Definition of Brand Report KPIs
In this article, you'll find all the KPI definitions of all metrics you see in your brand report.
Brand mentions
Definition: Total number of brand mentions in selected time
Formula: sum of prompts mentioning defined brand (1/0) over selected time
Example:
| brand mentions of Nike in AI response | ChatGPT | ChatGPT | AIO | AIO |
|---|---|---|---|---|
| day 1 | day 2 | day 1 | day 2 | |
| prompt 1 | 1 | 1 | 1 | 1 |
| prompt 2 | 0 | 1 | 0 | 1 |
| prompt 3 | 1 | 1 | 0 | 1 |
| Brand mention sum | 2 | 3 | 1 | 3 |
Each execution of a day/prompt/service counts as 1/0 mention (meaning: Even if Nike is mentioned twice on 1 prompt on 1 AI Search Engine, it only counts as 1)
In this example:
- Nike got a total of 3 brand mentions on Day 1 (across ChatGPT and AIO)
- and 6 brand mentions on Day 2
- with a time filter of last 2 days = total brand mention = 9 (3 of day 1 + 6 of day 2)
💡Important note: Even if various brand name variations are defined, each execution of day/prompt/AI engine counts as 1 or 0. Meaning if 1 prompt mentions Nike AND Nike Air Jordan ⇒ max count = 1
Share of Voice
Definition: The share of my brand compared to all brands
Formula: number of my brand mentions / total number of all brand mentions * 100 = as a %
Example:
| brand mentions of Nike in AI response | ChatGPT | ChatGPT | AIO | AIO |
|---|---|---|---|---|
| day 1 | day 2 | day 1 | day 2 | |
| prompt 1 | 1 | 1 | 1 | 1 |
| prompt 2 | 0 | 1 | 0 | 1 |
| prompt 3 | 1 | 1 | 0 | 1 |
| sum of my brand mentions | 2 | 3 | 1 | 3 |
| number of total brand mentions | 10 | 10 | 5 | 5 |
| Share of Voice | *=2/10 100 = 20% | =3/10*100 = 30% | =1/5*100= 20% | 3/5*100 = 60% |
| Share of Voice across 2 days on ChatGPT | = (2+3)/(10+10) = 25% | |||
| Share of Voice across 2 days on ChatGPT + AIO | = (2+3+1+3)/(10+10+5+5) = 30% |
Avg. Brand Position
Definition: Average position of brand in AI answers
Formula: number of my brand mentions / total number of all brand mentions * 100 = as a %
Example:
| brand position of Nike in AI response | ChatGPT | ChatGPT | AIO | AIO |
|---|---|---|---|---|
| day 1 | day 2 | day 1 | day 2 | |
| prompt 1 | 1 | 1 | 2 | 1 |
| prompt 2 | 0 | 3 | 0 | 1 |
| prompt 3 | 2 | 3 | 0 | 2 |
| avg. brand position | = (1+2/2) = 1.5 | = (1+3+3/3)=5 | = 2/1 = 2 | =(1+1+2)/3= 1.33 |
| Avg brand position across ChatGPT on 2 days | = (1+2+1+3+3)/(2+3) = 2 |
Brand Coverage
Definition: Percentage of prompts that mention my brand compared to all prompts
Formula: prompts that mention my band / all prompts in selected time window
Example:
| My brand mentioned | ChatGPT | ChatGPT | AIO | AIO |
|---|---|---|---|---|
| day 1 | day 2 | day 1 | day 2 | |
| prompt 1 | 1 | 1 | 1 | 1 |
| prompt 2 | 0 | 1 | 0 | 1 |
| prompt 3 | 1 | 1 | 0 | 1 |
| Brand Coverage | = 2 / 3 = 66.67% | = 3/3 = 100% | = 1/3 = 33.33% | = 3/3 = 100% |
| Brand Coverage across all services and 2 days | = (2+3+1+3) / (3*4) = 75% |
Special case: AIO
When AIO are not triggered, they do not count towards that formula. Meaning:
| Brand Coverage on AIO | AIO | AIO |
|---|---|---|
| day 1 | day 2 | |
| prompt 1 - AIO triggered on day 1 + 2 | 1 | 1 |
| prompt 2 - AIO not triggered on day 1 + 2 | 0 | 0 |
| prompt 3 - AIO triggered on day 1, not triggered on day 2 | 1 | 0 |
| Brand Coverage | = 1/2 = 50% | = 1/1 = 100% |
| Brand Coverage across 2 days | = (1+1) / (2+1) = 66,67% |
Domain Citation
Definition: total number of domain citations in selected time
Formula: sum of citation count of a specific domain over selected time across all or selected AI Search Engines
Example:
| domain citations of Nike in AI response | ChatGPT | ChatGPT | AIO | AIO |
|---|---|---|---|---|
| day 1 | day 2 | day 1 | day 2 | |
| prompt 1 | 2 | 1 | 1 | 1 |
| prompt 2 | 1 | 1 | 0 | 1 |
