An AI brand visibility report brings together how your brand appears on Google search and AI platforms (like ChatGPT, Gemini, and AI Overviews) with the business results that this visibility drives, such as traffic, leads, and revenue.
AI search attribution is tricky, but you can still tell the story based on directional metrics. SEO performance is more straightforward to measure directly.
With Semrush, you can find both AI search and SEO metrics and create a report that tells the full story.
What should executives see in AI visibility reports?
Before you open a report builder, it helps to agree on what the report is actually for. Executives don't need every metric you track day to day. They just need enough to answer three questions:
- Are we visible? Is the brand showing up where buyers are searching, on Google and on AI platforms like ChatGPT, Gemini, and AI Overviews?
- How do we compare? Are we gaining or losing ground against the competitors leadership already has in mind?
- Does it matter to the business? Is that visibility translating into traffic, leads, or revenue?
These three categories are the backbone of an executive-ready report. These data points come from two places.
Visibility metrics like share of voice, mentions, citations, and sentiment live in the AI Visibility Toolkit.
You can also compare your visibility against competitors using the Competitor Research report.
Business metrics include conversions, traffic, and revenue. These usually live in Google Analytics 4 (GA4) and your CRM. GA4 and HubSpot connect directly to My Reports (Semrush's PDF report builder), so you can show them alongside your search and AI visibility data. If you use a different CRM, add those numbers as a text or image widget.
Here are the exact steps you can follow to create your own AI brand visibility report in Semrush today.
Step 1. Choose your metrics
Not every metric belongs in front of leadership. The strongest reports avoid vanity metrics and focus on a small set that ties back to revenue, demand, or brand visibility.
Think of your metrics in tiers, based on how close they are to business value:
- Tier 1 (Primary KPIs): one or two metrics that directly reflect business impact, like assisted revenue or qualified leads from organic and AI traffic
- Tier 2 (Secondary metrics): context that explains why your KPIs moved, like AI citations or share of voice
- Tier 3 (Supporting metrics): other signals that round out the picture, like backlinks or sentiment
The table below breaks down the full metric set by tier, source, and what to do when each one moves.
Choose KPIs related to SEO and AI search visibility
For your SEO and AI search KPIs, consider a metric that directly shows how visibility contributes to the business, like:
- Organic traffic conversions
- AI referral conversions
- Organic and AI referral traffic to purchase pages
- Revenue from organic and AI referral traffic
Some of these KPIs can be found in GA4 by setting up proper event tracking.
Then, you can report on your GA4 events within Semrush’s My Reports dashboard.
To track new leads from AI search, self-reported attribution can reveal AI-influenced conversions that don't show up as AI referral traffic, such as when someone finds your brand in ChatGPT but visits your site directly later.
Add a simple "How did you hear about us?" form to your site with an option for customers to say they found you from an AI search.
Tip
Make sure to set up conversion tracking in your Google Analytics account to attribute the correct channels that lead to conversions.
Choose secondary metrics to show your overall search visibility
Next come the visibility metrics that explain why your KPIs moved, across both organic search and AI platforms: AI Visibility Score, AI citations and mentions, keyword rankings, and share of voice for each channel. Domain Overview gives you the high-level view of all of them in one place.
For share of voice, use Position Tracking for organic search and Brand Performance for AI search.
The full breakdown, with sources and what to do when each one moves, is in the dashboard table below.
Choose supportive metrics to further understand performance
Finally, supportive metrics explain the visibility itself. They rarely go in front of leadership on their own, but they're the first place to look when a visibility metric drops.
- Site Health: Check whether your site is healthy enough to be crawled and cited with Site Audit, including its AI Search Health widget
- Backlinks: Track referring domains and total backlinks in Backlink Analytics
- Branded mentions: See how often your brand is mentioned across the web with Media Monitoring in the AI PR Toolkit
- AI sentiment: See whether AI platforms talk about you favorably in Brand Performance
What should an executive AI visibility dashboard include?
Only the metrics that answer a question leadership actually asks deserve a place in front of them. The table below covers each metric, why it matters to leadership, where it comes from, and what to do when it moves.
These metrics will be the center of your report. Choose the ones that make the most sense for your company and reporting setup.
