5 GEO Metrics Every Marketing Team Should Monitor

Measuring success in Generative Engine Optimization requires a different approach than traditional SEO metrics. Here are the five essential KPIs every marketing team should track to understand their AI visibility performance.

1. AI Mention Frequency

What it measures: How often your brand, products, or content is mentioned in AI-generated responses across different platforms.

Why it matters: This is the most direct indicator of your brand’s visibility in the AI ecosystem. Higher mention frequency typically correlates with increased brand awareness and consideration.

How to track:

• Set up monitoring across ChatGPT, Claude, Gemini, and Perplexity
• Use consistent query sets to track mentions over time
• Monitor both direct brand mentions and contextual references

2. Citation Quality Score

What it measures: The accuracy, context, and positioning of your brand mentions in AI responses.

Why it matters: Not all mentions are created equal. Being cited as a primary source or expert carries more weight than passing references.

How to evaluate:

• Rate citations on accuracy (factual correctness)
• Assess context relevance (appropriate topic alignment)
• Measure positioning (primary vs. secondary mention)

3. Share of Voice in AI Responses

What it measures: Your brand’s percentage of mentions compared to competitors in relevant topic areas.

Why it matters: Understanding your competitive position in AI responses helps identify opportunities and threats in your market space.

Calculation method:

• Track competitor mentions in the same query sets
• Calculate your percentage of total industry mentions
• Segment by topic areas and AI platforms

4. Query Coverage Breadth

What it measures: The range and diversity of query types that generate mentions of your brand.

Why it matters: Broader query coverage indicates stronger topical authority and increases the chances of discovery across different user intents.

Tracking approach:

• Categorize queries by intent (informational, commercial, navigational)
• Map coverage across your core topic areas
• Identify gaps where competitors appear but you don’t

5. Response Sentiment Analysis

What it measures: The tone and sentiment of how AI systems present your brand in their responses.

Why it matters: Positive sentiment in AI responses can significantly impact brand perception and purchase consideration.

Analysis framework:

• Categorize mentions as positive, neutral, or negative
• Track sentiment trends over time
• Identify factors that correlate with sentiment changes

Setting Up Your GEO Dashboard

Create a centralized dashboard that combines these metrics to get a holistic view of your AI visibility performance. Update measurements regularly and establish baseline benchmarks to track improvement over time.

Remember: GEO is still an emerging field, and measurement practices will continue to evolve. Start with these core metrics and adapt your approach as new tools and platforms emerge.