What does "Not measured" mean on an AI visibility report?

"Not measured" means exactly what it says: for that specific engine, on that specific scan, we don't have a real answer to grade — so we say so plainly instead of filling the gap with a guess. It happens for one of two honest reasons: the engine has no live key configured for this account (nothing was actually asked), or its probe genuinely failed mid-scan (a request errored out before returning an answer). Either way, there's no real data underneath a "Not measured" badge — which means there's nothing honest to diagnose yet, and nothing to fabricate a fix for.

Why this matters more than it sounds like it should

A tool that fills a missing engine's slot with a fabricated verdict, an invented "why," or a made-up fix is worse than a tool that shows nothing — it's confidently wrong, and confidently wrong is harder to catch than honestly blank. The alternative discipline is simple to state and easy to skip under pressure to look complete: when there's no real per-question data for an engine, show that plainly, and never let it quietly become a fabricated recommendation.

The one honesty rule that matters most: it's never a zero

The single most important thing to know about "Not measured": it is not the same as a failing score, and it should never be treated as one. A scored engine that genuinely never named your brand earns a real, low score — that's honest bad news. An engine marked "Not measured" earned no score at all, good or bad, because nothing was actually tested. Averaging a "Not measured" engine in as if it were a zero would silently punish you for a measurement gap that has nothing to do with your actual AI visibility — a subtle but real honesty bug some tools in this category get wrong.

What to do about it

If an engine shows "Not measured" because its probe failed, that's usually transient — re-run the scan and it typically resolves on its own. If it shows "Not measured" because no live key is configured, that's a coverage gap, not a bug: it means that particular engine isn't one you're currently paying to track, and the honest move is to say so rather than imply a number that was never actually generated.