The initial measurement of how a brand appears in AI-driven search results, serving as a reference point for future comparisons.
Users performing AI-search audits who compare current visibility to past performance data.
01What it is and how it works
When you run an AI‑search audit, the system records the current share of impressions, clicks, and ranking positions for your brand keywords. Those numbers become the baseline. The baseline is stored in the platform’s database and used as the denominator for percentage‑change calculations. Every subsequent measurement is compared against this stored snapshot, letting you see whether visibility is improving, staying flat, or dropping.
It is the first number you record for brand visibility, then you compare later numbers to it.
02What to do about it
1. Run a fresh AI‑search audit today and export the raw data. 2. Save the file with a clear date label (e.g., "baseline‑2024‑08‑26.csv"). 3. Tag the dataset in your analytics hub as "Baseline" so teammates can find it quickly. 4. Set a recurring reminder to repeat the audit every month and compare the new report to the baseline. 5. Document any major content or SEO changes you make after the baseline so you can attribute later shifts.
03How it is measured or noticed
The platform calculates the baseline from three core signals: impression share (how often the brand shows up), click‑through rate (how often users click), and average rank position. You can view these numbers on the "Baseline Overview" dashboard, which shows a snapshot of each metric at the moment the baseline was set. Look for a highlighted banner that says "Current data is compared to baseline set on [date]".
04Common mistakes
- Setting a baseline during a seasonal traffic spike and treating it as the norm.
- Updating the baseline without documenting the new date, causing confusion later.
- Using a single keyword as the baseline for an entire brand portfolio.
05Limits
A baseline only reflects the moment it was captured; it does not predict future algorithm updates or market shifts. It also does not account for brand sentiment or visual search signals, which are measured separately. Do not confuse a baseline with a target goal—baseline is descriptive, while goals are prescriptive.
06Worked example
"We ran the AI‑search audit on 26 Aug 2024 and recorded an impression share of 12 % for the term 'Acme shoes'. That 12 % became our baseline. After launching a new product page on 15 Sep, the next audit showed 18 % impression share, a 50 % lift against the baseline."
Frequently asked questions
How is a baseline different from a performance benchmark?
It depends on the purpose. A baseline captures the initial state of your brand's visibility in AI search, while a benchmark compares that state against industry standards or competitors.
Should I establish a baseline before launching a new campaign?
Yes, you should. Setting a baseline gives you a reference point to measure the impact of the campaign and to identify any changes in impression share, click‑through rate, or ranking.
How does the platform calculate the baseline?
It works by aggregating three core signals at the moment of the audit: impression share, click‑through rate, and average rank position. These values are stored as the reference snapshot for future comparisons.
Does the baseline still matter after an algorithm update?
Usually it still matters, but its relevance may diminish. The baseline shows how you performed before the change, helping you assess the impact of the update.
What are the risks of using an outdated baseline?
The main risk is making decisions based on stale data. You might misinterpret current performance trends, leading to ineffective optimizations or missed opportunities.
How long does it take for a new baseline to appear in the dashboard?
It usually takes a few minutes for the system to process the audit and display the numbers. You can monitor the progress in the recent‑audit section while waiting.
Asked out loud
spoken, not typedThe same term in the words somebody uses speaking to an assistant rather than typing into a box — written from the situation, which is why each one carries the situation it came from.
Yes, you have one. The platform recorded the baseline during the last audit, and you can view it instantly in the dashboard.
It does show the starting impression share. The baseline section lists the share of impressions, click‑through rate, and average rank at the time of the audit.
You can run a new AI‑search audit to create a fresh baseline. The system will calculate the current impression share, CTR, and rank, giving you the data you need.