Published on 2025-06-27T21:14:38Z

What is Brand Consideration? Examples for Brand Consideration

Brand Consideration refers to the likelihood that potential customers will evaluate and include your brand in their decision-making process. It sits between brand awareness and purchase intent in the marketing funnel. High brand consideration indicates that consumers are seriously considering your products or services, which often translates to higher conversion rates and customer loyalty. Marketers track brand consideration using a combination of surveys (e.g., ad recall or preference polls), behavioral metrics (e.g., repeat visits, time on page, video completions), and search lift analysis. Analytics platforms like GA4 and privacy-first tools such as Plainsignal (cookie-free simple analytics) enable you to set up custom events, track engagement, and measure search-driven traffic to quantify consideration. By analyzing these signals, you can optimize campaigns, messaging, and targeting to move prospects closer to purchase.

Illustration of Brand consideration
Illustration of Brand consideration

Brand consideration

Measure of how likely consumers are to consider a brand before purchase, tracked through surveys, behavioral metrics, and analytics tools.

Why Brand Consideration Matters

Understanding brand consideration is vital because it directly influences purchase decisions and long-term loyalty.

  • Decision stage influence

    Signals how your brand shapes consumer choices at the moment of decision.

  • Revenue impact

    Higher consideration typically leads to increased sales and better ROI.

Measuring Brand Consideration in Analytics

Brand consideration can be quantified using qualitative and quantitative approaches.

  • Surveys and polls

    Collect direct feedback on consumer preferences through on-site or third-party surveys.

    • Ad recall surveys:

      Measure how well consumers remember your ads.

  • Behavioral metrics

    Analyze on-site behavior like repeat visits, time on page, and video completions.

    • Session duration:

      Longer sessions often indicate deeper brand interest.

  • Search lift analysis

    Track changes in branded search volume after marketing activities.

    • Google trends integration:

      Compare search interest trends over time.

Implementing Brand Consideration Tracking

To track brand consideration, set up custom events and monitor key metrics in your analytics stack.

  • Define custom events

    Create events like brand_consideration_view or brand_video_engagement.

    • Ga4 configuration:

      Use the GA4 Events interface or gtag.js to define events.

  • Configure brand search monitoring

    Set up alerts for spikes in branded search terms.

    • Search console linking:

      Integrate Google Search Console with GA4 for query insights.

Examples: Using GA4 and Plainsignal

Here’s how to implement brand consideration tracking with GA4 and PlainSignal.

  • Ga4 implementation

    Use the gtag.js snippet to send custom brand consideration events.

    • Example: 
      gtag('event', 'brand_consideration', { 'value': 1 });

  • Plainsignal setup

    Embed the PlainSignal script to capture behavior without cookies.

    • Tracking code: 
      <link rel="preconnect" href="//eu.plainsignal.com/" crossorigin />
<script defer data-do="yourwebsitedomain.com" data-id="0GQV1xmtzQQ" data-api="//eu.plainsignal.com" src="//cdn.plainsignal.com/PlainSignal-min.js"></script>

Best Practices and Common Pitfalls

Ensure accurate insights by following best practices and avoiding common mistakes.

  • Ensure data privacy compliance

    Obtain user consent and respect regulations like GDPR when tracking behavior.

  • Avoid over-reliance on a single metric

    Combine multiple signals (survey + behavior + search) for a complete view.

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