Tracking Products

Spyglasses can run an AI visibility report on a product, not just a parent brand. Use it when a brand has multiple distinct products with their own positioning, audience, or buyer journey — and you want to see how each one shows up in AI answers independently of the corporate-level brand.

Product overview: Product Tracking — what it does, who it's for, and how to get started.

What You'll Learn

• When to track a product vs. just the parent brand
• How to add a product and what the "Product page URL" controls
• How the brand snapshot is built from a single seed page
• How a product report differs from a brand report
• Which modules a product property gets — projects, PR, locations, SEO opportunities, the Citation Optimizer — and which stay brand-only
• How to use key messages and tags to slice product-level metrics

When to Use a Product Report

A product report is the right tool when a single domain hosts multiple things you want to track separately. For example:

• A motorcycle manufacturer's Road Glide Limited vs. Pan America 1250 — same brand, completely different buyer prompts.
• A SaaS company's Analytics and CDP product lines — different buyers, different competitors, different category framings.
• A retailer's Apparel and Home Goods categories — same domain, different shopping intent.

If you only need a single rollup for the whole company, run a brand report instead — it crawls the root domain and gives you one view across everything.

Adding a Product

In Properties → Track something new, choose Product as the subject type, then fill in:

• Product page URL — a representative page for the product, e.g. https://www.harley-davidson.com/us/en/motorcycles/road-glide-limited.html. This is the seed URL — the anchor for everything downstream. The crawl, the brand snapshot, the report's domain context, and the AI prompts all derive from this page rather than from a root domain.
• Display name (optional) — a friendly name shown in the dashboard, e.g. Road Glide Limited. Falls back to the snapshot's extracted name if left blank.

The form validates the URL up front — it must be an http:// or https:// URL — so a misspelled or non-public link fails before the report starts.

The Brand Snapshot

A product property's brand snapshot is built from a seed-URL crawl, not a full-domain crawl. The crawler:

1. Always crawls the seed URL itself so the product's own page is the anchor of the snapshot.
2. Discovers sibling product pages by scanning the seed page's navigation and in-content links. Links sharing the seed's first path segment (e.g. other /products/ pages) get a scoring bonus so the page set stays in the product section instead of drifting into corporate nav.
3. Falls back to domain-root discovery when the seed alone yields too few pages — useful for surfacing context like /about or /pricing that a deep product page may not link to directly.

The resulting BrandSnapshot contains the product's name, tagline, category, ICP, problems solved, features, pricing, differentiators, and other fields — same shape as a brand snapshot, just scoped to the product's positioning.

Manual entry

If the product page is JS-heavy or behind authentication and the crawl can't extract enough content, you can author the snapshot by hand. On the property's brand snapshot page, click Enter manually to create a blank snapshot, then fill in each field directly. Manual edits are preserved across rebuilds.

Rebuilding the snapshot

You can rebuild the snapshot at any time from the property's settings. For a product, the rebuild reuses the same seed-URL crawl path — if the page set has changed (new sibling products, updated copy), the rebuild picks up the new content. Manual field overrides survive the rebuild by default; pass Discard overrides to start from a clean crawl.

What's Different from a Brand Report

Product reports run the same discovery and recommendation pipeline as brand reports — AI Visibility section, competitor analysis, citations, historical metrics, funnel hero, tracked-attribute matching, the lot. With three intentional differences:

• Crawl scope — pages come from the seed URL's neighborhood, not the root domain. This keeps the snapshot focused on the product's context instead of diluting it with corporate-level content.
• No brand-consistency scoring — the "does AI describe this thing consistently?" score is a corporate-brand signal that doesn't translate well to product-level evaluation. Product reports get a snapshot for downstream use but skip the consistency loop. Nothing computes consistency checks for a product, so the Brand Consistency card is not rendered at all on a product's Brand Dashboard — it isn't an empty card waiting to be filled.
• Robots.txt and Brandfetch use the seed URL's host. If the parent brand's robots.txt blocks the crawler, the product report fails the same way a brand report on that domain would.

Everything else — discovery prompts, key-message tracking, citations, share of voice, share of influence, the AI Visibility Funnel, custom tags, and the daily prompt runs — works identically.

What a Product Property Can Do

A product is treated as a subject with a market position of its own: competitors, earned coverage, a share of the answer, its own geography. Every module that measures or acts on that position is available to a product. The dividing line is narrower than "brand vs. product" — it is whether the module needs a crawlable site the product itself owns, which a product doesn't have, because its pages live on the parent company's domain.

Projects — PR and General

Products get Projects, so a launch or a category push can be tracked as a campaign with goals, assigned prompts, annotations and a weekly summary email. Two of the three project types are available:

• PR projects — track earned placements for the product launch.
• General projects — anything that isn't strictly one or the other.
• SEO projects are not offered. An SEO project tracks a page group on the property's own site, and a product has no page set of its own to group. Track the product's pages in an SEO project on the parent brand property instead.

The PR toolchain

The whole earned-media workflow works on a product exactly as it does on a brand:

• Placements — score an individual mention of the product on a specific page.
• Coverage Groups — bulk-import a month of launch coverage and attach it to a PR project as a single goal.
• Publisher Lookup — score any publisher domain in the product's context before you pitch it.
• Earned Media — the dashboard module that ranks the outlets citing your competitors but not you, built straight from the product's citation data.

