Key takeaways
- The right tool asks your buyers' questions in ChatGPT often enough to see the pattern, keeps every answer as it was given, and shows the names and sources inside them.
- Which tool fits depends on your question set, the other assistants you need to cover and who will read the results, so this guide sets out how to choose rather than a ranked list.
- A tool measures. Deciding which questions matter, reading why a rival is named instead of you, and doing the work that changes the answer stay with your team or an agency.
The best tool to track a B2B software brand in ChatGPT is the one that asks the questions your buyers ask, asks them repeatedly, keeps each answer as it was given, and separates being named from being cited and from being recommended. Several tools do this. They differ in the assistants they cover, how often they ask, how they collect the answers and what they charge, so the right choice depends on your question set and on who will act on the results.
This guide explains how tracking works, how to choose, and what four tools say about themselves on their own pages. It does not rank them. It also sets out the managed option, which is how we run the same measurement for you.
How tracking a brand in ChatGPT answers works
Every tool is a version of the same four steps.
A fixed set of buyer questions. You start with the questions a buyer would type when building a shortlist, in the buyer's words rather than yours. Our guide to building a buyer question set shows how to write them. A tool that tracks "your brand name" alone misses the question where a buyer has never heard of you.
Repeated runs. ChatGPT does not give the same answer twice. A single run of a question tells you what one answer said, not what usually happens. Tracking means asking each question several times, and again on a schedule, then counting.
Three separate readings. In one answer your brand can be named, cited, recommended, or none of these. They answer different questions and lead to different work. Mention, citation and qualified recommendation sets out the difference. A tool that folds them into one score hides the thing you most need to know.
Counts over a base. A figure is only useful with its base, such as named in 12 of 80 answers across 40 questions. A figure from a handful of questions is a direction, not a measurement. Reading an AI visibility figure explains why.
One more fact shapes the counting. OpenAI's help page says ChatGPT may search the web automatically when a question would benefit from current information, and that responses which use web search may include citations. So some answers carry sources and some do not. A good tool records both and does not treat an answer with no sources as a failure of your pages. OpenAI's help page on searching the web with ChatGPT Last checked also says citations can be incomplete, outdated or incorrect, which is a reason to keep the full answer text and not only a score.
How to choose a tool
These are the questions worth putting to any vendor, including us. They are criteria, not a ranking, and the answers will differ from one team to the next.
- How are the answers collected? The ChatGPT a buyer uses and a call to the underlying model through an API can differ. Ask which one the tool records, and whether it says so on its own pages.
- Whose questions are tracked? Can you write your own, or only pick from suggestions? Suggestions are a good start. Your buyers' real words are better.
- How often, and how many times? Daily runs on a small set tell you something different from a monthly run on a large one. Ask how repeated runs are counted.
- What is kept? The full answer text, the sources shown and the date, or only a score. Without the text you cannot check a number.
- Can you separate named from cited? And competitors from third-party sources?
- Which other assistants? Your buyers do not use only ChatGPT, and each assistant can draw on different sources. Ask how much of the rest is covered and whether it costs extra.
- Who reads the results? A dashboard suits an analyst. A board needs a report with counts and a base. Check exports and scheduled reports before you buy.
- What does it cost as you grow? Prices usually follow the number of questions, assistants and runs. Our guide to what AI visibility monitoring costs explains how to compare them.
A practical test is a short trial with ten of your own questions. Run the same ten on two tools and compare what each one kept, not what each one scored.
Tools that do this
The lines below say only what each company's own page states on the date shown. They are not a ranking, nothing here says one is better than another, and the pages change, so read the company's page before you decide.
Peec AIMeasurement tool
Its ChatGPT page describes tracking how often ChatGPT mentions a brand, which websites ChatGPT cites, how it portrays the brand and how the brand compares with competitors. It also says the tool shows the query fanouts ChatGPT runs to build an answer. Its homepage calls it AI search analytics for marketing teams and offers a free trial.
Their pageLast checked
OtterlyMeasurement tool
Its analytics page says it runs your prompt set across ChatGPT, Perplexity, Google AI Overviews, Google AI Mode, Gemini, Copilot and Claude, stores each answer and reports mentions, share of voice, sentiment, average rank and the pages cited, tracked daily, with exports to PDF and CSV. Its site has separate pages for agencies and for marketing teams.
Their pageLast checked
ProfoundMeasurement tool
Its Answer Engine Insights page says it queries the consumer versions of ChatGPT and other assistants rather than making API calls, and runs every tracked prompt daily. It reports visibility score, share of voice, sentiment, citations and competitor benchmarking. Its menu lists AEO, content, and PR and brand teams, and agencies.
Their pageLast checked
Ahrefs Brand RadarMeasurement tool
Part of the wider Ahrefs toolset. Its page describes two ways to use it: tracking custom prompts you define, checked daily on the platforms you select, and an index that shows any brand's visibility across a large set of prompts on platforms that include ChatGPT. It states its prices on the page; none are repeated here.
Their pageLast checked
Read together, the four pages show the common ground and the differences. All four count mentions and sources. They differ in the assistants listed, whether prompts are yours or drawn from a wider set, and how the answers are collected. Those are the differences to test.
What a tool does not do
A tool shows you the numbers. It does not decide which questions matter to your pipeline, explain why a competitor is named where you are not, or write and place the pages that would change the answer. That reading is the subject of evidence gaps. Teams pair a tool with their own people, or with an agency. We do both, and we also work with teams that have already chosen a tool.
If you want it run for you
Answer Position runs the measurement as a managed service. You do not log into software. We agree the buyer questions with you, ask them across AI assistants, keep every answer as it was given, and report counts with their base. See our services for the full ladder.
Two offers are the managed way to do what this guide describes.
- Snapshot is £995. It is a clear first read: 30 to 50 buyer questions across three assistants, set against three competitors, with a standard report and a 30-minute walkthrough. The fee is credited against an Audit booked within 60 days. It suits a team that wants to know where it stands before choosing a tool or a programme.
- Monitor is £595 a month, minimum 3 months. It tracks 50 buyer questions every month, with a monthly report setting out the five actions that matter most and a call each quarter. It suits a team that wants to watch change on a fixed set of questions. The work the report recommends stays with your team unless you add it.
Nobody can promise what an assistant will say. What we can do is define the work, keep the evidence and say how uncertain it is.
