You can split branded and non-branded paid search performance in Google Analytics 4 by building a custom channel group with two rule-based channels: one that matches your brand terms and one that catches everything else. Below is how to set it up, and what to do with the split once you have it.
If you set this up in Universal Analytics before 2023, you’ll need to rebuild it here. Standard Universal Analytics properties stopped processing data on July 1, 2023, and the reporting interface, including the old “Manage Brand Terms” screen, was retired by July 1, 2024. (Source: Search Engine Land)
Why Do Branded and Non-Branded Paid Search Perform So Differently?
Branded paid search (ads triggered by your own company or product name) and non-branded paid search (ads triggered by generic, problem-based terms) do two different jobs, and grouping them into one “Paid Search” line hides that.
Many PPC managers include branded terms in their campaigns because branded clicks convert more often and cost less per click. That’s a reasonable tactic, but it also means a blended “Paid Search” number will look better than your non-branded acquisition efforts actually are on their own. If part of your goal is reaching people who don’t already know your brand, you need to see non-branded performance by itself.
Metric | Branded Terms | Non-Branded Terms |
Click-through rate | Higher | Lower |
Cost-per-click | Lower | Higher |
Primary role | Last-click conversions from people who already know you | Reaching new customers who don’t yet know your brand |
How Do You Set Up a Branded vs. Non-Branded Channel Group in GA4?
You create a custom channel group in the GA4 Admin panel, add two channels defined by rules on your campaign name or source, and order the branded rule above the general Paid Search rule so it gets checked first.
GA4 assigns each session to the first channel whose rule it matches, based on the current order of channels in the group. Order is what makes this work. (Source: Google Analytics Help: Custom channel groups)
- In GA4, click Admin. Under Data display, select Channel groups.
- Click Create new channel group. This starts as an editable copy of the default channel group. You need Editor access or higher on the property to do this.
- Name the group, for example “Paid Search: Brand vs. Non-Brand.”
- Add a new channel named “Branded Paid Search.” Add a condition where Campaign name matches regex a pattern built from your brand terms and common misspellings.
- Keep or add a “Non-Branded Paid Search” channel to catch the remaining cpc traffic that doesn’t match the brand rule.
- Reorder the channels so “Branded Paid Search” sits above the general Paid Search rule. Click Reorder, drag it to the top, then Apply.
- Click Save group.
How to Read the Report
Once you save the group, GA4 applies it to your Acquisition reports right away, and the split even covers your past traffic because custom channel groups apply retroactively.
Go to Reports, then Acquisition, then Traffic acquisition (or User acquisition). Change the dimension dropdown from “Session default channel group” to the custom group you just built. Compare click-through rate, cost, and conversions for Branded Paid Search against Non-Branded Paid Search.
What to Do With the Split
The split itself isn’t the goal. It’s the starting point for a budget conversation: how much you’re spending to defend brand searches you might already win organically, versus how much you’re spending to reach people who don’t know you yet.
If branded terms are converting far below what you’d expect from your organic listings alone, that spend may be defensive rather than incremental. If non-branded terms are expensive relative to how often they convert, that’s a reason to revisit keyword targeting or landing pages, not a reason to assume paid search overall isn’t working.
Getting the channel rules and ordering right, and then knowing what the split is actually telling you about budget, is the kind of ongoing analytics work that’s easy to set up once and never revisit.
If you’d rather have someone else own this split and turn it into a budget decision, contact FourFront for a free assessment.
“I knew I didn’t need to hire for SEO and PPC positions, because I had FourFront… They’ve been with me on my worst days.”
— Emily, CMO, 5-year FourFront partner
Frequently Asked Questions
Is Universal Analytics still available in 2026?
No. Standard Universal Analytics properties stopped processing new data on July 1, 2023, and historical reporting access was phased out by July 1, 2024.
Where did "Manage Brand Terms" go in GA4?
It didn’t carry over. GA4 uses custom channel groups instead, which are more flexible because you can build rules on source, medium, campaign name, campaign ID, or source platform, not just a list of brand terms.
Do I need a developer to set this up?
No. You just need Editor access or higher on the GA4 property and a basic regex pattern for your brand terms.
How many custom channel groups can I create?
Standard GA4 properties can create up to two custom channel groups in addition to the default group. Google Analytics 360 properties can create up to five.
Will this apply to my historical data or only traffic going forward?
Custom channel groups in GA4 apply retroactively, so you can analyze past sessions with your new branded/non-branded split as soon as you save the group.
Should I turn off branded paid search ads since they convert more cheaply?
Not automatically. Compare what you’re paying for branded clicks against what you’d likely get from your organic listings alone, and factor in whether competitors are bidding on your brand terms. That’s a strategy call, not just a reporting one.
