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Definition. Across all the answers to your tracked prompts, count every brand mention. Share of Voice is the percentage of those mentions that are yours. If AI named ten brands in an answer and yours was one of them, you took 10% of that answer’s voice. Across a run the shares of every tracked brand add up to about 100%.

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Why it is context, not a goal

Share of Voice is diluted whenever an answer lists several brands. A category where AI habitually names five rivals gives everyone a modest share, however well they are doing. It is also largely outside your direct control: you cannot stop AI naming a competitor. What you can act on is whether you are mentioned at all (Prompt Visibility Rate) and how you are described (Sentiment). Read Share of Voice to understand how crowded your answers are, then work on those two.

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Where it appears

Dashboard headline card and the Share of Voice chart, Competitors leaderboard (where it sits beside Prompt Visibility Rate, always labelled separately), the Multi-Site Dashboard, reports and the Looker Studio dataset.
On the Competitors leaderboard the two numbers per brand mean different things: Prompt Visibility Rate is independent per brand and does not total 100%; Share of Voice does. Kevin always says which one he is quoting.