Create a Branded or Non-Branded Google Analytics Filter

Google analytics filter

One of the most frequent question we’ve been having since the launch of the new version is how to create a KPI to show branded or non-branded performance.  This could be use for a Leads KPI as well as a Visits, Bounce Rate, Transactions or any metric you have in mind. I agree, this is useful for a lot of SEO agencies willing to demonstrate the value of their work.

This can be done using Google Analytics API filters and our Advanced KPI Editor It’s quite simple actually.

non branded google analytics filter

Let’s say you want to create a Branded KPI and include terms like “DashThis, Trimali, Dash This”. The filter would go like this:

ga:keyword=~(DashThis|Trimali|Dash This)

It’s as simple as that.

Non-branded? Simply use the “exclude” regular expression operator: !~ instead of the “include” one : =~

ga:keyword!~(DashThis|Trimali|Dash This)

That’s it.

To be sure you have only traffic from organic search, you could add the medium filter:

ga:keyword!~(DashThis|Trimali|Dash This);ga:medium==organic

Or for Paid Search

ga:keyword!~(DashThis|Trimali|Dash This);ga:medium==cpc

We can even create branded and non-branded queries within the same KPI (see below). This one is custom work at this time. Contact us for more information.

branded vs non branded google analytics filter

Need help to create a filter? We are here to help you. Just drop us a line :)

Stéphane Stéphane Guérin

Stéphane has been working on business web projects for more than 15 years. After creating and selling numerous web marketing agencies and web apps, he founded DashThis in 2011. Want to be a guest writer on the DashThis blog? Drop us a line at marketing@dashthis.com!

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