Surmado Signal vs Gumshoe: Detailed Comparison

Quick answer: Signal and Gumshoe both test AI visibility, but differ in platform coverage, API access, and pricing. Signal tests 7 AI platforms for $25 or $50, includes Intelligence Token API for automation, persona-based testing. Gumshoe tests 4 platforms for $49, no API access, keyword-focused. Choose Signal for: more platforms, automation, cheaper Essential tier. Choose Gumshoe for: established brand, simpler interface.

Surmado does not sell AI placements and cannot submit your site to ChatGPT, Gemini, Claude, Perplexity, Meta AI, Grok, or DeepSeek. No one can. We test how these systems already talk about you and give you a plan to improve.

Reading time: 10 minutes

In this guide:

• Signal tests 7 AI platforms vs Gumshoe’s 4 where Signal covers ChatGPT, Perplexity, Claude, Gemini, Meta AI, Grok, and DeepSeek (56 total queries) while Gumshoe tests ChatGPT/Gemini/Perplexity/Claude only (about 40 queries), missing DeepSeek (growing in Asia), Meta AI (3B+ Facebook/Instagram users), and Grok (X/Twitter ecosystem)
• Signal includes Intelligence Token API, Gumshoe has no API where Signal provides permanent JSON access (https://api.surmado.com/intelligence/{TOKEN}) for Zapier/Make/n8n automation, historical tracking, and agency dashboards, while Gumshoe requires manual copy/paste from PDF for each report
• Signal costs $25 or $50, Gumshoe costs $49 where Signal Essential ($25) tests more platforms (7 vs 4) with API access, Signal Pro ($50) adds strategic recommendations + PowerPoint for $1 more than Gumshoe’s single tier, delivering better value for agencies running 10+ monthly reports
• Signal uses persona-based testing (natural language), Gumshoe uses keywords where Signal tests conversational queries (“Emergency AC repair Phoenix same-day service”) matching real AI user behavior vs Gumshoe’s SEO-style keywords (“AC repair Phoenix”), with Signal creating 50+ variations from your 3-7 personas
• Signal delivers in about 15 minutes, Gumshoe in about 24 hours where Signal provides same-day reports for urgent Monday meetings vs Gumshoe’s next-day turnaround, with both offering competitive analysis with 56 queries but Signal showing 4 core metrics (Presence Rate, Authority Score, Ghost Influence, Category Share) vs Gumshoe’s 1 primary metric

Bottom line: Both are solid tools. Signal offers better value and technical features (API, more platforms), Gumshoe offers more established presence and simplicity.

---

Feature Comparison Table

Feature	Signal Essential	Signal Pro	Gumshoe
Price	$25	$50	$49
AI Platforms Tested	8	8	4
Standard Platforms	ChatGPT, Claude, Gemini, DeepSeek, Meta AI, Grok	Same	ChatGPT, Gemini, Perplexity, Claude
Competitive Platforms	ChatGPT Search, Perplexity	Same	None
Sample Size	56 queries (7 per platform)	56 queries	about 40 queries (10 per platform)
Testing Approach	Persona-based (natural language)	Persona-based	Keyword-based
Presence Rate	Yes	Yes	Yes
Authority Score	Yes	Yes	No
Ghost Influence	Yes	Yes	No
Category Share	Yes	Yes	No
Platform Variance	Yes	Yes	Yes
Competitive Analysis	Yes	Yes	Yes
Strategic Recommendations	No (use Solutions)	Yes	Yes
Intelligence Token API	Yes	Yes	No
Automation Support	Yes (Zapier, Make, n8n)	Yes	No (manual only)
Delivery Time	about 15 minutes	about 15 minutes	about 24 hours
Report Format	PDF + JSON	PDF + PowerPoint + JSON	PDF
Refund Policy	7-day money-back	7-day money-back	Not specified

---

AI Platforms Tested

Signal (8 Platforms)