Step 2. Build your report
To build your report, we'll show you two options:
- Using Semrush My Reports for streamlined report creation with drag-and-drop widgets
- Using a Google Sheet for a fully customized report with a bit more manual work
Option 1: Build it in Semrush My Reports
The reports that carry the most weight with executives combine AI Visibility Toolkit data (share of voice, mentions, citations, sentiment) with the GA4 and CRM metrics that show business impact.
My Reports is where those two data sources sit side by side. The AI Visibility Toolkit widgets available in My Reports are Visibility Overview, Brand Performance, Competitor Research, and Prompt Tracking, and they sit next to the GA4 and HubSpot widgets that carry your business metrics.
Here are two ways you can use My Reports:
- Build a custom report from scratch
- Build a report from a ready-to-use template
Both options allow you to drag and drop widgets with Semrush data, Google Analytics data, images, formatting, and a lot more.
Helpful templates to start with include:
- Brand Performance: To measure your brand's share of voice and sentiment on a specific AI platform like ChatGPT, and get actionable insights
- Visibility Overview: To measure a domain's overall AI visibility with metrics like your AI mentions, most-cited pages, and estimated monthly audience
- AI Traffic Report: To get GA4 data that measures the behavior of AI-driven visits to your website
Whether you choose a template or start from scratch, you'll want to add some widgets, screenshots, and annotations to make a comprehensive report.
Drag and drop relevant widgets
Start by adding your primary KPIs to the report, such as those from Google Analytics widgets.
If you're using Google Analytics, connect your account to pull in traffic, conversions, and key events.
All Google Analytics widgets can be adjusted for any traffic source, meaning you can single out conversions and activity for a specific source and compare sources side by side.
- For SEO performance, filter for organic traffic
- For AI search performance, filter for referral traffic from AI platforms like ChatGPT, Gemini, and Perplexity
- For performance driven by brand awareness, filter for direct traffic
Here’s what that could look like, with widgets to track sessions, engaged sessions, and session key event rate across organic, AI referral, and direct traffic sources:
You can also drag in supporting metrics from available Semrush tools like Site Audit.
Add screenshots for additional insights
Next, add in more context with screenshots from tools that don't have a dedicated drag-and-drop widget.
Focus on adding charts or tables that indicate which direction your visibility is trending, and if you're on the right track.
For views that don't have a widget, like a Prompt Research table or the Top Pages cross-channel view, take screenshots to add to your report. Just click the "Image" widget from the report builder and drag it into your report.
With one screenshot from Domain Overview, you can include many high-level SEO and AI search metrics in one screen. Or break it up into separate sections with their own headings and screenshots.
How to explain AI visibility trends to leadership
After adding your images and charts, support them with a few lines of commentary. Charts alone won't land with an executive audience, but commentary turns the numbers into a story they can act on.
When you write your text commentary, aim to cover the same handful of questions every time:
- What changed? State the movement plainly: visibility up or down, and by how much.
- Where did visibility move? Was it a specific platform (ChatGPT vs. AI Overviews), a specific page, or a specific query cluster?
- How do we compare to competitors? Tie the change back to share of voice, not just your own trend line in isolation.
- Which prompts or queries drove the change? If you can trace a spike in citations to a specific prompt theme or topic, name it.
- What's the business impact? Connect back to your Tier 1 KPIs. Did the shift in visibility show up in traffic, leads, or revenue, or is it too early to tell?
- What's the recommended next step? Every section should end with an action, even if that action is "keep monitoring."
A useful template for this commentary is: "[Metric] moved [direction] by [amount] this month, driven mainly by [platform/query/page]. Compared to [competitor], we [gained/lost] share. [Business impact, or 'too early to confirm business impact']. Next step: [action]."
This keeps every section of the report consistent, and it gives leadership a repeatable framework they can follow even when they skim.
Option 2: Build it in a Google Sheet
If you're not ready to use My Reports or want more customization, use a Google Sheet to track all your metrics over time.
Here's a basic template you can copy and make your own.
Each month, just find the corresponding metric from Google Analytics, Semrush, and any other tools you use to update your report.
How to connect AI visibility tracking and reporting to BI dashboards
If your organization already lives in a BI tool, your AI visibility data doesn't need to sit in a separate silo.
The simplest path is My Reports, where the AI Visibility Toolkit, GA4, and HubSpot widgets already share one dashboard. If leadership works in Looker Studio, Tableau, or Power BI instead, export the metrics from the toolkit reports on your reporting cadence and load them next to the traffic and revenue tables that dashboard already holds.
