Visibility Tracking
When someone asks an AI assistant for the best running shoes, does it name Example Brand? Visibility tracking counts how often AI assistants name your brand, how much of the brand conversation is yours and where you are named, and shows how those numbers move.
The Numbers
| Number | What it counts | Where you see it |
|---|---|---|
| Visibility Score | The percentage of AI answers, to prompts that do not name your brand, in which your brand appears at least once | Home (the "Share of AI answers" tile), the Visibility tab and the Platforms tab |
| Share of Voice | Your mentions divided by all the brand mentions in the same answers | The Visibility tab and the Platforms tab |
| Average Position | Where your brand is named, on average, in the answers that name it | The Visibility tab |
| Topic Rankings | Visibility, Share of Voice and Average Position for each topic, and for the prompts under it | The Visibility tab |
The Visibility tab is part of Answer Engine Insights. Its sibling tabs are Prompts, Query Fanouts, Platforms and Citations.
Visibility Score
The Visibility Score is the percentage of AI answers, to your unbranded prompts, in which your brand appears at least once. If 100 answers to unbranded prompts are captured and 45 name Example Brand, its Visibility Score is 45%.
Prompts that name your brand are left out of the headline number, because an answer to a prompt that names you will almost always mention you. That would push the score up without telling you anything about whether AI assistants reach for you on their own.
On Home, the first headline tile is called "Share of AI answers". It shows the Visibility Score, not Share of Voice.
Share of Voice
Share of Voice is your mentions divided by all the brand mentions in the same answers: yours, your competitors' and any other brand the answers name. If an answer set contains 1,000 brand mentions and 120 are Example Brand's, its Share of Voice is 12%.
Brands you did not add as competitors still count in the total if the answers name them. The two numbers can disagree: a brand can be named in more answers than a rival and still hold a smaller share of the mentions. Our blog post Visibility Score vs Share of Voice walks through an example.
Average Position
Average Position is where your brand is named in an answer, on average, when it is named at all. A position of 1 means your brand was the first brand named, and a lower number is better. Answers that do not name you are not counted, so a brand named in few answers has few positions to average.
Treat it as detail on top of the other two, and read it over many answers: the order of brands in any one answer changes from run to run.
Where to See Them
- Visibility tab: the Visibility Score, Share of Voice and Average Position widgets each show a headline number, a change figure and a rank table that lists your tracked competitors beside your brand. Topic Rankings is also on this tab, with Visibility, Sov, Avg Pos and Execs (the number of answers run) for each topic, and the prompts under it.
- Platforms tab: Visibility Score by Platform and Share of Voice by Platform show each number for one AI assistant at a time. Which assistants you see depends on your plan (see AI Assistants).
- Filters and export: a filter bar at the top narrows the numbers by topic and platform, and Export data downloads what you are looking at.
How the Numbers Are Collected
A2ZReach asks each tracked AI assistant your tracked prompts and saves every full answer with its citations and capture time. It depends on your A2ZReach plan: Starter runs your prompts every 48 hours, Growth runs your prompts every day, and Enterprise runs your prompts every day. Free is a one-time scan.
How each assistant is read, and what happens when a read fails, is on How We Collect Data.
Reading Changes
- Check the Platforms tab first. A change that shows up on one assistant reads very differently from one that holds across all of them.
- Visibility Score moves, Share of Voice does not: you are named in more or fewer answers, but your share of all the mentions is about the same. Competitors may have moved too.
- Share of Voice moves, Visibility Score does not: the answers that name you are the same, but the mentions inside them changed, yours or other brands'.
- Visibility Score falls: see Exclusion Analysis for which competitors were named instead, and why.
One answer is not a result. In a January 2026 study by SparkToro and Gumshoe.ai (not peer-reviewed; a co-author's company sells AI tracking software), asking the same question of the same assistant 100 times almost never gave the same list of brands twice. Our reading: small changes over a short period are probably noise, so look for direction over many answers.
There is no score that counts as good for every brand. It depends on your category, your prompts and your competitors, so compare your own numbers over time and against the competitors in your rank tables.
Related
- Metrics Glossary: every metric in plain English
- Competitor Benchmarking: how you compare with the brands you track
- AI Assistants: which assistants A2ZReach tracks, by plan