On 19 October 2026 we opened a report in our own Search Console that Google launched in June. It is called Generative AI features, it is labelled beta, and it showed that synlighetsverket.se had received 3,610 impressions in Google’s AI answers over three months. The report is now available for all websites, so you can see the same for your own site.

This guide is only about that report: where it is, how to read it and what a local business can do with the figures. How to measure ChatGPT, Perplexity and Copilot is covered in Is your business in AI answers? How to measure it. As of 24 October 2026.

Where is the AI report in Search Console?

Among the Performance reports. In our Search Console, which is in English, it sits in the menu under Performance and is called Generative AI features. Google’s Help Centre calls it the Generative AI performance report (Search), and the Help Centre page has a direct link to the report.

If your Search Console is set to Swedish, the names differ. Google’s Swedish help calls the report Resultatrapport för generativ AI (Sök), and impressions are called exponeringar. We have not seen the Swedish version of the menu itself.

The report is new. Google introduced it on the Search Central Blog on 3 June 2026 and first gave it to a subset of sites, to test it and gather feedback. In an update to the post, Google says that “As of August 31, 2026, we’ve rolled out these insights to all websites worldwide.” Google also says more metrics may be added over time, so what is described here may change.

There is also a separate generative AI report for Discover. This guide covers the report for Search.

If you cannot find the report

According to Google, this is usually because your site has not received enough impressions in generative AI features on Google Search, or because you have excluded your site from them. We have not found a threshold in Google’s help for how many impressions are needed.

Exclusion is controlled under Settings > Search generative AI, and by default your site is included. What the setting affects, and why excluding your site is rarely the right call for a local business in our assessment, is covered in our guide to measuring AI visibility.

What does the AI report show?

A single metric: impressions, meaning how many times links to your site were shown to a user in a generative AI feature on Google Search. The report currently covers AI Overviews and AI Mode. Experiments in Search Labs are not included.

You can break the impressions down in five ways:

BreakdownWhat it shows
PagesWhich URLs were linked. Google uses the final URL after redirects, and the canonical URL where there is one.
CountriesWhere the search came from
DevicesDesktop, tablet or mobile
DatesBy day, week or month. Dates follow Pacific Time.
Search typeWeb: text-based, meaning standard searches in the search bar, and Web: multimodal, searches with an image, for example with Google Lens or Circle to Search

You can also filter on a single URL and export both the chart and the table. Values shown as ~ or - become zeros in the downloaded file. The newest data is preliminary, shown as a dotted line, and may change.

What does the report not show?

Clicks, queries and the content of the answers. Those gaps decide how you can use the figures.

  • Clicks. Google says “Clicking a link to an external page in the AI Overview counts as a click”, and the same applies to AI Mode. But those clicks are reported in the standard Performance report, under the Web search type, together with all other clicks from Search. You cannot see how many of them came from AI answers.
  • Queries. You see which pages were shown, but not for which questions.
  • Which AI feature. Google’s Help Centre page lists no breakdown between AI Overviews and AI Mode.
  • Position. The AI report has no position metric. In the standard Performance report, all links in an AI Overview are given the same position, and a follow-up question in AI Mode counts as a new query.
  • What was said. The report counts links. It says nothing about what the answer claimed about your business or whether it was correct. If your business is named in the text without a link to your site, it is not counted, in our reading of the definition.
  • Other AI services. ChatGPT, Perplexity and Copilot are not included. For Copilot and Bing, Microsoft has its own report in Bing Webmaster Tools, which we describe in our guide to measuring AI visibility.

How do you read the AI report?

Read it as a list of the pages Google links to in its AI answers, and as a trend over whole months. Five things help you avoid wrong conclusions.

Do not add up the pages and compare them with the total

The chart total is counted per site: two links to the same site in the same AI answer count as one impression. When you look at pages, the table counts per page, so the same answer can give an impression to each page that is linked. Google itself says the chart totals can differ from the table totals. A single page’s share of the total is therefore a rough estimate.

Do not add the AI report to the Performance report

Google says in the blog post that the data is also included in the overall Performance report, and in its documentation on AI features that they are reported under the Web search type. The impressions in the AI report are already among the standard report’s impressions. Do not add them together. Compare them instead: what share of your site’s impressions comes from AI answers?

Filter to Sweden

If you sell to customers in Sweden, the impressions in Sweden are the ones that count. If your site has pages in English, or articles read abroad, some of the impressions may come from other countries. Choose Countries and look at Sweden before you draw conclusions.

Be careful with small numbers

If your site has few impressions in AI answers, small changes are enough to move the curve a lot. Our page about Instagram ads had 54 impressions in three months, about four a week. Figures like that say little about a single week. Compare whole months instead, and ignore the most recent day, because that data is preliminary.

Separate your site from Google

A rising curve can mean that your pages have become better sources, that Google is showing AI answers for more searches, or both. The report does not tell them apart. In our assessment, comparing your own pages is therefore more useful than the slope of the curve: which pages appear, and which are missing?

Example: what our own report showed

Search Console for synlighetsverket.se (domain property), 18 July–17 October 2026, read on 19 October 2026.

The site received 3,610 impressions in Google’s AI answers over the three months. The curve went from almost zero in July to about 130 impressions a day in mid-October.

Four pages had the most impressions in AI answers:

PageImpressions in AI answers
The guide to TikTok Shop in Sweden, Swedish version1,456
The same guide in English1,291
The guide to Google AI Overviews126
Our page about advertising on Instagram (in Swedish)54

The two versions of the TikTok guide had 2,747 impressions between them counted by page, about three quarters of the total. Because the total is counted per site and the pages per page, the share is an estimate, but the picture is clear: a single guide accounted for most of it.

