Fix Your Non-Branded Search Attribution

Are your non-branded searches responsible for your branded campaign success?

Your branded search campaigns might look really great on paper, with lots of clicks and a high conversion rate. However—branded queries usually appear in an account when a searcher has already learned of your brand through a previous marketing effort, communication, or product search.

Many times, non-branded search campaigns are actually responsible for introducing the searcher to your brand, which creates some very misleading performance metrics.  Sales are incorrectly attributed to the branded campaign—but in reality, the sale is the result of a non-branded search.

In this whitepaper, we’ll dive into an example of this kind of misattribution, and offer you a simple solution to put your metrics back on track!

You'll Learn How To...

Pinpoint instances in which sales originating from non-branded search campaigns are attributed to branded campaigns instead

Implement a simple fix to reattribute these sales to the correct campaigns

Carefully consider the impact of this change on budgets and forecasting

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Using UTM_Nooverride to Attribute
Branded and Non-Branded Sales

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Christina is the Marketing Manager at Omnitail. She spent several years doing content, PPC, and email marketing for retail and tech companies before starting as an SEM Analyst at Omnitail. Christina now manages Omnitail's various marketing initiatives and enjoys reading and writing about trends in digital marketing.