AI visibility metrics, defined once
The AI visibility metrics and SEO metrics Quattr measures, every one of them: what it means, how it's calculated, which sources feed it, which skills use it, which reports you meet it in, and what it is not to be confused with. Written for the analyst who needs the formula and the newcomer who needs the sentence.
These are the measurements Quattr's MCP answers with inside Claude, ChatGPT and Cursor, watch one get answered if you'd rather see it than read it.
141 metrics 14 categories 22 report families 93 verified · 10 inferred · 38 in review
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AI visibility
20 metrics AI answer presence score A weighted points total for how present your brand is in answer-engine responses: each citation counts 1.25 and each brand mention counts 1, summed over the tracked prompt basket for one answer engine. score weighted points (citations weighted 1.25, mentions weighted 1) R3 AI citation count The number of times answer engines cited your site across the tracked prompt basket in a period. raw measure citations R3 AI citation rate Your share of all the citations answer engines awarded across the tracked competitor set for a prompt basket, your citations as a percentage of every tracked domain's citations, not the proportion of answers that cited you. share percent of all tracked domains' answer-engine citations R3 AI mention count The number of answer-engine responses in the period that named your brand. raw measure mentions R4R3 AI mention share The share of answer-engine responses naming your brand, relative to the brands named across the tracked set. share percent of tracked answer-engine mentions R4R3 AI share of voice A single figure combining how often answer engines cite you and how often they name you, expressed as a share of the same weighted total across the tracked competitor set. share percent of tracked answer-engine voice R3 Average citation position Where a cited URL tends to appear in the answer's citation order, averaged over the period. rank average ordinal position in the answer's citation list R3 Citation category mix The Citation Category summary on the cited-URL drilldown: your citations grouped by a category attached to the cited page, with each group's percentage of the slice. share percent of your citations in the slice R3 Citations per cited page How many times answer engines cited one specific URL of yours, or of a named competitor, in the period. raw measure citations R3 Citations per prompt How many citations one answer-engine prompt produced in the period, split into the citations your domain earned and the total across every cited domain. raw measure citations R3 Cited pages per prompt How many of your pages the answer to one tracked prompt drew on, the measure the coverage-gap and citation-attribution rankings are built from. raw measure cited pages R2R3 Negative sentiment share of AI mentions The share of answer-engine mentions of your brand classified negative in tone, per answer engine. rate percent of mentions classified negative R4 Neutral sentiment share of AI mentions The share of answer-engine mentions of your brand classified neutral in tone, per answer engine. rate percent of mentions classified neutral R4 Per-prompt citation share Your share of all citations awarded on one answer-engine prompt, across every tracked brand cited for it. share percent of that prompt's citations R3 Per-prompt mention share Your share of all brand mentions made on one answer-engine prompt, across every tracked brand named for it. share percent of that prompt's mentions R4R3 Positive AI mentions The number of answer-engine responses that named your brand and were classified positive in tone. raw measure mentions classified positive R4 Positive sentiment share of AI mentions The share of answer-engine mentions of your brand that were classified positive in tone. rate percent of mentions classified positive R4 Prompt share-of-voice percentage Your share of the weighted voice on one answer-engine prompt: your citations and mentions, weighted, as a percentage of every cited domain's citations and mentions on that same prompt. share percent of that prompt's weighted voice R3 Prompt share-of-voice score A weighted points score for how much of an answer-engine prompt's voice you hold, counting each citation as 1.25 and each mention as 1. score weighted points (citations weighted 1.25, mentions weighted 1) R3 Your rank in AI answers Where you place among the named competitors tracked on a segment when they are ordered by share of voice in answer-engine responses. rank position among named tracked competitors (1 is first) R3
Competitive SERP
15 metrics AI Overview average daily page count The average daily number of your pages counted inside Google's AI Overview box across a segment's observed results pages, the product's fourth AI Overview metric. raw measure average daily page count R2 AI Overview average daily results-page count The average daily number of a segment's observed results pages that carried an AI Overview, the denominator of the AI Overview inclusion rate, and the same number for every domain. raw measure average daily count of observed results pages carrying an AI Overview R2 AI Overview average daily visibility The average daily number of AI Overview results pages in a segment on which a domain appears, the numerator of the AI Overview inclusion rate. raw measure average daily count of AI Overview results pages the domain appears on R2 AI Overview inclusion The share of observed AI Overview results pages in a segment that include your domain, measured on Google's own results