Branded and non-branded split

Above the number cards, All queries / Branded / Non-branded filters the Overview, Queries and Pages tabs (numbers, chart and tables). Open Brand terms on the Queries tab to say what counts as your brand: Contains (for example ridgeline matches “ridgeline boots”) or Is exactly (the whole search). Matching ignores case. Up to 25 terms per site; owners and admins edit them. Regular expressions are not supported yet.

Whatever the switch says, branded queries carry a small Brand tag in every queries list (Branded queries).

Branded plus non-branded is less than your total, because anonymized queries belong to neither. On the Pages tab (and any page filter) the split reads page-and-query data, kept for 90 days, and a note says so. Countries & devices ignore the split.

Plans. Pro and Agency. On Free the two split options are greyed out with a quiet “See plans” note, and the Brand terms panel shows the same note.