third-party-web

Third Party Web

Data on third party entities and their impact on the web.

This document is a summary of which third party scripts are most responsible for excessive JavaScript execution on the web today.

Table of Contents

1. Goals
2. Methodology
3. NPM Module
4. Updates
5. Data
   1. Summary
   2. How to Interpret
   3. Third Parties by Category
      1. Ads
      2. Analytics
      3. Social
      4. Video
      5. Developer Utilities
      6. Hosting Platforms
      7. Marketing
      8. Customer Success
      9. Content & Publishing
      10. Libraries
      11. Mixed / Other
   4. Third Parties by Total Impact
6. Future Work
7. FAQs
8. Contributing

Goals

1. Quantify the impact of third party scripts on the web.
2. Identify the third party scripts on the web that have the greatest performance cost.
3. Give developers the information they need to make informed decisions about which third parties to include on their sites.
4. Incentivize responsible third party script behavior.
5. Make this information accessible and useful.

Methodology

HTTP Archive is an inititiave that tracks how the web is built. Twice a month, ~4 million sites are crawled with Lighthouse on mobile. Lighthouse breaks down the total script execution time of each page and attributes the execution to a URL. Using BigQuery, this project aggregates the script execution to the origin-level and assigns each origin to the responsible entity.

NPM Module

The entity classification data is available as an NPM module.

const { getEntity } = require("third-party-web");
const entity = getEntity("https://d36mpcpuzc4ztk.cloudfront.net/js/visitor.js");
console.log(entity);
//   {
//     "name": "Freshdesk",
//     "homepage": "https://freshdesk.com/",
//     "categories": ["customer-success"],
//     "domains": ["d36mpcpuzc4ztk.cloudfront.net"]
//   }

Updates

2019-02-01 dataset

Huge props to WordAds for reducing their impact from ~2.5s to ~200ms on average! A few entities are showing considerably less data this cycle (Media Math, Crazy Egg, DoubleVerify, Bootstrap CDN). Perhaps they've added new CDNs/hostnames that we haven't identified or the basket of sites in HTTPArchive has shifted away from their usage.

Data

Summary

Across top ~1 million sites, ~800 origins account for ~65% of all script execution time with the top 100 entities already accounting for ~59%. Third party script execution is the majority chunk of the web today, and it's important to make informed choices.

How to Interpret

Each entity has a number of data points available.

1. Usage (Total Number of Occurrences) - how many scripts from their origins were included on pages
2. Total Impact (Total Execution Time) - how many seconds were spent executing their scripts across the web
3. Average Impact (Average Execution Time) - on average, how many milliseconds were spent executing each script
4. Category - what type of script is this

Third Parties by Category

This section breaks down third parties by category. The third parties in each category are ranked from first to last based on the average impact of their scripts. Perhaps the most important comparisons lie here. You always need to pick an analytics provider, but at least you can pick the most well-behaved analytics provider.

Overall Breakdown

Unsurprisingly, ads account for the largest identifiable chunk of third party script execution. Other balloons as a category primarily due to Google Tag Manager which is used to deliver scripts in multiple categories. Google Tag Manager script execution alone is responsible for more than half of the "Mixed / Other" category.

Ads

These scripts are part of advertising networks, either serving or measuring.

Rank	Name	Usage	Average Impact
1	Media Math	662	68 ms
2	Adroll	3,198	94 ms
3	Amazon Ads	22,090	94 ms
4	Scorecard Research	3,578	103 ms
5	Rubicon Project	3,905	106 ms
6	MGID	10,317	114 ms
7	Criteo	64,547	116 ms
8	Market GID	3,873	153 ms
9	Taboola	23,853	176 ms
10	Bing Ads	1,103	208 ms
11	WordAds	32,295	212 ms
12	Google/Doubleclick Ads	1,206,843	215 ms
13	Pubmatic	3,140	225 ms
14	Yahoo Ads	9,578	225 ms
15	AppNexus	14,694	265 ms
16	Yandex Ads	39,330	272 ms
17	Integral Ads	24,532	305 ms
18	Sizmek	4,011	374 ms
19	DoubleVerify	1,988	600 ms
20	MediaVine	9,801	706 ms
21	Moat	14,337	708 ms
22	OpenX	10,729	836 ms
23	33 Across	20,137	863 ms
24	Popads	5,009	1288 ms

Analytics

These scripts measure or track users and their actions. There's a wide range in impact here depending on what's being tracked.

