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  <url><loc>https://pagespeedaudit.com/research/the-cost-of-a-millisecond</loc><video:video><video:thumbnail_loc>https://pagespeedaudit.com/research/media/page-speed-vs-revenue-evidence-explained-thumbnail.jpg</video:thumbnail_loc><video:title>The cost of a millisecond: page speed vs revenue, the evidence explained</video:title><video:description>How much revenue does 100 ms of page speed cost? A narrated evidence audit of 20 years of speed-vs-revenue studies, graded by research design: the two cleanest causal designs put it at 0.6% (revenue) and 0.70% (conversion) per 100 ms, about 0.65% as a planning reference, 5–13× below the famous industry headlines.</video:description><video:content_loc>https://pagespeedaudit.com/research/media/page-speed-vs-revenue-evidence-explained.mp4</video:content_loc><video:duration>335</video:duration><video:publication_date>2026-10-10T14:05:00+00:00</video:publication_date><video:family_friendly>yes</video:family_friendly><video:requires_subscription>no</video:requires_subscription><video:uploader info="https://pagespeedaudit.com/research">PageSpeedAudit Research</video:uploader><video:tag>page speed</video:tag><video:tag>revenue</video:tag><video:tag>conversion rate</video:tag><video:tag>Core Web Vitals</video:tag><video:tag>web performance</video:tag></video:video></url>
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