Share of Voice for Agencies
Share of Voice (SoV) is Quratic’s primary metric. For agencies, it is the most straightforward way to answer a client’s core question: “How visible is our brand in AI responses compared to our competitors?”
The formula
Section titled “The formula”Share of Voice = (checks where the brand appeared) ÷ (total checks run) × 100A check = one prompt submitted to one AI model from one country. SoV is calculated across all checks in the selected date range.
What counts as an “appearance”
Section titled “What counts as an “appearance””A check is counted as a brand appearance when the brand name appears anywhere in the AI response text (case-insensitive). This includes:
- Top recommendations
- Lists of options
- Comparison tables
- Passing mentions or caveats
It does not include brand names that appear only in citation URLs (those are counted separately as citations).
Interpreting SoV for clients
Section titled “Interpreting SoV for clients”| SoV range | What to tell the client |
|---|---|
| 0–10% | “The AI rarely recommends you for these queries — significant opportunity to improve content and citations” |
| 10–30% | “You appear occasionally, but competitors dominate — worth investigating which content or sources they have that you don’t” |
| 30–60% | “You are consistently in the conversation — focus on improving position (where in the response you appear)“ |
| 60–80% | “Strong performance — you are a primary recommendation for these queries” |
| 80–100% | “Dominant — the AI almost always mentions you for this query” |
SoV is not zero-sum
Section titled “SoV is not zero-sum”AI responses can mention multiple brands at once. Your client can have 50% SoV while a competitor has 65% — both brands appear in over half of all responses. This differs from traditional media SoV where shares sum to 100%.
This is an important point to communicate to clients who are familiar with traditional SoV metrics.
SoV by model and country
Section titled “SoV by model and country”Different AI platforms give different results for the same query. A client may have:
- 70% SoV on Perplexity (very visible)
- 25% SoV on ChatGPT (room to grow)
- 5% SoV on Gemini in Japanese queries (urgent gap)
The Models and Markets pages break SoV down for this analysis.
Trend over time
Section titled “Trend over time”The SoV trend chart on the Overview dashboard shows weekly or daily SoV over the selected date range. For agencies:
- Month-over-month comparisons make a strong client metric
- Look for inflection points that coincide with the client’s marketing activity (new content, PR campaigns, product launches)