Bing Tests New “AI Performance” Reporting for Copilot

The new report, currently in a limited beta, marks Microsoft’s first major attempt to separate traditional search metrics from AI-driven discovery. Since the launch of Copilot (formerly Bing Chat) in early 2023, webmasters have struggled to understand if their content was actually being used to fuel AI answers—and more importantly, if it was driving traffic.

Tracking Citations Instead of Clicks

The core of the new report revolves around citations. Instead of showing impressions in a standard sense, the report reveals:

• Number of Citations: How many times your website was referenced as a source in a Copilot answer.
• Cited Pages: A granular breakdown of which specific URLs are being used to ground AI responses.
• Daily Trends: A timeline view of how often your site is supporting AI-generated content over time.

However, the major frustration remains: the report does not show click-through data. Site owners can see that they were cited 100 times, but they still have no idea if those 100 citations resulted in one click or one thousand.

Understanding “Grounding Queries” and Intent

One of the more technical additions is the inclusion of “Grounding Queries.” In AI search, a grounding query is essentially how the AI interprets a user’s prompt to find factual data.

• Interpretation over Keywords: Unlike traditional keyword reports, grounding queries show how Bing’s LLM reframed a user’s question to pull information from your site.
• Intent Categorization: The report attempts to label these queries by intent, such as Informational (looking for facts), Navigational (looking for a specific site), or Transactional (ready to buy).

Why the Lack of Click Data is Controversial

For the SEO community, this data gap feels intentional. With “zero-click” searches reportedly exceeding 58% in recent industry studies, there is growing concern that AI search results satisfy user intent directly on the search page, removing the need to visit the cited website. By withholding click data, Microsoft (and Google, with its AI Overviews) makes it difficult for publishers to calculate the “cannibalization rate” of AI search.

How to Access the Beta

As of late January 2026, there is no formal sign-up for the AI Performance report. It is appearing sporadically for users under the Search Performance tab in Bing Webmaster Tools.

• Check your dashboard: Look for a new toggle or sub-menu titled “AI Performance.”
• Verify Property: Ensure you are looking at a verified domain, as aggregate data for unverified subdomains may not populate correctly in this view.