Understanding the Scores

ReachLLM runs your tracked prompts against each enabled AI platform on a schedule (daily or weekly depending on your settings) and analyzes every response. This page explains each metric that comes out of those runs: what it measures, how it is computed, and what moves it.

Choose the comparison group

Brand Visibility uses the competitors marked Direct in Knowledge Base by default. The same comparison group is used for Share of Voice, Average Rank, competitor trend lines, the Comparison Matrix, prompt gaps, and generated reports.

Choose All tracked to include every company found in the analyzed answers, including companies classified as Other. If a brand has no direct competitors set, ReachLLM clearly falls back to All tracked instead of showing an unexplained own-only score. The selection applies to competitor comparisons, including Share of Voice, rank, competitor trends, the Comparison Matrix, Gap Analysis, detailed-response competitor summaries, and reports. Visibility Score plus your own mention and citation rates do not change when you switch comparison groups. General source analytics is also independent because it describes every source cited in the selected AI answers.

Visibility Score

What it measures: how often a platform's answers mention your brand at all.

How it is computed: for each platform, the Visibility Score is the percentage of your tracked prompts where that platform's answer mentions your brand. The overall Visibility Score is the average across platforms that ran at least one prompt.

Worked example: you track 20 prompts. ChatGPT mentions your brand in 12 of the 20 answers, so your ChatGPT Visibility Score is 12 / 20 = 60%. If Gemini scores 50%, Perplexity 40%, and Google AI Overviews 70%, your overall Visibility Score is the average of the four: (60 + 50 + 40 + 70) / 4 = 55%.

How to improve it: make sure your tracked prompts reflect the questions your buyers actually ask (see Working with Prompts), fix the issues your GEO audit surfaces so AI platforms can read and trust your pages, and publish content that directly answers the prompts where you are absent. The Responses tab shows the raw answers, so you can see exactly which prompts you are missing from.

What it measures: your slice of the conversation compared with competitors.

How it is computed: across all analyzed answers, ReachLLM counts every brand appearance in the selected comparison group, then reports the percentage that are yours. It is presence-based: a brand counts once per answer, no matter how many times it is repeated within that answer. Direct competitors are selected by default. All companies is available when you want the broader market view.

The Share of Voice detail ranks your brand and competitors that earned a measurable share. Companies at 0% are omitted from the ranked table, while the comparison-group description still explains which cohort the calculation used. The table shows the number of answers that mention each brand and labels changes in percentage points.

Worked example: across a run, the analyzed answers contain 40 brand appearances in total. 10 of those are your brand and 30 belong to competitors. Your Share of Voice is 10 / 40 = 25%. If one answer repeats your brand name five times, that still counts as a single appearance for you in that answer.

How to improve it: Share of Voice is relative, so it rises when you appear in more answers or when competitors appear in fewer of the answers you both compete for. Target the prompts where competitors show up and you do not, and keep your competitor list accurate: competitors are auto-discovered during brand analysis and fully editable, including direct, indirect, SERP, and Other Company classifications plus aliases for alternate spellings. Wrong mentions can be removed and metrics recomputed, which keeps this score honest.

Average Rank (Visibility Rank)

What it measures: when your brand does appear in an answer, how early it is mentioned relative to the selected comparison group. Lower is better.

How it is computed: within each answer, selected brands are ranked by their first mention. Average Rank is the mean of your positions only in answers that mention you. An absent competitor receives no rank. Answers where your brand does not appear are not part of this calculation.

Worked example: your brand appears in three answers. In the first it is the first brand mentioned (position 1), in the second it is second (position 2), and in the third it is third (position 3). Your Average Rank is (1 + 2 + 3) / 3 = 2.0.

How to improve it: being mentioned is step one; being mentioned first is the goal. Strengthen the signals that make AI platforms treat you as the primary answer: a complete brand knowledge base, authoritative content on the topics behind your prompts, and off-page authority (see the off-page checks in the GEO Audit). The trends charts show rank history per platform and per brand versus competitors, so you can confirm movement over time.

Sentiment

What it measures: the tone of what AI platforms say when they mention you.

How it is computed: ReachLLM uses AI to evaluate up to eight brand-mentioning answers from each model. Each model receives a score from 0 to 100, where 50 is neutral and higher scores indicate more positive framing. The overall score weights each model by the number of its analyzed answers. The Sentiment tab shows the current score, positive, neutral, and concern percentages, the supporting evidence, and the score over time.

Worked example: ChatGPT has eight analyzed answers and a score of 80. Gemini has four analyzed answers and a score of 60. The overall score is weighted by answer count: (8 x 80 + 4 x 60) / 12 = 73.3.

Head-to-Head: this card always compares your brand with one competitor marked Direct in Knowledge Base. It shows two independent mention rates because the same answer can mention both brands. The difference is labeled in percentage points. Competitor sentiment is not shown because it is not evaluated with the same method as your brand's sentiment.

How to improve it: read the drivers in the Sentiment tab to see which themes pull negative or neutral. Then address the source material: customer reviews, comparison content, and the pages AI platforms draw from. Content that clearly states your strengths, backed by your knowledge base, gives platforms more positive material to work with.

Citation rate

What it measures: how often AI platforms cite your own domain as a source. This is different from being mentioned: an answer can name your brand without linking to your site, and it can cite your site without naming you prominently.

How it is computed: for each platform, the citation rate is the percentage of triggered prompt runs where the answer cited your domain as a source. A failed triggered run counts as not cited. The overall citation rate is the average across platforms that ran at least one prompt.

Worked example: across 100 prompt runs on a platform, your domain appears as a cited source in 8 of them. Your citation rate on that platform is 8 / 100 = 8%.

How to improve it: citations go to pages that are easy for AI platforms to retrieve and quote. Use the GEO Audit to fix on-page issues like structured data, snippetability, and llms.txt, and check the Sources tab to see which domains AI platforms cite for your prompts today. PR Outreach helps you earn placements on the publications that already get cited, and publishing content that directly answers your tracked prompts gives platforms a reason to cite you instead.

Sources, opportunities, and Gap Analysis

Sources & Opportunities opens with source analytics. Use it to understand every cited domain and URL, source categories, and how citations change over time. This source library is not a competitor comparison.

Choose the optional Gap Analysis view when you want questions where a competitor in the selected comparison group appears and your brand does not in the same AI answer. Brand not mentioned and Website not cited are identified separately. Each row shows compact competitor logos, AI platforms, and the number of affected answers. Focus or hover a logo to see the company name. You can review the exact answers, open related queries, or choose Plan a fix to ask the Agent for the content or authority work that can close the gap.

When Gap Analysis is open, the source analytics below it narrows to sources cited in those exact gap answers. Return to Source analytics to see every publication, forum, directory, and domain used across the analyzed answers.

Where to see these metrics

The results views include five tabs: Overview, Sources and Opportunities, Sentiment, Query Fanout, and Responses. Trends over time charts show score, share of voice, and rank history per platform and per brand versus the selected comparison group. In the platform trend view, Prompt coverage means the share of tracked prompts where at least one AI model mentions or cites you. It is different from Visibility Score, which averages each selected platform's mention rate. Information icons beside the headline metrics show the calculation in the app and can be opened with a pointer or keyboard.

Generated reports preserve the comparison group, tracked prompt count, AI model count, metric definitions, and reporting date used when the report was created. Changes are labeled in percentage points. This context stays frozen with the report so a later competitor change does not silently rewrite an older result.

Next steps

AI Visibility Tracking: how tracking runs work end to end.
Working with Prompts: tune the prompt set these scores are built on.
GEO Audit: fix the on-page and off-page issues holding your scores back.