Search Console now has a branded filter — but it starts from the day it switched on, only on eligible properties, and stays in its own UI. We split every query into Branded and Non-branded inside your own warehouse, with rules you control, across all your history.
Illustration — each segment carries its own clicks, impressions, position, and CTR, computed from your own queries.
People searching your name were always going to find you. Blend those clicks with everyone else and the total looks fine while your non-branded reach quietly slides — the work SEO actually moves, lost inside one number.
Search Console’s new branded filter helps, but it only counts forward from activation, runs only on eligible properties, and the split is an AI call you can’t see, correct, or carry into your own reports.
Branded and non-branded queries describe two different people. Read together they cancel out; read apart, each tells you something the blended number can’t.
People already searching for you
Brand demand and loyalty — the clicks that were always going to be yours. Your name in every language, common misspellings, sub-brands, and product names all count here.
insightlytics insightlytics pricing insightlitycs reporting People discovering you for the first time
Real reach — the queries that win audiences who don't know your name yet. This is the number SEO work actually moves, and the one a brand spike loves to hide.
search console bigquery export branded vs non-brand seo report long tail keyword analysis Example split. Your rules are written from your own brand — name, misspellings, sub-brands, and products — so misspellings still land on the branded side.
Not an AI call you can’t edit and a UI you can’t leave — a rule set that lives with your data and runs on every report.
We write the rules that mark a query as Branded — your name in every language, common misspellings, sub-brands, and product names. Drawn from your real brand, not an AI guess you can't see.
Every query is labelled Branded or Non-branded once inside your own BigQuery, next to the raw Search Console data — across all your history, not just from an activation date.
Clicks, impressions, average position, and CTR roll up per segment across all of your reporting — no filter to retype, no UI to stay inside.
Because the segment lives in your data layer, it shows up everywhere your numbers do.
Every solution here runs on the same foundation: the full Search Console API, kept in your own warehouse — far more rows than the interface returns, and history that never expires.
Insightlytics taps into Google Search Console’s API to give you 50× more search data than GSC’s interface — 50,000 rows per query instead of 1,000. Get the complete picture of your site’s search performance, not just the tip of the iceberg.
Say goodbye to Google’s 16-month data limit. Insightlytics keeps an unlimited history of your Search Console data in your own warehouse — so you can identify long-term trends, measure algorithm impacts, and show clients real progress over time. Whether you’re tracking seasonal patterns or proving the value of your work, the historical depth is there when you need it, and crucial data never slips away.
Search Console’s branded filter is a useful start. Here’s what changes when the split is managed in your warehouse instead.
Still wondering about something? A discovery call clears it up fast.
We write classification rules from your real brand terms — your name in every language it’s searched, common misspellings, sub-brands, and product names. Every query is matched to Branded or Non-branded inside your warehouse.
Part of SEO solutions · Built on Google Search Console
All solutionsFree discovery call · No commitment