⚠️ Prompt Scope (Critical Before You Analyze)
All charts in this dashboard:
Looking for the exact Explorer name or API field for a metric? The Scrunch Metrics Reference lists every metric, breakdown and filter with the API field it maps to.
Include all prompts
Do not auto-apply a Branded query = Unbranded filter
If analyzing competitive share of voice or discovery performance, apply the filter:
Branded query = Unbranded
Why This Matters
Branded prompts can:
Inflate Mentions Rate
Inflate Citations Rate
Mask discovery weaknesses
Skew competitor comparisons
Always confirm prompt scope before interpreting trends.
How to Read Scrunch Data
Scrunch monitors how AI platforms describe your brand across:
Prompts
Platforms
Time
Citations
Competitor entities
Key Principles
AI responses are non-deterministic
Scrunch collects in clean, non-personalized environments
Data is directional, not deterministic
Prompt × Platform = Prompt Variant (unit of analysis)
All metrics derive from:
Seed Prompts
Collected Responses
Extracted Citations
Configured Competitors
1. Brand Presence
How visible is my brand across AI platforms?
KPI Summary
KPI | Definition | Why It Matters |
Unique Prompts | Unique Seed Prompts in range | Defines coverage |
Total Responses | Total AI responses collected | Statistical stability |
Mentions Rate (API field: brand_presence_percentage) | % of responses mentioning the brand by name | AI visibility rate |
Citations Rate (API field: brand_citation_rate) | % of responses citing a source URL owned by your brand | Authority influence |
Prompts
Metric: Distinct Seed Prompts (shown in Explorer as Unique Prompts)
Dimension: Seed Prompt ID
Low prompt count reduces reliability.
Responses
Metric: Total Responses (shown in Explorer as Total Responses; counts distinct Response IDs)
Watch for:
Sudden drops
Platform outages
Sampling shifts
Mentions Rate (API field: brand_presence_percentage)
Formula
Mentions Rate = SUM(Brand Mention Flag) / COUNT(Response ID)
Measures:
Mentions
Entity references
Citations of your brand's domain do NOT count toward this metric; those are tracked separately under Citations Rate (brand_citation_rate).
Does NOT measure:
Traffic
Clicks
Conversions
Look For
Platform divergence
Branded vs non-branded gaps
Sudden weekly drops
Strong mentions but weak citations
Citations Rate (API field: brand_citation_rate)
Formula
Citations Rate = SUM(Brand Citation Flag) / COUNT(Response ID)
Mentioning a brand is not the same as citing it.
You may:
Be mentioned but not cited
Be cited but not top-positioned
Signals
Pattern | Likely Meaning |
High mentions + low citations | Content likely unstructured |
Citations spike | Newly indexed content |
Brand Presence Over Time (Line Chart)
Dimensions: Week, AI Platform
Metric: Mentions Rate (API field: brand_presence_percentage)
Aggregation: Weekly Avg
Identifies
Platform volatility
Algorithm shifts
Competitive movement
Optimization impact
2. Competitor Presence
How visible are competitors relative to me?
Competitive KPIs
KPI | Formula | Insight |
Avg Competitor Mentions Rate | AVG(Mentions Rate), broken down by Competitor | Baseline share |
Competitor Citations Rate | SUM(Flag) / COUNT(Response) | Authority advantage |
If competitor average rises while brand declines, that signals a share shift.
High competitor citation activity often signals:
Better structure
Strong third-party presence
Crawlable resources
Competitor Trend Chart
Dimensions: Week, Competitor
Metric: Mentions Rate (API field: competitor_presence_percentage), broken down by Competitor
Use to detect:
Content launches
Promotions
Share shifts
Competitor Table
| Competitor | Mentions Rate | Citations Rate |
This table shows each competitor's Mentions Rate and Citations Rate. It is not the same as the Share of Voice metric (competitor_share_of_voice), which normalizes mentions across the brand and all tracked competitors so the slices sum to 100%.
3. Citations
Where is AI going for answers?
