Sources, trackers and competitors

Read this block to find out where the answers about your market come from, and who is currently winning them.

Sources and competitors overview

Six slides, in two halves.

The first half is about where answers come from — which websites the assistants cited, and what your own analytics saw afterwards. The second half is about who else is in those answers.

Together they are the most directly actionable part of the report: they name specific domains you could publish on and specific competitors who are ahead of you on specific topics.

Sources and categories

Which domains the assistants cited when answering about your category.

Source mix shows the share by category — review sites, media, community sites, encyclopedias, your own site, and so on. It answers “who does AI actually trust in my market”: if half the mix is review platforms, that’s where the argument about your category is being settled.

The domains list ranks the individual sites, with the citation count from the latest scan on the right. Your own site is marked.

Where more domains were cited than fit the slide, the report says how many more are in the app.

Good to know Reading this slide as “these are my competitors’ websites” is the common mistake. Most cited domains belong to nobody in your market — they’re the review sites, directories, publications and forums that both you and your competitors are being discussed on. Those are the places to be present, not the places to worry about.

Trackers: GA4 and Search Console

What your connected Google accounts saw: AI citations appearing in search, visits to your site, and what visitors did once they arrived — each over the last 28 days, against the 28 before.

If you haven’t connected them, this slide is a prompt to do so rather than a result. Nothing else in the report depends on it — see Integrations.

Read it as the far end of the chain. The rest of the report measures what assistants say; this measures whether it turned into anything.

Tracked competitors

How you stack up against the brands you track, measured on the same prompts, the same engines and the same window.

The table ranks the brands, marks which row is You, and shows Δ vs you — the difference against your own visibility, in percentage points.

It’s a snapshot comparison, not a trend, and it says how many of your tracked competitors are shown against the total.

Good to know A competitor ahead of you here means assistants named them more often in your tracked prompts. It doesn’t mean their product is better, or that they’re larger. Most often it means more has been published about them in the places the engines read — which is a gap you can close.

Where they beat you

The same comparison broken down by topic: the share of AI answers mentioning each brand, per topic, you against every tracked competitor.

Prompts that name a brand are excluded here, which is what stops the numbers flattering everybody.

Each competitor carries a summary of how many topics they’re ahead of you on. That single figure is the fastest read in the block: one competitor ahead on eleven of twelve topics is a different problem from four competitors each ahead on one.

Competitor sources

The domains from the latest scan whose pages verifiably mention each brand — the word matters: the page was checked, not assumed.

A domain that mentions a competitor and not you is a concrete publication target. It’s already trusted enough for the assistants to quote it, and it currently has nothing to say about you.

These same gaps arrive in the app as Content recommendations, each with a brief attached — see Competitors.

Potential competitors

Everyone else on the field, merged from AI answers, market research and your onboarding audit, and not tracked yet.

Each carries where it came from — AI answers, research, both, or named by you — and how many answers or prompts it turned up in.

Nothing on this slide is being measured. It’s a list of candidates waiting for your decision: track the ones that are real competitors, dismiss the rest so they stop appearing.