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The AI Performance report is a section inside Bing Webmaster Tools that shows you how your website’s pages are performing, specifically Bing’s AI-generated search experiences and most notably, Copilot’s answers.
It tells you which pages were cited, how often, what queries triggered those citations, and if users actually clicked through to your site from them.
It sits separately from the main Search Performance report, which covers traditional organic results. The two reports measure different things. A page can rank well in standard Bing results without ever appearing as an AI citation, and the reverse is also true. You need both reports to get the full picture.
Where to find it
Log in to Bing Webmaster Tools and look for “AI Performance” in the left-hand navigation menu. It’s listed under the Reports section. If you don’t see it yet, it may still be rolling out to your account — Bing has been gradually expanding access to this feature.
Once you’re in, you’ll see a dashboard with filters for date range, country, and device, along with the main data tables broken down by page and by query.
What the metrics mean
How the data is updated
The AI Performance report updates on a rolling basis with a typical delay of 48 to 72 hours. What you see today reflects activity from two to three days ago, and sometimes longer for certain metrics.
A practical tip: if the last two or three days in your selected date range show noticeably lower numbers than earlier days, that’s usually just the data still catching up — not a sign that your performance dropped. Give it a few more days and check again.
Bing also occasionally updates historical data retroactively as it finalises numbers from older activity. So if you check a date range on Tuesday and then again on Friday, some of the earlier figures may have shifted slightly. That’s normal.
Why some pages don’t show up
Not every page on your site will appear in the AI Performance report, and that doesn’t always mean something is wrong. There are a few common reasons a page might be absent:
• Privacy thresholds: Bing suppresses data that falls below minimum volume levels to protect user privacy. If your page is being cited but the query volume is low, it simply won’t appear in the report.
• Not indexed: If Bing hasn’t indexed the page, it has nothing to cite. Check your crawl data and indexing status first.
• Content isn’t answering a question directly: Copilot favours content that clearly and concisely answers a specific query. Pages that are too broad, too vague, or not structured around a real question are less likely to get picked up.
• Topic is self-contained in the AI: For common knowledge questions, Copilot may answer entirely from its own training data without citing any external pages at all.
How to use the report effectively
Here’s how to get real value out of the AI Performance report rather than just staring at the numbers:
• Compare weekly rather than daily. The data lag makes daily comparisons unreliable and easy to misread.
• Use the Queries tab to find topics where you’re getting impressions but low citations. Those are content opportunities worth developing further.
• Look at which pages have the highest CTR from AI citations and use them as a model for what’s working structurally.
• If you make a content change and want to measure its impact on AI citation rates, wait at least two weeks before comparing before-and-after data. Anything shorter won’t give you clean numbers.
• Don’t check it daily. A weekly or fortnightly review is plenty for most sites, given the reporting delay.
At Embarque, we track AI Performance data alongside traditional search metrics for our clients because they tell different parts of the same story. Citation trends show you where your content is earning credibility with AI systems. Click trends show you where that credibility is converting into a real audience. Both matter, and you need to read them together to understand what’s actually going on.
The bottom line
The Bing AI Performance report is one of the few places you can actually see how your content is performing inside AI-generated search results, not just traditional ones.
It’s still a relatively new feature, and the data has its quirks — the lag, the privacy thresholds, the citation-to-click gap — but once you understand how to read it, it’s genuinely useful.
AI search visibility is only going to become more important over time. Getting familiar with this report now puts you ahead of most site owners who still haven’t looked.