page. rate 0 to 1 fraction of observed AI Overview results pages (the product multiplies it by 100 for display) R2 Average SERP rank vs competitors The impression-weighted average results-page position your site holds on a tracked keyword, read side by side with the same figure for tracked competitors. rank results-page position (1 is best; higher is worse) R2 Brand coverage A coverage measure on the brand-mention dataset describing how widely a brand appears across a segment's observed results pages. raw measure not established R4 Brand mentions on the results page How often a brand is mentioned across a segment's observed results pages, counted per domain from the brand-mention dataset. raw measure mentions R2R4 Featured-snippet ownership Which domain holds the featured snippet on a tracked results page, and how many snippets each domain holds across a segment. raw measure featured snippets held R2 Head-to-head rank gap The difference in average results-page position between your site and one named competitor on the same tracked keyword. derived metric rank positions (positive means we rank worse than the rival) R2 Mention polarity counts The split of a brand's results-page mentions into positive, negative and neutral counts. raw measure mentions in each polarity class R4 Mention sentiment percentages The proportion of a brand's results-page mentions falling into each sentiment class. rate % of that brand's sentiment-classified mentions in the class R4 Overall average rank The mean of your per-keyword average ranks across every tracked keyword where your site holds a position, as a single headline figure. derived metric results-page position (1 is best; higher is worse) R2 Ranked keywords per competitor How many tracked keywords a given domain holds a ranking for, counted per competitor on the rank-tracking dataset. raw measure tracked keywords R2 Ranked pages per competitor How many distinct URLs a given domain has ranking on a segment's tracked keywords. raw measure ranking URLs R2 Ranked-keyword coverage How many of a segment's tracked keywords your site holds any average position on during the period. derived metric tracked keywords R2
Paid search
14 metrics Absolute top impression share The share of available auction impressions where your ad occupied the very first ad slot. share share of available auction impressions (stored 0 to 1, shown as a percent) R2 Absolute top impression share lost to rank The share of available auction impressions in the first ad slot that you did not receive because your ad rank was too low. share share of available auction impressions (stored 0 to 1, shown as a percent) R2 Ad cost Total money spent on Google Ads search over the period, summed from the Ads cost column. monetary account currency R5 Average cost per click What one paid click cost on average, total ad cost divided by paid clicks. monetary account currency per click R5 Average cost per thousand impressions The average cost of a thousand ad impressions, as reported by Google Ads. monetary account currency per thousand impressions R5 Cost per conversion What one ad-platform conversion cost on average, total ad cost divided by the ad platform's conversion count. monetary account currency per conversion R5 Impression share lost to rank The share of available auction impressions you did not receive specifically because your ad rank was too low. share share of available auction impressions (stored 0 to 1, shown as a percent) R2 Paid click-through rate The share of ad impressions that produced a click. rate percent (0 to 100) R2 Paid clicks The number of clicks your search ads received over the period. raw measure clicks R5R2 Paid conversions The number of conversions Google Ads attributed to your search ads over the period. raw measure conversions R5 Paid impressions The number of times your search ads were shown over the period. raw measure impressions R2 Search impression share The share of the paid impressions available to you in the auction that your ads actually received. share share of available auction impressions (stored 0 to 1, shown as a percent) R2 Top impression share The share of available auction impressions where your ad appeared above the organic results. share share of available auction impressions (stored 0 to 1, shown as a percent) R2 Top impression share lost to rank The share of available auction impressions above the organic results that you did not receive because your ad rank was too low. share share of available auction impressions (stored 0 to 1, shown as a percent) R2
Web analytics and conversions
13 metrics Average session duration The average length of a visit in the period, as recorded by your web-analytics source. raw measure seconds (inferred from the field name, not declared in the semantic layer) R5 Average time on page The average time visitors spent on a page in the period, as recorded by your web-analytics source. raw measure seconds (inferred from the field name, not declared in the semantic layer) R5 Bounce rate The share of visits that ended without further interaction, as recorded by your web-analytics source. rate not established in the codebase R5 Conversion rate The share of visitors who converted against your configured goals in the period. rate fraction of users (stored 0 to 1, shown as a percent) R5 Conversions The total number of conversions recorded against your configured goals in the period. raw measure conversions R5 Conversions by goal The conversion count for each of your own named goals, labelled with the name you configured rather than a generic goal number. raw measure conversions per named goal R5 Events (total and average) The