Perplexity searches the web for every question, reads a short set of pages and writes the answer from them. That makes it the most source driven of the big AI assistants. When a new Reddit thread, a fresh review roundup or a competitor's comparison page starts getting picked as a source, the order of brands in the answer shifts with it.
It also means one reading tells you little. Answers are generated fresh each time, so two runs an hour apart can list brands in a different order. Weekly tracking over a month shows the real direction: are you named more often, are you climbing from third to first, and which sources appear whenever you win.
The useful question is not "what is my rank today" but "which pages does Perplexity read before it names my competitor first". From Growth, every run stores the cited URLs, so you can see the review site, thread or article to work on. Our LLM SEO tool page covers how teams turn those citations into a content plan.