The KPIs that Matter in AI Search

Download our guide to the KPIs that Matter in AI Search

AI search has changed how consumers discover and choose brands, but marketers haven’t adequately adapted their measurement framework to account for these changes. Explore our recommendations for developing a measurement framework to measure success and visibility in the AI search era.

You’re measuring the wrong things.

Clicks are on the decline. The real risk, though, is failing to allow traffic to decline. Understanding what’s changed with the rise of two distinct AI surfaces–LLMs as search alternatives and AI features in traditional search–will allow you to develop an accurate measurement framework.

New search platforms and features demand new KPIs

Visibility has shifted. Search results are now AI-synthesized answers, meaning individual content segments — not whole pages — drive discovery. Your measurement framework and writing strategy need to reflect this, or you risk losing visibility entirely.

Using the right measurement framework enables a focused optimization strategy and performance evaluation.

Search used to reward the best-optimized page. Now it rewards the most trusted answer. If your measurement has not caught up to that shift, your strategy has not either.

Cy De La Vega

Discoverability Expert

What you’ll find in this guide

What’s changing with how search performance is measured: AI doesn’t send users to pages; it assembles answers. Brands need to be included in answers, not placed in results.

How to write for citability: LLMs decide what content gets cited. Learn how to write for machine audiences and drive visibility in AI answers.

What you should start to measure: Clicks aren’t enough anymore, learn how to measure for visibility, credibility, traffic and business outcomes.

What measurement tools exist–and which ones you should trust: No one tool captures the whole picture. Use multiple to capture a comprehensive view of performance.

Your brand’s next steps: Practical steps to move your visibility measurement to account for the modern search environment.

Download our guide on KPIs in AI Search

AI search has changed how consumers discover and choose brands, but marketers haven’t adequately adapted their measurement framework to account for these changes. Learn how we recommend revising your measurement framework to measure visibility in the AI era.

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