> ## Documentation Index
> Fetch the complete documentation index at: https://docs.qwairy.co/llms.txt
> Use this file to discover all available pages before exploring further.

# What KPIs should I track to measure GEO success?

> Choose product visibility, answer quality, traffic, and business metrics with explicit formulas, cohorts, and limitations.

## 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.

## 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.

## Workflow

<Steps>
  <Step title="Define the objective">
    Choose whether you are measuring brand presence, source presence, competitive occurrence, prompt coverage, narrative quality, traffic, or commercial outcomes.
  </Step>

  <Step title="Select the metric set">
    Use the smallest set that covers the objective and add representative stored answers for context.
  </Step>

  <Step title="Freeze the cohort">
    Record prompt, provider, model, topic, geography, and period filters. Keep comparison periods comparable.
  </Step>

  <Step title="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.
  </Step>
</Steps>

## 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.

## 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.

## 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.

## Related pages

<CardGroup cols={2}>
  <Card title="Performance Overview" href="/looker-studio/sources/performance-overview">
    Build a KPI report from documented data.
  </Card>

  <Card title="Overview" href="/documentation/cockpit/performance-dashboard">
    Review product visibility metrics.
  </Card>

  <Card title="Qwairy videos" href="https://www.youtube.com/@TryQwairy">
    Browse product education videos.
  </Card>

  <Card title="Brand visibility" href="/use-cases/visibility/how-visible-is-my-brand-in-ai">
    Apply product visibility definitions.
  </Card>

  <Card title="Executive report" href="/use-cases/impact/build-executive-report">
    Present a reproducible metric narrative.
  </Card>

  <Card title="ROI comparison" href="/use-cases/impact/roi-geo-vs-traditional-seo">
    Connect measured outcomes to explicit assumptions.
  </Card>
</CardGroup>


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