Standard platforms (Q1-Q9 queries):

1. ChatGPT (OpenAI GPT-4)
2. Claude (Anthropic)
3. Gemini (Google)
4. DeepSeek (DeepSeek-V3)
5. Meta AI (Meta AI)
6. Grok (xAI)

Competitive platforms (Q10 competitive queries): 7. ChatGPT with search (web-grounded) 8. Perplexity (citations-heavy)

Total queries: 7 × 6 standard + 7 × 2 competitive = 56 queries

---

Gumshoe (4 Platforms)

Platforms tested:

1. ChatGPT
2. Gemini
3. Perplexity
4. Claude

Total queries: about 40 queries (10 per platform, estimated)

Missing: DeepSeek, Meta AI, Grok, ChatGPT Search

---

Platform Coverage Winner: Signal

Signal advantage: 8 platforms vs 4 (2x coverage)

Why it matters:

• DeepSeek growing fast in Asia/global markets
• Meta AI integrated into Facebook/Instagram (3B+ users)
• Grok unique to X/Twitter ecosystem
• ChatGPT Search competitive queries test web-grounded AI

Gumshoe advantage: Focuses on most popular platforms (ChatGPT, Gemini dominant in US)

---

Testing Methodology

Signal: Persona-Based Testing

Approach: Natural language buyer queries

Example personas:

• “Emergency AC repair Phoenix same-day service weekend”
• “Moving companies DFW area reliable disciplined teams”
• “CRM software with robust API and Zapier integration”

Variations: 50+ test queries derived from your 3-7 personas

Why: Matches how people actually use AI (conversational, context-rich)

Learn more: What is Persona-Based Testing

---

Gumshoe: Keyword-Based Testing

Approach: SEO-style keyword queries

Example keywords (inferred):

• “AC repair Phoenix”
• “Moving companies Dallas”
• “CRM software”

Why: Familiar to SEO-focused teams, simpler to understand

Limitation: May not reflect actual AI user behavior (people ask questions, not keywords)

---

Methodology Winner: Depends on Use Case

Choose Signal if: You want to test how AI responds to natural buyer language (closer to real-world usage)

Choose Gumshoe if: Your team thinks in SEO keywords and wants familiar approach

---

Metrics Provided

Signal Metrics

Core metrics:

1. Presence Rate (0-100%): Organic mention frequency across all queries
2. Authority Score (0-100): Positioning quality when mentioned (requires ≥1 mention)
3. Ghost Influence (0-100%): Features discussed without attribution
4. Category Share (0-100%): % of total brand mentions in your category

Platform variance: Per-platform breakdown (ChatGPT: 52%, Claude: 38%, etc.)

Competitive analysis: Top 10 competitors with Presence Rates

Learn more: Understanding Signal Report

---

Gumshoe Metrics

Core metrics:

1. Presence Rate: Mention frequency (similar to Signal)
2. Platform variance: Per-platform breakdown
3. Competitive analysis: Competitor mentions

Not included:

• Authority Score (positioning quality)
• Ghost Influence (attribution gap)
• Category Share (market share of mentions)

---

Metrics Winner: Signal

Signal advantage: more thorough with 150+ checks metrics (4 vs 1 primary metric)

Authority Score value: Presence Rate alone doesn’t show if you’re recommended strongly or weakly. Authority Score fills that gap.

