Scan-over-scan changes

Numbers cover a period, not one scan

Recited scans every tracked country daily, but the headline numbers are measured over the date range in the filter bar, which defaults to the last 7 days. Visibility, share of voice, mentions, citations, sentiment and position pool every answer from every scan in that period. One quiet day no longer drops your score to zero, and one lucky day no longer doubles it. Switch to 14, 30 or 90 days, or pick dates, for a longer view.

Every number comes with its movement

Next to each value is its change against the previous period of the same length: the last 7 days against the 7 days before them. Both ends are real scans you can open in the answer log; nothing is estimated. "All time" has no previous period, so it shows no changes.

Reading the indicators

• Deltas are colored by whether the movement is good, not by whether it is up. For position and for gap priority, down is the win, and the tables treat it that way.
• The Overview page's Since last scan card collects the biggest movers across the project, so the day's story is in one place.
• No delta shown means there is nothing to compare against yet: a first scan, a newly added prompt, or a brand that just entered the answers.

Movement vs noise

AI answers have natural variation. The same platform asked the same question on consecutive days can phrase things differently, cite a different mix of sources, or shuffle the order of brands. A single day's delta on a single row is weak evidence on its own.

What separates signal from noise:

1. Persistence. A change that survives two or three consecutive scans is real. A one-day spike that reverts was probably variation.
2. Breadth. One prompt's visibility dipping is noise; ten prompts in the same topic dipping together is an event.
3. A visible cause. Real changes usually have a story in the answers: a new source entered the citations, a competitor appeared, phrasing shifted. If you cannot find the cause in the chats, hold your judgment.

A practical routine

• Daily, two minutes: glance at Since last scan. Investigate anything large by opening the answers behind it.
• Weekly, ten minutes: review leaderboard deltas on Competitors, momentum on Domains, and your coverage map on My brand.
• After publishing content: watch the target prompt's deltas over the following scans, not the following morning. Citation changes take time to propagate through platforms.

Baselines

Changes compare one period with the one before it, but progress is judged against your baseline: your standing when tracking began. The trend charts on Overview and My brand hold the long view; the deltas explain each day's step within it.