Rank	Name	Usage	Average Impact
1	Alexa	1,265	50 ms
2	Cedexis	425	72 ms
3	Google Analytics	1,163,249	77 ms
4	Mixpanel	5,462	77 ms
5	Snowplow	2,492	77 ms
6	Baidu Analytics	7,041	78 ms
7	Crazy Egg	455	89 ms
8	Hotjar	91,036	92 ms
9	VWO	6,471	100 ms
10	Adobe Analytics	32,173	183 ms
11	Segment	6,998	201 ms
12	Tealium	14,422	207 ms
13	Optimizely	13,482	232 ms
14	Salesforce	40,868	270 ms
15	Yandex Metrica	221,577	356 ms
16	Histats	14,706	390 ms
17	mPulse	2,521	775 ms
18	Lucky Orange	6,113	834 ms

Social

These scripts enable social features.

Rank	Name	Usage	Average Impact
1	VK	6,342	65 ms
2	Pinterest	14,331	87 ms
3	Facebook	1,107,461	116 ms
4	Yandex Share	29,555	128 ms
5	LinkedIn	12,260	130 ms
6	Twitter	274,753	146 ms
7	ShareThis	32,318	229 ms
8	Shareaholic	13,268	236 ms
9	AddThis	170,036	245 ms
10	Tumblr	40,855	312 ms
11	Disqus	741	504 ms
12	PIXNET	54,969	605 ms

Video

These scripts enable video player and streaming functionality.

Rank	Name	Usage	Average Impact
1	YouTube	22,093	107 ms
2	Wistia	20,633	257 ms
3	Brightcove	4,933	441 ms

Developer Utilities

These scripts are developer utilities (API clients, site monitoring, fraud detection, etc).

Rank	Name	Usage	Average Impact
1	New Relic	3,502	70 ms
2	Stripe	4,751	70 ms
3	OneSignal	37,165	83 ms
4	Google APIs/SDK	829,509	114 ms
5	App Dynamics	1,929	124 ms
6	Cloudflare	5,190	191 ms
7	PayPal	6,467	229 ms
8	Yandex APIs	57,870	362 ms
9	Distil Networks	11,313	376 ms
10	Sentry	15,981	686 ms

Hosting Platforms

These scripts are from web hosting platforms (WordPress, Wix, Squarespace, etc). Note that in this category, this can sometimes be the entirety of script on the page, and so the "impact" rank might be misleading. In the case of WordPress, this just indicates the libraries hosted and served by WordPress not all sites using self-hosted WordPress.

Rank	Name	Usage	Average Impact
1	Blogger	17,943	47 ms
2	Dealer	23,885	90 ms
3	WordPress	126,052	122 ms
4	Shopify	220,676	158 ms
5	Weebly	35,097	230 ms
6	Hatena Blog	51,333	484 ms
7	Squarespace	87,878	491 ms
8	Wix	192,121	1040 ms

Marketing

These scripts are from marketing tools that add popups/newsletters/etc.

Rank	Name	Usage	Average Impact
1	RD Station	2,517	70 ms
2	Hubspot	14,148	91 ms
3	Listrak	963	128 ms
4	OptinMonster	1,129	132 ms
5	Beeketing	61,179	138 ms
6	Drift	4,073	141 ms
7	Mailchimp	22,992	146 ms
8	Sumo	35,677	385 ms
9	Albacross	1,382	727 ms

Customer Success

These scripts are from customer support/marketing providers that offer chat and contact solutions. These scripts are generally heavier in weight.

Rank	Name	Usage	Average Impact
1	LiveChat	20,433	87 ms
2	Freshdesk	909	140 ms
3	Help Scout	627	164 ms
4	Jivochat	23,628	215 ms
5	Olark	12,258	318 ms
6	Intercom	16,809	334 ms
7	Tawk.to	40,598	345 ms
8	ZenDesk	32,852	421 ms
9	Zopim	53,503	607 ms

Content & Publishing

These scripts are from content providers or publishing-specific affiliate tracking.

Rank	Name	Usage	Average Impact
1	AMP	61,086	199 ms
2	Vox Media	704	456 ms
3	Hotmart	854	785 ms

Libraries

These are mostly open source libraries (e.g. jQuery) served over different public CDNs. This category is unique in that the origin may have no responsibility for the performance of what's being served. Note that rank here does not imply one CDN is better than the other. It simply indicates that the libraries being served from that origin are lighter/heavier than the ones served by another..