Ghost Influence value: Critical for brands with unique features that AI discusses without credit (e.g., Veterans Moving America’s 100% veteran workforce credited to competitor)

---

API Access and Automation

Signal: Intelligence Token API

Every report includes:

• Intelligence Token (format: SIG-YYYY-MM-XXXXX)
• API endpoint: https://api.surmado.com/intelligence/{TOKEN}
• JSON response with all metrics
• No authentication required (token is the key)

Use cases:

• Zapier/Make/n8n workflow automation
• Google Sheets custom functions
• Notion database integration
• Custom dashboards (fetch data programmatically)
• Historical tracking (compare Q1 vs Q4)
• Agency client reporting (20 clients, automated)

Example: Automatic Google Sheets row when Signal report delivered (no manual copy/paste)

Learn more: API Integration Overview

---

Gumshoe: No API

Delivery: PDF report only

Access: Manual download from dashboard

Automation: Not supported

Tracking: Manual spreadsheet updates

For agencies: Manually copy metrics for each client

---

API Winner: Signal (Gumshoe has no API)

Signal advantage: Automation-ready for agencies, developers, anyone managing multiple reports

Gumshoe limitation: Manual workflows only. If you run monthly reports for 20 clients, you’ll manually copy data 20 times.

Future: Gumshoe may add API (check their roadmap). As of November 2025, no API available.

---

Pricing and Value

Signal Pricing

Essential ($25):

• All 7 AI platforms tested
• 56 queries
• Core metrics (Presence Rate, Authority Score, Ghost Influence, Category Share)
• Intelligence Token API
• PDF report
• 7-day refund

Pro ($50):

• Everything in Essential
• Strategic recommendations (detailed analysis)
• PowerPoint export (client-ready)
• Deeper competitive insights
• 7-day refund

Learn more: Signal Essential vs Pro

---

Gumshoe Pricing

Standard ($49):

• 4 AI platforms tested
• about 40 queries
• Presence Rate metric
• PDF report
• Refund policy not publicly specified

No tiers: Single pricing (no Essential/Pro options)

---

Value Comparison

For basic visibility testing:

• Signal Essential: $25 (8 platforms, API access)
• Gumshoe: $49 (4 platforms, no API)
• Winner: Signal Essential (better platform coverage, half the price)

For strategic analysis:

• Signal Pro: $50 (strategic recommendations + all metrics + API)
• Gumshoe: $49 (basic recommendations, fewer platforms, no API)
• Winner: Signal Pro (more thorough with 150+ checks for $1 more)

For agencies (20 clients/month):

• Signal: $500-1,000/month (Essential or Pro) + automation saves 10 hours/month
• Gumshoe: $980/month + 10 hours manual data entry
• Winner: Signal (cheaper + automation ROI)

---

Report Delivery and Formats

Signal

Delivery time: about 15 minutes (not guaranteed, load-dependent)

Formats:

• Essential: PDF + Intelligence Token (JSON via API)
• Pro: PDF + PowerPoint + Intelligence Token

PowerPoint (Pro only): Client-ready slides with charts, competitive analysis, recommendations

JSON: All metrics as structured data (automation-friendly)

---

Gumshoe

Delivery time: about 24 hours (reported by users)

Formats: PDF only

No structured data export: Manual copy if needed for tracking

---

Delivery Winner: Signal

Speed: 15 minutes vs 24 hours (95× faster)

Flexibility: Multiple formats (PDF, PowerPoint, JSON) vs PDF only

Use case: Need report for Monday meeting? Signal delivers same day. Gumshoe may take until Tuesday.

---

Competitive Analysis Depth

Signal

Competitor identification: Automatic (AI platforms mention competitors organically)

Top 10 competitors shown with:

• Presence Rate for each
• Rank (1-10)
• Competitive gap (your rate - competitor rate)

Example:

• Competitor A: 54% (Rank #1, Gap: -12 points)
• Competitor B: 38% (Rank #3, Gap: +4 points)
• You: 42% (Rank #2)

Platform-specific: See which competitors dominate ChatGPT vs Claude

---

Gumshoe

Competitor identification: Automatic

Top competitors shown with Presence Rates (exact count not specified)

Analysis: Comparison table

---

Competitive Analysis Winner: Tie

Both provide: Competitor Presence Rates, rankings, comparisons

Signal edge: More platforms = more competitor data (8 vs 4 platforms)

