Measuring Brand Equity

When an enterprise launches on a compromised extension (e.g., .io, .co, or appending 'get' or 'app'), they incur a permanent "leakage" penalty.

The Leakage Metric

Empirical studies across 12,000 consumer sessions indicate that 28% of direct type-in traffic defaults to the .com extension, regardless of the brand's actual URL. If you operate on brand.io, and brand.com is held by a competitor or parked, you are effectively subsidizing their traffic acquisition.

Review our Domain Conflict Screener to assess your risk.