Rank	Name	Usage	Average Impact
1	Bootstrap CDN	1,383	48 ms
2	FontAwesome CDN	15,661	102 ms
3	Yandex CDN	2,020	123 ms
4	Adobe TypeKit	4,519	131 ms
5	jQuery CDN	142,889	170 ms
6	Google CDN	744,534	177 ms
7	Cloudflare CDN	101,203	193 ms
8	JSDelivr CDN	24,627	285 ms
9	CreateJS CDN	1,757	3056 ms

Mixed / Other

These are miscellaneous scripts delivered via a shared origin with no precise category or attribution. Help us out by identifying more origins!

Rank	Name	Usage	Average Impact
1	Amazon S3	32,205	156 ms
2	All Other 3rd Parties	1,326,341	204 ms
3	Ensighten	6,753	249 ms
4	Google Tag Manager	1,098,396	431 ms
5	Parking Crew	4,542	461 ms

Third Parties by Total Impact

This section highlights the entities responsible for the most script execution across the web. This helps inform which improvements would have the largest total impact.

Name	Popularity	Total Impact	Average Impact
Google Tag Manager	1,098,396	473,333 s	431 ms
All Other 3rd Parties	1,326,341	270,284 s	204 ms
Google/Doubleclick Ads	1,206,843	259,963 s	215 ms
Wix	192,121	199,834 s	1040 ms
Google CDN	744,534	131,849 s	177 ms
Facebook	1,107,461	128,923 s	116 ms
Google APIs/SDK	829,509	94,149 s	114 ms
Google Analytics	1,163,249	89,009 s	77 ms
Yandex Metrica	221,577	78,814 s	356 ms
Squarespace	87,878	43,179 s	491 ms
AddThis	170,036	41,730 s	245 ms
Twitter	274,753	40,120 s	146 ms
Shopify	220,676	34,854 s	158 ms
PIXNET	54,969	33,257 s	605 ms
Zopim	53,503	32,501 s	607 ms
Hatena Blog	51,333	24,848 s	484 ms
jQuery CDN	142,889	24,222 s	170 ms
Yandex APIs	57,870	20,926 s	362 ms
Cloudflare CDN	101,203	19,548 s	193 ms
33 Across	20,137	17,375 s	863 ms
WordPress	126,052	15,390 s	122 ms
Tawk.to	40,598	14,007 s	345 ms
ZenDesk	32,852	13,839 s	421 ms
Sumo	35,677	13,749 s	385 ms
Tumblr	40,855	12,755 s	312 ms
AMP	61,086	12,136 s	199 ms
Salesforce	40,868	11,025 s	270 ms
Sentry	15,981	10,966 s	686 ms
Yandex Ads	39,330	10,689 s	272 ms
Moat	14,337	10,154 s	708 ms
OpenX	10,729	8,974 s	836 ms
Beeketing	61,179	8,473 s	138 ms
Hotjar	91,036	8,395 s	92 ms
Weebly	35,097	8,062 s	230 ms
Criteo	64,547	7,496 s	116 ms
Integral Ads	24,532	7,477 s	305 ms
ShareThis	32,318	7,405 s	229 ms
JSDelivr CDN	24,627	7,007 s	285 ms
MediaVine	9,801	6,915 s	706 ms
WordAds	32,295	6,844 s	212 ms
Popads	5,009	6,451 s	1288 ms
Adobe Analytics	32,173	5,885 s	183 ms
Histats	14,706	5,739 s	390 ms
Intercom	16,809	5,614 s	334 ms
CreateJS CDN	1,757	5,370 s	3056 ms
Wistia	20,633	5,294 s	257 ms
Lucky Orange	6,113	5,098 s	834 ms
Jivochat	23,628	5,084 s	215 ms
Amazon S3	32,205	5,008 s	156 ms
Distil Networks	11,313	4,254 s	376 ms
Taboola	23,853	4,190 s	176 ms
Olark	12,258	3,902 s	318 ms
AppNexus	14,694	3,888 s	265 ms
Yandex Share	29,555	3,772 s	128 ms
Mailchimp	22,992	3,357 s	146 ms
Shareaholic	13,268	3,135 s	236 ms
Optimizely	13,482	3,135 s	232 ms
OneSignal	37,165	3,075 s	83 ms
Tealium	14,422	2,990 s	207 ms
YouTube	22,093	2,370 s	107 ms
Brightcove	4,933	2,173 s	441 ms
Yahoo Ads	9,578	2,158 s	225 ms
Dealer	23,885	2,158 s	90 ms
Parking Crew	4,542	2,093 s	461 ms
Amazon Ads	22,090	2,079 s	94 ms
mPulse	2,521	1,953 s	775 ms
LiveChat	20,433	1,786 s	87 ms
Ensighten	6,753	1,683 s	249 ms
FontAwesome CDN	15,661	1,599 s	102 ms
LinkedIn	12,260	1,594 s	130 ms
Sizmek	4,011	1,501 s	374 ms
PayPal	6,467	1,478 s	229 ms
Segment	6,998	1,406 s	201 ms
Hubspot	14,148	1,287 s	91 ms
Pinterest	14,331	1,245 s	87 ms
DoubleVerify	1,988	1,193 s	600 ms
MGID	10,317	1,174 s	114 ms
Albacross	1,382	1,004 s	727 ms
Cloudflare	5,190	989 s	191 ms
Blogger	17,943	839 s	47 ms
Pubmatic	3,140	707 s	225 ms
Hotmart	854	670 s	785 ms
VWO	6,471	649 s	100 ms
Market GID	3,873	592 s	153 ms
Adobe TypeKit	4,519	590 s	131 ms
Drift	4,073	575 s	141 ms
Baidu Analytics	7,041	550 s	78 ms
Mixpanel	5,462	420 s	77 ms
VK	6,342	414 s	65 ms
Rubicon Project	3,905	413 s	106 ms
Disqus	741	374 s	504 ms
Scorecard Research	3,578	369 s	103 ms
Stripe	4,751	334 s	70 ms
Vox Media	704	321 s	456 ms
Adroll	3,198	301 s	94 ms
Yandex CDN	2,020	249 s	123 ms
New Relic	3,502	244 s	70 ms
App Dynamics	1,929	240 s	124 ms
Bing Ads	1,103	230 s	208 ms
Snowplow	2,492	193 s	77 ms
RD Station	2,517	176 s	70 ms
OptinMonster	1,129	149 s	132 ms
Freshdesk	909	127 s	140 ms
Listrak	963	123 s	128 ms
Help Scout	627	103 s	164 ms
Bootstrap CDN	1,383	67 s	48 ms
Alexa	1,265	63 s	50 ms
Media Math	662	45 s	68 ms
Crazy Egg	455	41 s	89 ms
Cedexis	425	31 s	72 ms

