Brand Demand Capture is the share of the demand a business captures that comes from searches for its name. It is calculated from Google Search Console data, which lists the searches in which a site appeared. Searches for the business by name show buyers who already know it. All other searches show buyers who are still looking for a supplier.
Marketing separates demand generation from demand capture. Demand generation creates awareness where none existed. Demand capture collects demand that already exists. Brand Demand Scan measures the second: how much of the existing demand reaches the business, and how much of that comes from buyers who already know its name.
Brand Demand Capture shows where the captured demand comes from. Conversion rate, bounce rate and session quality show what happens after a buyer arrives. They describe how well the captured demand is handled and say nothing about demand the business never captured.
Brand Demand Capture is the share of the demand your business captures that comes from searches for your name. A high figure means that growth depends on buyers who already know you. It is one of three measures taken from the same data, together with Demand Leakage and Untapped Potential.
A high figure shows dependence on buyers who already know you
A figure above 50 per cent means that more than half of the captured demand comes from buyers who already know the business. In the five anonymised case studies, the figure ranges from 56.3 to 92.6 per cent. Searches for the business by name do not reach new buyers, so a high figure leaves the growth question to the remaining searches.
The remaining demand comes from category searches, where buyers do not yet know the business. Demand Leakage shows how much of the business visibility goes to competitors. Untapped Potential shows how much of the visibility sits in category searches where growth can be realised. Read together, the three measures separate dependence on known buyers, loss to competitors and room to grow.
It does not explain why a buyer chose another supplier
Brand Demand Capture does not state why demand goes elsewhere. A low share of category visibility could result from low ranking, weak page relevance to the search, low brand recognition or category demand that does not match the offer. The figure locates the pattern and does not identify the cause.
It also cannot measure searches in which the site never appears. A search without visibility leaves no data in Search Console, so that demand lies outside the measurement.
Conversion rate starts after the buyer has arrived
Conversion rate is calculated on visitors who have arrived. It shows how efficiently the business handles the demand it already has. A business can convert well and still depend on buyers who know its name: it converts the people who find it, while buyers who search for the category choose another supplier.
Conversion rate measures what happens after arrival. Brand Demand Capture measures where the captured demand comes from. Improving one does not change the other.
Brand Demand Scan
Brand Demand Scan calculates Brand Demand Capture, Demand Leakage and Untapped Potential from existing Search Console data, or from public search data if you have none.
View Brand Demand Scan →Brand Demand Scan puts a revenue figure on the gap this note describes, from your own Search Console data. Leadership decides where the next euro in marketing goes against that figure, and the RoI² Framework verifies the profit each decision adds.