Metrics and fields reference

This page defines the metrics and fields that you see on the Prompts, prompt analytics, Sources, and Brand Visibility pages.

Metrics

Metric	What it measures	How to read it
Visibility (AI visibility)	The number of answered responses that mention your brand, divided by the number of answered responses, as a percentage	Higher is better
Share of voice	The mentions of your brand, divided by the mentions of all brands in the responses, as a percentage	Higher is better. It shows your share of the conversation against competitors.
Position	The average rank of your brand among the brands that a response mentions	Lower is better. The dashboard shows it as `#1.5`. `#1` means that the responses mention your brand first. ”–” in a response row means that the response does not mention your brand.
Sentiment	How positive the responses are about your brand	A score, not a percentage. On the Tracking tab, the score goes from 0 (most negative) to 100 (most positive). 50 is neutral. Where space is small, the dashboard shows a label: Positive, Neutral, or Negative.
Citations	For a domain or URL: the number of times the responses cite it. For a brand: the number of times the responses cite the domains of that brand.	Higher is better for your own domains
Citation rate	The number of inline citations, divided by the number of answered responses. For a domain or URL, only its own inline citations count.	A plain number, for example `1.5`. It is not a percentage.
Web search	The percentage of responses where the AI searched the web before it answered	A low value means that the AI answers this prompt mostly from its own knowledge
Mentions	On the Tracking tab: the number of different brands that the responses mention. On Brand Visibility: the number of times the responses mention a brand.	The Tracking tab shows the brands as logos, with `+5` for 5 more brands.
Volume	The estimated search volume of the prompt	Use it to decide which prompts are worth tracking. ”–” means that no estimate is available.

An inline citation is a link that the AI puts in the response text. AXP counts each inline link to a URL. A URL that the AI lists as a source counts as one inline citation, also if the response text does not link to it. An answered response is a response in which the platform answered the prompt. If the platform did not answer, the response does not count in the percentages and averages.

Sentiment is a score because a percentage does not describe sentiment well. “60% of responses were positive” is a useful statement. “Sentiment = 60%” is not.

Changes and trends

Next to a metric, a small green or red value shows the change from the previous period. On the Sources pages, an arrow shows the same change: up, down, or flat. A change compares the selected date range with the period of the same length just before it. For example, a 30-day range compares with the 30 days before it. For Position, a decrease is an improvement.

Prompt fields

These fields are on the Tracking, Suggested, and Paused tabs, and in the forms to add and edit a prompt.

Field	What it means	Values
Prompts	The prompt text. You cannot change it after you create the prompt.	Free text
Topic	The group that the prompt belongs to. Each prompt has one topic.	A topic name
Platforms (Agents on the Paused tab)	The AI platforms that run the prompt	ChatGPT, Gemini. If you select no platform, AXP runs the prompt on all platforms.
Location	The market that the prompt targets. The location changes the sources that the AI finds when it searches the web. It does not change the prompt text.	Free text, for example `India` or `Delhi, India`
Intent	The goal of the buyer who asks the prompt	Refer to Intent values
Branding	Whether the prompt text mentions your brand. AXP sets this value from the prompt text.	Branded, Non branded
Source (Origin on the Paused tab)	How the prompt got into your list	Refer to Prompt sources
Note	A free-text note about the prompt. On the Suggested tab, this is the Reason column.	Free text
Reason	Why AXP suggested the prompt. It can also show the search volume of the keyword, for example “Decision gap · vol 2.4k”, or the page URL.	Free text that AXP writes
Date added	The date that a member added the prompt, or accepted it from a suggestion	A date

Intent values

Value	Meaning	Example
Informational	The buyer wants to learn about a subject.	”How does a personal loan work?”
Commercial	The buyer compares options before a purchase.	”Best personal loan apps in India”
Transactional	The buyer is ready to act or buy.	”Apply for a personal loan online”

Response fields

These fields are in the Prompt responses tables and in the Prompt response view.

Field	What it means
Response	The start of the response text. Open the response to see the full text.
Platform	The AI platform that gave the response
Mentions	The brands that the response mentions, with your brand marked (You) in the response view
Sources	The domains or URLs that the response cites
Position	The rank of your brand in this response. ”–” means that the response does not mention your brand.
Citations	The number of inline citations in this response
Response details	The date and time that AXP collected the response, and the location that the prompt used

A response can show that AXP did not analyze it yet. This is different from a response that does not mention your brand.

Source fields

These fields are on the Sources pages.

Field	What it means
Domain type	The type of website. AXP sets it automatically. Refer to Domain types.
URL type	The type of page. AXP sets it automatically. Refer to URL types.
Ownership	Who controls the page. Refer to Ownership.
Your brand mentioned	Yes if the page content mentions your brand. No if it does not.
Mentions	On a URL: the brands that the page content mentions. On a domain: the brands that the pages on the domain mention.
Position (in Brands mentioned)	The order in which the page mentions the brand. `#1` means that the page mentions this brand first.
Frequency (in Brands mentioned)	The number of times the page mentions the brand

These values come from the content of the cited page, not from the AI response. AXP reads the page in the background. Until it reads the page, these fields show ”–”.

Domain types

Value	Meaning
You	One of your own domains, from your Brand Profile
Corporate	The website of a company
UGC	A site with user-generated content, for example a forum, a review site, or a social platform
Institutional	The website of an institution, for example a government body, a regulator, or a university

AXP can show other domain types when a domain does not fit these values.

URL types

Value	Meaning
Homepage	The main page of a website
Profile	A page about one company, brand, or person, for example a company profile on a directory or a review site
Other	All other pages, for example articles, blog posts, and product pages

Ownership

Value	Meaning
Owned	The page is on one of the domains in your Brand Profile.
Controlled	The page is not on your domain, but your brand controls its content, for example your company profile on another site.
Third Party	Your brand does not control the page.

Things to know

Brands are not limited to your competitor list. AXP counts every brand that a response mentions. This shows you which brands win the responses, including brands that you do not track.
A citation does not mean a mention. An AI can cite a page that does not mention your brand. The URL details page shows if the page mentions your brand.
A response without citations is valid. When the AI does not search the web, the response has no citations.
Changes apply from the date of the change. If you change the platforms or location of a prompt, past responses keep their values.
Old responses can have no value for new metrics. AXP does not include these responses in averages. It does not count them as 0.

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Metrics and fields reference

Metrics

Changes and trends

Prompt fields

Intent values

Response fields

Source fields

Domain types

URL types

Ownership

Things to know

​Metrics

​Changes and trends

​Prompt fields

​Intent values

​Response fields

​Source fields

​Domain types

​URL types

​Ownership

​Things to know

Metrics

Changes and trends

Prompt fields

Intent values

Response fields

Source fields

Domain types

URL types

Ownership

Things to know