My content marketing metrics have changed depending on the company I've worked for.
ClickUp & Toptal: Brand searches and impressions were hugely important. Because they were unique, an increase in impressions actually mattered. We knew people were looking for us.
Friday & Range: Not the same. Friday is obviously a popular day of the week (lol), a funny song from the 00s, a famous movie, and a fading American restaurant. Impressions did not matter.
Kinda the same with Range. It's everything from artillery to ovens.
I have to sort and filter out a lot of "brand" searches to find the signal.
Adapt to the situation.