SEO opportunities against the parent site

The grounding-search gap analysis does run for products. It needs a focal domain to check rankings against, and the product borrows one: the host of its seed URL — that is, the parent company's site, which is exactly where the product's pages actually rank. So a gap on a product means "the assistant ran this grounding search, a competitor's page was there, and no page on your parent site was." The SEO Opportunities module and its drill-down behave the same way they do on a brand, including the hand-off into the Citation Optimizer.

Locations

A product can parent LOCATION sub-properties just as a brand can — an energy drink launching in a new country, a model line sold in three markets. The mechanics are identical: the location inherits the product's snapshot, company name and prompts; it owns its own competitors; and the daily fan-out runs the product's canonical prompts once per market. Billing follows the same rule — a tracked prompt on a product with N locations consumes N + 1 prompt runs per day. See the Locations dashboard.

Citation Optimizer — URL and Draft

The Citation Optimizer opens on a product in two of its three source modes:

• Paste a URL — score any live page against a tracked fan-out, including a product page on the parent site or an earned-media placement.
• Paste a draft — score raw markdown for a page you're still writing.

Pick a page is not offered. That mode ranks your own crawled and indexed pages, which only exist for a property with its own domain — so a product also skips the one-time crawl-and-index setup step, and a deep link that asks for page mode lands in URL mode instead.

Owned-versus-earned citations

Citation attribution keys off the same focal domain: a citation of a page on the seed URL's host counts as owned media for the product, everything else as earned. The owned/earned split on the Citations card and in Citation Intelligence is therefore meaningful for a product, not a permanent 0:100.

Visibility over time

Unchanged, and already worked before any of the above: historical metrics, the trend charts and the drill-downs from every card populate for a product exactly as they do for a brand.

What Products Don't Have

These are withheld on purpose, and each for the same reason — they assume a crawlable site belonging to the subject:

• AI Readiness Audit / Site Readiness — audits crawl and score a whole site. Run it on the parent brand property; the product's pages are covered there.
• FAQ Generator and the rest of the Content section — generation is anchored to a crawled page record on your own domain. Brand-only.
• Pages and sitemap import — the product has no page set of its own to import.
• AI Traffic Analytics, bot traffic, recrawl frequency and traffic control — all measured by the tracking script on your own site.
• Robots.txt analysis — a domain-level concern, meaningful on the parent brand.
• SEO projects — see above.
• Brand Consistency — nothing computes consistency for a product, so the card is not shown.

Key Messages and Tags for Products

Two existing features become especially useful for products:

• Product-specific Key Messages — capture the differentiators that matter for this product. A motorcycle product's positive key messages might be "Best touring motorcycle for long-distance comfort" or "Industry-leading cornering technology" — claims that don't necessarily apply to the parent brand as a whole. Positive key messages drive Share of Influence at the awareness stage of the funnel.
• Custom tags on discovery prompts — when a product has multiple sub-audiences or use cases, tag prompts with touring, sport, commuter (or whatever your segmentation is) and slice the funnel by tag to see how the product performs with each audience.

Historical Trends

The Brand Dashboard works the same way it does for brand reports, composed from a product-specific set of modules. Share of Voice, Competitors, Key Messages, Citations and goal impact, Earned Media and SEO Opportunities — along with the buyer's-journey band, Mentions, and the platform and tag filters on the visibility drill-down — populate exactly as they do for a brand, and the Locations module appears once the product has location children. Two modules are absent: Site readiness and AI Traffic, which assume a crawlable site of the product's own. Brand Consistency is absent too, and for a different reason — no job computes consistency checks for a product, so rather than showing a permanently empty card, the slot is left out.

Product reports also feed the daily prompt runs — every scheduled execution against the product's discovery queries updates the funnel and the trend charts, so you can see week-over-week movement without waiting for a fresh full report.

Practical Tips

• Pick the seed URL carefully. It should be the page that best represents the product on its own terms — typically the product detail page, not a category landing page. A category landing page often dilutes the snapshot with cross-product content.
• Author the discovery prompts before the first report. The auto-generated prompts use the snapshot, which is built from the seed page. They're a good starting point but rarely capture every nuance — review them and add product-specific ones (especially awareness-stage prompts that frame the problem the product solves, not just its category).
• Use the parent brand as a benchmark. Run a brand report on the parent domain alongside the product reports. You'll often see the parent brand's SoV is higher than any individual product's — that gap is the opportunity for product-level optimization.
• Tag prompts when you have multiple products on the same property. If you've tagged prompts as touring, sport, etc., you can switch between tag slices on the funnel hero without re-running anything.

Related

• AI Visibility Reports — Run reports against your product properties
• Brand Dashboard — The module grid a product property gets, and its drill-downs
• Projects — Run the product's prompts daily and track a launch as a PR or general campaign
• Placements — Score an individual mention of the product on a specific page
• Coverage Groups — Bulk-import launch coverage and track it as one project goal
• Publisher Lookup — Score a publisher in the product's context before you pitch
• Citation Optimizer — Score a URL or a draft against a real fan-out query
• Locations — Give the product a per-market view when it launches in a new geography
• Prompts — Manage discovery queries and tags
• Key Messages — Define product-specific narratives
• Tracking Locations & Franchises — How location sub-properties work under a brand or a product
• Tracking Awareness — Measure how your product framing appears before any brand is named
• Tracking Individuals — The same idea, applied to a person rather than a product