Brand Scorecard

The Brand Scorecard shows how your business and its tracked competitors performed across completed scans. Use it to compare brands, follow changes over time, and decide which movement needs a closer look.

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Start with the metric cards

Choose a brand to see its latest:

• Overall Health: the rounded average of Visibility, Share of Voice, and Sentiment
• Visibility: the share of measured responses that mentioned the brand
• Sentiment: the average tone of the brand’s mentions, on a 0 to 100 scale where 50 is neutral
• Share of Voice: the brand’s share of all measured mentions across tracked brands
• Gap Score: the share of measured responses that did not mention the brand; lower is better

See Understanding metrics for a worked example and the calculation behind each metric.

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Compare one brand over time

Performance by Brand plots Overall Health, Visibility, Sentiment, and Share of Voice for the selected brand. Choose your business or a competitor from the brand list to change the chart. Use this view when you want to ask:

• Did our Visibility continue to improve after we changed the website?
• Is a competitor’s Share of Voice rising across several scans?
• Did Sentiment move while Visibility stayed stable?

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Compare every brand on one metric

Performance by Metric lets you choose one metric and compare all tracked brands on the same scale. This is the better view for questions such as:

• Which brand appears most often?
• Who has the largest Share of Voice?
• Is our Sentiment improving faster than a competitor’s?
• Which brand has the lowest Gap Score?

Click a metric card or use the metric selector to open a more detailed breakdown.

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Understand the trend markers

Vertical markers show when the scan setup changed. This can include prompts, models, regions, or competitors being added or removed. For example, Visibility might rise after five new prompts were added. The rise is real within the new scan, but it is not a like-for-like comparison with the result before the marker. Read the prompts and the configuration change before attributing the movement to business activity.

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What to look for

• A repeated movement after a change you made. One scan can vary. A pattern across several scans is more useful evidence.
• A competitor improving on several metrics. Open that brand, then use Prompt Results and References to see where it is appearing and which sources accompany it.
• One model moving differently from the others. Apply a model filter to check whether the change is isolated to one assistant.
• Every brand moving together. This may indicate a model or measurement change rather than something specific to one business.

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What the scorecard cannot tell you on its own

A trend tells you what moved, not why it moved. Before taking action, check the individual prompts, underlying answers, and scan-configuration markers. A higher score also does not guarantee more traffic, enquiries, or sales.

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What’s next