Glossary

Every metric and term in Prism, explained in plain English. Each definition matches how Prism calculates it.

N

(not set)

The part of Search Console's total clicks and impressions that Google does not attribute to any specific query or page, for privacy reasons. Prism calculates it as the site total minus all known rows, so every table adds up to the real Search Console total.

Appears in: Analytics, Unified Dashboard, Advanced Analytics

New users

People who visited your website for the first time in the selected dates.

Appears in: Analytics, Category Breakdown

Non-branded keyword

A search that does not match your branded keyword pattern. These searches show demand from people who may not know your brand yet.

Appears in: Keywords Breakdown, SEO Root Cause Analysis

A

AI Overview coverage

The percentage of your keywords whose Google results show an AI-generated summary (AI Overview).

Appears in: Google SERP → Overview

AI Visibility

The percentage of tracked prompts where your brand appears in the AI answer.

Appears in: LLM Tool

AI Visibility Share

Your AI visibility divided by the total visibility of all tracked brands (you and your competitors).

Appears in: LLM Tool → Overview

Answer rank

Where a brand appears inside an AI answer — Rank 1 is the first brand named. “Not Ranked” means the brand does not appear.

Appears in: LLM Tool → Brand Visibility

Average position

Your average place in Google results. Position 1 is the top result, so lower is better. Prism weights the average by impressions, so queries that are seen more count more.

Example: A page at position 3 for a query with 1,000 impressions counts ten times more than position 20 for a query with 100.

Appears in: Analytics, Advanced Analytics

Average session duration

How long an organic visit lasts on average, shown as minutes and seconds.

Appears in: Analytics

B

Branded keyword

A search that matches your branded keyword pattern, set in Category Builder. Usually a search that includes your brand name.

Example: With the pattern techmagnate|tech magnate, “techmagnate seo services” is branded.

Appears in: Keywords Breakdown, SEO Root Cause Analysis

C

E

Engaged sessions

Sessions that Google Analytics 4 counts as engaged — the visitor stayed, viewed more than one page or took a key action.

Appears in: Analytics, Category Breakdown

Engagement rate

Engaged sessions divided by all sessions. Changes are shown in percentage points (pp).

Appears in: Analytics, Category Breakdown

F

Features coverage

The percentage of SERP features that your domain owns, out of the features that appear for your keywords.

Appears in: Google SERP → Overview

I

Impressions

How many times your website was shown in Google search results, even if nobody clicked it.

Appears in: Analytics, Advanced Analytics

K

Keyword cannibalization

When two or more of your own pages each take 10% or more of a keyword's impressions, so they compete with each other.

Appears in: Keywords Breakdown

L

LLM referral traffic

Google Analytics 4 sessions whose source is an AI assistant such as ChatGPT, Perplexity, Gemini, Claude, Copilot or Grok.

Appears in: Analytics, Unified Dashboard

M

Mentions

How many times a brand is named across the AI answers for your tracked prompts.

Appears in: LLM Tool

P

Percentage points (pp)

How rates such as CTR or engagement rate change. Going from 4% to 5% is +1 pp (a 25% relative increase).

Appears in: All comparison cards

Platform status

How a platform performs compared with your best platform: Strong (75% or more of the best), Growing (45% or more), Average (20% or more), otherwise Weak.

Appears in: LLM Tool → Platforms

Preceding period

The same number of days immediately before your selected start date. It is the default comparison.

Appears in: Date picker

Project

Everything about one website or brand in Prism — its connected Google accounts, keywords, prompts and reports.

Appears in: Current Project switcher

Prompt

A question you track in the LLM Tool, such as “best SEO agency in Delhi”. Prism checks how each AI platform answers it.

Appears in: LLM Tool

Q

Quick-win CTR

Pages or keywords that already rank well but get fewer clicks than usual for their position. They are often fixed by a better title or meta description.

Appears in: Category Breakdown, URL Breakdown, Keywords Breakdown

R

RegexRegular expression

A short text pattern that matches URLs or search queries. For example, ^/blog/ matches every URL that starts with /blog/.

Appears in: Category Builder

Revenue

Purchase revenue from Google Analytics 4 (the purchase_revenue metric).

Appears in: Analytics, Category Breakdown, URL Breakdown

S

Search volume

Roughly how many times a keyword is searched in a month.

Appears in: Google SERP → Keywords

Sentiment

Whether an AI answer talks about your brand in a Positive, Neutral or Negative way.

Appears in: LLM Tool → Sentiments

SERP featureSearch engine results page feature

A special result block on Google, such as a Featured Snippet, People Also Ask, AI Overview, Video Pack or Local Pack. Prism tracks 11 of them.

Appears in: Google SERP → SERP Features

Sessions

Visits to your website, counted by Google Analytics 4. “Organic sessions” are visits from unpaid search results.

Appears in: Analytics, Advanced Analytics, Unified Dashboard

Share of voice (SOV)

Your share of the keywords and search volume in a ranking group or SERP feature, compared with the whole market.

Appears in: Google SERP

Striking distance

Pages or keywords ranking just below page one, at average positions 11–20. A small improvement can move them onto page one.

Appears in: Category Breakdown, URL Breakdown, Keywords Breakdown, Opportunity Finder

T

Typical CTR

The CTR this site normally gets at a given position. Prism uses your own data when it has at least 200 impressions at that position (borrowing from up to three neighbouring positions). Otherwise it uses fixed estimates: 15% for positions 1–3, 7% for 4–6, 3% for 7–10, 1.5% for 11–20 and 0.7% beyond 20.

Appears in: Category Breakdown, URL Breakdown, Keywords Breakdown