Bar chart of impressions in Google's AI Overviews and AI Mode by page for synlighetsverket.se, 18 July–17 October 2026: the TikTok Shop guide in Swedish 1,456 impressions, the same guide in English 1,291, the guide to Google AI Overviews 126 and the Instagram ads page 54. In total the site had 3,610 impressions in AI answers.
A single guide, in two language versions, accounted for about three quarters of the impressions counted by page. The report shows impressions, not clicks or queries. Read on 19 October 2026.

In the same period the site had 38,000 impressions and 402 clicks in standard search. Here is what we can and cannot read from that:

  • Just under one in ten impressions came from AI answers. If the AI impressions are included in the 38,000, as Google describes, 3,610 is just under 10 per cent.
  • Only one service page was among the four, the one about Instagram ads. The rest were articles.
  • We do not know how many people clicked. Some of the 402 clicks may have come from AI answers, but the report does not show how many.
  • We do not know which questions it was. We have to find that out ourselves, as described in the next section.

This is three months on one site, and it says nothing about how things look for another business.

How do you find the questions behind the impressions?

Through the pages. The AI report does not show queries, but the standard Performance report shows which searches each page received impressions for. Here is how:

  1. Note the pages with the most impressions in the AI report.
  2. Open the standard Performance report, click + Add filter, choose one of the pages and look at that page’s queries.
  3. Pick out the queries that sound like a customer, for example those that start with “how” or “what does it cost”, or that include a town. If your customers search in Swedish, look for “hur”, “vad kostar” and the like.
  4. Search for them yourself in Google and in AI Mode, and note whether an AI answer appears and whether it links to your site.

The list gives you candidates, not answers. The standard report includes every impression for the page, including searches where no AI answer was shown. Answers also vary between people and occasions, so a single check says little. How to keep your checks comparable over time is covered in our guide to measuring AI visibility.

If you want to test customer questions in several services at once, you can use AI-provet, our free tool (in Swedish). It creates 14 customer questions for your trade and town and opens them in ChatGPT, Perplexity and Google’s AI Mode. You note yourself whether the business was named, and the summary is made in your browser without anything being sent to us.

What should a local business do with the figures?

Use them to choose which pages to improve, not as a score. Here are four situations and what you can do in each.

The report is missing or shows almost nothing

Check the setting first. If your site is included, the basics apply. Google says “There are no additional requirements to appear in AI Overviews or AI Mode”: the page must be indexed and eligible to be shown in Google Search with a snippet. Check that your service pages are indexed, for example with the URL Inspection tool.

What Google itself says about AI search optimisation, and what you do not need to spend money on, is covered in What Google says about AI search optimisation.

The impressions land on the wrong pages

If an older article gets the impressions but the page where customers can book does not, in our assessment that says something about which questions Google thinks your site answers best. Make sure your service page answers just as directly: what you do, where, what it costs and how to book, with the answer first. Link from the article to the service page, so that people who click can move on. How to write a page that is easy to cite is covered in Google AI Overviews: how your business ends up in the answer.

The impressions land on the right pages

Then the next question is what the answers say. Search for the questions yourself and check that the details are correct: price, opening hours, town and which services you offer. If something is wrong, correct it where it comes from, on your website, in your Google profile or in a directory. How ChatGPT and other services pick up details about businesses is covered in How your business shows up in ChatGPT.

You sell something people photograph

If you sell something customers take pictures of, such as food, plants, furniture or clothes, also look at the Web: multimodal search type. It shows impressions from searches where the user searched with an image.

Connect the figures to customers

Impressions are not enquiries. Google says clicks from search results pages with AI Overviews are higher quality, meaning visitors are more likely to spend more time on the site. That is Google’s own claim, and you cannot check it for your site in the report. For a local business, calls, bookings and enquiries are what count, so ask new customers how they found you. How to find AI visits in your analytics is covered in our guide to measuring AI visibility.

We cannot promise anyone a place in AI answers, and we would be wary of anyone who does. What the report gives you is a way to see, month by month, whether your work on the pages is showing.

Checklist: the AI report once a month

Frequently asked questions

How can I see whether my site appears in AI Overviews?

Open the generative AI report in Search Console. It shows how many times links to your site were shown in Google’s AI Overviews and AI Mode, and which pages they were. To see what the answers say, you need to search yourself, because the report does not show the queries.

Where is the AI report in Search Console?

Among the Performance reports. It is called Generative AI features and was labelled beta when we checked on 19 October 2026. Google’s Help Centre calls it the Generative AI performance report (Search). According to Google, it has been rolled out to all websites since 31 August 2026.

Does Search Console show clicks from AI Overviews?

Not separately. Google says a click on a link in an AI Overview or in AI Mode counts as a click, but those clicks are reported in the standard Performance report under the Web search type, together with other clicks from Search. The AI report shows impressions only.

Why can’t I see the AI report in my Search Console?

According to Google, it is usually because your site has too few impressions in the AI features, or because your site is excluded from them. Check the setting under Settings > Search generative AI, where your site is included by default.

Does the report show which queries led to the impressions?

No. You see pages, countries, devices and dates, but not the queries. Instead, filter the standard Performance report by a page and look at that page’s queries. That gives you candidates, not proof, because the list also includes searches where no AI answer was shown.

How do you measure visibility in Google’s AI answers?

Follow the impressions in the generative AI report once a month, filtered to Sweden if that is where your customers are, and compare the pages that appear with the pages you want to appear. Search for your most important customer questions yourself and note whether the AI answer links to your site. Impressions are not enquiries, so also ask new customers how they found you.

Sources

All web pages read on 24 October 2026. The details about the report and settings reflect the situation in October 2026 and may change.