Reports overview

Reports is where you read what changed over a period and show it to someone else. It is one live report with six screens that share one filter bar. Each screen opens on a cover band: one lead number, its change where one is measured, and one sentence that explains it.

Open Reports in your project, or press g then r. Use it at the end of a week or a month, before a client call, or whenever you want to know whether visibility moved. The Overview gives you the period at a glance. For a full read, follow the order further down.

Who the report is for

The report is written to be shown. The same report reaches three readers:

• You and your team, in the app. You get every screen, plus the parts that only make sense inside: agreed placements waiting for confirmation, placements awaiting a live check, pitch lines, working lists and the buttons that connect Google Analytics 4 or Search Console.
• Your client, on a share link. This is a white-label, read-only copy of the live report, marked "Prepared by" with your organization's name. Your client can change filters and switch screens. They see delivered wins, the movement that followed them and your commentary.
• Anyone, as a PDF. "Export PDF" on the Overview builds a document from the report with the filters you have open.

You add your own read of the period on the Overview with "Add agency commentary" (up to 4,000 characters). It appears on the share link and in the PDF. See Sharing, printing and briefings.

For your team only, the "Internal analysis" link in the tab row opens analysis tabs beside the client report: Briefing, Prompts won / lost, Prompt coverage, Citation gatekeepers, Portfolio and Data Scientist. They never appear on a share link. "← Client report" takes you back. Citation gatekeepers is covered in Citation sources.

The six screens

On the share link and in the PDF, Outcomes is called "Wins" and shows the verified placements only.

Every tab carries your filters and your chart line selection, so switching screens never resets the view.

The time window: complete days only

Every report window ends yesterday. Today's checks are still being collected, and a half-finished day would read as a finished rate. So today stays out of every total until it ends.

• The end of the filter bar names the period every number covers, for example "25 Jun → 22 Sept · complete days".
• On the Overview, under "Visibility over time", a line shows today's progress: "Today · data collection in progress", the checks so far against the number expected, and how many named your brand. Today joins the chart once collection finishes.

Choose the window and filters

The filter bar at the top of every screen holds one set of filters for the whole report.

What each one does:

• Date range sets the period. "Year to date" runs from January 1 to yesterday. "All time" starts on the first day the screen has data for. Picking "Last 7 days" switches the charts to Daily. Leaving it switches back to Weekly unless you pick Daily again.
• Comparison sets what every change is measured against. "Vs previous period" is the same number of days just before. "Vs previous year" is the same dates a year earlier. "Since campaign start" is a window of the same length from your first day on record. All time has no earlier period, so the picker reads "Nothing to compare". Your choice comes back on any other range.
• Dataset switches between your own tracked prompts and the Ahrefs Brand Radar market benchmark. The two are never blended, and every tile and chart carries its dataset tag. The market view has no topic breakdown.
• Platform and Topic narrow the numbers to one AI engine or one topic. A win's before-and-after comparison on the Impact timeline always reads all platforms.
• Granularity sets the chart buckets. Weekly buckets are labeled by their Monday.

While new numbers load, the screen dims and the bar says "Updating…". Your filters live in the page address, so they survive a refresh, and a share link you copy opens with the same period, filters and chart lines. Traffic & search ignores the dataset, platform and topic filters, because traffic has no prompt or platform dimension.

Internal analysis has its own window selector with "7d", "30d" and "90d". It compares that window with the one before it ("Period: last 7d (vs. prior 7d)") and does not follow the report's date range.

Read the report in order

1. Open Reports and set the date range and comparison you want to talk about. Keep the dataset on "Tracked prompts" unless you want the market view.
2. Read the Overview's cover band: the lead number, its change in points and the sentence under it.
3. Read "What moved". Its two or three sentences name the strongest topic movement, the wins that went live before or during it, and your share of voice and rank.
4. Scan the tiles: "Prompts visible", "Tracked share of voice", "Verified wins", "AI-assistant sessions" and "Key events from AI sessions".
5. Look at "Visibility over time". Each numbered marker is a verified win. Open one to see the movement around it on the Impact timeline.
6. Check "Topic movement" and "Competitor position". Click a topic row to open that topic on Topics.
7. Open Outcomes to confirm what you delivered this period. Then add your agency commentary on the Overview before you share.

Reading the numbers

• Changes are in points. 40% to 45% is +5 pts: the difference between two rates, not a relative change. The "How changes are measured" hint in the filter bar says the same.
• A dash is never a zero. "Insufficient data" means too few checks ran to show an honest number. "Not connected" means the source is not set up. A 0 appears only when it was measured.
• Movement is association. When visibility rises after a placement, the report says it followed the placement, never that the placement caused it.
• Every definition is one step away. Hover over or tap a hint or chip to see what it means. Open "View chart data" under any chart to read the plotted numbers as a table.
• The report is live. Numbers come from your latest data each time the report opens, so fixes and new data show up in the app, in new PDFs and in links you already sent.
• A failed load says so. If a screen cannot load, it shows "Report data unavailable" with a "Retry report" button.