Future Work

1. Introduce URL-level data for more fine-grained analysis, i.e. which libraries from Cloudflare/Google CDNs are most expensive.
2. Expand the scope, i.e. include more third parties and have greater entity/category coverage.

FAQs

I don't see entity X in the list. What's up with that?

This can be for one of several reasons:

1. The entity does not have at least 100 references to their origin in the dataset.
2. The entity's origins have not yet been identified. See How can I contribute?

How is the "Average Impact" determined?

The HTTP Archive dataset includes Lighthouse reports for each URL on mobile. Lighthouse has an audit called "bootup-time" that summarizes the amount of time that each script spent on the main thread. The "Average Impact" for an entity is the total execution time of scripts whose domain matches one of the entity's domains divided by the total number of occurences of those scripts.

Average Impact = Total Execution Time / Total Occurences

How does Lighthouse determine the execution time of each script?

Lighthouse's bootup time audit attempts to attribute all toplevel main-thread tasks to a URL. A main thread task is attributed to the first script URL found in the stack. If you're interested in helping us improve this logic, see Contributing for details.

The data for entity X seems wrong. How can it be corrected?

Verify that the origins in data/entities.json are correct. Most issues will simply be the result of mislabelling of shared origins. If everything checks out, there is likely no further action and the data is valid. If you still believe there's errors, file an issue to discuss futher.

How can I contribute?

Only about 90% of the third party script execution has been assigned to an entity. We could use your help identifying the rest! See Contributing for details.

Contributing

Updating the Entities

The domain->entity mapping can be found in data/entities.json. Adding a new entity is as simple as adding a new array item with the following form.

{
    "name": "Facebook",
    "homepage": "https://www.facebook.com",
    "categories": ["social"],
    "domains": [
        "www.facebook.com",
        "connect.facebook.net",
        "staticxx.facebook.com",
        "static.xx.fbcdn.net",
        "m.facebook.com"
    ]
}

Updating Attribution Logic

The logic for attribution to individual script URLs can be found in the Lighthouse repo. File an issue over there to discuss further.

Updating the Data

The query used to compute the origin-level data is in sql/origin-execution-time-query.sql, running this against the latest Lighthouse HTTP Archive should give you a JSON export of the latest data that can be checked in at data/YYYY-MM-DD-origin-scripting.json.

Updating this README

This README is auto-generated from the templates lib/ and the computed data. In order to update the charts, you'll need to make sure you have cairo installed locally in addition to yarn install.

# Install `cairo` and dependencies for node-canvas
brew install pkg-config cairo pango libpng jpeg giflib