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Direct answer

Track only metrics tied to a decision. For visibility, use Qwairy’s product definitions exactly. Add answer-level evidence, observed AI referral traffic, or business outcomes as separate layers rather than combining them into an undocumented score.

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Data required

Define the brand classifications, DIRECT competitors, prompt cohort, providers and models, topics or tags, period, stored answers and citations, and any connected traffic or conversion source. Record every numerator, denominator, filter, and unit.

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Workflow

1

Define the objective

Choose whether you are measuring brand presence, source presence, competitive occurrence, prompt coverage, narrative quality, traffic, or commercial outcomes.
2

Select the metric set

Use the smallest set that covers the objective and add representative stored answers for context.
3

Freeze the cohort

Record prompt, provider, model, topic, geography, and period filters. Keep comparison periods comparable.
4

Set review rules

Assign an owner, cadence, data-quality checks, and the decision each metric can trigger. Use your own baseline instead of a universal threshold.

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Interpretation

Product Mention Rate is answers with a SELF mention divided by answers with at least one SELF or DIRECT brand mention. Citation Rate is answers citing a SELF source divided by answers citing at least one SELF or DIRECT source. Share of Voice is SELF mention occurrences divided by SELF plus DIRECT occurrences. Coverage is distinct answered prompts with at least one SELF mention divided by distinct answered prompts.

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Possible next actions

  • If Coverage changes, test whether the answered-prompt cohort changed before interpreting brand performance.
  • If Mention Rate and Citation Rate diverge, inspect answers because a mention and a citation do not imply one another.
  • If referral sessions move independently of visibility metrics, investigate attribution and page-level context rather than forcing a single explanation.

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Limitations

No universal KPI threshold defines success across brands, markets, or prompt sets. Product formulas must not be reused for the REST API without verification; REST performance coverage is answers with a SELF mention divided by all returned answers. Traffic and business outcomes use their source systems’ definitions.

Performance Overview

Build a KPI report from documented data.

Overview

Review product visibility metrics.

Qwairy videos

Browse product education videos.

Brand visibility

Apply product visibility definitions.

Executive report

Present a reproducible metric narrative.

ROI comparison

Connect measured outcomes to explicit assumptions.