The goal is to track AI visibility beside the metrics leadership already watches: traffic, leads, conversions, pipeline, and revenue.
From there, you can segment further:
- By product line
- By region
- By language
- By audience
This turns AI visibility from a standalone SEO metric into a single line item in the same dashboard finance and sales already trust.
Step 3. Share your report with stakeholders
Automate monthly report emails for yourself, clients, or your leadership team.
Just remember to update screenshots manually each month since the widgets auto-refresh, but images do not.
In My Reports, you can share the report with the green "Generate PDF report" button.
Choose your preferred format: online dashboard or emailed PDF. Then choose the automated timing to schedule your report.
In Google Sheets, you can manually export your report each month and email it to stakeholders or use a plugin or script to send automated emails.
What to look for in an executive AI visibility reporting platform
If you're evaluating tools rather than building a report from scratch, it helps to know what a platform actually needs to do to support executive-level AI visibility reporting.
Look for a platform that can:
- Track visibility across multiple AI platforms: ChatGPT, Gemini, AI Overviews, and AI Mode, not just one
- Benchmark against named competitors: so share-of-voice numbers mean something to leadership, not just to you
- Surface sentiment, not just presence: being mentioned isn't the same as being recommended positively
- Connect visibility data to business metrics: either natively or through integrations with GA4, CRM, and BI tools
- Support scheduled, shareable reporting: automated PDFs or dashboards that don't require manual rebuilding every month
- Show citation-level detail: which specific pages or content are being cited, not just an aggregate score
Semrush is one platform that’s already built around these needs. For instance, the AI Visibility Toolkit combines the AI Visibility Score, Brand Performance, and citation tracking with the same organic and reporting data you're likely already using for SEO.
But whichever platform you evaluate, these are the capabilities worth testing before you commit to it as your reporting source of truth.
Start reporting on your SEO + AI search results
Once you've collected all of these baseline metrics for your first month, update your report. If you opted to use a Google Sheet, it should look something like this:
Now you have your starting benchmarks.
As you work on improving your brand's visibility, just update your metrics each month.
Make a copy of the free template or build with Semrush My Reports to get started today.
FAQ
What should an AI visibility report include?
A strong AI visibility report combines three things: how visible your brand is on Google and AI platforms, how that visibility compares to competitors, and how it translates into business results like traffic, leads, or revenue.
Keep it to a small set of KPIs: primary business-impact metrics like AI referral conversions, secondary visibility metrics like AI Visibility Score, AI share of voice, and citations, and supportive metrics like sentiment and backlinks that add context.
How often should we report AI visibility to leadership?
Monthly is the standard cadence for most metrics in this guide, since it matches how GA4 and Semrush data refresh and how most leadership reporting cycles already run.
Slower-moving metrics (like sentiment, backlinks, and competitive share of voice) are often better reported quarterly, since month-to-month swings can be noisy at that level.
How do we attribute conversions or revenue to AI search?
Direct attribution is limited: much AI influence never produces a click at all, and AI Overviews clicks are folded into Google organic traffic. Combine the AI referral traffic you can measure in GA4 (from platforms like ChatGPT and Perplexity) with self-reported attribution (a "how did you hear about us" field) to catch conversions that started with an AI platform but were tracked as direct traffic.
How can AI visibility tools integrate with our current reports?
Most teams either drag Semrush's AI Visibility Toolkit widgets directly into My Reports alongside their existing GA4 and SEO widgets, or export the underlying metrics into whatever BI tool already houses their broader marketing and revenue dashboards.
How do we track AI visibility over time?
Set a consistent reporting cadence (monthly is typical), and keep the same set of metrics each period so trends are comparable. Also, use tools like Position Tracking and Brand Performance that automatically log historical data rather than relying on one-off screenshots.
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Luke has over ten years of experience in digital marketing, writing about SEO, AI search, and how to get the most out of Semrush. He spent years building Semrush‘s Knowledge Base, working directly with product teams to explain every tool and feature on the platform so marketers can find the right tools and do better work.
Luke Harsel
Luke leads content for Semrush‘s product-led growth team, creating guides and research that show marketers what‘s possible with Semrush‘s tools.
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