Scrunch recommends tracking brand presence, share of voice, citations, sentiment, answer position, AI agent traffic, and AI referral traffic as key performance indicators.

Example

For example, a Scrunch user establishing initial benchmarks and baselines should measure:

Brand presence

Brand mentions in AI answers across platforms, as well as by prompt, topic, individual platform, persona, funnel stage, country, or custom tag.

Share of voice

Brand presence versus competitors across tracked prompts.

Citations

How often their brand is cited in AI answers to business-relevant prompts, as well as which sources are most frequently cited for the prompts they care about.

Sentiment

Favorability in AI answers (positive, mixed, or negative).

Answer position

Placement in AI answers (top, middle, or bottom).

AI agent traffic

How often AI platforms send agents to access content on their website for training, indexing, and retrieval purposes.

AI referral traffic

Website traffic from AI answers to target prompts.

Follow-up question: What are realistic target benchmarks for AI search?

There aren’t universal benchmarks for AI search, but in order to set realistic targets, Scrunch recommends:

Starting with current baseline

Measure existing performance across business-relevant prompts and aim for gradual improvement.

Comparing to competitors

Identify top competitors that consistently appear in AI answers to target prompts and try to gain share of voice.

Focusing on high-priority topics

Select a small number of key areas to improve performance in and track improvement over multiple weeks.