brand-incrementality

Segment Google Ads campaigns into branded and non-branded traffic to calculate incremental demand metrics.

17|5|Updated Jun 25, 2026

Search Tags:#marketing analytics #brand strategy #google ads #roas #ppc #cpa #incrementality

Ready to run

npx skills add https://github.com/portermetricsample/marketing-skills --skill brand-incrementality

💬 Prompt for ChatGPT / Claude Chat▼

Please help me install this Agent Skill.
Skill: brand-incrementality
Source: https://github.com/portermetricsample/marketing-skills/tree/main/google-ads/brand-incrementality
Command: npx skills add https://github.com/portermetricsample/marketing-skills --skill brand-incrementality

SYSTEM DOCUMENTATION & REQUIREMENTS

💡 This Skill includes scripts (resource) and references (resource) components.

What problem does it solve?

This skill solves the problem of blended performance metrics masking the true effectiveness of demand-generation efforts by separating branded search traffic from non-branded, incremental traffic.

Core Features & Use Cases

Performance Splitting: Automatically categorizes Google Ads campaigns into Branded and Non-Branded buckets to reveal the true CPA or ROAS of your demand-gen engine.
Leakage Detection: Identifies brand terms leaking into non-brand campaigns, which artificially lowers your non-brand CPA.
Strategic Recommendations: Provides actionable advice on whether to build a dedicated brand campaign or apply negative keywords to protect your non-brand baseline.

Quick Start

Use the brand-incrementality skill to analyze the branded versus non-branded performance split for the current account using the last month of data.

Frequently Asked Questions about brand-incrementality

High-intent search queries and answers about installing and using this skill.

FAQPage Schema

How do I separate branded and non-branded Google Ads traffic to calculate incremental ROAS?▼

To calculate incremental ROAS, you must separate branded search traffic from non-branded campaigns to reveal the true demand-generation performance. This process categorizes campaign-level KPIs to unmask your actual CPA and ROAS metrics.

Why does my non-brand CPA look artificially low in Google Ads?▼

Brand leakage artificially lowers non-brand CPA when brand terms trigger non-brand campaigns. Evaluating search term data detects this uncaptured demand, allowing you to apply negative keywords and protect your non-brand performance baseline.

What is the best way to detect brand leakage in PPC campaigns?▼

The best way to detect brand leakage is by analyzing search term reports and campaign naming conventions. This evaluation identifies brand terms leaking into non-brand campaigns, generating actionable insights for campaign structure optimization.

What data do I need to analyze Google Ads incrementality for lead-gen accounts?▼

Analyzing Google Ads incrementality for lead-gen accounts requires campaign-level KPIs and search-term reports. These inputs segment data into branded and non-branded traffic to evaluate incremental demand-generation metrics and budget scaling.

When should I build a dedicated brand campaign instead of using negative keywords?▼

Building a dedicated brand campaign is recommended when evaluating search term data reveals significant uncaptured demand and brand leakage. Strategic recommendations depend on the severity of the leakage to optimize your campaign structure effectively.