Metrics

AI Visibility turns AI answers into structured metrics so you can compare them across prompts, providers, and competitors.

Core metrics#

Visibility#

Visibility is the percentage of eligible prompt runs whose answer text names a tracked brand. A brand name that appears only inside a link destination does not count: the reader never sees it.

Formula: Runs mentioning the brand ÷ eligible prompt runs × 100

Completed runs with an answer or an empty result are included. Refusals and provider errors are excluded. The selected prompts, providers, countries, filters, and date range define the denominator.

Cited#

Cited is the percentage of eligible prompt runs in which the answer cites one of a brand's configured domains as a source, whether or not the answer names the brand.

Formula: Runs citing a brand domain ÷ eligible prompt runs × 100

Visibility and Cited are reported side by side and never combined. A brand cited far more often than it is named is feeding answers without being credited in them, which is a different problem from not being retrieved at all.

Cited is chartable like the other core metrics: put it on a dashboard, into a report, or query it through the API and MCP server, on its own or beside Visibility on the same chart. A brand whose Cited climbs while its Visibility stays flat is being read as a source without being named.

A brand with no domains configured reports 0%, because nothing is being counted for it. Competitors often have none, so read their Cited alongside their configured domains.

Mentions#

A mention is counted when your brand, a product, a person, or a competitor appears in the AI answer. Mentions show whether you are visible at all for the questions that matter.

Position#

Position ranks text-mentioned tracked brands within each run by their first appearance in the answer, then averages those ranks. Citations without a text mention do not affect position. This is a relative text-position metric among the currently tracked brands, not the provider's internal ranking.

Citations#

A citation is a source the provider uses or surfaces for the answer. It can be a URL, domain, article, product page, help article, or external source.

Citations help you understand:

• which sources shape AI answers,
• whether your owned pages are cited,
• whether earned media appears in answers,
• which domains are stronger for competitors.

Share of voice#

Share of voice compares how often a brand is named with how often every tracked brand is named.

Formula: Runs mentioning the brand ÷ runs mentioning any tracked brand × 100

One answer can count for several brands when it names several. The denominator is therefore total brand mentions by run, not total answers. Like Visibility, this counts text mentions only; citations are reported as Cited.

Sentiment#

Sentiment describes how an answer frames a particular tracked brand on a 0 to 100 scale. The displayed value averages the available brand-level scores. Unscored brand appearances are excluded, so read the average together with its scored count.

Gap Score#

Gap Score is a source-level opportunity metric for cited URLs and domains. It ranges from 0 to 100 and helps you prioritize sources where stronger brand presence could matter.

For a cited URL:

• citation frequency drives the score,
• the score is 0 when your brand appears on the page,
• mentions of tracked competitors increase the opportunity signal,
• no score is shown until the page content has been crawled and analyzed.

A domain score combines the opportunities across its analyzed cited pages. Use these scores to prioritize PR, content, owned-page, and media-relations work around sources that AI providers already cite.

URL and domain metrics#

AI Visibility also tracks which sources appear in answers. URL and domain views help you understand:

• which articles, owned pages, comparison pages, discussions, or other URL types are cited,
• whether cited domains are editorial, corporate, reference, user-generated, institutional, or other sources,
• which sources are connected to your brand or competitors,
• where source gaps may explain visibility gaps.

See URL and domain types for every category and how the grouped panels are calculated.

Filters and trends#

Most AI Visibility views can be filtered by provider, country, prompt, brand, competitor, and time period. Trend charts show how visibility, cited, share of voice, position, and sentiment change over time, so keep important prompts stable when you want comparable history.