Next Paint will become one of the three Core Web Vitals metrics in March 2024. At that point a website that responds to user input too slowly could do worse in search result rankings.

INP will replace the current First Input Delay (FID) metric. While FID also measures responsiveness, it is more limited as it only looks at the first user interaction. It also only measures the delay until the input event starts being handled, rather than waiting until the user can see the result.

Currently only 64.9% of mobile websites do well on the Interaction to Next Paint metric and it will be harder to get a good INP score than a good First Input Delay score.

How can I measure the Interaction to Next Paint metric on my website?

Run a website speed test to see how fast your website loads and how quickly it responds to user input.

Open the “Web Vitals” tab once your test is complete. You can see the Interaction to Next Paint metric at the bottom of the page.

In this case only 38% of users have a good INP experience.

How can I optimize Interaction to Next Paint?

Interaction delays happen when the browser needs to perform a lot of CPU processing before it can update the page. This can happen for two reasons:

Ongoing background tasks prevent the user input from being handled
Handling the user input itself is taking a lot of time

Background tasks often happen during the initial page load, but can happen later on as well. They are often caused by third party code embedded on the website.

Responding to a user interaction can require a lot of processing. If that can’t be optimized you can consider showing a spinner to provide visual feedback until the processing task is complete.

Running JavaScript code is the most common type of processing, but complex visual updates can also take a long time.

Use Chrome DevTools to analyze performance

The Chrome DevTools performance profiler shows what tasks are taking a long time and should be optimized. Start a recording, click on an element on the page, and then click on the longest bars in the visualization.

This allows you to identify whether the code comes from a third party or from your own website. You can also dive deeper to see how the task can be sped up.

Check the Total Blocking Time metric to identify background tasks

The Total Blocking Time metric tracks how often there are background CPU tasks that could block other code from running. If the user interacts with the page while a task is already in progress then the browser first completes that task before handling the input event.

You can use tools like Google Lighthouse to see how this metric can be optimized.

If processing-heavy tasks on your website are part of your core website code you’ll need to work with your development team to optimize these. For third parties you can review whether the script is still needed, or contact customer support of the vendor to see if it’s possible to optimize the code.

Monitor Interaction to Next Paint

Want to keep track of how you’re doing on INP and other Core Web Vitals? DebugBear can keep track of your website speed and help you optimize it.

Start a free 14-day trial today and deliver a better user experience.

Conclusion

The Interaction to Next Paint metric represents the biggest change to Google’s Core Web Vitals since they were originally announced. INP addresses the deficiencies of the previous First Input Delay metric and provides a better representation of how users experience a website.

Check how your website does on the Interaction to Next Paint metric before the ranking change is rolled out in 2024. That way you’ll have plenty of time to identify optimizations and make your website faster.

Try DebugBear with a free 14-day trial.

160over90 has been selected as the cultural marketing agency partner for the 2025 World Aquatics Championships happening in Singapore. The agency, who won the contract through a competitive pitch process, will be responsible for creating and implementing the event’s brand visual identity, including the development of the logo, tagline, and mascot design.

The comprehensive brand strategy will extend across social and digital content, paid media, website creation, experiential services, KOL (key opinion leader) engagement, PR, and communications. These services will be delivered over the next 15 months, leading up to the championships.

The 2025 World Aquatics Championships will be the first time the event is held in Southeast Asia. Scheduled to take place from July 11 to August 3, 2025, the championships are expected to feature over 2,500 athletes from World Aquatics’ 210 national member federations. Competitions will be held in six sports: swimming, diving, water polo, artistic swimming, open water swimming, and high diving.

(Photo credit: 160over90, used with permission)

Amy Chong, director of communications, marketing and sponsorship for World Aquatics Championships—Singapore 2025, expressed her excitement about the partnership telling Campaign, “The World Aquatics Championships Singapore 2025, and its Masters Championships edition, is going to be a milestone occasion for all Singaporeans. We cannot wait to showcase the best of Singapore to the global audience and generate enthusiasm for everyone to participate and witness the event. We’re confident that 160over90, backed by the power of the Endeavor network, will help us deliver a championships to remember.”

