Create a Branded or Non-Branded 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.

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.

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

Stéphane has been working on business Web projects for more than 15 years. He has a computer science degree and a MBA specialized in e-commerce from Laval University in Quebec City. That also explains why his writing can sound weird: He is a French Canadian!

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Category: Key Performance Indicators (KPI), Marketing Dashboards, Tutorials 4 comments »

  • Alessandro Tecla

    Hello! What about not provided keywords? Is the API providing that data?
    Otherwise the filter is not really helpful in my opinion

    • Nathalie

      Unfortunately, the API doesn’t provide the data for not-provided keywords because Google doesn’t share that information. If you want more information/data for the not-provided keywords, you can go through Google Search Console (another integration we support).
      We have an article about the alternative for not-provided keywords here:
      You might find it helpful!
      Thanks for your questions!

      • Alessandro Tecla

        Thank you Nathalie. Since the topic here is branded vs.non-branded performance, I don’t think that the GSC data are useful. You cannot attribute conversions for instance, and neither bounce rate or other website usage metrics.

        • Nathalie

          Indeed, there are certain things like this that we can’t measure. Unfortunately, we’re constrained to the limitations of the information/data that Google will share with us. We try to find the most and best work-arounds to pull a maximum amount of data though!


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