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 report, or click "View complete list" in the Competitive Leaderboard section of the report dashboard.
The Competitive Leaderboard shows all brands mentioned in your report, 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 three tabs: Comparison, Mention breakdown, and Brand aliases. Your own brand report has two tabs: Mention breakdown and Brand aliases. There is no Comparison tab on your own brand report, 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 report, 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
If a brand appears more than once in the Competitive Leaderboard, it likely has multiple URLs being treated as separate entries. The Brand aliases tab lets you merge them into a single canonical brand.
Here's how to merge duplicates:
- Open the brand report for the "correct" version of the brand (for example, target.com rather than info.target.com).
- Select the Brand aliases tab.
- Use the "Alias Brand" dropdown to pick another URL that should be treated as the same brand (for example, info.target.com).
- Click "Create alias." Repeat for any other variants you want to merge.
- Click "Apply changes."
Once applied, all versions will be grouped under the canonical brand across every run of this report, so mentions are counted accurately going forward and backward.
This is especially useful for brands that appear under both a root domain and specific subpage URLs, or under slightly different domain variations across models.