Copy the reporting columns
The tab-separated header below can be pasted into Google Sheets, Excel or a database staging table. Keep campaign-grain observations separate from weekly blended brand-search and pipeline outcomes.
Brand-term mapping sheet
| Field | Example | Rule |
|---|---|---|
| Canonical entity | Company or product name | One stable label used in reporting. |
| Eligible variation | Spacing, spelling or regional variant | Include only when the user is clearly seeking the same entity. |
| Generic category | Non-brand product phrase | Exclude from the branded total and report separately. |
| Ambiguous term | Acronym shared by other entities | Quarantine until context establishes branded intent. |
| Market and language | Canada / English | Preserve geography and language so variants are interpretable. |
Weekly scorecard
Creation signal
Attributed branded searches, cost per attributed branded search and reach frequency.
Independent check
Search Console branded clicks, impressions and query breadth.
Quality signal
Engaged sessions, key events, MQL rate, SQL rate and opportunities.
Business signal
Closed-won revenue, sales-cycle movement and incremental evidence.
Interpretation guardrails
Keep the denominator visible
Report spend and eligible exposure beside the attributed search count.
Record timing
Allow for lag between ad exposure, search behaviour and a CRM outcome.
Flag confounders
Mark promotions, PR, offline events, SEO changes and brand campaigns that could move search demand.
Separate direction from causality
Use the metric as evidence of observed behaviour; use a control design when the decision requires causal proof.
FAQ
Does attributed branded search prove incremental revenue?
No. It is an observed demand signal that should be evaluated with conversion quality, CRM outcomes and controlled incrementality evidence.
Which brand terms belong in the mapping sheet?
Include eligible company, product and service names plus defensible variants and misspellings. Keep generic category terms separate.
Use the full measurement framework
Start with the Attributed Branded Searches guide, follow the reporting workflow, and use the Incremental ROAS calculator when causality matters.