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Welcome to the Friday edition of our newsletter. We spend Fridays going deeper into tools and trends related to generative AI (and Tuesdays sharing news updates). This week, we’re talking about tracking your company mentions in AI answers.

It’s time to claim your business on ChatGPT.

This week, OpenAI launched Businesses in ChatGPT in beta. Think of it as Google Business Profile for ChatGPT. Eligible businesses can claim and verify their organization in Business Hub, update key details and share product information like pricing and availability. When a business appears in an answer, people can click through to its profile to learn more.

OpenAI is also rolling out Business Agents, starting with eligible U.S. ecommerce and online service businesses. If a business has an agent, shoppers can start a separate chat from its profile to ask questions about what it sells or compare options.

For businesses trying to measure AI visibility, the feature to watch is Insights. The dashboard can show how often ChatGPT mentions your business, how many people view your profile, how many clicks go to your website and the common topics in conversations where your site is cited. The data is aggregated and appears once there’s enough activity to meet OpenAI’s reporting thresholds.

Say you run a pizza place a few blocks from an arena. You might expect people to find you by asking for “pizza near me.” But your discovery topics might show that you’re coming up in conversations about what to do downtown after a concert. Your restaurant is showing up while people are still figuring out their plans. A late-night slice within walking distance might be exactly what they’re looking for.

ChatGPT is one place to look. Three tools you may already use can help you see where else your content shows up and what happens when someone clicks through.

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Bing Webmaster Tools shows when your pages are cited. Open the AI Performance report to see how often your website is cited across Microsoft Copilot, Bing’s AI-generated answers and select partner experiences. Look at the individual pages getting cited and the grounding queries, which are phrases the AI used to look up information. If your hours and location page gets cited more often than your menu, that gives you a clue about what people need to know before they visit.

Google Search Console shows where your site appears in Google’s AI features. Open the Generative AI report (under Performance) to see impressions from features such as AI Overviews and AI Mode. Check which pages are getting exposure and how that changes over time. The above data is for a website Professor Snider uses to publish student content in classes.

Google Analytics Google Analytics shows how many people are clicking from AI tools to your website. Go to Reports → Acquisition → Traffic acquisition in GA4. From there, you can see how much traffic AI assistants send overall or break it down by platform.

1. See AI traffic in one place. Set the table’s primary dimension to Session default channel group and look for AI Assistant. This built-in channel groups visits GA4 attributes to popular AI assistants such as ChatGPT, Gemini and Claude.

2. Find out which tools send traffic. Switch the primary dimension to Session source / medium and search for a specific source, such as chatgpt.com, perplexity.ai, claude.ai or gemini.google.com.

To start measuring, pull the same date range from all four tools and save it as a baseline. Record ChatGPT mentions and clicks, Bing citations, Google AI impressions, and the sessions and key events GA4 attributes to ChatGPT. Each number measures something different, so compare each metric to its own baseline the following month.

Then pick one finding to act on. If your pizza place keeps coming up in conversations about what to do after a concert, pull up your site on your phone. Can someone leaving the arena see when the kitchen closes, whether they can order by the slice and how to walk there? That’s the information they need while they’re standing outside deciding where to go.