The index and query counts answer different questions. We examine both using comparable periods and the same geography, taking seasonality and category events into account. Interest growth alone does not prove sales growth.
Before the campaign
Define the baseline period, geography and query set. Check data availability and establish a basis for comparison.
During the campaign
Observe the index and query-count trends alongside the placement calendar and category events.
After the campaign
Check whether brand interest changed with the category or independently of it. Keep queries, regions and methodology consistent, recording news, promotions and seasonality. A brief peak and a sustained change need different explanations. A before-and-after comparison describes the trend; alone, it does not isolate advertising contribution.
Interpretation
Distinguish observed trends from conclusions about advertising impact. Account for seasonality, promotions and other events.
How it works
- 01Select the brand, category and geography
- 02Define metrics and periods
- 03Compare trends with the placement calendar
- 04Review context and limitations
How to use the findings
Hypothetical example: brand searches increased, but the category grew faster. This calls for checking the brand’s position within the agreed competitor set rather than declaring campaign success from one chart. Compare the trend with the placement calendar, contact quality and separately planned studies in the report. Use demand analysis for seasonality planning; purchases require corresponding data.
Frequently asked questions
Are the interest index and query count the same?
No. The index describes relative interest under the applicable method, while query count reflects search activity volume. The values should not be directly compared.
Does interest growth prove advertising impact?
The observed trend complements campaign evaluation. Causal conclusions require further evidence: seasonality and category events can also affect interest.
What is agreed before launch?
Brand and category, geography, query set, data source, comparison periods and available metrics. A manager confirms the exact scope.