The Competitive Leaderboard and its connected brand reports give you a deep look at how your brand stacks up against competitors in AI-generated search results, including how brands are actually being cited, named, and referenced across different AI models.
How do I find the Competitive Leaderboard and brand reports?
Click "Competitive Leaderboard" in the left sidebar of any Visibility Audit (formerly known as a report), or click "View complete list" in the Competitive Leaderboard section of the Visibility Audit dashboard.
The Competitive Leaderboard shows all brands mentioned in your Visibility Audit, ranked by total mentions and visibility score. Use the "Only show competitors" toggle to filter down to the brands you’ve marked as competitors, or use the brand search field to find any specific brand.
Click "View comparison" on any competitor’s row to open that brand’s report. Click anywhere on your own brand’s row to open your own brand report.
What will I see inside a brand report?
A competitor’s brand report has four tabs: Comparison, Mention breakdown, Brand aliases, and Customize. Your own brand report has the same tabs except Comparison, since you aren’t comparing your brand to itself.
Comparison
The Comparison tab shows how your brand stacks up against a competitor across three views:
- Rank by Persona: which customer personas AI models mention your brand to, more or less than the competitor.
- Rank by Topic: which key topics drive more AI mentions for your brand versus theirs.
- Rank by Model: which AI models favor your brand over the competitor, and where the reverse is true.
Your brand is always shown in blue, and the competitor in pink. Each row breaks into four color segments, with the legend labeled using the actual brand names:
- Solid blue ("Your brand Won"): both brands were mentioned and your brand ranked higher.
- Light blue ("Your brand Only"): only your brand was mentioned.
- Solid pink ("Competitor Won"): both brands were mentioned and the competitor ranked higher.
- Light pink ("Competitor Only"): only the competitor was mentioned.
Hover over any row to see the mention counts for each segment. Use this view to identify where your messaging is working, where competitors are winning, and where to focus your content and positioning efforts.
Mention breakdown
The Mention breakdown tab shows the exact names, domains, and URLs that AI models use when citing a brand, broken out by model and total count. This goes beyond a simple mention total to show how the brand is actually being represented across AI systems.
If a brand appears under slightly different names or URLs across models, you’ll see it here. Gumshoe attempts to normalize domain mentions for the Visibility Audit, but this page lets you view the raw data.
Use this view to spot inconsistencies such as alternate or hallucinated URLs, catch informal brand references, understand which properties drive visibility, and identify opportunities to consolidate authority under a single canonical domain.
To see your own brand’s Mention breakdown, click anywhere on your brand’s row in the Competitive Leaderboard.
Brand aliases
The Brand aliases tab lets you merge entries that are really the same brand showing up more than once, for example, a root domain and a subpage URL, or two spellings of the same name. Merging them into a single brand keeps that brand’s mentions counted together instead of split across separate entries.
Customize
The Customize tab lets you set the name a brand displays under when a model stores it incorrectly, such as a shortened name, a parent company, or an old name. The name you set applies everywhere that brand appears across your company account, and it works for a competitor or for your own brand.