Ed Horne, president of 160over90 added, “We’re honoured to be delivering a full-scope cultural marketing strategy for the 2025 World Aquatics in Singapore. Our team across the globe has extensive experience working with high-profile sports organisations and federations, and we’re excited to bring this renowned event to life for audiences both in Singapore and online around the world. Sport transcends boundaries, and our global, culturally connected team is best positioned to deliver an unforgettable shared experience.”

160over90 is a cultural marketing agency known for creating brand experiences and shared moments. With over 800 professionals worldwide, the agency adopts a full-service, channel-agnostic approach connected to cultural trends, and has worked with brands including AB InBev, Audi, DP World, Marriott International, USAA, and Visa. The agency is part of the global sports and entertainment company Endeavor.

Publicis Groupe has agreed to acquire creator marketing agency Influential, the holding company announced on Thursday, marking its most significant move into the creator marketing space yet.

Influential will bring Publicis access to more than 3.5 million creators through its AI-powered platform, which also contains data on 90% of global creators with more than 1 million followers, according to a press release. 

For Influential, access to data from Epsilon, which Publicis acquired in 2019, will enable brands to better identify creators that resonate with their targeted audiences, the press release said.

Publicis and Influential also plan to operate an AI-powered platform that allows clients to “holistically plan, manage and measure investment across social, digital, and affiliate marketing” while extending the reach and impact of social media campaigns to digital and affiliate channels, according to the release. 

The offering will be led by Ryan Detert, CEO of Influential, and will sit centrally within Publicis Groupe to support all of its agencies.

Both companies declined to comment on the deal, which is expected to close in late August. Financial details weren’t disclosed.

For Publicis, the acquisition adds significant heft in the creator economy, which is poised to reach half a trillion dollars by 2025, according to an estimate from Goldman Sachs. Brands expect to increase their influencer marketing budgets by nearly 46% year-over-year in 2024, bringing influencer marketing spend to $24 billion, according to a survey from Influencer Marketing Hub.

Influential grew estimated revenue to $150 million in 2023, up from $100 million the year before, AdAge reported. The agency works with 300 brands globally, according to a press release, including Hilton to make the first-ever 10-minute TikTok, as well as McDonald’s. 

“Not only does this acquisition mean we will take the leadership of Influencer marketing, it also uniquely positions us at the center of the new media ecosystem,” Arthur Sadoun, CEO of Publicis Groupe, said in the release.

The acquisition comes as Publicis Groupe continues to outperform its peers in the market. Earlier this month, Publicis reported Q2 organic revenue growth of 5.6%, compared to Interpublic Group’s 1.7% organic revenue growth for the same quarter. Publicis increased its full-year forecast for 2024 from 4% to 5% organic growth to 5% to 6%.

Understanding media performance in digital marketing is like navigating a maze that constantly changes. The emergence of platforms like TikTok has revolutionized how brands connect with their audience, adding layers of complexity and opportunity. However, with regulatory changes such as GDPR and iOS 14.5 updates, eCommerce brands are now facing a growing challenge: gaining clear visibility into the performance of their media mix channels. 

Top of Funnel Marketing 

Top-of-funnel marketing is about more than just creating buzz; it’s about laying a sustainable foundation for growth. Imagine it as the first chapter of an engaging novel, where the story begins, intrigue is created, and the relationship with the reader—or in this case, the customer—starts to form.  

Historically, due to the difficulty in tracking and measuring the impact of these top-of-funnel activities, brands have gravitated towards bottom-of-funnel advertising, where results are more tangible, like direct sales and conversions. However, this approach often overlooks a critical aspect of customer acquisition and brand building.  

According to a Fospha report, brands that consistently invest in top-of-funnel activities for a minimum of 10 months are likely to see reduced customer acquisition costs and a more robust Return on Ad Spend (ROAS). Specifically, the report reveals that brands prioritizing long-term brand awareness strategies can improve their ROAS by 42% and decrease acquisition costs by 35%, in comparison to brands that concentrate exclusively on conversion-focused activities. 

