How to Build an AI Search Report for Your CMO (Template Included)
Introduction
Your Dashboard Needs an Update
Your traffic charts are flatlining, but your brand is being discussed more than ever in ChatGPT and Perplexity. The problem isn't your performance—it's your reporting framework. Traditional SEO reports focus on clicks and rankings, metrics that fail to capture the value of visibility in AI-generated answers. To secure budget for 2025 planning and prove ROI, you need a reporting approach that translates AI visibility into business outcomes your CMO cares about.
This guide provides a ready-to-use template to bridge that gap.
1. Executive Summary: The "New Visibility" Narrative
Goal: Shift the focus from "Traffic" to "Influence."
Start your report by framing the landscape shift. Executives care about market share and brand presence, not just website hits.
The Narrative:
"While direct search traffic has stabilized, our influence within AI platforms—where buyers increasingly start their research—has grown by X%. We're becoming the default answer in the channels that matter most."
Key Metric to Highlight: Share of AI Voice (SoAV)
Definition:
The percentage of times our brand is cited as a solution in AI-generated answers for our core topics.
Why it matters:
This is the AI-era equivalent of "Market Share"—it measures how often your brand is positioned as the answer, even when users never click through to your site.
2. Core Metrics to Track
Replace the standard "Rankings" table with these GEO-specific KPIs.
A. Share of AI Voice (SoAV)
Visual: A pie chart comparing your brand's citation frequency vs. competitors across key platforms (ChatGPT, Perplexity, Gemini).
Data Point Example:
"We appear in 6 out of 10 answers for 'Enterprise CRM,' while Competitor X appears in only 2."
B. Sentiment & Trust Score
Visual: A color-coded bar chart (Green/Yellow/Red).
Insight Example:
"In our analysis, 90% of AI mentions describe our product as 'reliable' and 'scalable.' We've successfully addressed the 'expensive' sentiment from Q3 through optimized review content and authoritative articles."
Action: Shows that your GEO efforts are working.
C. Zero-Click Reach (Estimated)
Visual: Line graph overlaying "Traditional Impressions" with "AI Reach."
Calculation:
(Search Volume of Target Keywords) × (SoAV %)
Value:
Demonstrates brand awareness and influence even without the click.
3. The Action Plan: Show Strategic Ownership
Don't just report numbers—demonstrate that you're on top of this new channel.
Include a brief section showing:
What we optimized this month: (e.g., "Rewrote 5 product pages to improve citation-readiness")
What we're testing: (e.g., "A/B testing FAQ formats for better AI parsing")
Competitive gaps we're closing: (e.g., "Competitor Y dominates 'low cost' narrative—we're building content around 'total cost of ownership'")
This transforms your report from passive tracking to active channel management.
4. Copy-Paste Template Structure
Use this structure for your next monthly review:
Conclusion
Proving ROI Beyond the Click
Your CMO needs to see that you're ahead of the curve. By reporting on Share of AI Voice and sentiment, you demonstrate that your brand isn't just maintaining traffic—you're building mindshare in the platforms where buyers increasingly start their journey.
This report does more than track data. It proves that your brand is becoming the default answer for the next generation of search.
FAQ
Q: How do I calculate Share of AI Voice manually?
A: Search your top 10 keywords in ChatGPT/Perplexity 3 times each. Count how many times your brand is cited. (Example: 15 citations / 30 searches = 50% SoAV)
Q: Can we track direct traffic from ChatGPT?
A: Not easily. Most AI traffic appears as "Direct" or "Referral" without clear parameters. This is why correlating SoAV with Branded Search Volume works as a better proxy.
Q: Which tools help automate this reporting?
A: While manual checking works for small keyword sets, platforms designed for GEO automation—like Profound, Otterly, or DECA—can track SoAV and sentiment analysis across multiple AI engines at scale.
Q: How often should we report on AI metrics?
A: Monthly is recommended. The AI landscape shifts faster than traditional SERPs, so frequent monitoring helps you catch issues early and capitalize on opportunities.
Q: Does this replace my GA4 report?
A: No, it complements it. GA4 tracks conversion on your site; this report tracks brand presence in the AI ecosystem where buying journeys increasingly begin.
References
Search Engine Land: The New SEO Metrics: Measuring Share of Model Voice | https://searchengineland.com/share-of-model-voice-430392
HubSpot: Marketing Reporting in the AI Era | https://blog.hubspot.com/marketing/marketing-reporting
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