Metrics

Every card and KPI tile in GripIQ carries a help icon. The title of that help text is the name of a metric, and this section explains each one: what it measures, how it is calculated, and a worked example where a number makes the formula clearer.

Names of things (project, persona, scan, SERP) are defined in the Glossary. A term appears in one place only: if it is a calculation, it is here; if it is a thing, it is in the glossary.

Pages

• Keywords metrics: search volume, commercial value, competitor gap, seasonality, SERP visibility and share of voice.
• Prompts metrics: answers, models, AI share of voice, sentiment, position, rankings, visibility trend, top domains.
• Socials metrics: posts, engagement, share of voice, posting cadence, platform and format performance, content pillars.
• Insights metrics: category, impact, effort, priority, status, progress, activity calendar.
• Dashboard and Competitors metrics: the dashboard KPI tiles and the competitor cards.

Conventions

• Date range is the range selected on the page. Week is the last 7 days, Month the last 30 days (the default), then 3 months, 6 months, 1 year, all time, or a custom range. The previous range is the same length immediately before it, and is what trend badges compare against. All time has no previous range: KPI tiles show no trend badge and Trend columns that compare with the previous range show a dash, not a change.
• Own brand is a brand you marked as yours; a competitor is any other monitored brand. Where a metric says “your brand” and you have several own brands, it uses the first one you added. Only active brands are counted.
• Latest scan is the newest completed search-results scan for a keyword inside the date range.
• A trend badge shows either a relative change, (current − previous) / previous × 100, or a difference in percentage points. Each metric page says which.

Building blocks

Most metrics are combinations of a few shared ideas.

Click-through rate by position

The expected share of searchers who click a result at a given position on a search results page. GripIQ uses one industry-average curve for every keyword. Positions beyond 20 count as zero clicks.

Position	CTR	Position	CTR	Position	CTR	Position	CTR
1	27.5%	6	4.8%	11	1.2%	16	0.6%
2	15.2%	7	3.9%	12	1.0%	17	0.5%
3	11.0%	8	3.2%	13	0.9%	18	0.4%
4	8.0%	9	2.7%	14	0.8%	19	0.4%
5	6.1%	10	2.3%	15	0.7%	20	0.3%

Every SERP visibility, SERP share of voice and commercial value figure is search volume × CTR(position), summed in some way. A #1 rank on a keyword with 10,000 monthly searches is worth 2,750 expected clicks a month; a #10 rank is worth 230.

Which result belongs to which brand

A search result belongs to a brand when its domain is one of the brand’s domains or a subdomain of it. Results that match no monitored brand are ignored by every metric.

Keyword classification

When a keyword is added, an AI model assigns it a Search intent (Informational, Commercial, Transactional, Navigational) and a Brand status (Branded, Non-branded). “Branded” is a judgement made with your brand names in view, not a simple text match.

Brand mentions in AI answers

Every AI answer is analysed once. The analysis records which monitored brands the answer mentions (each brand at most once per answer), a sentiment score from −1 to +1, and a content pillar. All Prompts metrics read this analysis, never the raw answer text.

Engagement score

The single number GripIQ uses for social engagement:

engagement score = likes × 1 + comments × 3 + shares × 5 + views × 0.1

Example: a post with 120 likes, 10 comments, 4 shares and 3,000 views scores 120 + 30 + 20 + 300 = 470. Which of the four counts exist depends on the platform; a count the platform does not provide adds nothing:

Platform	Likes	Comments	Shares	Views
Facebook	✓	✓	✓	—
Instagram	✓	✓	—	—
LinkedIn	✓	✓	✓	—
TikTok	✓	✓	✓	✓
YouTube	✓	✓	—	✓