count of analytics events in the period, and their average per row. raw measure events R5 Sessions The number of distinct visits to the site in the period, from your web-analytics source. raw measure sessions R5 Total value The summed value your analytics configuration assigns to the events it recorded in the period. monetary value in the currency configured in your analytics property R5 Transaction revenue The money recorded against completed transactions by your web-analytics source in the period. monetary revenue in the currency configured in your analytics property R5 Transactions The number of completed transactions recorded by your web-analytics source in the period. raw measure transactions R5 Unique pageviews The number of visits during which a page was viewed at least once, summed across the pages in scope. raw measure unique pageviews R5 Users The number of distinct visitors to the site in the period, from your web-analytics source. raw measure users R5
Content opportunity
12 metrics Actual CTR (keyword and page) The click-through rate one keyword-and-page row actually earned in the window: its clicks divided by its impressions. rate share of impressions that clicked (0 to 1) R2 AI-Overview haircut The flat discount applied to modeled click upside to account for an AI Overview absorbing clicks that would otherwise reach an organic result. rate share of the modeled gain discounted (0 to 1); the shipped default is 0.3 R2 CTR delta versus the curve How far a keyword-and-page row's actual click-through rate sits above or below what this site's own fitted curve expects at that row's position. derived metric CTR points as a 0 to 1 fraction (positive means over-performing) R2 CTR impact How material a row's expectation gap is, expressed in clicks: the size of the gap multiplied by the impressions it applies to. derived metric clicks over the window (modeled) R2 Expected CTR at position What this site's own history says a result should earn at a given results-page position, for a given branded, intent and device cell. derived metric share of impressions expected to click (0 to 1) R2 Fallback CTR prior The generic position-to-click-rate table used only when no curve can be fitted from the site's own data, so a worklist can still be sized, labelled in the output as not this site's curve. rate expected share of impressions that clicked, per position (0 to 1) R2 Modeled CTR gain to a target position The extra click-through rate this site's own curve predicts for a keyword if it moved from where it ranks now to a target position. derived metric CTR points as a 0 to 1 fraction R2 Position-bucket support How many keyword-and-page instances a position bucket's click rate was fitted from, and the flag raised when that count falls below the reliability floor. raw measure keyword-and-page instances per position bucket R2 Potential clicks, AI-Overview-adjusted The modeled click upside of a rank nudge after a flat discount is applied for AI Overviews absorbing clicks, the figure the striking-distance worklist is ranked on. derived metric clicks over the window (modeled, discounted) R2 Potential clicks, before the AI-Overview discount The clicks a keyword would have earned over the same window if it had ranked at the target position instead of where it ranks now, at this site's own modeled click rates. derived metric clicks over the window (modeled) R2 Striking-distance candidates The keywords sitting inside the near-page-1 band that still rank below the target position, the rows where a small ranking nudge is the lever. raw measure candidate keyword-and-page rows R2 Weighted CTR at a position bucket The click-through rate of a whole results-page position, pooled across every keyword-and-page row that landed at that position: total clicks over total impressions. rate share of impressions that clicked (0 to 1) R2
Crawl and logs
10 metrics Bot hits The number of requests a named crawler made to your origin in the period, counted from server logs. raw measure log requests R1 Crawl depth How many link steps from the homepage the crawler needed to reach a URL. raw measure link steps R1 Crawler readiness Whether the pages you want cited are both fetchable in practice and fit to be indexed, log-observed crawling crossed with indexability and orphan status on the same URLs. derived metric not defined, the composition does not exist R1 Crawler response time How long your server took on average to answer a crawler's request. raw measure not established R1 Incoming internal links How many internal links point at a URL, and, where that count is zero, the test that marks the page an orphan. raw measure internal links R1R2 Indexability flags Whether the crawler judged a URL indexable, and the reason when it did not, the noindex directive, the canonical state and the HTTP status it was served. raw measure flag values and reason labels per URL R1 Outgoing internal links How many internal links a URL points at. raw measure internal links R1R2 Status-code hits How many times each URL returned a given HTTP status to a crawler in the period. raw measure log requests per URL and status R1 Unique pages crawled The number of distinct URLs a named crawler fetched in the period, counted from server logs. raw measure distinct URLs R1 Verified versus spoofed Googlebot How many requests claiming to be Googlebot came from an address Google publishes, and how many did not. raw measure log requests, split by verified and unverified R1
Search market share
