How Do I Measure Visibility When No One Clicks? (Intro to Share of Model)

Share of Model (SoM) is the percentage of times a brand is mentioned or recommended by a generative AI model in response to category-specific user prompts. Unlike traditional metrics that track clicks, SoM measures a brand's "citation authority" within the Large Language Models (LLMs) that power engines like ChatGPT and Gemini.

As search behavior shifts toward zero-click interactions, relying solely on website traffic is becoming obsolete. According to Gartner's 2024 prediction, traditional search engine volume is expected to drop by 25% by 2026 as users migrate to AI chatbots. This transition forces marketers to pivot from optimizing for a "blue link" click to optimizing for a direct "citation" in the answer.

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What metrics should I track for Generative Engine Optimization?

The three core metrics for GEO are Share of Model (SoM), Sentiment Score, and Citation Frequency. These metrics collectively quantify a brand's visibility, reputation, and authority within AI-generated responses, replacing traditional KPIs like rankings and Click-Through Rate (CTR).

1. Share of Model (SoM) vs. Share of Voice (SoV)

While Share of Voice (SoV) measures visibility across paid and organic media channels, Share of Model specifically measures database representation.

• Share of Voice (Traditional): "How much space does my brand occupy in the ad market or SERP?"

• Share of Model (AI-Era): "How frequently does the AI choose my brand as the answer?"

2. Sentiment Score

AI models do not just list brands; they describe them. A high SoM is useless if the AI associates your brand with negative context (e.g., "expensive," "legacy," or "difficult to use"). Tracking the adjectives and context surrounding your brand mentions is critical.

3. Citation Frequency

This measures how often the AI links back to your original sources (e.g., whitepapers, documentation, or pricing pages). According to Forrester's 2025 report, B2B buyers are adopting AI search at three times the rate of consumers, making these citations a high-intent signal for qualified leads.

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How to measure Share of Model?

Measuring Share of Model requires a "Target Prompt Audit" where you systematically test category-relevant questions across major AI platforms to calculate your brand's mention rate. This process can be performed manually or automated through emerging GEO platforms.

Step 1: Define Your Target Prompts

Instead of keywords, identify the questions your persona asks.

• Informational: "What is the best CRM for small businesses?"

• Commercial: "Compare Salesforce vs. HubSpot pricing."

• Transactional: "How to migrate data to [Your Brand]?"

Step 2: Execute the Audit (The "Incognito" Method)

To get unbiased results, you must strip personalization signals.

1. Open a fresh "Incognito" or "Private" window.

2. Access the major engines: ChatGPT (OpenAI), Gemini (Google), and Perplexity.

3. Input your Target Prompt and record the output.

Step 3: Calculate Your SoM Score

Create a simple matrix to score the results:

• Mentioned (1 point): Brand is named in the answer.

• Recommended (2 points): Brand is listed as a top solution.

• Exclusive (3 points): Brand is the only solution mentioned.

• Zero (0 points): Brand is absent.

Formula: (Total Points / Maximum Possible Points) * 100 = SoM Score

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What tools can I use to track brand mentions in AI?

While no single universal tool exists due to the closed nature of LLMs, marketers currently use a hybrid stack of manual auditing, social listening adaptations, and specialized GEO platforms. The landscape is rapidly evolving from manual spreadsheets to automated intelligence.

1. Manual Tracking (Spreadsheets)

For freelancers and small teams, a weekly manual audit of 10-20 high-priority prompts is the most cost-effective method.

• Pros: Free, high qualitative insight.

• Cons: Time-consuming, difficult to scale.

2. Specialized GEO Platforms (e.g., DECA)

New platforms like DECA are emerging to automate this process. These tools use multi-agent systems to simulate user queries at scale, analyzing not just if you were mentioned, but how the AI constructed the answer based on your content's structure.

• Pros: Scalable, detailed sentiment analysis, automated reporting.

• Cons: Paid subscription required.

3. Adapted Social Listening Tools

Traditional tools are beginning to integrate "AI mentions" by scraping web-accessible chat logs, though their coverage of private chat sessions (like ChatGPT) remains limited.

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Key Takeaway

Measuring visibility in the zero-click era requires shifting your primary KPI from "Website Traffic" to "Share of Model." By tracking how often and how favorably AI engines cite your brand, you can demonstrate value to clients even when analytics show declining clicks.

Action Plan:

1. Audit: Select your top 5 "Money Prompts" and test them in ChatGPT today.

2. Benchmark: Calculate your baseline SoM Score against your top 2 competitors.

3. Optimize: Rewrite your core content using "Answer-First" architecture to improve citation probability.

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FAQs

What is the difference between Share of Voice and Share of Model?

Share of Voice measures visibility in media channels, while Share of Model measures visibility in AI knowledge bases. SoV tracks how often you are seen in ads or search results, whereas SoM tracks how often an AI recommends you as a solution.

How do I measure brand visibility in ChatGPT?

You measure visibility in ChatGPT by conducting a "Prompt Audit" using a set of strategic questions related to your product. Enter these prompts in a fresh session and record whether your brand is mentioned, recommended, or cited.

Can I track AI traffic in Google Analytics?

Direct AI traffic is often classified as "Direct" or "Referral" traffic, making it part of the "Dark Funnel." You cannot easily distinguish ChatGPT users from other direct visitors without using advanced correlation analysis or specific referral parameters where supported.

Why is my website traffic dropping even though my rankings are high?

Traffic is dropping because AI "Zero-Click" answers are satisfying user intent directly on the search results page. Users are getting their answers from the AI summary and no longer need to click through to your website.

What are the best tools for Generative Engine Optimization?

The best tools for GEO combine content structuring (like DECA) with visibility tracking. Currently, the most effective "tool" is a rigorous manual audit process combined with a writing platform that structures data for AI readability.

Is Share of Model a real metric?

Yes, Share of Model is a recognized metric used by forward-thinking agencies to quantify brand presence in Large Language Models. It is rapidly becoming the standard for measuring brand health in the age of AI search.

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References

• Gartner | Gartner Predicts Search Engine Volume Will Drop 25% by 2026

• Forrester | Forrester: AI Search Is Reshaping B2B Marketing

• Hallam | Share of Model: A Key Metric for AI-Powered Search

• Superlines | Why AI Search Share of Voice Is Your New #1 Marketing KPI