I want to be clear in this section - I think we should report on conversions . Whenever we can, everything we do must come back to business impact. Brand sessions Industry Email List are highly likely to convert. The moment someone searches for your brand, especially the moment someone searches for your brand and Industry Email List a product you sell (eg, “H&M dresses”), they want to buy specifically from you. If you're in an industry where customers tend to spend a lot more time searching, you're probably using some sort of multi-touch attribution to see which channels are contributing to conversions.
In this case, the brand could well appear several times, for example at the comparison stage (i.e. “Zendesk vs Freshdesk”) and then at the final conversion decision (“Zendesk”). Whether we're just looking at conversions Industry Email List based on the last Industry Email List referral channel or using some sort of attribution, branded sessions are likely to make up a significant portion of the organic numbers we report. We can't reliably divide organic conversions into brand and non-brand because on-site analytics platforms can't (or won't) tell us which organic keyword brought a user to the site. So if brand interest increases, organic will likely get credit for more conversions, and we'll look good. If it falls, we will look bad.
If we do not pay attention to it, if we are not involved in the brand activity, these changes will be beyond our control and we will be blind to Industry Email List the causes. You have to care about the brand. Are you authorized to report directly to your line manager for off-brand performance? Even though we can separate brand and non-brand, and our manager understands the distinction, if we've defined KPIs Industry Email List based on the total count, they're going to care about the total count. So if we don't measure brand changes, if we don't