The Scrunch dashboard is your home base for monitoring how your brand—and your competitors—appear across AI assistants. This guide explains what each key metric means and how to interpret the data.
Prompts
The number of prompts within the applied dashboard filters.
Note: By default, Scrunch filters the Dashboard by Non-Branded Only prompts, so the count here may be lower than what you see in your Prompts tab.
Responses
The number of AI-generated responses collected for the prompts within the applied filters.
Presence
What it measures:
Presence shows how often your brand is mentioned or cited across responses that match your applied filters.
How it’s calculated now:
Presence is shown as an average performance over your chosen period. You can select:
Last 12 weeks (default)
Last 4 weeks (month)
Last 7 days (week)
The chart below the metric shows change over time so you can track whether your visibility is improving or declining.
Competitive Presence
What it measures:
A side-by-side comparison of your brand’s presence versus competitors, averaged over your selected time period.
How to read it:
Each competitor (including your brand) has a bar showing average presence for the chosen period.
This makes it easy to compare your share of presence against peers and spot shifts over time.
Sentiment
What it measures:
The tone of responses that mention your brand, categorized as:
Positive
Mixed
Negative
Important to note:
Sentiment is only recorded when a tone is detected.
Factual or neutral statements about your brand may not register as sentiment, even if your brand is mentioned.
Citations
What it measures:
Anytime a URL within your configured domain is cited in an AI assistant’s response.
Why it matters:
Citations show how often your owned sources—not just your brand name—are influencing responses, compared to competitors or third-party sites.
Additional details:
You’ll see time-series charts under each metric to visualize changes over time.
This helps you identify whether content updates or optimizations are increasing your citation frequency.
Filters You Can Apply
Filters help you focus on specific data segments. You can filter by:
Branded: Brand is mentioned or not in the prompt itself
Prompt Topic: Prompts grouped by your configured key topics
Citation Topic: Citations/Sources grouped by your configured key topics as they relate to the content on the page
Persona: Grouped by personas tied to prompts
Country: Prompts tied to personas with a specified country geography
Platform: ChatGPT, Claude, Google AI Overviews, Perplexity, Meta, etc.
Applying filters updates all dashboard metrics so you can analyze performance in context.