Analyzing a competitor head to head
The comparison panel in Competitors puts your brand side by side with one competitor, broken down by metric, AI provider, and topic.
Last updated 23 days ago
In Competitors, you can compare your brand directly with a single tracked competitor. This article shows you how to open the comparison panel and how to read its three sections.
The comparison is based on the answers from your own monitoring, that is, the answers to your prompts. It is not part of the KI Score and does not change it.
Opening the comparison panel
- In the sidebar, open Competitors under Sichtbarkeit (Visibility).
- On the Getrackte Wettbewerber (Tracked competitors) tab, click the row of the competitor you want to compare.
The panel title names both brands, for example “Example Inc. vs. Sample Co.” The row for your own brand, marked with the Du (You) badge, does not open a comparison. The comparison always covers the last 30 days. If you arrive through a link from the Scoreboard, the period selected there applies instead. Below the two names you see the period and the number of usable answers; the info icon next to the title explains the calculation.
If there are no completed monitoring answers with text in the period, the panel shows Noch keine auswertbaren Antworten (No usable answers yet). In that case, wait for the next run.
Head-to-head metrics
The Direkter Vergleich (Head-to-head comparison) section places both brands side by side in one table:
| Metric | What it means |
|---|---|
| Erwähnungsrate (mention rate) | Share of answers that name the brand. Each brand counts at most once per answer. The number of answers with a mention appears in parentheses. |
| Share of Voice (2 Marken) (share of voice, 2 brands) | Splits the mentions only between your brand and this competitor. As soon as at least one of the two brands is mentioned, the two values add up to 100%. |
| Zitationsrate (citation rate) | Share of answers that cite one of the brand’s domains as a source. Answers whose source links can’t be evaluated are left out. |
| Ø Position (average position) | The brand’s average position, calculated only from answers with a stored position. The number of known positions appears in parentheses. |
A “—” means the value is unknown. This happens, for example, when no domain is stored for the competitor: its citation rate can’t be calculated then.
Note: The share of voice in this panel is not the same as Share of AI Voice in the KI Score. It looks only at the two brands being compared, within your monitoring answers.
Comparison by AI provider and model
The KI-Anbieter und Modelle (AI providers and models) section shows a separate, expandable entry for each combination of AI provider and stored model. Each entry lists the number of answers and contains the same metrics table as the head-to-head comparison. If no model is stored for an answer, the entry reads Modell unbekannt (model unknown).
Each group is calculated from its own answers only. This shows you, for example, whether a competitor is named much more often by Perplexity than by ChatGPT.
Lead by topic
The Vorsprung nach Thema (Lead by topic) section lists the topics of your prompts in which the competitor is mentioned more often than your brand. The Differenz (Difference) column shows its lead in percentage points (pp), next to the mention rates of both brands.
The table is sorted in descending order by that lead, so the topics where you trail the most appear at the top. Topics in which your brand is ahead or level don’t appear. If the competitor leads in no topic, the section shows Kein Vorsprung (No lead). Answers to prompts without a topic appear under Ohne Thema (No topic). If your prompts don’t have topics yet, Zu den Prompts (Go to prompts) takes you to prompt management.
Tip: Topics with only a few answers fluctuate a lot. Check the Antworten (Answers) column before drawing conclusions from a large difference.
All values are calculated with your current list of brand names, aliases, competitors, and domains. If you change these details, the values for answers already stored change too.
What teams say about KI Score
“We finally see week by week where our brand shows up in ChatGPT and Perplexity.”
“The score finally gave us one number the whole team actually understands.”
“Instead of guessing which prompts matter, we now have real data.”
“Within the first week we already saw which competitor was beating us in AI answers.”
“Setup took one afternoon, not weeks of onboarding.”
“Finally a tool that takes AI Overviews as seriously as classic SEO.”