Definition
Non-branded search targets generic queries. It can be more incremental but often has higher CPC and requires strong landing pages.
How to use it
- Use clear intent segmentation (problem-aware vs solution-aware queries).
- Landing page relevance and quality score can materially change CPC.
Measured as
Measure Non-branded Search with a fixed attribution window, conversion event, and spend basis before comparing campaigns or creative tests.
Operator takeaway
- Use clear intent segmentation (problem-aware vs solution-aware queries).
- Landing page relevance and quality score can materially change CPC.
- Use Non-branded Search only inside a stable attribution rule, conversion definition, and time window so campaign comparisons stay honest.
- If performance changes, check whether the metric moved for a real business reason or because the measurement setup changed underneath you.
Next decision
- Read Creative + landing page playbook: diagnose CTR/CVR, then set break-even targets if the decision depends on interpretation, policy, or trade-offs beyond the raw formula.
- Decide which report owns Non-branded Search before comparing campaigns, channels, or creative tests.
Where to use this on MetricKit
Guides
- Creative + landing page playbook: diagnose CTR/CVR, then set break-even targets: A practical playbook for improving paid ads performance: use CTR/CVR diagnosis, set break-even CTR/CVR/CPM targets from your economics, and fix the biggest lever first.
- UTM + GA4 attribution: practical tracking for paid ads (without lying to yourself): A practical guide to UTMs and GA4: consistent source/medium/campaign tagging, conversion deduplication, and common attribution traps.