Citation Domain Table
Grok no longer contributes citations. Presence, ranking, and sentiment data from Grok are unaffected.
For the full breakdown of these fields, see Understanding Citation Metrics in Scrunch.
Dimension | Description |
Citation Domain (API field: source_domain) | Cited source host, www-stripped |
Citation Source Owner (API field: owner) | Brand, competitor, or other |
Citation Count (API field: citation_count) | Total citations of sources of any owner |
% of Total | Share of citation mix |
Custom domain extraction:
REGEXP_EXTRACT(Source URL, r'^(?:https?:\/\/)?(?:www\.)?([^\/:]+)')
Interpretation
Pattern | Meaning |
High "Other" | Third-party influence |
High competitor | Competitive gap |
There is no universal "good" citation %. Focus on trends.
Source URL Table
Use to:
Reverse engineer competitor structure
Identify formatting differences
Discover repeat-cited content
4. Prompts Table
Which questions drive or limit my visibility?
Key Metrics
These map to metrics available in the Explorer picker under the Mention, Position, and Sentiment metric groups.
Metric | Meaning |
Mentions Rate (API field: brand_presence_percentage) | Visibility rate: share of responses mentioning the brand by name |
Position Average (API field: brand_position_score, 0–100) | Placement order among mentioning responses |
Sentiment Average (API field: brand_sentiment_score) | Tone classification |
Position Average
Metric: Position Average (API field: brand_position_score)
Mentions Rate and Position Average measure different things. Mentions Rate (brand_presence_percentage) shows how often the brand is mentioned. Position Average (brand_position_score) shows where it appears (top, middle, or bottom), calculated only over the responses that already mention it. Read the two metrics separately rather than combining them into a single "dominance" or "buried" score.
Look For
High-value prompts with low Mentions Rate
Competitor dominance
Branded prompts skewing results
5. Sentiment
How positively is my brand described?
Sentiment Average (Data)
See Understanding Sentiment in Scrunch for how sentiment is classified.
Classification | Numeric Value |
Positive | 100 |
Mixed | 50 |
Negative | 0 |
Formula:
AVG(brand_sentiment_score)
Mixed responses score 50, distinct from positive (100) and negative (0).
Do not overinterpret small changes.
Difference From Scrunch UI
UI Dashboard | Data Studio Dashboard |
% positive / mixed / negative (plus Unclear) | Weighted average score (100/50/0) |
A score of 85 ≠ 85% positive.
UI = distribution
Data Studio = intensity
Both are useful.
Sentiment Trend Chart
Dimensions: Week
Metrics: Sentiment Average, Position Average, Mentions Rate
Signals
Pattern | Meaning |
Rising Sentiment Average + falling Mentions Rate | Niche authority |
Falling Sentiment Average + rising Mentions Rate | Visibility risk |
Influence Score
Explorer label: Influence Score (API field: weighted_index).
Formula:
(citations of the source / total citations in the group) x distinct prompts citing it
Only meaningful alongside a domain or source URL breakdown. It's entity-agnostic, so it isn't derived from brand sentiment.
Reveals which domains shape AI framing.
Look for:
Review sites influencing tone
Third-party dominance
High-impact citation sources
6. Topic × Platform Heatmap
Where am I strong or weak by topic?
Dimensions
AI Platform
Prompt Tag
Tags come from prompt configuration. Remember, single prompts can have multiple tags at a time.
Interpretation Patterns
Pattern | Meaning |
Strong on one platform | Model-specific indexing difference |
Weak across all | Structural content gap |
Strong branded, weak discovery | Brand reliance |
Data Scope & Constraints
Weekly aggregation recommended
Non-personalized collection
Directional representation
Strategic Workflow
Confirm prompt scope
Check overall Mentions Rate (API field: brand_presence_percentage)
Compare platform divergence
Review Topic heatmap
Analyze competitor citation dominance
Investigate top-cited URLs
Validate accessibility in Site Audit
Measure impact in 2–3 week intervals