IDShield vs PrivacyGuard:Which is more popular?
In September 2026, IDShield had more branded searches than PrivacyGuard among identity protection services in the United States. IDShield had about 1,900 branded searches, while PrivacyGuard had 1,600. IDShield made up 1.3% of all identity protection service searches we track, and PrivacyGuard accounted for 1.1%. When we asked ChatGPT and Google AI Overviews about identity protection services, IDShield appeared in two of the five answers and PrivacyGuard in one. IDShield was mentioned before PrivacyGuard in two out of three answers that named either.
Who do people search for more?
IDShield, about 19% more searches than PrivacyGuard
Who does AI mention more?
IDShield, mentioned in 2 of 5 answers, PrivacyGuard in 1
Who does AI recommend more?
IDShield, named ahead of PrivacyGuard in 2 of 3 answers
Follow IDShield vs PrivacyGuard 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. PrivacyGuard was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. IDShield was listed before PrivacyGuard in two out of three 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.
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 IDShield or PrivacyGuard more popular in search?
This chart shows how often people search Google for IDShield and PrivacyGuard 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 IDShield, PrivacyGuard. 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 IDShield and PrivacyGuard comparison changed over the last 12 months?
3 findings
- IDShield was ahead of PrivacyGuard in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, PrivacyGuard’s share of searches among identity protection services in the United States moved from 1.2% to 1.1%, and its estimated monthly branded searches moved from 1.9K to 1.6K.
How did search popularity change for United States identity protection services in September 2026?
2 changes
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.
Estimated monthly branded searches for PrivacyGuard in the United States fell 15.8% over 12 measured months, from 1.9K to 1.6K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using IDShield’s and PrivacyGuard’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.
IDShield
1 branded search term
- idshield
PrivacyGuard
1 branded search term
- privacy guard
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.