Research, awareness & brand tracking · Core
Consideration
Also called: purchase consideration
ELI5
The degree to which a brand is among options a person might choose.
Used in conversation
“Keep consideration on the dashboard, but show the definition and reporting period beside it.”
Pitch context
You will see “Consideration” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches research, awareness & brand tracking.
Why it matters: It helps a reader interpret research, awareness & brand tracking without confusing the measure, decision, role or evidence being discussed.
Connected terms
- Brand considerationThe search label “consideration” can route to both entries.
Sources & evidence · 5
Supporting source families. This entry is an editorial synthesis rather than a quotation from one canonical glossary.
- American Marketing Association — Definitions of Marketing and BrandSupporting source family · institutional · checked 2026-08-16
- U.S. Federal Trade Commission — Advertising and Marketing GuidanceSupporting source family · primary · checked 2026-08-16
- Google Analytics Help — Google Analytics dimensions and metricsSupporting source family · primary · checked 2026-08-16
- Google Ads Help — Google Ads metrics and reportingSupporting source family · primary · checked 2026-08-16
- Interactive Advertising Bureau — Measurement guidelines and standardsSupporting source family · institutional · checked 2026-08-16