1) Page load speed forms users' first impression of a website and impacts user experience, conversions, traffic, and profits. More than 40% of users abandon websites that take over 3 seconds to load. 2) Measuring and analyzing page load speed metrics in Google Analytics can provide insights on performance issues and suggestions for improvement. The Page Speed Insights tool also identifies high and medium priority fixes. 3) Case study of Equine Superstore showed improvements through server optimizations, installing a caching plugin, and tests. These reduced load time and improved scores and revenues.