Mine web analytics data for brand metrics

Business benefits

Examine data from Google Search Console, Google Analytics, and other tools to track brand impressions, engagement, affinity, and sentiment.

Open Google Analytics.

Navigate to Acquisition > Search Console > Queries and filter your queries to only those with your brand name. Check the Impressions column of the results panel to record brand impressions.

Tracking your search brand mentions allows you to track your share of brand awareness within the wider search engine ecosystem. It can be used as a proxy for brand awareness.

Check the Clicks column to record brand clicks.

Tracking your search brand clicks is a proxy for brand engagement, measuring members of your audience who translate their brand awareness into action.

Filter your queries to only those that exclude your brand name to track your non-brand click-through rate. Record the average click-through rate in the CTR column.

Tracking your non-brand click-through rate is a proxy for brand affinity. It measures members of your audience who choose to click on your website compared to your competitors on searches that include your product category or industry, but not your brand name. Users are more likely to click on a business website in search results if they have a positive affinity and sentiment toward that business.

Set up event tracking for web visitors who read to the bottom of a page. Use this to track your brand affinity and engagement.

Go to Acquisition > All Traffic > Channels to see how people are finding your website.

This can help you to track brand engagement.

On the Channels page, click + Add Segment. Click Conditions and select Behavior and a content group to look at the Avg Session Duration metric.

This will show you how long visitors spend on certain types of pages, like blog posts.

Go to Behavior > Site Content > All Pages to view your website’s most visited pages. Click + Add Segment, tick New Users and Returning Users, and click Apply.

This can help you understand which type of content or topic your audience most associates with your brand, and whether you’re building brand engagement by attracting repeat visitors.

Use a link analysis tool like Ahrefs to look at referring domains, link acquisition rate, and your most-linked pages.

The number of referring domains can indicate brand affinity based on how many other websites are linking to yours. Link acquisition rate can tell you how your affinity is rising over time. Your most-linked pages indicate the content or topics your audience most associates with your brand over time, providing an estimate of brand sentiment.

Integrate web analytics into your larger brand tracking strategy.

Because this data is also used for performance branding, it’s easy to confuse the two. Make sure you don’t confuse success in one with success in the other.

Web analytics metrics are incomplete proxies for brand tracking, providing valuable but ultimately limited insights. To overcome this challenge, select a few web analytics metrics that are not currently used as a core goal for performance marketing to use as brand tracking proxies.

@lsmous The first 5 steps are all completed within Google Analytics. Is the playbook meant to be analytics-tool-agnostic?

If not, start with Open Google Analytics, and give instructions like navigate to Acquisition > Search Console > Queries and filter your queries to only those with your brand name in the step text, instead of the vague heading-style versions.

This isn’t action-oriented enough. Instead, something like Consider integrating web analytics into a larger brand tracking strategy? And link to the Create a brand tracking dashboard playbook?

The course is indeed specific to GA. Addressed feedback and included specific steps within the tool.