The REPP Score™ Methodology
A unified, four-pillar framework for measuring marketing and communications impact — built for the integrated era, and now extended to capture brand visibility inside AI answer engines.
Four pillars 0–100 composite score Configurable per client + AI Visibility
One brand, ten dashboards, no single story
Modern communications spans earned media, social, paid, owned channels, search — and now AI answer engines. Each surface comes with its own metrics, units, and vendor reports. Senior leaders are left to reconcile competing signals every quarter, while comms teams struggle to prove cumulative impact in a language the C-suite recognizes.
REPP Score™ was built to close that gap. It rolls the metrics that actually matter — across paid, earned, owned, social, and AI — into a single 0–100 score, anchored to four enduring pillars of brand presence. It does not replace the underlying analytics. It interprets them.
Four pillars that map to how brands actually grow
Every campaign, every quarter, every client is scored against the same four pillars. The KPIs inside each pillar can be tuned to industry and objective, but the architecture is stable — which is what makes scores comparable across campaigns and over time.
Reach
Cultural presence & discoverability
- Earned Media Mentions
- Priority Media Penetration
- Share of Voice
- Social Media Mentions
- AI Share of Voice
- AI Citation Share
- AI Prompt Presence
Engagement
Depth of audience connection
- Total Social Engagement
- Engagement Rate
- % Positive / Neutral Sentiment
- Video View-Through Rate
- AI Answer Sentiment
- AI Narrative Alignment
Performance
Behavioral proof of impact
- Website Sessions
- Campaign Landing Page Views
- Click-Through Rate
- Form Submissions / Sign-ups
- Paid ROAS & CPA
- AI Recommendation Rate
Persistence
Sustained cultural velocity
- Social Echo
- Earned Pickup
- Community Growth
- Conversation Longevity
AI Visibility — embedded in the framework
Generative answer engines — ChatGPT, Perplexity, Google AI Overviews, Claude — are becoming the first surface a buyer or journalist meets a brand on. Whether your brand shows up in those answers, how it’s framed, and whether it gets cited or recommended are now first-class measurement questions.
We did not invent a fifth pillar to host them. AI visibility is a type of presence, a type of sentiment, and a type of recommendation — so its KPIs live inside the pillars that already measure those things. The framework stays four, but each pillar now sees a wider aperture of the brand.
Reach
AI Share of Voice
Brand mentions ÷ all brand mentions in AI answers
AI Citation Share
Owned-domain citations ÷ all citations across answers
AI Prompt Presence
Prompts where brand appears ÷ total prompts tested
Engagement
AI Answer Sentiment
Positive + neutral framings ÷ all brand framings
AI Narrative Alignment
Key-message hits ÷ key-message checks
Performance
AI Recommendation Rate
Prompts recommending brand ÷ total recommendation prompts
Persistence
Persistence remains earned- and social-driven for now. AI visibility KPIs will extend here as longitudinal answer-engine data matures.
AI capability built in. Use our native AI visibility tool — or connect your own.
One number for the boardroom. Four pillars for the strategist.
Full transparency for the analyst.
The REPP Score is intentionally a composite. A single number is what a CMO or CEO actually uses, and what a board actually remembers. But the framework underneath is built so that anyone who needs to interrogate it — a measurement lead, a brand strategist, an auditor — can drill from the score, to the pillar, to the KPI, to the row of source data that contributed to it.
That layered design is also what lets the framework grow. As measurement surfaces shift — from press hits to social, to search, to AI answers — REPP absorbs the new inputs without breaking what came before. The score from last year’s campaign and this year’s are still comparable. The story is still legible.
Frequently asked questions
Do I need new tools to use REPP Score?
No. REPP Score is designed to read the exports you already produce — Meltwater, Cision, Brandwatch, Sprout, GA4, Meta & LinkedIn Ads, and others. Column names are remappable per client, so existing reports flow in without re-tooling. The one exception is AI visibility, which is sourced through our native harness so it can be turned on without a separate vendor contract.
How do scoring bands get set?
During onboarding, we run a configuration workshop with your team to define bands per KPI — what counts as low, moderate, strong, and exceptional for that client. Bands differ by industry and company size; a 2% engagement rate is strong for B2B enterprise and only moderate for a consumer brand. Bands are visible and editable in the admin panel after launch.
Can pillar weights change campaign to campaign?
Yes. Awareness pushes can weight Reach heavier; conversion-led campaigns weight Performance heavier. The four pillars are stable, but their relative emphasis is a per-campaign decision so the score reflects what success looks like for that initiative. You can define “scenario presets” based on different campaign objectives.
Is the score auditable?
Yes. Every campaign score includes a full pillar breakdown, every pillar reveals its KPI contributions, and every KPI exposes the raw rows that fed it. A Validation Export — generated on demand — packages all of this into a single workbook for review.
Want to see what REPP Score looks like with your data?
We run a live walkthrough of the prototype, a discovery session against one of your clients, and deliver a custom configuration proposal in two weeks.