Find your numbers

Last updated 2026-09-03

You can run the calculator with nothing but the defaults. Your own numbers make it yours. Here is where each one lives.

Organic search visits per month

1. Open GA4. Go to Reports, then Acquisition, then Traffic acquisition.
2. Set the date range to the last full month.
3. In the search box above the table, type "Organic Search" to filter the default channel group.
4. Use the Sessions figure.

If you use another analytics tool, look for sessions where the source is a search engine and the medium is organic.

Visits from answer surfaces

Google does not separate AI Overview clicks in Search Console yet. What you can measure:

• Perplexity referrals: in Traffic acquisition, change the dimension to Session source and filter to perplexity.ai.
• Featured snippet and AI Overview clicks are inside your organic search figure already.

Leave the box blank and the tool estimates 5% of your organic search visits. Enter your Perplexity referrals plus your best guess if you prefer.

Referral visits from AI assistants

1. In GA4 Traffic acquisition, change the primary dimension to Session source.
2. Filter to each of: chatgpt.com, chat.openai.com, claude.ai, gemini.google.com, copilot.microsoft.com.
3. Add up the sessions.

Leave the box blank and the tool estimates 1% of organic search visits.

Conversion rate

GA4 Reports, then Engagement, then Conversions shows key events. Divide key events for the action you value by sessions in the same period. If you have no tracked conversion, use the industry preset and say so in your business case.

Value per conversion

• Ecommerce: average order value from your store or from GA4 Monetization.
• Leads: average deal size times the share of leads that close. Ask sales for both.

Keywords, volume, position and cost per click (Detailed mode)

1. Search Console: Performance, then Search results. Export the Queries table. That gives keyword, clicks, impressions and average position.
2. Google Keyword Planner (free with a Google Ads account): paste the keywords into Get search volume and forecasts. Export. That gives monthly searches and top of page bid, which is your cost per click.
3. Put them in one sheet with columns keyword, volume, position, target, cpc. Copy and paste the rows into the SEO tab.

Semrush, Ahrefs and most rank trackers export the same columns. The tool reads common header names from all of them. If your export uses a comma as the decimal separator, change it to a point first.

Questions and prompts, and whether you are cited (Detailed mode)

You need two things: a list of questions or prompts buyers use, and whether AI engines cite or mention you for them today.

• Questions come from People Also Ask boxes, your support inbox and your sales team.
• Citation visibility is what Web Cited measures. Its audit runs your buyer queries through ChatGPT, Claude and Gemini and reports where you appear. Enter that as the current share.
• Prompt volumes are not published anywhere. Enter a comparable search volume and let the AI demand ratio estimate the rest, or enter your own estimate.

Program cost

Add up the monthly cost of people, agency fees, tools and content production for the program. Put one-time items such as a migration under Refine by channel as one-time cost.