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The Analyse tab provides a pivot table view that lets you compare any two dimensions against each other, with your choice of metric. This is the most powerful analysis tool in Surfacd.

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How It Works

Choose what goes on the rows, what goes on the columns and which metric to display in each cell.

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Dimensions

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Metrics

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Reading the Matrix

Each cell shows the value for that row/column combination. For example: Analyse Visibility comparing Brands by Service Shows each brand’s visibility on each AI platform. Analyse Industry Rank comparing Topics by Country Shows how you rank by topic in each country.
To filter the report by Topic, Tag, Service, or Country, make sure you have:

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Change Tracking

Toggle Show Changes to see how values shifted compared to the previous period. Changes display as:
  • Green with ↑ = Improved
  • Red with ↓ = Declined
  • Grey = No change
The comparison period matches the length of your selected date range (e.g. if viewing the last 7 days, changes compare against the 7 days before that).

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Filters

The matrix respects all global filters:
  • Brand - Select specific brand to compare against
  • Date Range - Time period for calculations
  • Topics - Filter by prompt topic categories
  • Tags - Filter by your custom prompt labels
  • Services - Focus on specific AI platforms
  • Geos - Country-specific data

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Export

Click Export to download the matrix as an Excel file. The export includes all visible data based on your current dimension, metric, and filter selections.

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Tips

  • Start with Brand vs Service to see where you’re strongest and weakest across platforms
  • Use Topic vs Brand to see which categories each competitor dominates
  • Use Tag vs Brand for cross-cutting analysis by your custom labels
  • Country vs Service reveals regional differences in AI responses
  • Toggle changes on/off to spot trends vs. viewing absolute values
  • Combine with the competitors filter for focused competitive analysis