1. Start in the Context tab
Add Your Brand and Website(s)
Go to the Context tab.
Enter your main website domain. Scrunch will automatically track all subdomains, so you don’t need to list them individually.
Add any alternate domains or subdomains you want to monitor specifically.
Customize Your Brand Context
Add alternative brand names, key competitors, customer personas, and key topics.
Key topics are your focus areas (think SEO pillars or main business themes). Use them to group prompts and reports.
2. Site Audits tab
Run a technical Site Audit for your website
This tool is intended to work like AI search bots would, meaning they just look at one page at a time, and not your entire sitemap.
Enter any URL in the Site Audits tab to check if it’s accessible and understandable to AI bots like ChatGPT and Perplexity.
Site Audit checks three main categories: accessibility, content delivery, and content quality.
Review your page for technical issues that might block AI access or affect how your brand appears in AI-generated answers - remember, AI crawlers can't render JavaScript, so dynamic sections of your website may not flow through to these AI crawlers.
For more information on AI crawlers and technical setup, see: https://scrunchai.com/resources/guide-to-ai-user-agents/
Pro tip: make sure each page includes clear context about your brand and that your metadata is straightforward and descriptive. This is your chance to market directly to AI crawlers—AI models value clarity over curiosity-driven metadata.
3. Add Prompts in the Prompts tab
View and Manage Prompts
The Prompts tab lists all questions (prompts) you’re tracking across AI models.
You can filter prompts by brand, topic, or model.
Add prompts individually, bulk import them, or convert SEO keywords into prompts.
Assign prompts to specific customer personas and key topics for better segmentation.
Bulk Prompt Generation
Use AI-assisted prompt generation to scan your brand and suggest relevant questions to monitor.
You can also import a list of SEO keywords, and Scrunch will automatically generate prompts from them.
4. Review data in the Citations tab
Spend time in the Citations tab to see where AI is going for answers (this is where you'll likely spend the most time in Scrunch)
The Citations tab gives you full visibility into which URLs are being cited by AI platforms in response to your monitored prompts.
Every time an AI model (such as ChatGPT, Perplexity, or Gemini) answers one of your tracked prompts, Scrunch records exactly which web pages were referenced.
You can filter the prompts these citations are tied to by things like platform (e.g., ChatGPT, Perplexity), or by owner (e.g. brand, competitor, or third party).
Each source includes an Index column, which acts as an “influence score” to help you understand which URLs are most frequently and prominently cited for your prompts.
Higher-index citations are the ones that shape AI answers the most for the prompts you're monitoring.
Click on any source to see detailed prompt-level context, including how often it is cited over time and for which types of prompts the URL is linked to.
Use these insights to identify content gaps, benchmark against competitors, and decide where to focus your next optimization efforts.
5. AI Traffic
Track AI-driven traffic to your website.
The AI Traffic tab connects with your Google Analytics 4 (GA4) account to show visits referred from AI platforms.
View AI referral traffic by model and see which pages are being referred.
Make sure you are logged into the correct Google account in your browser to view traffic data.
For troubleshooting tips, visit our FAQs page and look for the AI Traffic tab
6. Insights
Review AI Visibility Opportunities
Insights will populate by category as data is collected
The Insights tab highlights prompts with visibility issues or optimization opportunities.
Scrunch scans your prompt responses and flags opportunities to improve presence, sentiment, or technical accessibility.
Click ‘Review Now’ to see which prompts are flagged and why.
Glossary
Key Terms
AI Optimization: Making your content accessible, understandable, and favored by AI platforms.
Presence: How often your brand is mentioned or cited in AI-generated answers.
Competitive Presence: How often your brand appears versus competitors.
Position Score: Where your brand appears in an AI response (top, middle, bottom).
Sentiment Score: Whether your brand is described positively, neutrally, or negatively in AI responses.
Customer Persona: A target customer profile used to tailor prompt tracking and insights.
Key Topics: Your strategic themes, used for grouping prompts and segmenting reports.
Prompt: The natural language question or phrase you track in Scrunch.
Source/Citation: Any URL cited by AI in response to your prompts.
Training Data Crawler: Bots that collect data for training AI models.
AI User Agent: The identifier bots use when retrieving web content (e.g., ChatGPT-User, PerplexityBot).
Site Audit: A tool to check your site’s accessibility and clarity for AI bots.
Need Help?
If you have questions or need further assistance, contact our support team at support@scrunchai.com.