AI Search Visibility Reporting Tool: Client Reports for Agencies, Otterly, Peec.ai, Profound, Semrush
A buyer guide to AI visibility reporting for agencies: what each tool exports, what it costs across ten clients, and who should pick which.
Buying an AI visibility tool as an agency is a different purchase from buying one for your own brand. You are not asking "can I see my mentions?" You are asking whether the output can go to a client without three hours of reformatting, and whether the price still makes sense at ten accounts. This guide compares the tools on those two questions.
What a client report has to do
A retainer client reads a report to decide whether the money was well spent. Mentions alone rarely settle that, because a mention is not a visit and not a sale. The reports that survive a budget review connect three links: AI engines found the content (crawler activity), cited it (citation analytics) and sent people who did something (AI-referred conversions).
That sets the buying test. Ask each vendor which of those links it can show, and how the data leaves the tool. For the full reporting framework, see our earlier piece on how clients rank in AI search. This guide is about picking the software.
Side-by-side comparison
| Tool | Multi-client | Report output | Outcome evidence | Agency cost note |
|---|---|---|---|---|
| Promptwatch | Unlimited projects and prompts, 10 seats on every agency plan | Looker Studio and Google Search Console connectors, REST API v2, MCP server, Slack | Citations, AI crawler logs, AI-referred visits and conversions | Kick-off $199/mo, Growth $399/mo, Scale $799/mo |
| AthenaHQ | Entry is single-country; multi-market pushes to Enterprise | Action Center tasks | GA4, Shopify and Webflow attribution listed; no crawler logs | From $295/mo, credit-based |
| Scrunch AI | Not a headline feature | Weak reporting; users export to Excel | Crawler traffic analytics | From $250/mo (annual) |
| Profound | Enterprise-gated | Custom | Citation share and answer analytics | Starter ChatGPT-only; Enterprise from about $40k/yr |
| Semrush AI Toolkit | Per-domain add-ons | Mature Semrush reporting | Mention tracking; no crawler logs or conversion attribution | $99/mo per domain, about $1,000/mo for ten domains |
Prices come from each vendor entry in our directory and may change. White-label deserves its own caveat: on Promptwatch it is Enterprise or custom, not part of the self-serve agency plans.
Who should pick which
Pick Promptwatch if reporting has to show outcomes. It is the only option here that combines citation analytics, real-time crawler logs from bots like ChatGPTBot, ClaudeBot and PerplexityBot, and visitor analytics with conversions. The agency plans are priced by response and crawler log volume, not by client, so a growing roster does not multiply the bill. Growth is labelled the most popular tier. If a branded portal is a hard requirement, plan for an Enterprise conversation, or brand the Looker Studio report yourself.
Pick AthenaHQ if your team will work an action queue every day and your clients sit in one market. Watch the credit-based billing against a client book.
Pick Scrunch AI if the crawler-side optimization approach appeals and someone on your team enjoys building charts in Excel. The reporting complaint is the one most often raised against it.
Pick Profound only if the client is an enterprise brand with a custom agent program in mind. It is sold more as marketing agents than as an AI-search tracker, and the Enterprise tier starts around $40k a year, so it is a poor fit for typical agency volume.
Pick Semrush AI Toolkit if every client is already in Semrush and you mostly want an AI column in reports they recognize. Run the numbers first. Each extra domain adds $99/mo, each extra user $99/mo and every extra 50 prompts $60/mo.
The trackers agencies already know
Otterly.AI and Peec AI are in the title for a reason, since agencies search for both. We keep them at the end of every comparison.
Otterly.AI has no PDF export. Its Looker Studio export starts at the Standard plan, $189/mo, and it works with Semrush. The same entry notes monitoring data can be up to 7 days stale, so weekly check-ins are fine and live client calls are not. See the Otterly.AI review.
Peec AI has an Agency plan from $245/mo with a multi-client structure and white-label reporting. Each tier includes 3 models, with additional models sold at $35 to $165 per month each, so price your actual coverage before comparing. It tracks and does not diagnose, which means your report will show visibility without crawler or traffic evidence. See the Peec AI review.
A cost check at ten clients
Ten clients on Semrush AI Toolkit come to roughly $1,000/mo from domains alone, per our entry, before extra users. The same ten clients fit inside a single Promptwatch agency plan, so the real comparison is between Kick-off, Growth and Scale, chosen by how many responses and crawler logs your book needs. Check the allowances on the vendor page against your own client mix before signing, since we only quote the headline limits here: 10,000 responses and 10M crawler logs on Kick-off, 25,000 and 25M on Growth, 65,000 and 100M on Scale.
Our recommendation
Start with the report you want to send, then pick the tool that can fill every section of it. For most agencies that points to Promptwatch. Try the Kick-off trial on one client, build a full month's report, and judge it by whether the client asks about outcomes instead of rankings: https://promptwatch.com?ref=101seomedia. For the white-label side of the decision, read agency white-label dashboard options.