Brand Awareness Metrics That Survive CFO Scrutiny
Share of search, branded query growth, and lift studies you can actually run.
Brand budgets get cut first because their metrics are the least defensible. The fix is to report measures with a plausible mechanical link to revenue.
01Share of search
Your branded search volume as a share of category branded volume tracks market position and correlates with market share over time. It is cheap to compute and hard to game.
02Branded query growth
Month-over-month growth in unique branded queries, split by market, shows whether awareness work is reaching new people rather than the same ones repeatedly.
03Lift studies within reach
Geo-based holdouts are affordable for most budgets and produce a defensible causal read. Run one per year at minimum.
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