TL;DR — Share of Voice (SoV) measures what fraction of all AI brand mentions in your category belongs to you versus competitors. Go to Overview > Performance and check the Share of Voice card plus the Top Competitor Performance table to see who is gaining ground. Then navigate to Overview > Compare and use the By Topic and By Provider tabs to find exactly where a competitor is stealing share. Pro tip: if a competitor’s SoV spike is concentrated on one provider and one topic, they likely published targeted content on sources that provider trusts — mirror that strategy to reclaim share.
The Question
“What is my brand’s share of voice compared to competitors in AI answers?”Share of Voice (SoV) is the competitive visibility metric: not just how often you appear, but how much of the total AI conversation in your category you own. If five brands are mentioned across 100 prompts and your brand appears in 25 of them, your SoV is 25%. A rising SoV means you are taking attention away from competitors; a falling SoV means competitors are growing faster than you even if your raw visibility is flat. You might also be wondering:
- “Which competitor is growing their AI share of voice the fastest?”
- “How do I compare SoV across different AI providers?”
- “How do I present share of voice to my executive team in a clear format?”
Where to Go in Qwairy
Start here: Overview > Performance
Navigate to Overview > Performance and locate the Share of Voice metric card in the top KPI row.
The card shows your brand’s SoV as a percentage of total brand mentions across all monitored prompts and all configured competitors.
Check the Top Competitor Performance table below it to see each competitor’s raw mention counts alongside yours — this reveals who is growing and who is static.
Go deeper: Overview > Compare
Navigate to Overview > Compare.
This is the dedicated competitive benchmarking view. Select the competitors you want to compare and switch between tabs — By Provider, By Topic, By Tag, and By Funnel — to break SoV down across every dimension.
The Overview tab shows the headline SoV chart with a stacked visualization of who owns what share.
Complete the picture: Looker Studio (competitor-metrics)
Connect the Looker Studio competitor-metrics data source for:
- A time-series SoV chart showing how each competitor’s share has evolved week by week
- Blended views that combine SoV with traffic and conversion data from GA4
- Shareable executive dashboards that update automatically without manual exports
What to Look For
Share of Voice Card — Performance Dashboard
The SoV card gives you the headline number. Read it alongside the trend indicator (up/down arrow with percentage change vs previous period) to understand direction. A 25% SoV that is declining is a more urgent problem than a 15% SoV that is climbing.| Element | What it tells you |
|---|---|
| Your SoV % | Your fraction of all brand mentions across monitored prompts — the primary competitive signal |
| Period-over-period change | Whether your share is growing, flat, or eroding relative to your configured competitors |
| Top Competitors table (mention counts) | Which competitors have the largest raw mention volume — the direct pressure on your SoV |
| Evolution sparkline | Whether the trajectory is consistent or shows sudden shifts |
Compare Page — Multi-Competitor SoV Breakdown
The Compare page is where SoV analysis becomes actionable. Instead of a single number, you see the full distribution across all competitors, with the ability to slice by provider, topic, tag, or funnel stage.| Tab | What it reveals for SoV |
|---|---|
| By Provider | Which AI model gives you the largest share — and where competitors dominate |
| By Topic | Topic areas where your SoV is strong vs weak relative to specific competitors |
| By Tag | Custom segmentation — e.g., SoV on “enterprise” vs “SMB” tagged prompts |
| By Funnel | Whether you own the awareness conversation but lose share at decision-stage queries |
Pro Tip: Use Compare > By Topic filtered to your highest-revenue product category. If a competitor owns 60% SoV there while you own 15%, that single topic gap is likely your highest-priority GEO investment.
Filters That Help
| Filter | How to use it for this question |
|---|---|
| Competitor selection | Include only direct competitors; exclude aspirational or tangential brands to keep SoV meaningful |
| Period | Use 90d for trend analysis; use 30d to measure the impact of recent campaigns |
| Provider | Check SoV per provider — you may dominate on Perplexity but hold only 5% on GPT-4o |
How to Interpret the Results
Good result
Your SoV is above 20% in a competitive category with 5+ monitored brands, and it is trending upward over the last 90 days. In Compare > By Topic, your SoV is strongest on your core product category (where you should dominate) rather than only on peripheral topics.Needs attention
Your SoV is below 10% overall, or it has declined more than 5 percentage points over 60 days. Cross-check Compare > By Provider: if a single competitor is gaining SoV specifically on GPT-4o or AI Overview, they likely published content or earned citations on sources those platforms heavily weight.Example
Scenario: You are head of growth at an HR software company. Your Q1 OKR is to grow AI Share of Voice from 18% to 25% within your 6-competitor set.
- Open Overview > Performance and note the current SoV at 18%. The period-over-period change is -2 points, meaning you are losing ground. The Top Competitor Performance table shows one competitor jumped from 19% to 27% in the last 30 days.
- Navigate to Overview > Compare > By Topic. The competitor’s growth is concentrated on “employee onboarding” and “HRIS integration” topics — two areas where they recently published a detailed comparison guide and a YouTube series.
- Switch to Compare > By Provider and filter to that one competitor. Their SoV spike is driven almost entirely by Perplexity (from 22% to 44%) and AI Overview (from 15% to 31%). GPT-4o is unchanged.
- Export this comparison as CSV via Workspace > Exports. Build a slide showing: (a) overall SoV trend, (b) the specific topics and providers driving your deficit, (c) the competitor’s activity as the likely cause. Propose content briefs targeting “employee onboarding” optimized for Perplexity’s source preferences.
Go Further
Export SoV vs competitors as XLSX
Export share-of-voice rankings and competitor comparison data as XLSX for stakeholder presentations
Live SoV leaderboard
Build a live share-of-voice leaderboard in Looker Studio using the competitor-metrics data source
Track SoV changes daily via API
Use the competitors endpoint to track daily share-of-voice fluctuations programmatically
Related Questions
Who are my biggest competitors in AI answers?
Discover which brands AI systematically places alongside yours
Competitors outperforming me on a specific provider?
Find provider-level competitive gaps driving SoV loss
Topics competitors own without me?
Identify topic areas pulling competitor SoV up while yours stays flat
What position does my brand appear in?
SoV tells you share of mentions; position tells you quality of those mentions