If you want to monitor brand visibility within Large Language Models (LLMs) like ChatGPT, Perplexity, and Gemini you need specialized tools and tactics. As SEOs and marketers take steps to incorporate LLM Optimization into their workflows, tools to measure traffic from LLMs, as well as brand mentions and citations will inform new AI search KPIs as this market grows.
To figure out whether LLM optimization is a potential path to more customers, you first need to understand:
Whether your audience is actually encountering your brand in generative AI engines (ChatGPT, Gemini, Perplexity, etc.)
The context with which LLMs are mentioning your brand
The business outcomes that come from these interactions
While you can (and should) filter for LLM traffic in GA4 and monitor your traffic referrers, that may not be enough to formulate a strategy that takes advantage of these opportunities (or one that wins over stakeholders).
10 tools for tracking your LLM visibility
To help you bridge the gap, here are 10 tools you can use to track your visibility in LLMs.
Tools for assessing brand presence on LLMs
These tools allow you to get an overview of your overall presence on LLMs. These can offer a great starting point for those who are interested but unsure about how important LLM traffic is for their business or website. For SEOs and marketers, a quick assessment with these tools can help you secure buy in from multiple stakeholders before making additional investment in a strategy for improving LLM visibility.
Spyfu
Spyfu is free to use and useful for browsing your brand on ChatGPT. This platform’s database includes 250 million questions and you can ask it if it knows anything about your brand (or your competitors) to search its database.
As an SEO, this experience is similar to looking at the keywords you’re trying to rank for vs. the keywords you actually rank for. In addition to giving you a quick, cursory look at your brand and its visibility, you can also potentially show it to your stakeholders to get buy-in for your LLM optimizations.
AI Brand and Product Visibility Custom GPT by Aleyda Solis
Created by SEO expert Aleyda Solis, AI Brand and Product Visibility is a free-to-use custom GPT. Just enter your website, answer a couple of questions, and it returns some brand recognition validation.
It’ll also show you example queries about your brand, along with an analysis of sentiment and accuracy.
LLM brand visibility tracker template
This free, downloadable Google Sheets template by Crystal Carter includes personalized insights and recommendations with free-fill sections for unique content.
Use this template in tandem with GPT for Sheets (more on that below) to easily scale your LLM analysis.
GPT for Sheets
GPT for Sheets allows you to make bulk queries with or without an API key. It supports 30 different models (OpenAI, Claude, DeepSeek, Perplexity, etc.) and is also compatible with Excel, Sheets, and Docs.
GPT for Sheets is especially useful for creating custom reports and workflows for multiple stakeholders, making it a great resource for teams of all sizes.
LLM & AIO Visibility Trackers
A new generation of SaaS tools is emerging to track brand performance across multiple LLMs simultaneously.
Some of the top top tools include:
How do AI Search visibility tools work?
These tools work by conducting mass, systematic, prompting on LLMs and providing information, insights, and analysis on how your brand performs for key queries and terms. They often pair well with SEO keywords and help define new KPIs for AI search.
To use these tools, marketers typically submit specific prompts, along with a list of competitors for benchmarking. Like many classic SEO tools, users can organize their accounts by domain or topic, and each tool has a unique set of capabilities.
A common feature is the ability to specify the AI model for review. This can be challenging, as providing data parity across models with different outputs (like Perplexity, Gemini, and DeepSeek) is complex. Daniel Drabo of Peec.AI explains that tool providers operate in a dynamic space where "AI models rank content differently due to their unique underlying indexes and evolving reranking criteria." So a visibility "score" is achieved by running "the same prompts across multiple models and calculating every metric individually for each model."
As marketers selecting LLM visibility tools, it's important to understand which models and metrics will best help you achieve your goals.
Peec AI
Peec.ai tracks your brand over time (including brand mentions, links, sources, etc.) across ChatGPT, Perplexity, Gemini, Llama, DeepSeek, and Claude. It works by regularly running prompts to the LLMs.
You can segment the data by LLM, overall topic and activity, and so on. One thing to note is that it only offers very basic competitor analysis and lacks export options.
Brandlight
Brandlight is a tool that emphasizes brand reputation. It uses AI for real-time brand monitoring and overviews.
It includes ChatGPT, Perplexity, Gemini, and also offers content creation capabilities.
Am I On AI?
Am I On AI? is a brand monitoring tool that features accessible dashboards and recommendations. It covers ChatGPT, Perplexity, Gemini, and offers prompt tracking, source analysis, sentiment analysis, and weekly reports.
I really like the way this tool displays sources by impact. Am I On AI? also has a great graph that shows overall where you're getting the most references on a particular prompt.
xfunnel
xfunnel emphasizes market analysis, allowing you to segment queries by markets, user journey, and persona. It tracks ranking performance over time and covers ChatGPT, Perplexity, Gemini, AIO, and Claude.
Otterly.AI
Like some of the other LLM tools mentioned here, Otterly.AI enables you to track brand visibility by project.
It covers ChatGPT, Perplexity, and AIO, and is great if you need help generating prompts from your target keywords. It’s also quite convenient to export reports, which can be a timesaver if you are working on a lot of brands.
Profound
Profound allows you to keep tabs on your optimizations by project across ChatGPT, Perplexity, and AIO.
Profound offers:
Visibility analysis
Citation analysis
Sentiment analysis
Prompting at scale
Dataset on conversational analysis
Assess whether LLM optimization is right before you buy
Before adding these tools to your annual marketing budget, do some analysis to understand how much you should invest in them. You can use free trials to understand the landscape of opportunities or even add LLMs to your ‘how did you hear about us’ drop-downs on your website. The data from both of these can help you make a case to your stakeholders to secure additional budget.