A brand mention occurs when an answer names your business; an own-site citation occurs when the answer links to a page on your domain as a source. They measure different things. An engine can mention your brand using a third-party article, or cite your educational page without recommending your service. Record both events separately and keep the cited URL so the result can be checked.
Define sample-based rates before reporting them. For example, divide responses containing at least one own-site citation by all tested responses in the same period, and calculate mention rate separately. State the number of prompts, repeat runs, platforms, and markets included. If you report share of voice, define which competitors and events form the denominator. These are measurements of the chosen sample, not direct estimates of every user’s AI experience.