10 metrics Competitor share by rank bucket A named tracked competitor's share within each ranking band, bucketed from their observed results-page positions rather than from the share-of-voice columns. share % of the tracked search demand within the ranking band R2 Content-category search market share Your own CTR-modeled share of the tracked search demand within one page-side content category, such as product pages or help content. share % of the tracked search demand within the category R2 Gap to leader The distance in share points between the segment leader's CTR-modeled search market share and your own, for the same period and slice. derived metric share points (percentage points of tracked search demand) R2 Market-share-table clicks The click count carried on the market-share family itself, covering only the scraped keyword and page rows that table holds. raw measure clicks R2 Page-level search market share Your own CTR-modeled share of tracked search demand attributed to one page, the share column a breakdown returns when it groups by URL, though not always from the same underlying measure. share % of the tracked search demand attributed to the page R2 Search market share Your CTR-modeled share of the tracked search demand inside one segment, read from the share-of-voice competitor column that carries your own domain. share % of the tracked search demand in the segment R2 Search market share change The period-over-period move in your CTR-modeled search market share, returned as an absolute difference in share points alongside a proportional change. derived metric share points for the absolute move R2 Segment leader The tracked domain holding the highest CTR-modeled search market share in a segment for the period, reported with its share value. derived metric competitor domain, with its share as a % of tracked search demand R2 Total daily share denominator The share-of-voice denominator carried on the market-share family, the quantity the per-domain columns are shares OF, and never itself a domain's share. raw measure share-of-voice denominator units (not a percentage of anything) R2 Your rank in the standings Your ordinal position among the tracked domains of a segment when they are sorted by CTR-modeled search market share, highest first. rank position among tracked domains (1 = highest share) R2
Search performance
10 metrics Average CTR The share of the impressions in a slice that produced a click, reported as a percentage. derived metric percent (0 to 100, rounded to one decimal) R2 Average position Where your results sat on the Google results page over the period, averaged across every impression rather than across every keyword. rank results-page position (1 = top) R2 Keyword-page click coverage The share of whole-site organic clicks that can be attributed to a specific ranked keyword and page, the basis on which site-level average position and every branded or intent rollup is computed. share % of whole-site organic clicks R2 Organic clicks The number of times someone clicked through to your site from a Google results page, as counted by Search Console. raw measure clicks R2R5 Organic impressions The number of times one of your results appeared on a Google results page for a search, whether or not anyone clicked it. raw measure impressions R2 Period-over-period change The difference between a metric in the selected period and the same metric in a comparison period, computed from two identical queries that differ only in their date filter. derived metric the same unit as the metric being compared R2R5 Period-over-period change, relative The period-over-period change expressed relative to the comparison period rather than in the metric's own units. derived metric relative change R2R5 Ranking movement (gainers and losers) The classification of each keyword's period-over-period change into a gainer, a loser or flat, using a fixed relative threshold and the metric's own good direction. derived metric keywords classified as gainers, losers or flat R2 Unique keywords How many distinct keywords produced at least one impression for the site in the period. raw measure distinct keywords R2 Unique pages How many distinct pages of your site earned at least one impression in the period. raw measure distinct pages R2
Page experience
9 metrics Cumulative Layout Shift How much the page content moves around unexpectedly while it loads. score unitless layout-shift score R1 Interaction to Next Paint How long a page takes to respond visibly after a visitor interacts with it. score seconds R1 Largest Contentful Paint How long it takes for the largest visible element on a page to render. score seconds R1 Lighthouse category scores The eight further Lighthouse figures collected alongside the Core Web Vitals: SEO, accessibility, best practices, Time to Interactive, Total Blocking Time, First Contentful Paint, Speed Index, and the mobile score. score two scales: SEO, accessibility, best practices and the mobile score are 0-to-1 score fractions; Time to Interactive, Total Blocking Time, First Contentful Paint and Speed Index are seconds R1 Overall page-experience verdict A single good, needs improvement or poor verdict presented for page experience as a whole. derived metric one of good, needs-improvement, poor R1 Performance score The Lighthouse performance score for your pages, averaged across the pages in scope. score score between 0 and 1 R1 Vital grade The band a single page-experience vital falls into: good, needs improvement, or poor. derived metric one of good, needs-improvement, poor R1 Vital grade distribution How many of your pages fall into each grade band for a given vital. derived metric page counts per band R1 Weakest vital For each of the slowest-rendering pages, which of the three Core Web Vitals is graded worst. derived metric the name of one vital, or none when no vital has a value R1
