How to Track "Share of Model" (SoM) for My Brand

Rankings tell you where you show up in a list—but AI answers don’t always work that way. A more useful metric is Share of Model (SoM): the percentage of time an AI model mentions your brand versus competitors when users ask relevant questions. Here’s how to track it.

Share of Model (SoM) answers: “When this AI model responds to prompts in my category, how often does it cite me vs. others?” If you’re mentioned in 30% of relevant answers and your top competitor is in 50%, you have a clear gap to close. SoM shifts the focus from “did we rank?” to “what share of the model’s recommendations do we own?”

Tracking SoM requires running a set of representative prompts regularly, recording which brands appear in each answer, and aggregating into share percentages. Tools that automate this give you trends over time and competitor benchmarking for LLM brand mentions in one place.

• Define your prompt set and competitor set Choose prompts that represent how your audience asks for solutions in your category. Add your brand and key competitors. Run these prompts at a set frequency (e.g. weekly or monthly) across ChatGPT, Perplexity, Claude, and optionally Google AI Overviews. Record who appears and in what context.
• Calculate share per model and overall For each model, compute what percentage of “brand mention slots” go to you vs. each competitor. You can track SoM per model (e.g. “we have 25% SoM in Perplexity”) and across models. That shows where you’re strong and where you’re under-indexing.
• Act on gaps and track over time Use SoM trends to prioritize content and positioning. If your SoM is dropping in one model, double down there. [Best schema markup for AI search engine citations](/resources/best-schema-markup-for-ai-search-engine-citations) and clear content can help models cite you more consistently. Startups and growth teams often use SoM as their north-star metric for AI visibility.

SoM works best when you track it consistently. One snapshot isn’t enough—you need to see how your share moves as you publish content, update your site, and as models change. Many teams pair SoM with how to track AI-referred lead conversion rates so they know not just share but quality of leads from AI.

When evaluating tools, look for automated prompt runs, clear share calculations, and the ability to segment by model and by competitor. A single dashboard for SoM plus traffic and conversions keeps the story simple.

Setting Up Share of Model Tracking

First, list the prompts that matter for your business (use the Golden Prompt Generator or manual research). Second, add your brand and 3–5 competitors. Third, run the prompts at a set cadence and log which brands appear. Fourth, compute share of mentions per model and over time.

Review SoM monthly and tie changes to what you’re doing—new content, schema updates, or positioning. If your SoM grows in one model but not another, focus on the lagging model. Clutch Click AI helps you track SoM, traffic, and competitors in one place. Start a free trial to see your share of model.

So: to track Share of Model for your brand, define prompts and competitors, run them regularly, and calculate share of mentions per model. Use the data to prioritize and improve.

If you want one platform for SoM, visibility, and competitor benchmarking, Clutch Click AI is built for that. Start a free trial and see your share of model.