The Challenges of Current Measurement Practices 

The digital advertising landscape has evolved significantly over the past five years, growing more complex and demanding advanced measurement techniques.  

Traditional pixel- and cookie-based methods, which have been the mainstay of most brands, are losing their effectiveness due to regulatory changes like GDPR, CCPA, and iOS 14.5, which prioritise consumer privacy over technological efficacy. This has led to a significant reduction in visibility, especially in the early stages of the customer journey. Consequently, marketing attribution models that do not account for top-of-funnel activities may overestimate the effectiveness of lower-funnel activities. 

Fospha x TikTok 

On Monday 8 Jan 2024, TikTok introduced Fospha as one of the measurement partners. This partnership represents a significant development in the intricate world of digital marketing, highlighting the importance of not solely relying on bottom-of-funnel metrics for brands aiming to achieve sustainable growth and broad market reach. 

Fospha’s solution empowers brands to measure their paid media spend across platforms like TikTok in a data-driven way that aligns with profitability. This means that brands can now gain insights into the impact of their top-of-funnel activities, optimize their strategies accordingly, and scale their efforts without sacrificing their bottom line. 

Case Study 

Let’s take a closer look at The Essence Vault, a fragrance brand that faced the common dilemma of digital expansion. By embracing TikTok’s dynamic platform and partnering with Fospha, they saw a 20% increase in revenue and a 7% improvement in ROAS, illustrating the power of a data-driven, top-of-funnel approach. 

Conclusion 

TikTok has exploded in popularity, emerging as a significant alternative ad channel. The platform has shown strong returns, outperforming other growing platforms like YouTube. Top-of-funnel marketing is more than just an initial handshake with potential customers; it’s an indispensable part of a brand’s growth strategy in today’s complex advertising ecosystem. With strategic tools and partnerships like Fospha and TikTok, brands can confidently navigate this landscape, ensuring that every stage of the marketing funnel is optimised for success. As we look towards the future of digital advertising, it’s clear that understanding and leveraging top-of-funnel marketing is not just a strategy, but a necessity for sustainable growth and success. 

For further information on this partnership, visit Fospha’s blog and TikTok for Business Blog. 

In the ever-evolving landscape of eCommerce, staying ahead requires constant adaptation and strategic insights. The Fospha State of eCommerce Report for Q1 2024 brings valuable data to the forefront, guiding marketers, advertisers, business owners, and agencies in the eCommerce industry on where to channel their efforts for maximum return.  

The report reveals a significant underinvestment in paid social channels, with advertisers reaching only 59% of their potential, suggesting an opportunity to nearly double spend for profitable returns.  

Here are some key takeaways from the report: 

Meta and TikTok emerge as leaders in paid social success, with Meta boasting the highest relative Return On Ad Spend (ROAS). Notably, TikTok stands out for new customer acquisition, outpacing other channels in driving new conversions.  
Snapchat’s major update has catapulted it as a growth channel worth watching, with a remarkable 504% increase in ROAS year-over-year.  
The report highlights a widespread issue in the industry: the underrepresentation of impressions-led channels by Google Analytics and ad platforms’ own attribution models. This discrepancy emphasizes the need for standardized measurement methods to accurately report performance.  

Now is the time to reassess your investment in paid social, explore the potential of emerging channels like Snapchat, and adopt reliable measurement methods to navigate the complex digital marketing landscape effectively. 

For a deep dive into these insights and to leverage them for your digital strategy, download the full Fospha State of eCommerce Report Q1 2024. Embrace the data-driven insights to refine your approach, optimize spend across platforms, and drive your eCommerce brand towards profitable growth.  

Snapchat driving spend growth at higher efficiency

Nutrimuscle is a fast-growing sports supplement brand that started using Fospha in June 2023. Their goal was to grow by increasing conversions and effectively allocating spend, but like many businesses, one of the primary challenges they faced was the inability to track key metrics (i.e. Cost of Acquiring Customers) and lack of transparency into campaign performance.

Nutrimuscle wanted to understand where to allocate spend, and which channels would be most effective for increasing reach and conversions. Last click and ad platform measurement wasn’t enough- this is where they turned to Fospha.