An AI brand visibility report brings together how a brand appears on Google search and on AI platforms like ChatGPT, Gemini, and AI Overviews, then ties that presence to real business results such as traffic, leads, and revenue. AI search attribution is imperfect, but directional metrics still tell a clear story when paired with SEO performance data that is easier to measure. Semrush offers both sets of metrics in one place, making it possible to build a report that shows the full picture from visibility to commercial outcome.
What executives actually need to see
Before opening a report builder, agree on the purpose. Leadership does not need every metric tracked day to day. They need enough to answer three questions: Are we visible? Is the brand showing up where buyers search, on Google and on AI platforms like ChatGPT, Gemini, and AI Overviews? How do we compare? Is the brand gaining or losing ground against competitors leadership already has in mind? Does it matter to the business? Is that visibility translating into traffic, leads, or revenue?
These three categories form the backbone of an executive-ready report. Visibility metrics such as share of voice, mentions, citations, and sentiment come from the AI Visibility Toolkit and the Competitor Research report. Business metrics such as conversions, traffic, and revenue come from Google Analytics 4 and the CRM. Both GA4 and HubSpot connect directly to Semrush’s My Reports builder, so they can sit beside the AI search and SEO data. For a different CRM, add the numbers as a text or image widget.
Step 1. Choose the right metrics
Some metrics do not belong in front of leadership. Reports that focus on revenue, demand, or brand visibility tend to skip vanity metrics.
Tier 1: Primary KPIs
One or two metrics that reflect business impact directly, such as assisted revenue or qualified leads from organic and AI traffic.
Tier 2: Secondary metrics
Context that explains why the primary KPIs moved, such as AI citations or share of voice.
Tier 3: Supporting metrics
Other signals that round out the picture, such as backlinks or sentiment.
Choosing SEO and AI search KPIs
For SEO and AI search KPIs, pick metrics that show how visibility contributes to the business: organic traffic conversions, AI referral conversions, organic and AI referral traffic to purchase pages, and revenue from organic and AI referral traffic. Some of these KPIs are available in GA4 with proper event tracking, then reported inside Semrush’s My Reports. To capture new leads from AI search that don’t appear as AI referral traffic, such as a user who discovers the brand in ChatGPT and visits directly later, add a simple ‘How did you hear about us?’ form with an AI search option.
Secondary metrics for overall search visibility
These explain why the primary KPIs moved across organic search and AI platforms: AI Visibility Score, AI citations and mentions, keyword rankings, and share of voice per channel. Domain Overview gives the high-level view. For share of voice, use Position Tracking for organic search and Brand Performance for AI search.
Supportive metrics that explain performance
These explain the visibility itself. They rarely go in front of leadership on their own, but they are the first place to look when a visibility metric drops. Site Health (with the AI Search Health widget) checks crawl and citation readiness. Backlink Analytics tracks referring domains and total backlinks. Media Monitoring in the AI PR Toolkit tracks branded mentions. Brand Performance shows AI sentiment.
What an executive AI visibility dashboard should include
Only metrics that answer a question leadership actually asks deserve a place in front of them. The table below covers each metric, the question it answers, why executives care, where it comes from, and what to do when it moves.
- AI referral conversions: Is AI search driving revenue? Direct link between AI visibility and business outcomes. Source: GA4 via My Reports. Compare against organic conversions to gauge relative ROI.
- Organic + AI traffic to purchase pages: Where is visibility turning into intent? Shows whether visibility reaches the pages that matter. Source: GA4 via My Reports. Prioritize content and technical fixes on underperforming pages.
- AI Visibility Score: How visible is the brand across AI platforms overall? Single directional number for AI presence. Source: Domain Overview. Track the trend line, not just the snapshot.
- AI share of voice: How does the brand compare to named competitors? Competitive framing leadership already thinks in. Source: Brand Performance. Flag competitors gaining share faster.
- Organic share of voice: How does the brand compare on Google? Same competitive framing for SEO. Source: Position Tracking. Pair with AI share of voice to show the full picture.
- AI mentions and citations: Is content being surfaced and cited by AI platforms? Leading indicator before traffic shows up. Source: Domain Overview. Identify which pages earn citations and double down.
- AI sentiment: Is the brand being talked about favorably? Protects against more visibility with worse perception. Source: Brand Performance. Investigate spikes or drops.
- Backlinks and referring domains: Is authority building over time? Supports SEO and AI citation potential. Source: Backlink Analytics. Track referring domain growth, not raw link count.
