Three useful questions require three different kinds of evidence: was your brand named, was your website cited, and did anyone visit?
Brand mentions
A mention means the answer names the brand you are tracking. Document how you handle spelling variants and ambiguous names. A shared word or a similarly named product can otherwise be miscounted.
Linked citations
A citation is a reference to a source. Keep the source URL and the surrounding answer context. A linked page may discuss a competitor or mention your company only in passing, so inspect relevance before drawing conclusions.
Referral visits
A referral is a recorded visit. Analytics can describe visits it observes, but it does not prove every answer exposure or every source that influenced a visitor.
A useful reporting habit
Show the measurement definition beside each metric. Keep examples and collection dates available. State the limits of each dataset rather than merging unlike events into a single unexplained score.