An AI visibility dashboard in Looker Studio brings three data sources onto one page: Google Analytics 4 for visits and conversions from AI assistants, Search Console for branded search and organic performance, and a Google Sheet with your monthly AI answer tests for share of voice. All three connectors are free. Once built, the dashboard updates itself from GA4 and Search Console, and from the sheet whenever you add a month’s test results.
What the dashboard should answer
| Question leadership asks | Metric | Source |
|---|---|---|
| Are AI assistants mentioning us more? | Share of voice by assistant, by month | Google Sheet |
| Are they sending visitors? | Sessions from AI assistants | GA4 |
| Do those visitors convert? | Key events and conversion rate for the AI channel | GA4 |
| Are more people searching for us by name? | Branded query impressions and clicks | Search Console |
| Is organic search holding up? | Non-branded clicks and impressions | Search Console |
Step 1: prepare GA4
Create a custom channel group in GA4 (Admin, Data display, Channel groups) with a channel named “AI assistants” whose condition matches the session source against this pattern, placed above the Referral channel:
chatgpt\.com|chat\.openai\.com|perplexity\.ai|gemini\.google\.com|copilot\.microsoft\.com|claude\.ai
Make sure your enquiry form submission or sign-up is marked as a key event. The full method is in how to track brand mentions for free.
Step 2: prepare the Google Sheet
Keep one row per test run with these columns: Date, Assistant, Question group, Question, Run, Mentioned (1 or 0), Position, Cited URLs, Competitors named, Accurate (1 or 0). Use a real date format in the Date column so Looker Studio can group by month.
Step 3: connect the three sources
- Create a new report in Looker Studio.
- Add the Google Analytics connector and choose your GA4 property.
- Add the Search Console connector, choose your site, and select the “Site Impression” table for query-level data.
- Add the Google Sheets connector and choose your test sheet.
Step 4: build the charts
Share of voice by assistant
Source: the sheet. Chart: time series or column chart. Dimension: Date (month) and Assistant. Metric: average of Mentioned, shown as a percentage. This is the headline number.
AI assistant sessions and conversions
Source: GA4. Dimension: your custom channel group, filtered to “AI assistants”, and Date (month). Metrics: Sessions and Key events. Add a scorecard with conversion rate for the AI channel next to the rate for organic search.
Branded search trend
Source: Search Console. Create a filter where Query matches a pattern containing your brand name and its common misspellings, for example brilad|brillad. Chart impressions and clicks by month.
Top cited pages
Source: the sheet. Table of Cited URLs with a count of runs. This shows which pages AI assistants actually use, and which ones to protect and update.
Accuracy
Source: the sheet. Scorecard: average of Accurate for runs where Mentioned is 1. A falling number means assistants are describing you wrongly, which needs fixing at the source.
Step 5: add context for readers
- A short text box at the top stating what changed this month and what the team is doing next.
- A note that AI answers vary between runs, so month-to-month changes of a few points are normal.
- Date controls set to the last 6 or 12 months, so trends are visible.
Common problems
| Problem | Fix |
|---|---|
| AI sessions appear under Referral | Move the AI channel above Referral in the channel group |
| Sheet dates not grouping by month | Set the Date field type to Date in the data source |
| Search Console query data missing | Use the Site Impression table and check the property |
| Numbers jump each month | Increase the number of runs per question |
Frequently asked questions
Is Looker Studio free?
Yes, including the GA4, Search Console and Google Sheets connectors.
Can the dashboard show mentions automatically?
Not without a paid tool that runs prompts for you. The sheet approach works up to about 25 questions and a few assistants.
How often should leadership see it?
Monthly, with a short written summary. See also how long GEO takes for realistic expectations.
Sources
- Google Analytics Help, “Custom channel groups” and “Key events”
- Looker Studio Help, Search Console and Google Sheets connectors
- OpenAI Help Center, “Publishers and Developers FAQ”