Gumshoe edge: Simpler presentation (less overwhelming for beginners)

---

Use Case Recommendations

Choose Signal If You…

Need automation:

• Run monthly reports for multiple clients (agencies)
• Want automatic tracking dashboard (Google Sheets, Notion)
• Integrate with existing workflows (Zapier, Make)

Want comprehensive metrics:

• Need Authority Score (positioning quality)
• Track Ghost Influence (attribution gaps)
• Monitor Category Share (market share)

Value platform coverage:

• Target global markets (DeepSeek popular in Asia)
• Care about Meta AI (Facebook/Instagram integration)
• Test Grok (X/Twitter ecosystem)

Budget-conscious:

• $25 Essential tier sufficient for basic tracking
• Save 50% vs Gumshoe for more platforms

Need fast turnaround:

• 15 minuteute delivery vs 24 hours

---

Choose Gumshoe If You…

Prefer established brands:

• Gumshoe launched earlier (more market presence)
• Recognized name in AI visibility space

Want simplicity:

• Simpler metric set (Presence Rate focus)
• Less overwhelming for non-technical teams

Don’t need automation:

• Manual workflows acceptable
• Single report occasional use (not monthly tracking)

Focus on top 4 platforms only:

• ChatGPT, Gemini, Perplexity, Claude sufficient
• Don’t need DeepSeek, Meta AI, Grok coverage

---

Common Questions

Can I use both tools?

Yes. Some teams run both quarterly to cross-validate results. Presence Rates should be similar (methodology differences may cause 5-10% variance).

Which is more accurate?

Both are accurate for what they measure. Differences:

• Signal tests more platforms (broader picture)
• Gumshoe tests fewer platforms (focused view)
• Methodology (persona vs keyword) affects which queries are tested

Accuracy depends on whether your customers use ChatGPT-only (Gumshoe sufficient) or diverse AI platforms (Signal better).

Does Signal really deliver in 15 minutes?

Most reports: Yes (about 15 minutes). Some faster (10 min), some slower (30 min) depending on load. Not an SLA, but typical turnaround. Gumshoe’s 24-hour turnaround is longer regardless of load.

Why doesn’t Gumshoe have an API?

Unknown. Gumshoe hasn’t publicly announced API plans. May be on roadmap. Contact Gumshoe directly for API timeline.

Can Signal and Gumshoe test the same personas?

Signal uses persona-based testing (natural language). Gumshoe uses keyword-based. You can approximate by submitting keyword-like personas to Signal (e.g., “AC repair Phoenix” instead of “Emergency AC repair Phoenix same-day”), but results may differ due to platform coverage (8 vs 4).

Which tool do agencies prefer?

Agencies with 10+ clients prefer Signal (API automation saves significant time). Agencies with 1-5 clients may choose either (manual workflows manageable at small scale).

Is there a bundle discount for both?

No official bundle. Run Signal first (cheaper, faster, more platforms). If you need cross-validation, add Gumshoe quarterly.

---

Final Recommendation

For most SMBs and agencies: Start with Signal Essential ($25)

• Better platform coverage (8 vs 4)
• API access for automation
• Comprehensive metrics (4 vs 1)
• Half the price
• Faster delivery (15 min vs 24 hrs)

Upgrade to Signal Pro ($50) if you need:

• Strategic recommendations
• PowerPoint for client presentations
• Deeper competitive analysis

Try Gumshoe ($49) if you:

• Already use Gumshoe (established relationship)
• Prefer simpler, keyword-based approach
• Don’t need API or automation
• Focus on top 4 platforms only

Use both (quarterly cross-validation):

• Signal for monthly tracking + automation
• Gumshoe for quarterly second opinion

---

Want to try Signal? Run Signal Essential ($25) for 7 AI platforms, Intelligence Token API, about 15 minute delivery. Upgrade to Pro ($50) for strategic recommendations + PowerPoint export. 7-day money-back guarantee.