Identity Guard vs IDShield:Which is more popular?
In September 2026, Identity Guard had more branded searches than IDShield among identity protection services in the United States. Identity Guard had about 6,600 branded searches, while IDShield had 1,900. Identity Guard made up 4.4% of all identity protection service searches we track, and IDShield accounted for 1.3%. When we asked ChatGPT and Google AI Overviews about identity protection services, IDShield appeared in two of the five answers and Identity Guard in none.
Who do people search for more?
Identity Guard, about 3 searches for every 1 for IDShield
Who does AI mention more?
IDShield, mentioned in 2 of 5 answers, Identity Guard in 0
Who does AI recommend more?
IDShield, the only one of the two named
Follow Identity Guard vs IDShield and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top identity protection services in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, IDShield was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Identity Guard did not appear in any of the five answers.
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.
LifeLock5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Aura5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
IdentityForce4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- IDShield2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- PrivacyGuard1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Identity Guard0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Complete ID0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about identity protection services
5 answers
Asked ChatGPT
“Which identity protection service should I use in the US?”
Asked ChatGPT
“What are the best identity protection services in the US?”
Asked ChatGPT
“What's the best identity protection service in the US for identity theft protection?”
Searched Google, AI Overview
“identity theft protection”
Searched Google, AI Overview
“credit monitoring service”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United States on October 19, 2026.
Is Identity Guard or IDShield more popular in search?
This chart shows how often people search Google for Identity Guard and IDShield by name. Each line represents a brand's share of searches for all seven identity protection services we track, month by month, from searches in United States.
Share of searches by month for Identity Guard, IDShield. The figures are in the table below the chart.
View monthly share of searches table
| Month | LifeLock | Identity Guard | IdentityForce | IDShield | Aura | PrivacyGuard | Complete ID |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 86.4% | 6.3% | 2.8% | 1.5% | 0.83% | 1.2% | 0.83% |
| Nov 2025 | 87.9% | 5.3% | 2.3% | 1.9% | 0.85% | 1% | 0.65% |
| Dec 2025 | 86.7% | 6.4% | 2.3% | 1.2% | 0.83% | 1% | 1.5% |
| Jan 2026 | 85.6% | 6.3% | 3.4% | 1.8% | 0.82% | 1.2% | 0.82% |
| Feb 2026 | 87.9% | 5.3% | 2.9% | 1.6% | 0.65% | 1% | 0.65% |
| Mar 2026 | 90% | 4.4% | 2% | 1.3% | 0.71% | 1% | 0.55% |
| Apr 2026 | 89% | 5.3% | 1.9% | 1.3% | 0.86% | 1.1% | 0.58% |
| May 2026 | 87.1% | 5.2% | 2.9% | 1.5% | 1.3% | 1.3% | 0.79% |
| Jun 2026 | 88% | 5.3% | 2.3% | 1.3% | 1% | 1.3% | 0.8% |
| Jul 2026 | 87.2% | 5.2% | 2.3% | 1.9% | 1.3% | 1.3% | 0.79% |
| Aug 2026 | 89.4% | 4.4% | 1.9% | 1.6% | 1.3% | 0.86% | 0.58% |
| Sep 2026 | 89.7% | 4.4% | 1.9% | 1.3% | 1.1% | 1.1% | 0.58% |
How has the Identity Guard and IDShield comparison changed over the last 12 months?
3 findings
- Identity Guard was ahead of IDShield in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Identity Guard’s share of searches among identity protection services in the United States moved from 6.3% to 4.4%, and its estimated monthly branded searches moved from 9.9K to 6.6K.
- Across the 12 months ending September 2026, IDShield’s share of searches among identity protection services in the United States moved from 1.5% to 1.3%, and its estimated monthly branded searches moved from 2.4K to 1.9K.
How did search popularity change for United States identity protection services in September 2026?
2 changes
Estimated monthly branded searches for Identity Guard in the United States fell 33.3% over 12 measured months, from 9.9K to 6.6K in September 2026.
Estimated monthly branded searches for IDShield in the United States fell 20.8% over 12 measured months, from 2.4K to 1.9K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Identity Guard’s and IDShield’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.
Identity Guard
1 branded search term
- identity guard
IDShield
1 branded search term
- idshield
Other head-to-heads among identity protection services
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.