LiquidPurple - Strategic Website Management

Glossary of Terms

We have compiled this list of terms and definitions to help you better understand the terminology used within the web development community.

User Timings

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User Timings are custom performance measurements you define to track moments that matter most to your specific product or workflow. They go beyond generic metrics to capture things like how long a checkout flow takes or when a key feature becomes usable. They make performance data more actionable.

User Timings

User Timings are custom performance markers and measurements you add to your JavaScript code using the browser's Performance API. Standard metrics like First Contentful Paint and Time to Interactive are valuable, but they measure generic milestones that may not capture what matters most to your specific application. User Timings let you define your own: "How long does it take for the product search results to appear?" or "When does the interactive map become usable?" These custom measurements give you performance data that is directly tied to the moments your users actually care about.

Why It Matters

  • Generic metrics do not tell the whole story. Largest Contentful Paint might be fast, but if the feature your users came for takes five more seconds to become functional, the generic metric misses the real problem. User Timings capture what standard metrics cannot.
  • They make performance actionable. Knowing that "the product carousel loaded in 1.2 seconds" is far more useful than knowing "some content painted at 0.8 seconds." Custom timings tied to specific features give developers clear targets to optimize.
  • They work in real-world monitoring. User Timings show up in browser developer tools and can be sent to analytics and monitoring services. This lets you track custom performance metrics from real users over time, not just in lab tests.
  • They bridge business and engineering goals. Business teams care about how fast the checkout flow works or when a search returns results. User Timings let you measure exactly those moments and report on them in terms everyone understands.

How to Use Them

  1. Identify moments that matter. Determine which user-facing milestones are most important for your application. When does the search bar become functional? How long does a form submission take? When do the main product images appear? These are your candidates for custom timings.
  2. Set performance marks. Use performance.mark() to create named timestamps at significant moments in your code. Place marks at the start and end of operations you want to measure.
  3. Create measurements between marks. Use performance.measure() to calculate the duration between two marks. This gives you a named measurement with a precise duration that shows up in developer tools.
  4. Send timings to your monitoring service. Use the Performance Observer API to collect your custom timings and send them to your analytics or monitoring system. This lets you track trends over time and catch regressions from real user data.
  5. Review and act on the data. Custom timings are only valuable if you use them to drive decisions. Set performance budgets around your custom measurements and investigate when timings regress beyond acceptable thresholds.

Common Mistakes

  • Creating too many timings. Measuring everything dilutes the signal. Focus on the five to ten moments that genuinely matter to your users and business. Too many custom timings create noise that makes it harder to find actionable insights.
  • Using vague mark names. Names like "start" and "end" become meaningless when you have multiple measurements. Use descriptive names like "search-results-rendered" or "hero-image-visible" that clearly identify what is being measured.
  • Collecting data without acting on it. Custom timings that get sent to analytics but never reviewed are wasted effort. Assign ownership, set thresholds, and create alerts so regressions are caught and investigated.
  • Only measuring in development. Lab testing catches some issues, but real user timings reveal how your application performs across the full range of devices, networks, and usage patterns. Collect custom timings from production traffic.
Bottom Line: Identify the moments that matter most to your users, mark them with the Performance API, measure the durations, and send them to your monitoring service. User Timings turn abstract performance numbers into specific, actionable measurements tied to real user experiences.
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Synonyms: Custom Metrics, Performance Marks

What Does "Liquid Purple" mean?

noun | / LIK-wid PUR-pul /

  1. (biochemistry) Also known as visual purple or rhodopsin — a light-sensitive receptor protein found in the rods of the retina. It enables vision in dim light by transforming invisible darkness into visible form. Derived from the Greek rhódon (rose) and ópsis (sight), its name reflects its delicate pink hue and vital role in perception.

  2. (modern usage) Liquid Purple — a digital marketing agency specializing in uncovering unseen opportunities and illuminating brands hidden in the digital dark. Much like its biological namesake, Liquid Purple transforms faint signals into clear visibility — revealing what others overlook and bringing businesses into the light.

Origin: From the scientific term rhodopsin, discovered by Franz Christian Boll in 1876; adopted metaphorically by a marketing firm dedicated to visual clarity in the age of algorithms.

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