Brand Performance KPIs

The five KPIs shown on your Brand Overview dashboard — each measuring a different dimension of how your brand appears across AI platforms such as ChatGPT, Google AI Mode, and Perplexity.

Overview

BuzzView tracks five key performance indicators (KPIs) across all your tracked prompts and AI platforms. Together they answer two fundamental questions: how visible is your brand, and how dominant is it compared to competitors.

Layer	KPI	The question it answers
Reach	Visibility	Is my brand showing up at all?
Reach	URL in Sources	Is my website being cited?
Quality	Average Position	Where in the source list does my URL appear?
Quality	Sentiment	What tone do LLMs use when mentioning my brand?
Competition	Share of Voice	How dominant is my brand vs. competitors?

Start with Visibility to understand your overall reach, then use Share of Voice to benchmark against competitors, and Sentiment to understand the quality of those mentions.

1. Visibility

What it measures

The percentage of AI responses that mention your brand by name, across all tracked prompts and all LLMs.

Formula

Visibility (%) = [Total unique brand mentions across all LLMs ÷ (Total prompts × Number of LLMs)] × 100

Example

Suppose you are tracking 15 prompts across 3 LLMs:

LLM	Prompts mentioning your brand
ChatGPT	10
Google AI	15
Perplexity	5
Total mentions	30

Visibility = (10 + 15 + 5) ÷ (15 × 3) = 30 ÷ 45 = 66.7%

A score of 66.7% means your brand appeared in roughly 2 out of every 3 AI responses across all tracked prompts and platforms.

How to interpret it

Score	Meaning
> 75%	Your brand is consistently present across AI responses
50–75%	Good presence, room to grow
25–50%	Moderate presence, content strategy can help
< 25%	Low presence, brand is rarely surfaced by LLMs

2. URL in Sources

What it measures

The percentage of AI responses where your website or domain was cited as a source — not just your brand name mentioned, but your actual URL referenced.

Formula

URL in Sources (%) = [Responses citing your domain across all LLMs ÷ (Total prompts × Number of LLMs)] × 100

Example

Using the same 15 prompts across 3 LLMs:

LLM	Responses citing your domain
ChatGPT	10
Google AI	15
Perplexity	5
Total citations	30

URL in Sources = (10 + 15 + 5) ÷ (15 × 3) = 30 ÷ 45 = 66.7%

A score of 66.7% means your website was cited as a source in 2 out of 3 AI responses — indicating that LLMs actively point users to your content.

Visibility vs. URL in Sources

KPI	What it tracks
Visibility	AI mentions your brand name (e.g. "Acme Corp is…")
URL in Sources	AI cites your website (e.g. "acme.com")

High Visibility + Low URL in Sources → LLMs know your brand but aren't linking to your content. Focus on publishing authoritative, citable content.

3. Average Position

What it measures

The average position at which your domain's URLs appear in AI source lists — across all responses where your website was cited. Lower is better: position 1 means your URL was the very first source listed.

Formula

Average Position = SUM of all citation positions for your domain ÷ Total citations for your domain

A Position Score (0–100) is also derived to make the number easier to compare at a glance:

Position Score = (1 ÷ Average Position) × 100

The closer your average position is to 1, the closer your Position Score is to 100.

Example

Your domain was cited 4 times across responses, at these positions:

Citation	Position
Response A – ChatGPT	1
Response B – Google AI	2
Response C – Perplexity	3
Response D – ChatGPT	2
Average	2.0

Average Position = (1 + 2 + 3 + 2) ÷ 4 = 8 ÷ 4 = 2.0

Position Score = (1 ÷ 2.0) × 100 = 50.0

How source positions work

In a typical AI response, sources are listed in order of relevance. The first source gets the most user attention:

Position	Prominence
Position 1	Most prominent — highest user attention
Position 2	High prominence
Position 3	Good prominence
Position 4+	Lower prominence

How to interpret it

Average Position	Meaning
1.0–1.5	Your content is consistently the top source
1.5–3.0	Strong positioning, frequently cited near the top
3.0–5.0	Mid-range, cited but not prominently
> 5.0	Cited but buried — content authority may need improvement

A lower Average Position is always better. Position 1.0 is the best possible score — your domain is always the first source listed. A Position Score near 100 means the same thing expressed as a percentage.

4. Share of Voice

What it measures

Your brand's share of all brand mentions in AI responses — measured relative to competitors and every other brand that also appeared in the same responses.

Formula

Share of Voice (%) = (Total mentions of your brand ÷ Total mentions of ALL brands) × 100

Unlike Visibility, Share of Voice counts all mentions and divides by total competitive brand mentions — making it a relative, competitive metric.

Example

Across all prompts and LLMs combined:

Brand	Total mentions
Your brand	30
Competitor A	8
Competitor B	5
Other brands	2
Total (all brands)	45

Share of Voice = 30 ÷ 45 = 66.7%

A Share of Voice of 66.7% means your brand dominated 2/3 of all brand mentions in AI responses — a strong indicator of brand authority in your competitive landscape.

Visibility vs. Share of Voice

KPI	What it compares against
Visibility	Your brand mentions vs. total possible prompts × LLMs
Share of Voice	Your brand mentions vs. all brands mentioned (incl. competitors)

5. Sentiment

What it measures

A weighted score from 0 to 100 reflecting how positively or negatively AI models talk about your brand when they mention it.

Scoring weights

Sentiment type	Points assigned
Positive mention	100
Neutral mention	50
Negative mention	0

Formula

Sentiment Score = [(Positive × 100) + (Neutral × 50) + (Negative × 0)] ÷ Total mentions

Example

Sentiment	Count
Positive	3
Neutral	2
Negative	1
Total	6

Sentiment Score = [(3 × 100) + (2 × 50) + (1 × 0)] ÷ 6

= (300 + 100 + 0) ÷ 6

= 400 ÷ 6 = 66.7

Score scale

Score range	Zone	Meaning
75–100	Positive	Predominantly positive brand perception
50–74	Neutral–Positive	Mixed, leaning neutral to positive
25–49	Neutral–Negative	Mixed, leaning neutral to negative
0–24	Negative	Predominantly negative brand perception

A score of 50 is perfectly neutral. A score of 100 means every single AI mention of your brand was positive.

Quick Reference Summary

#	KPI	What it asks	Denominator	Range
1	Visibility	Is my brand mentioned?	Prompts × LLMs	0–100%
2	URL in Sources	Is my website cited?	Prompts × LLMs	0–100%
3	Average Position	How prominently is my website cited?	My total citations	1.0 = best
4	Share of Voice	How do I compare to competitors?	All brand mentions	0–100%
5	Sentiment	How positively do LLMs talk about me?	My total mentions	0–100

How the KPIs Relate to Each Other

Layer	KPI	The question it answers
Reach	Visibility	Is my brand showing up at all?
Reach	URL in Sources	Is my website being cited?
Quality	Average Position	Where in the source list does my URL appear?
Quality	Sentiment	What tone do LLMs use when mentioning my brand?
Competition	Share of Voice	How dominant is my brand vs. competitors?

Start with Visibility to understand your overall reach, then use Share of Voice to benchmark against competitors, and Sentiment to understand the quality of those mentions.