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.

Branded vs non-branded card. On the Overview tab, under the table, a card shows branded clicks, non-branded clicks and % branded (the branded share of clicks on known queries), each compared with the comparison period (the share’s change is in percentage points). Trend draws the branded share from 0 to 100% over time; Comparison draws branded and non-branded clicks as two lines. Days, weeks or months follow the range, like the main chart. Below it, your top branded and top non-branded queries; click one to filter the dashboard to it. A line spells out the math: total clicks = branded + non-branded + unattributed; the “i” next to the card title explains that unattributed is the clicks Google reports for anonymized queries it doesn’t show. The search type and query filters apply; page, country and device filters can’t (Search Console doesn’t report queries that way), and a note says so. With no brand terms yet, the card asks you to add some, links to the editor and suggests terms from your domain (for elegantthemes.com: “elegant themes” and “elegantthemes”), added with one click.

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.