RoI² Ltd · Decision intelligence

Brand Demand Scan measures the demand you miss

Buyers search Google for your product category before they choose a supplier. Your business appears in some of those searches and not in others, and in some of the searches where it appears the buyer chooses a competitor. Brand Demand Scan (BDS) measures three things from the same data: how much of your demand comes from buyers who already know your name, how much of your visibility leaks to competitors, and how much untapped potential your category visibility holds.

Fact box · What BDS means

BDS is the abbreviation of Brand Demand Scan. The scan reads a Google Search Console export, or public search data, and returns three findings: Brand Demand Capture, Demand Leakage and Untapped Potential. The price is fixed at €490 to €3,500, and fixed code produces the figures, so the same data returns the same numbers on every run.

Fixed price · No retainer · Nothing to install

Request a scan →

One scan · three measures from the same data

Brand Demand CaptureThe share of the demand your business captures that comes from searches for your name.
Demand LeakageThe share of your visibility that leaks to competitors.
Untapped PotentialThe share of your visibility that comes from category searches, where buyers do not know you yet and the data shows growth can be realised.

Illustrative values. Each measure is read on its own scale from 0 to 100 per cent.

How it works

Your analytics count the buyers who arrived. Brand Demand Scan counts the buyers who searched.

Your analytics report every visitor who reaches your website. They do not report the buyers who searched for what you sell, saw your business in the results and chose a competitor. Those buyers leave no trace on your site. Their searches are recorded in Google Search Console as impressions without a click.

How the scan reads your data

A category search is a search for what you sell that does not contain your name. Brand Demand Scan measures your visibility in those searches, which is how often your business appeared in the results. Your analytics count the visits. Visibility also counts the searches in which your business appeared and the buyer chose a competitor.

Brand Demand Scan sorts the queries in your Search Console export into three kinds. Branded queries contain your company or product name. Category queries describe what you sell without naming you. Buying intent queries show that the searcher is close to purchasing. For each kind, the scan measures how often your business appeared in the results. The share of that visibility that leaks to competitors is your Demand Leakage, stated in revenue.

What the scan requires

The scan needs a Search Console export, and your contract value turns the result into revenue

  • An export from Google Search Console. Three months of data is enough and twelve months is best. Nothing is installed and no tracking changes.
  • If your site has no Search Console data, the scan uses public search data and published sources instead.
  • The product category you sell in.
  • Optional: your average contract or transaction value. With it, each finding is stated in revenue. Without it, each finding is stated in searches and clicks.
  • The scan uses search data and no surveys.
Output

The report states three findings: Brand Demand Capture, Demand Leakage and Untapped Potential. With your contract value, each is stated in revenue.

The three findings

Every scan reports three measures from the same data

Read together, they show where your demand comes from, where it leaks and where it can grow.

Finding 01

Brand Demand Capture

The share of the demand your business captures that comes from searches for your name.

Read the finding →
Finding 02

Demand Leakage

The share of your visibility that leaks to competitors.

Read the finding →
Finding 03

Untapped Potential

The share of your visibility that comes from category searches, where buyers do not know you yet and the data shows growth can be realised.

Read the finding →
Reading the three together
  • Only Brand Demand Capture is high: your name brings the buyers, and little visibility leaks and little growth remains in the data.
  • All three are high: your name brings buyers, yet much of your visibility still leaks to competitors, and category visibility holds room for growth.
  • Brand Demand Capture is low and the other two are high: few buyers search for your name, so your demand depends on category searches, where much visibility leaks and much potential remains.

The scan names the cause of each finding. A weak position in category searches has one cause: content that does not answer what buyers searched for.

Pricing

The price follows the size of your search data

A query is one search phrase in your Search Console export. The more queries the export holds, the more analysis the scan runs and the higher the tier. Every tier delivers the same three findings.

Essentials, Standard and Extended run self-serve. You upload your export, pay online and receive the report immediately. Enterprise is scoped with you by email.

Enterprise

Brand Demand Scan Enterprise

€3,500
Custom scope · Several markets or brands · Analysis period and segmentation set with you
Contact directly →
Extended

Brand Demand Scan Extended

€1,490
More than 2,000 queries · Suited to businesses with several products or high search volume
Request extended →
Standard

Brand Demand Scan Standard

€750
500 to 2,000 queries · Suited to established businesses in one market
Request scan →
Essentials

Brand Demand Scan Essentials

€490
Up to 500 queries · Suited to early-stage businesses and businesses in one market
Request essentials →

Format comparison

Brand Demand Scan is bought once for a fixed price, and no one has to operate it

The table compares how each format is bought, who operates it and what the buyer receives. The three other formats are the alternatives a buyer is likely to consider for the same question.

InstrumentCommercial modelWho operates itWhat the buyer receives
Subscription measurement platformsMonthly licence, about USD 1,900 to 8,500 per month at the published entry tiersYour marketing team, after setup and integrationA dashboard of the visitors who arrived, refreshed continuously
Marketing mix models and incrementality testsBespoke consulting project or annual contractThe vendor's analysts, with your data teamA modelled estimate of how much each channel contributed, produced after the spend has run
Software platforms sold to private equity firmsAnnual licence, about USD 49,000 per year at the published entry tierThe portfolio company runs the softwareRecommendations generated from data the company already holds
Brand Demand ScanOne fixed price, €490 to €3,500, no retainerNo one on your side. You upload one export and receive the reportThree findings, written for the CEO or CFO. With your contract value, each is stated in revenue

Entry prices as published by the vendors, September 2026. Vendor names withheld; the comparison is by format.

Private equity portfolio companies are engaged differently: three scans across 90 days, with results stated as EBITDA (operating profit before interest, tax, depreciation and amortisation). View the PE portfolio engagement →

Methodology validation

The scan has been validated across industries and countries

The scan has been run on businesses in different industries and countries, selling to companies and to consumers, with websites of different ages. The method worked the same way in each case.

Download validation report (PDF) →
8–78×
more clicks from brand-name searches than from category searches, across the validation engagements
0
engagements in which the three findings contradicted each other
The testable version

In Search Console, split your queries into those that contain your brand name and those that do not. Compare the clicks each group received. If brand clicks exceed category clicks by 8 to 78 times, your result matches the validation corpus. If category clicks are close to brand clicks, little demand leaks.

Reproducibility

The same data gives the same numbers every time

Four AI assistants were given the same Search Console export. They returned four different sets of figures, and one of them got the totals wrong. Brand Demand Scan is calculated by fixed code, with no AI model involved, so it returned identical figures on every run and in every tier.

Same data, four AI assistants, four answers. Brand Demand Scan returns the same numbers every time.

Questions

Four answers about Brand Demand Scan

What does Brand Demand Scan measure?

Brand Demand Scan calculates three findings from the same data: Brand Demand Capture, Demand Leakage and Untapped Potential, each expressed in revenue.

What data does Brand Demand Scan need?

The scan uses a Google Search Console export, or public search data if you have none. Nothing is installed.

How much does Brand Demand Scan cost?

The price is fixed by the number of queries. Essentials costs €490 for up to 500 queries, Standard costs €750 for 500 to 2,000 queries, Extended costs €1,490 for 2,000 or more queries, and Enterprise costs €3,500 for a custom scope across several markets or brands.

Which searches can be left out of paid advertising?

The scan shows which search terms your site already owns in organic results, so paid advertising can leave them out.

You can measure the
demand you miss today

Fixed price · No retainer · Nothing to install Request a scan →

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