How much of your website traffic is branded? In other words, how many visitors to your website already knew you existed? And, perhaps more importantly, how many didn’t? If your spending big bucks on awareness campaigns both on and off-line, the effect will be measurable in your website analytics.
You just need to know where to look.
How To Calculate Brand Engagement
To calculate the effect your branding efforts are having on your website traffic we will use a Key Performance Indicator (KPI) called Percent Brand Engagement. Here’s the formula:
branded search visits + direct visits / all search visits + direct visits
First, a few definitions: