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SEO metrics worth tracking. Search Engine Optimisation (SEO) performance ultimately comes down to three core areas: rankings, traffic, and conversions. "Ultimately, SEO is about influencing your rankings to increase traffic to your site to get more conversions," says Andrew Tuxford. Track these together: * Rankings: Rankings measure how visible your website is in search results. Common visibility metrics include the number of keywords ranking on page one, keywords in the top three positions, and the overall share of voice for priority search terms. * Traffic: Traffic shows whether improved visibility is translating into actual visitors. Key metrics here include sessions (total and specific channels), new users, and the split between branded and unbranded traffic. * Conversions: Conversions measure whether that traffic is driving real business outcomes. These metrics connect SEO to commercial performance and typically include leads, sales, key events, or revenue generated from organic traffic. The interplay between these metrics is everything. Better rankings should lead to more traffic. More traffic should lead to more conversions. If any link in that chain is broken, you'll see it, and you can act on it in your SEO strategy. Tracking rankings, traffic, and conversions are required together because the interplay among them helps to understand how the work being done ultimately influences the business performance. For example, if your rankings are going up but your traffic isn't, you're improving the wrong keywords. If traffic is going up but conversions aren't, it's either the wrong type of traffic or there's a sales blocker on site. Andrew Tuxford Head of SEO New AI Search metrics to track. AI Search has introduced new metrics to track. There are two distinct areas to measure how your AI Search Optimisation is performing: Google's AI Overviews and appearances in standalone Large Language Models (LLMs) like ChatGPT, Perplexity, and Gemini. AI Overviews. AI Overviews appear directly in Google's search results and are triggered by specific keywords. Because they are tied to individual queries in the search results page, they can be tracked through most modern rank-tracking tools. Unlike traditional rankings, which sit on a scale from position 1 to 100, inclusion in an AI Overview is binary. Your site either appears in the overview for that keyword or it does not. That means the key metric is how often your website appears in AI Overviews for the keywords you track, or how frequently you rank in AI Overviews. But tracking only the raw number of AI Overviews your site appears in does not give the full picture of your AI Search visibility. As Andrew Tuxford explains, "Google regularly changes the number of AI Overviews available. If your total number increases without looking at the percentage as well, you don't know whether that's because Google has added more AI Overviews to search results or because your performance within them has improved." To properly understand performance, track two metrics together: * Total number of AI Overviews your site appears in. * Percentage of available AI Overviews your site appears in. Looking at both metrics together reveals how your visibility is changing. Different combinations tell very different stories: * Number Up, Percentage Down: The total number of AI Overviews in search results is increasing, but your share of them is shrinking. * Number Down, Percentage Up: Your share of AI Overviews is increasing, but the total number available in search results has decreased. * Number Up, Percentage Up: This is the strongest outcome. The total AI Overview landscape is expanding, and your visibility within it is growing as well. Tracking both metrics helps you understand whether improvements in AI Search visibility are coming from real performance gains or broader changes in how Google presents AI results. LLM visibility. Tracking visibility in AI platforms is more complex than traditional search. Unlike search engines, most AI platforms do not publish data on how often brands appear in responses or where their information comes from. A number of AI Search tools have emerged to estimate LLM visibility, including platforms such as Profound, Peec AI, and Semrush's AI Visibility Toolkit. These tools track a similar set of signals that help indicate how visible your brand is within AI-generated responses. These include: * Brand Mentions: How often your brand or website is referenced in an AI-generated response. A mention does not necessarily include a link, but it shows that the model recognises your brand as a source of information. * Citations: How often an AI platform links directly to your website when generating an answer. Citations are particularly valuable because they create a clear path for users to visit your site. * Brand Sentiment: The context in which your brand is mentioned. Sentiment analysis indicates whether the model presents your brand positively, negatively, or neutrally within responses. Alongside these platform-level signals, it is also important to monitor real traffic and outcomes from your AI Search Optimisation strategy. This includes: * AI referral traffic from platforms such as ChatGPT or AI Mode. * Conversions from AI traffic, such as leads, sign-ups, or purchases. These metrics help connect AI visibility to real business impact. Website metrics to forget in 2026. The metrics to forget in 2026 are the ones that don't reflect real business performance or help you make better decisions. As Andrew Tuxford explains: "Useful metrics are the pieces of data that accurately reflect your business performance and help you make the decisions you need to make as a business." In many dashboards, metrics such as sessions, impressions, or rankings are reported separately. These numbers can show activity, but they do not necessarily show whether marketing is driving leads, sales, or revenue. To decide if a metric is worth tracking, Andrew Tuxford recommends that you ask two simple questions: * Do I clearly understand what this metric measures and what it tells me about my business? * Does this information help me make a decision? If the answer to the first question is no, the metric needs a better definition. If the answer to the second is no, it probably does not belong on your dashboard. For marketing leaders, the goal is to build a focused set of metrics that clearly connect marketing activity to business outcomes. Removing metrics that do not support that goal helps keep reporting simple, meaningful, and actionable. Tools for tracking website metrics in 2026. * Analytics: Google Analytics 4 (GA4) remains the go-to for on-site performance. Adobe Analytics is a solid alternative for larger enterprise setups. * Rank Tracking: Semrush, SE Ranking, and Ahrefs all give you visibility over keyword rankings, including AI Overviews. Your choice often comes down to budget and the depth of data you need. * LLM Tracking: Profound, Peec AI, and Semrush are its top AI Search visibility tracking tools. Turn website data into measurable marketing growth. The businesses that will win in 2026 aren't the ones with the most data. They're the ones who've taken the time to decide what good looks like and built their reporting around that. If you're not sure whether your current website metrics are giving you the right picture or if you want a second opinion on where your biggest growth opportunities are, request a marketing review from Exposure Ninja. Exposure Ninja'll take a look at what's working, what's not, and where to focus next. FAQs. What are the top 3 website performance metrics to monitor? The three most important website performance metrics are traffic (sessions), conversion rate, and revenue or leads. Traffic shows whether your marketing is bringing people to your site, while conversion rate shows how effectively your site turns those visitors into customers or enquiries. Revenue or leads confirm whether that activity is actually driving business growth. Are website traffic metrics still important? Yes, but only when paired with related website metrics. Traffic growth is a positive signal, but sessions alone can't tell you whether your site is actually performing. Always pair traffic metrics with conversion rate or key events to understand whether increased visits are translating into real business value. What metrics show whether a website is generating revenue? The clearest revenue indicators are total revenue, conversion rate, and average order value. Revenue tells you the outcome; conversion rate shows you how efficiently your site turns visitors into customers; and average order value helps you understand the quality of those customers. Funnel attrition data provides further clarity by showing exactly where potential customers drop off before converting. How often should you review website metrics? Most marketing leaders benefit from a weekly pulse check on key conversion and traffic metrics, with a deeper monthly review that includes SEO rankings, funnel performance, and channel breakdowns. Quarterly reviews are the right moment to reassess whether your metrics still align with your business goals. Which tools are best for tracking website performance? Google Analytics 4 (GA4) is the standard for on-site behaviour and conversion tracking. For SEO and AI Overview visibility, Semrush, Ahrefs, and SE Ranking are all strong options, depending on your budget and requirements. For LLM visibility tracking, Profound, Peec AI, and Semrush are great options. What metrics should marketing leaders report to executives? Executive reporting should focus on the metrics that connect marketing activity to business outcomes: revenue or leads generated, conversion rate, cost per acquisition by channel, and visibility.

Sesamers - European brands are increasingly struggling to maintain visibility across fragmented digital channels, creating a €2.3 billion addressable market for

Berlin's Peec AI lands €18 million as demand grows for ai-based brand visibility tools. Peec AI, a German marketing platform built for the age of AI search, today announced a €18 million ($21 million) Series A to accelerate product development, expand its team, and establish a New York presence. The round was led by European VC firm Singular, with participation from Antler, Combination VC, identity.vc, and S20. The round follows Peec AI's Seed financing led by 20VC in July 2025 (as reported by EU-Startups) and brings total funding to €25 million ($29 million). "We are obsessed with precision. Clean data, clear workflows, and a UI that teams actually love to use," says Marius Meiners, co-founder & CEO of Peec AI. "Our job is to help marketers win where AI is shaping the narrative, without adding complexity." Peec AI's €18 million Series A enters a European funding landscape in which AI-driven marketing and brand-visibility tools continue to attract investor attention in 2025. Other activity in adjacent sectors includes France-based Massive Dynamic with a €3 million pre-Seed round to develop an AI-native marketing-ops suite, the Netherlands' aizy raising €1.5 million to expand its AI-driven marketing software for SMEs, and the UK's Plain securing €14.5 million for its collaborative AI-powered support platform. Germany also features strongly in this segment: Berlin-based Talon.One closed a €114 million round to scale its AI-enhanced loyalty infrastructure, placing it in the upper tier of funding volumes this year. With approximately €133 million flowing into comparable or adjacent European startups, Peec AI's raise positions the Berlin-founded company in the mid-scale funding bracket of an increasingly active sector, complementing earlier EU-Startups coverage of its 2025 Seed round. "Our ethos is simple: care, authenticity, and craft. We will continue to move fast, listen to customers, refine details, and build a product that marketing teams love to use every day", adds Meiners. Co-Founders Daniel Drabo, Tobias Siwonia, and Marius Meiners met in Antler's Berlin-based Winter 2024 cohort, united by a shared fascination with the future of search and product discovery. Peec AI enables marketing teams to see how their brand appears in AI-generated answers, which sources shape those results, and what actions drive visibility, sentiment and reach - all from one intuitive platform. Since launching in February 2025, Peec AI has onboarded 1,300+ brands and agencies (adding 300+ customers per month) across industries and markets - including n8n, Attio, ElevenLabs, Chanel, TUI, Axel Springer, Peak Ace and DEPT - and grown to over €3.4 million ($4 million) in ARR. "I like the opinionated design that Peec uses where you can quickly complete the most important steps in your workflow. Set up prompts, see how you appear in AI answers, check visibility, position, and sentiment. Then you can take action based on the most common citations. Peec avoids the issues we see with other SEO/AEO platforms where there can be an overload of features as well as features or information that isn't of primary importance," says Ethan Smith, founder and CEO of Graphite. AI search is rapidly becoming the new discovery layer for both consumers and B2B buyers. Yet the company outlines most marketing teams still fly blind - unable to see how their brand is represented across platforms like ChatGPT, Perplexity, or Gemini, or to understand which sources shape that narrative and how to influence it. One of the biggest challenges in this emerging category is combining analytical depth with ease of use. Peec AI is designed to keep complex data accessible, helping marketing teams move from insight to action without friction. "AI search is rewriting the rules of discovery, and Peec AI is the team redefining how brands show up in that new landscape," said Henri Tilloy, Partner at Singular. "AI marketing is a very nuanced and vibrant new product category where technical challenges emerge in real time as the market expands. Building for scale and reliability, while delighting customers is a challenge in a market moving so quickly. Tilloy adds: "Peec AI combines depth, design, technical excellence and ruthless product velocity in a way that is rare at this stage. They are building real technology with the potential to lead a defining category." * Open offices in New York * Hire 40+ new team members over the next six months * Expand its platform beyond analytics to build the marketing software stack for the AI era David is the News Editor at EU-Startups. With a background in EU journalism, policy, and communications, he is passionate about driving the tech and startup sector forward and in promoting quality and meaningful journalism.