Estimating Market Share Through the Signals That Come First

What if you could see market shifts before they show up in revenue reports or user data?

That’s the promise of working with early signals — especially search behavior. When people start searching more for a brand, product, or category, it’s often the first sign that attention is shifting. Over time, that shift in attention tends to show up in business outcomes: sales, signups, usage, market share.

In a recent example, Waymo’s growing presence in San Francisco began to show in search trends well before it was reflected in service usage. It’s a powerful reminder that attention precedes adoption — and that Share of Search can serve as a real-time proxy for brand momentum.