How to create a branded or non-branded Google Analytics filter?

One of the most frequently asked questions we get from our users is how to create a KPI that shows branded or non-branded performance.  This could be used for a Leads KPI as well as a Visits, Bounce Rate, Transactions or any metric you have in mind. This is particularly useful for those SEO agencies who need 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 look 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.

If you want 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, in the case of Paid Search only:

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