| prompt 3 | 0 | 1 | 0 | 1 |
| Sum Domain Citations | 3 | 3 | 1 | 3 |
| Sum Domain Citations ChatGPT | =3+3 = 6 | |||
| Sum Domain Citations ChatGPT + AIO across 2 days | 3+3+1+3 = 10 |
Domain Coverage
Definition: Percentage of prompts that cite my domain compared to all prompts
Formula: prompts that cite my domain / all prompts in selected time window
Example:
| My domain cited? | ChatGPT | ChatGPT | AIO | AIO |
|---|---|---|---|---|
| day 1 | day 2 | day 1 | day 2 | |
| prompt 1 | 1 | 1 | 1 | 1 |
| prompt 2 | 0 | 1 | 0 | 1 |
| prompt 3 | 1 | 1 | 0 | 1 |
| Domain Coverage | = 2 / 3 = 66.67% | = 3/3 = 100% | = 1/3 = 33.33% | = 3/3 = 100% |
| Domain Coverage across all AI Search Engines and 2 days | = (2+3+1+3) / (3*4) = 75% |
Special case: AIO
When AIO are not triggered, they should not count towards that formula. Meaning:
| My domain cited? | AIO | AIO |
|---|---|---|
| day 1 | day 2 | |
| prompt 1 - AIO triggered on day 1 + 2 | 1 | 1 |
| prompt 2 - AIO not triggered on day 1 + 2 | 0 | 0 |
| prompt 3 - AIO triggered on day 1, not triggered on day 2 | 1 | 0 |
| Domain Coverage | = 1/2 = 50% | = 1/1 = 100% |
| Domain Coverage across 2 days | = (1+1) / (2+1) = 66,67% |
Brand Ranking
Definition: A ranking based on total number of brand mentions in selected time, only top 10 brands ranked
Formula: Sorted from most brand mentions to least brand mentions in selected time
Example:
| mention count | ChatGPT | ChatGPT | AIO | AIO |
|---|---|---|---|---|
| day 1 | day 2 | day 1 | day 2 | |
| Nike Brand mention count | 2 | 3 | 1 | 3 |
| Adidas Brand mention count | 3 | 2 | 2 | 4 |
| New Balance mention count | 1 | 1 | 3 | 2 |
Brand Ranking
| Brand Rank | ChatGPT - Day 1 | ChatGPT - Day 2 |
|---|---|---|
| 1 | Adidas | Nike |
| 2 | Nike | Adidas |
| 3 | New Balance | New Balance |
Brand Rank over time
Definition: Brand ranking based on number of brand mentions in selected time, sorted by amount of brand mentions. Visualized daily.
Formula: Sorted by brand mention count, with 1 = brand with most mentions, 10 = brand with 10th most brand mentions - day by day
Brand Visibility Index
Definition: Shows how visible the top 10 brands are on AI answers based on brand mentions and average position within AI answers
Formula: See below
x axis: Visibility Score (=Brand Mentions)
y axis: Likelihood to Buy = (Visibility Score * Perceived Quality Score) / Max Score %
- Visibility Score: # of brand mentions
- Perceived Quality Score = (11 - Avg. Brand Position)
- Max Score = the theoretical best possible score → where Max Visibility = highest number of mentions observed, and Max Quality = 10 (perfect score, if average brand position = 1).
Example:
| ChatGPT | ChatGPT | AIO | AIO | |
|---|---|---|---|---|
| day 1 | day 2 | day 1 | day 2 | |
| Nike Brand mentions | 2 | 1 | 3 | 2 |
| Nike Av Position | 1 | 2 | 2 | 1 |
| Visibility Score | 2 | 1 | 3 | 2 |
| Perceived Quality Score | =11-1=10 | =11-2=9 | =11-2=9 | =11-1=10 |
| Max Score | =2*10 = 20 | =1*10 = 10 | = 3*10=30 | =2*10=20 |
| Likelihood to Buy | =210 / 20 100 = 100% | =1*9/10 *100 = 90% | =3*9/30 = 90% | =2*10/20 = 100% |
Domain Ranking
Definition: A ranking based on total number of domain citations in selected time, only top 10 websites ranked
Formula: Sorted from most domain citations to least domain citations in selected time
Example:
| Citation count | ChatGPT | ChatGPT | AIO | AIO |
|---|---|---|---|---|
| day 1 | day 2 | day 1 | day 2 | |
| nike.com citation count | 2 | 3 | 1 | 3 |
| Adidas.com citation count | 3 | 2 | 2 | 4 |
| newbalance.com citation count | 1 | 1 | 3 | 2 |
Domain Rank
| Domain Rank | ChatGPT - Day 1 | ChatGPT - Day 2 |
|---|---|---|
| 1 | adidas.com | nike.com |
| 2 | nike.com | adidas.com |
| 3 | newbalance.com | newbalance.com |