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Share of Search is a new way to track brands and advertising using Google Search data. Share of Search compares a brand’s search demand against key competitors. Share of Search data has been shown to have a proven average correlation of 83% with future share of market.

Share of Search is like an early warning system for brands with changes in share of search preceding changes in market share. For this reason, it’s seen as a leading indicator for market share. Marketers can forecast predicted market share changes up to a year ahead with accuracy as the lead times can be quite long. A 6-month warning that market share will drop is an incredibly useful metric.