- Keyword rankings: Is the brand ranking for the terms buyers search on Google? The organic half of the visibility story. Source: Organic Rankings and Position Tracking. Watch top-10 movement on revenue keywords.
- Organic impressions and clicks: How much Google demand is being captured? Ties rankings to real search demand. Source: Google Search Console. Find pages with rising impressions but flat clicks and fix titles.
- Pages ranked on Google and cited by AI: Which pages earn visibility on both channels? Shows which assets to protect. Source: Top Pages. Reinforce and update these before competitors catch up.
Step 2. Build the report
Two paths work well: Semrush My Reports for a drag-and-drop build, or a Google Sheet for a fully customized layout with a bit more manual work.
Option 1: Build it in Semrush My Reports
Reports that carry the most weight combine AI Visibility Toolkit data with GA4 and CRM metrics. My Reports is where those sources sit side by side. AI Visibility Toolkit widgets include Visibility Overview, Brand Performance, Competitor Research, and Prompt Tracking, sitting next to GA4 and HubSpot widgets.
Two approaches inside My Reports: build a custom report from scratch, or start from a ready-to-use template. Helpful starting templates include Brand Performance for share of voice and sentiment on a specific AI platform, Visibility Overview for overall AI visibility including mentions, most-cited pages, and estimated monthly audience, and AI Traffic Report for GA4 data on AI-driven visits.
Drag and drop relevant widgets. Start by adding primary KPIs from Google Analytics widgets. Connect the GA4 account to pull in traffic, conversions, and key events. All GA4 widgets can be filtered by traffic source, making it easy to compare sources side by side. Filter for organic traffic for SEO performance, AI referral traffic from ChatGPT, Gemini, and Perplexity for AI search performance, and direct traffic for brand awareness. Drag in supporting metrics from tools like Site Audit as well.
Add screenshots for additional insights. For views without a dedicated widget, such as Prompt Research or the Top Pages cross-channel view, capture screenshots and drop them in using the Image widget. A single screenshot from Domain Overview can include many high-level SEO and AI search metrics at once, or split them into separate sections with their own headings.
How to explain AI visibility trends to leadership
Charts alone rarely land with an executive audience. A few lines of commentary turn the numbers into a story they can act on. Cover the same handful of questions every time: What changed and by how much? Where did visibility move, on a specific platform, page, or query cluster? How does the brand compare to competitors on share of voice? Which prompts or queries drove the change? What is the business impact, and is it too early to confirm? What is the recommended next step?
A repeatable template: [Metric] moved [direction] by [amount] this month, driven mainly by [platform, query, or page]. Compared to [competitor], the brand [gained or lost] share. [Business impact, or too early to confirm.] Next step: [action].
Option 2: Build it in a Google Sheet
For teams not ready to use My Reports or wanting more customization, a Google Sheet tracks all metrics over time. Each month, pull the corresponding numbers from Google Analytics, Semrush, and other tools to keep the report current.
Connecting AI visibility tracking to BI dashboards
If the organization already lives in a BI tool, AI visibility data does not need to sit in a separate silo. The simplest path is My Reports, where AI Visibility Toolkit, GA4, and HubSpot widgets already share one dashboard. If leadership works in Looker Studio, Tableau, or Power BI, export metrics from the toolkit reports on the reporting cadence and load them next to traffic and revenue tables. Segment further by product line, region, language, or 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 the report with stakeholders
Automate monthly report emails for the team, clients, or leadership. Widgets auto-refresh, so screenshots need manual updates each month. In My Reports, use the Generate PDF report button to share as an online dashboard or emailed PDF, then schedule automated timing. In Google Sheets, export manually each month or use a plugin or script for automated emails.
FAQ
What metrics should an executive AI visibility report include?
A strong report covers three tiers: primary KPIs tied to revenue such as AI referral conversions and organic conversions, secondary metrics such as AI Visibility Score and share of voice that explain KPI movement, and supporting metrics such as backlinks, branded mentions, and AI sentiment.
Where do AI visibility metrics come from?
Metrics like share of voice, mentions, citations, and sentiment are available through Semrush’s AI Visibility Toolkit. Business metrics such as traffic, conversions, and revenue come from Google Analytics 4 and your CRM.
How do you connect AI visibility data to business results?
Combine AI Visibility Toolkit widgets with Google Analytics 4 and HubSpot widgets in Semrush’s My Reports. For platforms without native integrations, export the data into a BI dashboard such as Looker Studio, Tableau, or Power BI alongside existing revenue and pipeline metrics.
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