This document discusses measuring the business impact of web performance. It provides examples showing how reducing load times by just 1 second can significantly increase conversion rates and revenue. Specifically, for a site with 25 million visits per month, reducing average load time from 4.12 to 3 seconds could increase conversions from 2.7% to 4.9%, representing a potential revenue increase of $55 million. While impossible to achieve the fastest speeds for all users, even modest improvements like reducing average time to 4 seconds for 60% of users could yield $6 million more per month. The key is to iteratively measure, target, and refine performance goals to realize significant gains.