Use three separate columns: where a page was displayed, whether someone visited, and whether that visit led to a useful action. A generated answer may show a link without a click; a click may occur without an enquiry. Combining these events in one visibility score hides the decision the data should support.

Read Google's impression data for what it shows

Google's generative AI performance reports in Search Console show impressions for site URLs appearing in supported Search and Discover features, with views by page, country, device where available and date. Google said these insights were rolled out worldwide by 31 August 2026. They are included in overall performance data as well. The reports do not provide a universal count of every textual mention or a direct conversion figure. Google Search Central announcement

Connect visits to useful outcomes

In site analytics, look at landing pages, referrers where available, form starts, completed requests and other meaningful actions. Check consent and tracking setup before trusting a trend. Referral attribution can be incomplete when applications, browsers or privacy controls omit information. Compare similar periods and note campaigns or site changes that may explain movement.

Use a careful manual citation sample

For answer engines without a suitable site-owner report, record a small set of questions, date, place or language, answer wording, linked pages and whether the organisation was named accurately. Repeat the same method over time, but describe it as a sample. Results can vary by prompt and session; a sample is not a comprehensive platform-wide citation count.

Make a compact decision table

  • Exposure: reported impressions and pages shown in an available platform report.
  • Traffic: visits to relevant landing pages, with attribution limits noted.
  • Outcome: completed enquiries, purchases or other useful actions.
  • Quality: sampled accuracy of answers and links.

Keep the definition and source of each metric beside the number. The website measurement guide helps connect these signals to the visitor's task.

Practical next step

Pick five pages tied to important questions. Capture their available AI-feature impressions, visits and completed actions for a baseline period. Add a short manual answer check and a review date. Improve the page where an identifiable gap in usefulness or accuracy appears; do not chase a metric whose meaning is uncertain.