Which company has the least efficient sg&a sales ratio

Helping businesses save energy in the cloud

The cloud supports many products at a time, so it can more efficiently distribute resources among many users. That means we can do more with less energy — and businesses can too. In 2013, Lawrence Berkeley National Laboratory published research indicating that moving all office workers in the United States to the cloud could reduce the energy used by information technology by up to 87%.

Related specifically to Google products, a case study of the U.S. General Services Administration (GSA) showed that by switching to Google Apps, they were able to reduce office computing costs, energy use, and carbon emissions by 65-90%. Additionally, our study has shown that businesses that use Gmail have decreased the environmental impact of their email service by up to 98% compared to those that run email on local servers.

Because of our energy efficiency efforts, our cloud is better for the environment. This means businesses that use our cloud-based products are greener too.

Which company has the least efficient sg&a sales ratio

How we do it

Our data centers use much less energy than the typical data center. We raise the temperature to 80°F, use outside air for cooling, and build custom servers. We also share detailed performance data to help move the entire industry forward.

Which company has the least efficient sg&a sales ratio

Measuring and improving our energy use

We're focused on reducing our energy use while serving the explosive growth of the internet. Most data centers use almost as much non-computing or "overhead" energy (like cooling and power conversion) as they do to power their servers. At Google we've reduced this overhead to only 11%. That way, most of the energy we use powers the machines directly serving Google searches and products. We take detailed measurements to continually push toward doing more with less — serving more users while wasting less energy.

Which company has the least efficient sg&a sales ratio

Figure 1: Google Data Center PUE measurement boundaries. The average PUE for all Google Data Centers is 1.10, although we could boast a PUE as low as 1.06 when using narrower boundaries.

We take the most comprehensive approach to measuring Power Usage Effectiveness (PUE)

Our calculations include the performance of our entire fleet of data centers around the world — not just our newest and best facilities. We also continuously measure throughout the year — not just during cooler seasons.

Additionally, we include all sources of overhead in our efficiency metric. We could report much lower numbers if we took the loosest interpretation of the Green Grid's PUE measurement standards. In fact, our best site could boast a PUE of less than 1.06 if we used an interpretation commonly used in the industry. However, we're sticking to a higher standard because we believe it's better to measure and optimize everything on our site, not just part of it. Therefore, we report a comprehensive trailing twelve-month (TTM) PUE of 1.10 across all our large-scale data centers (once they reach stable operations), in all seasons, including all sources of overhead.

Google Data Center PUE performance

Our fleet-wide PUE has dropped significantly since we first started reporting our numbers in 2008. The TTM energy-weighted average PUE for all Google data centers is shown below, and makes our data centers among the most efficient in the world.

Which company has the least efficient sg&a sales ratio

Figure 2: PUE data for all large-scale Google Data Centers

Measurement FAQ

Why does our data vary?

Our facilities have different power and cooling infrastructures, and are located in different climates. Seasonal weather patterns also impact PUE values, which is why they tend to be lower during cooler quarters. We've managed to maintain a low PUE average across our entire fleet of data center sites around the world — even during hot, humid summers.

How do we get our PUE data?

We use multiple on-line power meters in our data centers to measure power consumption over time. We track the energy used by our cooling infrastructure and IT equipment on separate meters, giving us very accurate PUE calculations. We account for all of our power-consuming elements in our PUE by using dozens or even hundreds of power meters in our facilities.

What do we include in our calculations?

When measuring our IT equipment power, we include only the servers, storage, and networking equipment. We consider everything else overhead power. For example, we include electrical losses from a server's power cord as overhead, not as IT power. Similarly, we measure total utility power at the utility side of the substation, and therefore include substation transformer losses in our PUE.

Which company has the least efficient sg&a sales ratio

Figure 3: Google includes servers, storage, and networking equipment as IT equipment power. We consider everything else overhead power.

Equation for PUE for our data centers

Which company has the least efficient sg&a sales ratio

Key:

Red: Overhead Energy

Green: IT Energy

ESIS: Energy consumption for supporting infrastructure power substations feeding the cooling plant, lighting, office space, and some network equipment

EITS: Energy consumption for IT power substations feeding servers, network, storage, and computer room air conditioners (CRACs)

ETX: Medium and high-voltage transformer losses

EHV: High-voltage cable losses

ELV: Low-voltage cable losses

EF: Energy consumption from on-site fuels including natural gas and fuel oils

ECRAC: CRAC energy consumption

EUPS: Energy loss at uninterruptible power supplies (UPSes) that feed servers, network, and storage equipment

ENet1: Network room energy fed from type 1 unit substitution

  • Power Usage Effectiveness (PUE)

    The data center industry uses the measurement PUE, or power usage effectiveness, to measure efficiency. A PUE of 2.0 means that for every watt of IT power, an additional watt is consumed to cool and distribute power to the IT equipment. A PUE closer to 1.0 means nearly all of the energy is used for computing.

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  • Data centers and machine learning

    The virtual world is built on physical infrastructure, and all those racks of humming servers use vast amounts of energy. Together, all existing data centers use roughly 2% of the world’s electricity; if left unchecked, this energy demand could grow as rapidly as internet use. So making data centers run as efficiently as possible is a very big deal — and that’s what we set out to do.

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