Latana vs TRA:Which is more popular?
In September 2026, Latana had more branded searches than TRA among brand tracking platforms in New Zealand. Latana had about 40 branded searches, while TRA had 10. Latana made up 1.4% of all brand tracking platform searches we track, and TRA accounted for 0.35%. When we asked ChatGPT and Google AI Overviews about brand tracking platforms, TRA appeared in three of the five answers and Latana in one. TRA was mentioned before Latana in three out of four answers that named either.
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Top brand tracking platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, TRA was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Latana was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. TRA was listed before Latana in three out of four answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Tracksuit5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Kantar3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Brandwatch3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
YouGov3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
TRA3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Qualtrics2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Latana1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about brand tracking platforms
5 answers
Asked ChatGPT
“Which brand tracking platform should I use in New Zealand?”
Asked ChatGPT
“What are the best brand tracking platforms in New Zealand?”
Asked ChatGPT
“What's the best brand tracking platform in New Zealand for brand awareness?”
Searched Google, AI Overview
“brand tracking software”
Searched Google, AI Overview
“brand awareness tool”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.
Is Latana or TRA more popular in search?
This chart shows how often people search Google for Latana and TRA by name. Each line represents a brand's share of searches for all seven brand tracking platforms we track, month by month, from searches in New Zealand.
Share of searches by month for Latana, TRA. The figures are in the table below the chart.
View monthly share of searches table
| Month | Qualtrics | Kantar | Brandwatch | YouGov | Tracksuit | Latana | TRA |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 72.5% | 12.4% | 4.5% | 6.3% | 2.7% | 0.6% | 0.91% |
| Nov 2025 | 63.5% | 13.1% | 7.1% | 6% | 7.5% | 2.4% | 0.4% |
| Dec 2025 | 60.3% | 15.1% | 7.5% | 9.6% | 5.5% | 1.4% | 0.68% |
| Jan 2026 | 58.8% | 12.9% | 8.2% | 12.4% | 5.3% | 1.8% | 0.59% |
| Feb 2026 | 61.9% | 12.9% | 7.1% | 10% | 3.8% | 3.3% | 0.95% |
| Mar 2026 | 73.4% | 10.4% | 4.6% | 6.4% | 3.7% | 1.2% | 0.31% |
| Apr 2026 | 72.2% | 10.3% | 5.7% | 5.3% | 4.6% | 1.5% | 0.38% |
| May 2026 | 69.8% | 17.4% | 4.1% | 5.2% | 2% | 0.87% | 0.58% |
| Jun 2026 | 64.2% | 20.3% | 4.7% | 5.1% | 4.1% | 1% | 0.68% |
| Jul 2026 | 66% | 16.7% | 4.9% | 6.3% | 4.9% | 1% | 0.35% |
| Aug 2026 | 71.4% | 11.9% | 6.5% | 4.2% | 4.2% | 1.5% | 0.3% |
| Sep 2026 | 67.1% | 17% | 5.3% | 4.9% | 3.9% | 1.4% | 0.35% |
How has the Latana and TRA comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Latana took it in November 2025.
- Across the 12 months ending September 2026, Latana’s share of searches among brand tracking platforms in New Zealand moved from 0.6% to 1.4%, and its estimated monthly branded searches moved from 20 to 40.
- Across the 12 months ending September 2026, TRA’s share of searches among brand tracking platforms in New Zealand moved from 0.91% to 0.35%, and its estimated monthly branded searches moved from 30 to 10.
How did search popularity change for New Zealand brand tracking platforms in September 2026?
2 changes
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Latana’s and TRA’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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