Statistics
9 metrics Conversion-rate change The difference between a period's conversion rate and a comparison period's, reported alongside both rates and their underlying counts. derived metric difference between two rates, on whatever scale the underlying rate measure carries, rounded to two decimal places R5 Funnel drop-off rate The share of a funnel step's count that did not carry through to the next step, plus the step where the largest single drop occurs. rate fraction of the previous step's count R5 p-value The probability of seeing a difference at least this large if there were no real difference between the two periods or samples. statistical verdict probability between 0 and 1, rounded to six decimal places R5R2 Pearson correlation How closely two metrics move together in a straight-line sense, over aligned time buckets. statistical verdict coefficient between −1 and 1 R5R2 Practical magnitude How large a measured change is in terms that matter to a decision, an effect size, a minimum detectable effect, or an interval around the estimate. statistical verdict not produced R5 Real, noise or can't-tell A three-way ruling on a period-over-period change: real, noise, or can't-tell. statistical verdict one of real, noise, can't-tell R5 Relative change How large a period-over-period change is relative to the comparison period. derived metric relative change R5R2 Significant A true or false flag set when the p-value falls below the chosen threshold. statistical verdict true or false, or absent R5R2 Spearman correlation How closely two metrics move together in rank order, over aligned time buckets. statistical verdict coefficient between −1 and 1 R5R2
Competitive keywords
6 metrics Best competitor rank The best position any tracked competitor holds on a keyword, together with which domain holds it. rank results-page position (1 = top) R2 Keyword rank gap How many positions separate you from the best-ranked tracked competitor on a keyword. derived metric positions (positive means the competitor sits above you) R2 Losing keywords Tracked keywords where you rank but the best tracked competitor ranks above you. raw measure keywords R2 Not-ranked keywords Tracked keywords where at least one competitor ranks and you have no observed rank at all. raw measure keywords R2 Our rank on a tracked keyword Your own average ranking position for one keyword inside a tracked segment, taken from Quattr's daily results-page observation rather than from Search Console. rank results-page position (1 = top) R2 Winning keywords Tracked keywords where you rank at or above the best tracked competitor. raw measure keywords R2
AI referral traffic
5 metrics AI referral conversion rate The rate at which assistant-referred visitors completed a configured goal. It is a governed measure in the semantic layer with its own denominator, distinct visitors, not sessions, so it is not the conversion count over anything a breakdown hands you. rate a 0 to 1 fraction in the semantic layer, formatted as a percent for display R5 AI referral conversions Completions of your configured analytics goals on sessions that arrived from an AI assistant. raw measure conversions R5 AI referral session change The movement in assistant-referred sessions between two comparable periods, in sessions and as a relative change. derived metric sessions for the absolute move; the relative move inherits the product's contested delta-percent scale R5 AI referral sessions Sessions that begin on your site after a visitor follows a link out of an AI assistant, the visit half of the AI story, as distinct from being cited inside an answer. raw measure sessions R5 AI referral source split How assistant-referred sessions divide across the individual assistants, which answer surface is actually sending the traffic. share percent of assistant-referred sessions attributed to each traffic-source value R5
Paid and organic
5 metrics Paid and organic keyword overlap How many keywords you both bid on in Google Ads and already rank for in organic search over the same period. derived metric keywords R5R2 Paying for an owned term A per-keyword flag marking an overlapping keyword whose organic average position is already at or better than the chosen rank threshold. derived metric flag per keyword, plus a count of flagged keywords R5 Total search share A single estimate of how much of a segment's results-page presence you hold once paid and organic are combined. derived metric percent of the segment's results-page presence (estimate) R2R5 Total search share, organic leg The CTR-modeled search market share of tracked demand that total search share uses as its organic input. share percent of tracked demand (stored 0 to 100) R2 Total search share, paid leg The segment-scoped search impression share that total search share uses as its paid input. share share of available auction impressions (stored 0 to 1) R2
SERP volatility
3 metrics Domain movers Which domains gained or lost results-page presence across the tracked demand during a window, the answer to 'who benefited' when the market moved. raw measure domains observed moving, each carrying its own presence counts R2 Page-one footprint retention How much of the page-one presence held in an earlier window is still held now, whether a market event cost you standing space or merely rearranged it. rate a retention percentage against the comparison window R2 SERP volatility index A market-level reading of how much the results pages themselves moved across a tracked demand set, the number you check to find out whether a drop was yours or everyone's. score not established R2