Generative AI is changing how people discover brands, products, and information. Because it disrupts the buyer journey, it requires new metrics, specifically GEO KPIs, that accurately reflect performance within these AI engines. With Google AI Overviews appearing in over 20% of searches , marketing leaders are now being asked new questions by executives: Are we showing up in AI answers? Are we being cited? Or are AI engines recommending our competitors? As search behavior shifts, traditional SEO KPIs alone can no longer explain visibility or downstream revenue impact. This guide breaks down the GEO KPIs that actually matter, how to measure GEO success, and how to connect AI visibility to business outcomes using tools that marketing teams already trust, including HubSpot AEO . Why GEO KPIs Matter Now As generative AI becomes a primary decision layer in the buyer journey, generative engine optimization (GEO) KPIs become important performance indicators.…