When a large language model (ChatGPT, Claude, Perplexity, Gemini) references your brand or content as a source in its generated response.
An LLM citation is the explicit (or implicit) reference an AI engine makes to a brand, URL, or content piece when answering a user's question. Some engines (Perplexity, Gemini) link sources explicitly; others (ChatGPT, Claude) cite via brand mention without always linking. Tracking citations across engines is the foundational measurement layer for AEO programs.
Citations drive both direct traffic (when the user clicks through) and indirect brand awareness (when the user reads the answer and remembers your brand for later). The challenge: 80%+ of citations don't pass referrer headers cleanly to GA4, making attribution invisible without a specialized tool.
A user asks ChatGPT 'best HubSpot alternatives.' ChatGPT cites HubSpot, Salesforce, Pipedrive, ActiveCampaign, and Insightly. Each of those brands received an LLM citation for that query. The user may click none of them — but next month, when evaluating CRMs, will remember the names.
The terms in this glossary aren't theoretical — they're what Lantern's product calculates and reports every month for B2B SaaS teams. See yours in 7 days. 14-day free trial.
Join Waitlist