Return on Awareness
Return on Awareness
Brand investment is one of the hardest things to defend in a budget meeting. So we teamed up with Google to connect brand awareness to Share of Search, and prove that the earlier you invest in brand, the bigger the long-term commercial return.
- 📈 Why every 5 points of brand growth = 5 points of Share of Search (when you start early)
- 🧠 How Share of Search predicts market share 6-12 months before the sales report does
- 🤖 What rising AI search means for brand-building, and why the stakes just got higher
Why building your brand is the ultimate search strategy
New research from Tracksuit and Google puts the numbers behind what the best marketers already know. Brand awareness drives Share of Search. Share of Search precedes market share. The earlier you invest, the greater the return.
FAQ
What is the Return on Awareness study?
Google securely ingested Tracksuit's always-on brand tracking data with Google's search data to connect brand awareness directly to commercial search intent and give marketers a number they can take into a budget meeting.
Where did the data come from?
Tracksuit supplied the brand health metrics, which were merged with Google aggregated, de-identified, and indexed search query data, [between July 2024 and June 2025]. No personal data or individual search histories were used or shared.
How much data went into it?
31 brands, 15 categories, 2 markets (Australia & New Zealand) between July 2024 and June 2025.
How was it analysed?
A logistic regression applied to panel data to capture diminishing returns, early awareness gains drive the steeper search lift, then taper as brands mature.